IMPACT OF IMPULSE BUYING BEHAVIOR ON ONLINE SHOPPING

Abstract

This study investigates the concerning rise of impulsive buying behavior within the realm of online shopping. To shed light on the factors influencing these unplanned purchases, a research model was developed. This model guided the creation of a survey questionnaire that explored emotional triggers, mega sale promotions by retailers, and individual consumer characteristics like self-control, social-influence which potentially linked to impulsive buying. The survey was distributed to a representative sample of 150 participants, and the collected data was rigorously analyzed using SPSS software. This analysis aimed to identify the associations between the identified factors and impulsive buying behavior. The study's findings offer valuable insights for both online retailers and consumers. Retailers can leverage this data-driven understanding of customer behavior to craft targeted marketing strategies, while consumers can gain awareness of the factors influencing their own online shopping habits. This newfound awareness empowers them to make more mindful and controlled purchasing decisions.