Antecedents of online impulsive buying behaviour: A meta-analysis
Buyers personality; Buyers emotions; Impulsive burying behaviour; Meta-Analysis; Online behaviour; Online buying; Shopping context
The advancement of technology has created curiosity among researchers and marketers in identify the possible antecedents to online impulsive buying. The concept of impulse buying is often defined as ?unplanned? purchase behaviour. Researchers have identified few factors based on a systematic review of literature. The factors have then been combined using Meta-Analysis to arrive at variables that act as antecedents to Impulse Buying behaviour. The variables identified include promotion, web atmospherics, online behaviour, shopping context, buyers emotions and buyers personality which all contribute significantly proving to be an important antecedent of impulsive online buying. The above identification of antecedents will help the marketing practitioners to understand and improve the characteristics of each antecedent. Further investigation can be done by further research scholars on finding if any variable could be added in enhancing the sales by creating a better impulse on the online platform. IJSTR 2019.
International Journal of Scientific and Technology Research, Vol-8, No. 11, pp. 3321-3324.
International Journal of Scientific and Technology Research
John A., Mother Teresa Womens University, Kodaikanal, India; Rathidevi R., Mother Teresa Womens University, Kodaikanal, India; Mathew J., Faculty of Management, CHRIST (Deemed University), Bangalore, India