Abstract
The purpose of the paper is to investigate the role of self-esteem and consumer's susceptibility to interpersonal influence in influencing IBT through the survey of Indian consumers. Data were collected through questionnaires administered to 250 corporate executives through an online survey. Structural equation modelling technique was used to test the hypothesised model. The empirical findings of the study revealed a negative relationship between self-esteem and impulsive buying tendency. Consumers' susceptibility to interpersonal influence was found to have a positive impact on the impulsive buying tendency. Self-esteem was found to be negatively related to the impulsive buying tendency. The mediation role of consumers' susceptibility to interpersonal influence in the relationship between self-esteem and the impulsive buying tendency was established. The model was tested in the Indian context with corporate executives as participants. Result indicates a negative relationship between SE and IBT and a positive relationship between nCSII and IBT. The mediation intervention of nCSII in the relationship between SE and IBT is also established. Managerial implications, limitations, and directions for future research are discussed.
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