BU7002: Consumers Impulsive Buying Behavior in Online Shopping Report

This research report investigates the influence of online shopping on consumers' impulsive buying behavior. The study, titled 'Consumers impulsive buying behavior in online shopping than in store?', is structured into five chapters, examining how online platforms affect impulsive purchases. It explores the definitions and types of impulsive buying, influencing factors such as external and internal stimuli, and the advantages online retailers use to encourage this behavior, including free shipping, promotional offers, mobile optimization, and web design. The methodology includes research philosophy, approach, design, data collection, and analysis techniques. Findings are presented through descriptive and inferential analyses, including correlations and regressions. The report concludes with recommendations for online businesses to leverage impulsive buying to boost sales, based on the study's findings. The research aims to understand the association between online shopping and impulsive buying behavior and provide recommendations for online websites to increase sales.

Running head: IMPULSIVE BUYING BEHAVIOR
IMPULSIVE BUYING BEHAVIOR
Name of the Student
Name of the University
Author Note

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Executive Summary
The research report is primarily focused on finding the influence of the Online shopping on the
Impulsive buying behavior of the customers. The paper has been titled as ` Consumers impulsive
buying behavior in online shopping than in store? ` The study follows a comprehensive format
based on which, the study would outline the manner in which the online shopping tends to affect
the consumer impulsive buying behavior. Hence, the report is divided into five chapters whereby
each chapter is focused towards presenting a comprehensive analysis of the research topic and
aims to find the impact of the online websites and the impulsive buying behavior. The study has
five chapters and the recommendations have been provided in the last chapter so as to ensure that
the diverse online shopping websites will be able to influence this study and find ways to
increase their sales.

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Table of Contents
Chapter 1: Introduction....................................................................................................................5
Overview......................................................................................................................................5
Problem statement.......................................................................................................................7
Research aim................................................................................................................................8
Research Objectives.....................................................................................................................8
Research Questions......................................................................................................................8
Hypothesis...................................................................................................................................9
Research Rationale......................................................................................................................9
Structure of the Paper................................................................................................................10
Chapter 2: Literature review..........................................................................................................11
Overview....................................................................................................................................11
Definitions and Types of Impulsive Buying..............................................................................11
Factors Influencing Impulsive Buying......................................................................................13
External Stimuli and Store Environment/Website domain........................................................14
Internal Stimuli..........................................................................................................................16
Ways in which online shoppers can take advantage of the Impulsive Buying Behavior..........17
Online shopping.........................................................................................................................19
Factors Influencing Online shopping.........................................................................................20
Financial Risk........................................................................................................................21

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Product Risk...........................................................................................................................21
Convenience..........................................................................................................................22
Return Policy.........................................................................................................................22
Cultural Differences...............................................................................................................23
Conceptual Framework..............................................................................................................24
Summary....................................................................................................................................24
Chapter 3: Research Methodology................................................................................................25
Overview....................................................................................................................................25
Research Philosophy..................................................................................................................25
Research Approach....................................................................................................................26
Research Design........................................................................................................................26
Data collection procedure..........................................................................................................27
Data analysis..............................................................................................................................28
Research strategy.......................................................................................................................28
Sampling technique...................................................................................................................29
Ethical considerations................................................................................................................30
Conclusion.................................................................................................................................31
Chapter 4: Findings and Discussion..............................................................................................32
Overview....................................................................................................................................32
Analysis.....................................................................................................................................33

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Descriptive Analysis..................................................................................................................33
Inferential Analysis....................................................................................................................57
Correlation.................................................................................................................................57
The online shopping-Independent variables..............................................................................58
Dependent variable: Impulsive Buying.....................................................................................58
Independent and Dependent variables.......................................................................................59
Regression..................................................................................................................................59
Findings.....................................................................................................................................61
Discussion..................................................................................................................................61
Summary....................................................................................................................................66
Chapter 5: Conclusion and Recommendations..............................................................................68
Conclusion.................................................................................................................................68
Recommendations......................................................................................................................69
References......................................................................................................................................73
Appendix........................................................................................................................................81

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Chapter 1: Introduction
Overview
The Impulsive purchase or the Impulsive buying can be referred to as the unplanned
decision which is undertaken by a customer to purchase a particular product or a service just
before a purchase takes place. The customer who makes the purchases can be referred to as the
Impulsive buyer. According to Ahmad et al. (2019), the emotions and the feelings of the
different individuals have a key position to play in the decision making of the various individuals
and is a result of the feelings and emotions. According to Akram et al. (2016), this emotion is
largely exploited by the different marketers as well as the retailers who tend to believe that the
impulsive shopping is tied to basic want. The Impulsive buying has the capability to disrupt the
normal decision models which take place in the brains of the different consumers. This affects
the logical sequence of the actions of the consumers and they are replaced by an irrational
moment of self-gratification. This Impulsive to buy the goods appeals the emotional aspect of
the consumers and these goods which are necessarily purchased may not be functional or
important for the customer at large.
According to Akram et al. (2018), it was found that the different consumers are impulsive
towards making purchase decisions for a particular brand over the other once they are distracted
for the shopping as a consideration. Hence, the impulsive buying may be referred to as the
tendency which is faced by the customers in order to purchase a product or take the decisions in
the spur of a moment. With respect to this, the Impulsive buying cannot be essentially
categorized as the product specific. The impulsive buying can be essentially described as an
aspect which is tapped by the marketers to boost their sales. In line with this, it becomes

