Exploring The Antecedents Of Online Impulse Buying Behavior: A Structural Equation Modeling Approach

The present study was undertaken to understand the phenomenon of online impulse buying. The purpose of this study was to identify the factors influencing online impulse buying behavior. The study was based on Stimulus-Organism-Response (SOR) model proposed by Mehrabian and Russell (1974). A survey was conducted with 225 online buyers in Punjab, India using convenience sampling. Structural equation modelling using Amos 28 software was applied to the data collected through a self-administered questionnaire. For the purpose of study, six stimulus constructs (convenience, security, visually pleasing, variety of attractive products, diverse payment options and shipping services) were considered (their items were adapted from prior research studies). Customer satisfaction (organism) construct and its items highlighted the satisfaction derived from the websites and online retailer prior to buying which ultimately leads to online impulse buying (response). The results indicate that four factors- convenience, visually pleasing, variety of products and diverse payment options - have a significantly positive effect on customer satisfaction. Further, customer satisfaction, in turn, has a significantly positive effect on impulse buying. Moreover, it was found that the factors- convenience, security, visually pleasing, variety of products and diverse payment options – have a direct and positive effect on impulse buying behavior in an online setting. The findings highlight the significance of creating a user-friendly, visually appealing and secure online environment offering a wide range of attractive products and payment options to improve customer satisfaction and encourage impulse buying. The study contributes to the understanding of online impulse buying and offers practical insights for e-commerce businesses seeking to optimize their platforms for enhanced sales and customer engagement.