An Empirical Study of Online Impulsive Buying Behavior
DOI:
https://doi.org/10.21834/ebpj.v7iSI8.3912Keywords:
Online Shopping , Impulsive Purchase , Buying Behavior, Online ReviewAbstract
Using the SOR model, this study examines the effect of Online Review, Shopping Enjoyment, Impulse Buying Tendency, and Perceived Acquisition Value on online impulsive buying behaviour among the millennial generation. Data was collected through online questionnaires using the convenience sample method. After data filtering, 256 replies were used in this study. The findings have shown that shopping enjoyment and impulsive buying tendency play an important role to influence online impulsive buying behaviours. These insights can be used by online retailers, online marketers, and online purchasing platform providers to plan future efforts to boost sales revenue and ensure the e-commerce industry's long-term viability.
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