A Study on Impulsive Buying Behaviour in Online Shopping

Abstract

Purpose: The present study aims to provide a broad overview of impulsive buying through literature review, find stimuli that triggers Impulse buying during online shopping, analyze the influence of respondents’ demographic and psychographic factors on impulsive buying and to construct and validate regression model. Theoretical framework: The study extensively reviewed available literature pertaining to various theories affecting consumer while purchasing goods online and offline. It largely conforms to the existing models of consumer behavior such as learning model (peer influence per se), psychoanalytical model (Eg: mood upliftment) and economic model (like seeking discounts and offers). It also embraces Maslow’s theory of need hierarchy (Ready to Eat products (RTE) were found to be bought most impulsively). Design/methodology/approach: The study has been taken up in select locations of Bangalore City, India, which is a hub for different types of e-commerce players and large consumer base with diverse background. The present study used both primary and secondary data. A structured questionnaire was administered online as well as in person with target respondents in select locations of Bangalore following area sampling method. A total of 600 respondents were contacted and complete information was obtained from 171 respondents during 2021-22. Qualitative analysis has been done from the responses captured through open ended questions in the instrument. Findings: Results show significant association between income and impulsive buying, different categories of products and tendency for impulsive buying, and Discount and offers are found to be most significant factors driving impulsive buying online along with tendency to buy online for mood upliftment and an urge to gratify the needs instantly. The model predicts impulsive buying with adjusted R2 value of .671 which is statistically significant. Research, Practical & Social implications: The study leaves major implications for the marketers as well as the consumers, apart from enriching the existing body of knowledge. Discounts become imperative for the marketers to drive sales and revenues which is not going to be a sustainable phenomenon. Customers get overused to discounts and churn when the discounts cease to exist. It may even prompt the marketers to portray that they are offering discounts, which may be fake and illusive, and finally would deceive the consumers. Originality/value: The model predicts impulsive buying with adjusted R2 value of .671 which is statistically significant.