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essential to understand that there exists a greater likelihood that the various clients end up
making the purchase of a product after entering the supermarket even without the actual intent of
doing so. Although the Impulsive buying till now has been associated with the physical
shopping malls, however, according to Akram et al. (2018), the impulsive buying behavior has
augmented to a great extent in consideration to the online shopping as well. In consideration to
this, it is integral that the enterprise is being able to undertake decisions in a manner such that the
firm will be able to take advantage of the different customers and their decisions to engage in
such shopping activities. There are several reasons which effectively contribute to the impulsive
behavior on the side of the employees by the enterprise and these are due to a variety of reasons
such as the free shipping, sales and promotion, modified interface, web design, mobile
applications and other related aspects.
According to Badgaiyan and Verma (2015), the impulsive buying of the different users
is bound to increase due to the free shipping offers. When the different users are offered with the
free shipping as a tool, then the relative value for the online shoppers tends to increase to a great
extent. This assists in encouraging the shoppers by suggesting them to buy the different goods at
a specific range of pricing during the checkout with the free shipping offer.
Another factor which has led to the upsurge in the impulsive buying behavior can be
referred as to the sales and promotional offers. The different online websites and considerable
applications offer various incentives as well as special pricing facilities. In association with this,
it becomes indispensable to understand and verify that, the main reason why the different
customers get attracted to the online shopping are due to the physical retail, low cost products
and multiple channels of deliver. According to Bahrainizad & Rajabi (2018), another reason
why the Impulsive purchasing has increased to a great extent can be essentially contributed to the

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mobile optimization. The mobile optimization has made the access to the e-commerce websites
much quicker and easier. Hence, it is in consideration to this, that through the mobile
applications, the customers are saved from the tedious physical purchasing procedure and
additionally, they are able to streamline their purchases and hence, there has been an increase in
the Impulsive buying behavior. Lastly, the superb web design is also another reason why the
Impulsive behavior of the different customers has been increasing to a great extent.
Although to a certain extent it was the personal and subjective perception, the high
quality design is generally encouraged by the Impulsive purchasing. Therefore, according to
Basias and Pollalis (2018), in the literature as well, the Impulsive buying is a fast experience
which takes place with minimum on the part of the shopper. It involves the grabbing of a product
and the spontaneous decision which is taken by the customer and is often perceived as bad.
Hence, in consideration of this, the chief aim of the research project is to highlight the different
reasons why the impulsive buying behavior has increased because of the online commerce and
purchasing opportunity. The study will highlight whether the online shopping has an influence
on the Impulsive behavior or not and additionally, aspects such as the Psychological variables of
materialism, time, money and related aspects will be critically assessed to establish the
relationship which exists between the Impulsive purchase behavior and the different settings
which influence the purchase.
Problem statement
The problem statement which the study aims to solve can be referred to as the problem
relating to the purchase behavior of the different customers. In line of this, it is critical to
mention that, online shopping has amplified to a inordinate range and in consideration of this the
Impulsive behavior of the different shoppers have been increasing to a great extent. Hence, the

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study has been designed with the aim of understanding the association which tends to exist
between the online shopping and the Impulsive buying behavior will be determined with the help
of the statistical analysis.
Research aim
The main aim of the research is to highlight the association between online shopping and
the Buyer Impulsive. The study will intend to understand whether the online shopping has
increased the Buyer Impulsive or not.
Research Objectives
The research objectives for the study can be stated to be as follows:
1. To understand the concept of the Impulsive buying behavior of the different customers.
2. To understand the concept of online shopping and how it induces customers to purchase
more.
3. To analyze how the Impulsive buying behavior has an association with the online
shopping and related increase.
4. To find the relationship which exists between the Impulsive buying behavior and the
online shopping?
5. To provide recommendations using which the different online websites can take
advantage of this Impulsive in order to boost sales.
Research Questions
The research questions for the study can be stated to be as follows:
1. What is the concept of the Impulsive buying behavior of the different customers?
2. What is the concept of online shopping and how it induces customers to purchase more?

