Online Impulsive Buying Behavior: The Mediating Effect of Browsing on Egyptian Consumers

Abstract

This paper aims to investigate the joint effects of three types of external stimuli (social networking, marketing, and website cues) on consumers' browsing type and online impulsive buying behavior in the Egyptian retailing industry. As will be mentioned in detail, it is observed that the scant preceding research on online impulse purchases emphasizes the critical function of social influence in Egypt. The proposed objectives were achieved using a quantitative research approach using an online questionnaire. The study's 384 sample cases included18-40-year-old old Egyptian online buyers living in Cairo. That was calculated utilizing formulas covered in chapters one and three (Population and sampling). Shoppers who exhibit utilitarian browsing have a bigger impact on the temptation to make impulsive purchases. Recommender agents, sales promotions, and customer reviews positively impact consumers' browsing types, which ultimately influence their impulse buying behavior. According to this study's findings, consumers are greatly influenced by recommendation agents while browsing, whether it’s utilitarian or hedonic browsing value, more than other independent variables. Comparing the two types of browsing, recommendation place a greater emphasis on the hedonic value of browsing. Consumers who consider customer reviews place a greater emphasis on hedonic browsing, while those with sales promotions place a greater emphasis on utilitarian value.