Online impulse buying behaviour An investigation on the factors and consequences

Abstract

In recent years, the study of consumer behavior has been marked by newlinesignificant changes, mainly in decision-making process and consequently in the newlineinfluences of purchase intention. Companies have customized their marketing newlinestrategies as per the changing consumer dynamics and the trend toward impulse newlinebuying. This study attempts to map consumers attitude towards impulsive buying newlinebehavior. The study has focused on a few constructs that can influence impulse newlineonline consumer s behavior. The study has also looked at the consequences of newlineconsumers impulse online behavior. The methodology used is a survey design newlinewhere the sample is an individual who has shopped online. The final sample newlineconsisted of 613respondents selected from three zones of Kerala. Structural newlineEquation Modelling (SEM) using AMOS 22.0 was used to analyze hypotheses newlinerelated to factors and consequences constructs in the study. newlineLater on, ANOVA analysis showed that demographic factors have newlinesignificantly influenced the impulsive buying constructs used in the study. The newlinefindings offer many implications for marketers because they can focus on creating newlinesuitable communication that creates favorable ideas, methods and strategies to newlineattract online visitors and facilitate purchases online. newline newline