Consumer's Impulsive Buying Behaviour on E-Commerce Platform: an Exploratory Study on the Influence of External and Internal Factors

With the expansion of the E-commerce platform, there is significant evidence that impulsive buying is a trend that has been the focus of researchers across different genres. Online Impulsive purchase has increasingly gained scholarly attention across all the genres. Although the perceived quality of the online sites is significant, the consumer's buying behaviour is also a vital factor in how and why consumers respond impulsively. Little Effort has been made to ascertain the status of the findings and summarize the results. To bridge this study vacuum, a comprehensive analysis of online impulsive purchase behaviour was conducted using the Stimulus-Organism-Response approach to define and characterise variables that have impacted purchasing decisions. A conceptual framework was then developed to better understand the relationship, with the key constructs being atmospheric variables, time spent on website/app activity, and Impulsive Buying Tendency (IBT), all of which influenced a customer's desire to buy in the context of online shopping in India. The investigation came to a close with the study's results and future scope.