Abstract
The platform for exchange is gradually shifting from offline to online shopping model, thus leading marketers into a big enigma, as both the platforms are contending for raising their market share by increased shopping and consumption using online impulsive buying behaviour. Personality being the most important antecedent in offline impulse buying literature has, however, largely been ignored during its manifestation in the context of online impulse buying. An extended review of past studies laid the basis for the current study and thus attempted to understand what effect personality traits exert on consumers’ online impulsive buying tendency (IBT) and to see which personality trait played the dominant role in impulse buying behaviour at online platforms. The current study considers the three stages of online impulse buying behaviour, i.e., online impulsive buying tendency (IBT), urge to buy impulsively online (UB), and online impulsive buying behaviour (IBB). The relationship of age, gender, and online browsing behaviour with IBT, UB, and IBB is also studied. The study provides interesting insights about personality traits affecting IBT and therefore may help in addressing marketing issues related to online IBB.
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