Factors Influencing Impulse Buying in an Online Context: MBA Project

This MBA project investigates the factors that influence impulse buying within an online context. The study examines the impact of various elements, including e-commerce website content, product variety, aesthetic design, ease of navigation, product pricing, and promotional strategies. Furthermore, it explores the roles of shopping enjoyment and consumer impulsiveness in driving online purchases. The research employs a literature review to establish a foundation for understanding impulse buying and online consumer behavior, followed by a methodology section detailing the research structure and data collection methods, including the use of a primary research questionnaire. Findings and analysis are presented, utilizing straight regression to determine the significance of relationships between different factors, and a final section offers conclusions and recommendations based on the study's outcomes. The project aims to provide insights into the nature of online impulse purchases and the factors influencing consumer behavior in the digital marketplace. The study also acknowledges the importance of the SOR framework in understanding consumer behavior.