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3. How does the Impulsive buying behavior haves an association with the online shopping
and related increase?
4. What is the relationship which exists between the Impulsive buying behavior and the
online shopping?
5. What recommendations can be provided to the e-commerce websites using which the
different online websites can take advantage of this Impulsive in order to boost sales?
Hypothesis
The Hypothesis can be described as the proposed explanation for a particular
phenomenon. It is made on the basis of limited evidence and tends to act as a point for a further
investigation. The hypothesis set for the study can be stated to be as follows:
Alternate Hypothesis (H1): The online shopping has a strong influence on the Impulsive
buying behavior.
Null hypothesis (H0): The online shopping does not have an influence on the Impulsive buying
behavior.
Research Rationale
The reason why conducting this research is essentially crucial is because, the customer
Impulsive buying behavior is a critical topic of decision. In consideration of this, it becomes
relevant to understand that, online shopping has definitely increased the buying Impulsive and
extent of shopping (Bellini, Cardinali & Grandi, 2017). In consideration of this, it becomes
effective to consider that, this study will assist in establishing an association which exists
between the Impulsive buying and the advent of online shopping. With the help of this research,
the association shall be established and the ways to boost sales will be determined.

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Structure of the Paper
The paper will follow the given structure:
 Introduction: The introduction as a chapter will lay down the contextual of the study
which will then lay down the research objectives and the questions.
 Literature review: The literature review will analyze the theories associated with the
Impulsive buying and the online shopping.
 Research methodology: This chapter will state down the research methods and related
theories which will be used for the study.
 Data analysis and findings: This chapter will aim to lay down the findings of the study
and in consideration of this, the findings will be discussed.
 Conclusion and recommendations: The last chapter will discuss the conclusion of the
study and lay down the recommendations for the same.

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Chapter 2: Literature review
Overview
Over the past few years, various investigation scholars have taken strong interest in the
Impulsive buying behavior for the past sixty years. According to Cakanlar & Nguyen (2019),
the examination of the Impulsive buying in various supermarkets and other online website has
interested various manufacturers as well as retailers all around the globe. Various authors have
tried to engage in the knowledge of the Impulsive buying behavior and found the studies and
related structures very much limited to the unplanned purchasing and managerial interests in
focus. In earlier lessons, the procurements were explored but the consumer traits were not
investigated into and hence, it is critical to understand that, the Impulsive purchases is more
about the emotional experience and that also needs to be examined adequately by the enterprises
and managers in order to determine the impact of the online shopping on the increase of the
customer buying behavior (Chan, Cheung & Lee, 2017).
Definitions and Types of Impulsive Buying
Earlier studies on the Impulsive buying behavior did not focus on the behavior of the
consumers but was primarily focused on the product only. However, the customer and related
personal traits also act as a factor in influencing the different entrepreneurial purchases. Modern
researchers starting examining the personal spontaneity by exploring into various interactive
aspects of the Impulsive purchasing and according to Chen and Yao (2018), during the
procedure of Impulsive buying, the consumer experiences are bound to be instantaneous,
persistent and overpowering. According to Chen, Su and Widjaja (2016), the Impulsive buying
characteristic can be mentioned to be unintended, non-reflective reaction and occurs when being

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exposed to the stimuli as present inside the store or on the shopping website. In consideration
with this, according to Chen and Wang (2016), the Impulsive buying is an unintentional
performance which involves quick decision making and the tendency to acquire the product or
the service immediately. Chen et al. (2019), states that, Impulsive buying is the immediate
purchase made without any pre –shopping objective present. The need arises from either
purchasing a product of a specific category or from ensuring that, a particular product category
purchase is made adequately. According to Chua (2018), the Impulsive buying behavior often
tends to take place when the desire instigates within a shopper without much thought or
reflection. In consideration with this, it is critical to understand that, the purchasing of an article
which is out of stock and repeated when the product is encountered is generally omitted from the
focus of the Impulsive buying.
According to Chung, Song and Lee (2017), the Impulsive buying can be mentioned to be
a unexpected, convincing, multifaceted and unstructured buying behavior whereby the decision
procedure which is made is generally thoughtful and careful and full of alternative information as
well as choices. According to Darrat, Darrat and Amyx (2016), such a hedonic behavior is
usually marked with pleasure and not necessarily associated with the functional benefit or the
economic benefit of purchasing a project. In consideration with this, it becomes effective to
understand and ensure that, they are being able to involve in positive processes which will then
boost the sales of the marketer or the retailer. Desai and Mistry (2017) states that the Impulsive
purchasing as a decision is undertaken without the previous knowledge and is generally based on
a reasoning which is not pre-decided by the different shoppers. In consideration with this, it
becomes critical to ensure that, the customers generally m ace such decisions while checking out

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in online applications or in the different counters which thereby makes their decision rather
comprehensive in nature.
The classification of a purchase a planned decision and an Impulsive decision can be
made with the assistance of a basic framework of Impulsive buying. The behavior can be
characterized as planned, Impulsive or unplanned. The planned purchases can be referred to as
the time intense information probing and rational decision making whereas on the other hand, the
planned buying decision can be referred to as the shopping conclusions which are generally
made without any advance planning or related planning. According to Dey and Srivastava
(2017), the Impulsive buying can be easily eminent from the unplanned being in terms of the
quick decision making which is generally undertaken. In line of being unintended, the Impulsive
decision making also tends to involve a sudden experience, strong and irresistible urge to make a
particular purchase. In consideration with this, it is critical to examine and ensure that, the
Impulsive buying can be categorized as Planned Impulsive buying, Suggestion or fashion
oriented Impulsive buying, Reminded Impulsive buying and Pure Impulsive buying (Dodoo &
Wu, 2019).
In line with this, it is critical to safeguard that, the firm is being able to gain a considerate
idea about the product before purchase and purchases the goods in a whim. The purchaser is only
reminded about the product when they are reminded or when they view the particular product in
the market. According to Fenton‐O'Creevy and Furnham (2019), the pure Impulsive buying can
be considered to be a novelty or an escape purchase in consideration to which the consumer
breaks the tendency of usual shopping and his decision is based on self-proposal and without any
preceding involvement. In consideration of this, it is indispensable to mention that, in case the
buying behavior is based on the fashion oriented Impulsive buying, the shopper does not have

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any previous experience with the new and fashionable products and engages in the shopping
through pure emptions.
Factors Influencing Impulsive Buying
The Impulsive buying of the shopper is generally experienced by a number of factors
which relate to the shopping atmosphere, personal traits of the shopper, the product itself and the
diverse demographics as well as the cultural aspects.
External Stimuli and Store Environment/Website domain
The external factors which are generally associated with Impulsive buying and shopping
can be referred to as the marketing cues or stimuli which are generally controlled by the marketer
in an attempt to lure the different customers into the purchasing behavior. According to Fletcher
(2017), the external Stimuli generally tend to relate to the shopping and overall market
environment where the product is sold. In such a scenario, the shopping scenario generally tends
to comprise of the application and user interface design, the size of the store where the purchase
is made, the ambience, the formats of the application and the various sales as well as the
advertising activities which generally tend to take place. According to Hasim et al. (2018), the
buying Impulsive can be induced when a particular consumer tends to encounter a relevant visual
stimulus in any business environment or some related promotional stimuli. It is also believed that
the Impulsive buying can be considered to be relevant in today`s shopping scenario whereby
innovative sales promotion, creative messages and related use of technology can be made use of.
In consideration with this, it is relative to ensure that, the buying Impulsive is generally induced
when a particular consumer tends to examine and encounter a visual stimulus in the retail
environment of promotional stimuli. It is quite relevant in today`s work environment because it
is generally influenced by the user interface, the promotional messages and the appropriate use

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of technologies in the store. According to Huang (2016), the Impulsive buying may act as a stem
from the consumer exposure to a variety of products as present within a store. In addition to this,
it is effective to mention that, the stimuli to shop in a store directly or to engage in a purchase
using the only website may influence the customer. These aspects may influence the lighting in a
store, the presentation of merchandise, the floor coverings, the fixtures, the colors, sounds, odors
and the behavior of the sales personnel.
According to Iyer et al. (2019), highly stimulating and pleasant environment of the stores
enhance the Impulsive buying and in addition to this, the sales and promotional offers also have
the capability to influence a particular customer to make a particular purchase decision. In line
with this, the consumers often tend to experience an urge to buy the goods when the goods are
given on a sale. In line with this, it is active to ensure that, the buying Impulsive generally begins
with the sensation of the consumer and the perception which is driven by the exterior inducement
and shadowed by a sudden urge to engage in the purchase of the product. According to Khan et
al. (2016), the application design in case of operational window-shopping and the lighting of the
store along with other related aspects also has a very durable influence on the customer
emotions, excites them and then tends to affect the Impulsive purchases. According to Liao et al.
(2016), high arousal and overstimulation also tends to lessen the self-regulation of the
individuals and leads to the reduction in the ability of the people to undergo a thinking linked to
their actions and increase the chances and the cases of Impulsive buying.
In line with this, it becomes critically effective to understand that, the feel of the product
and the overall status attachment of the product in the eyes of the consumers also have an impact
on the overall style in which the different consumers will be purchasing a particular product. In
addition to this, it becomes increasingly critical to understand and ensure that the enterprise is

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being able to Lim and Yazdanifard (2015), find these different factors which generally tend to
influence an individual and then harness these so that it can be effectively made use of by the
enterprise (Zhang et al., 2018). In consideration with this, merchandising activities, POP posters,
different offers by the firms and other such factors generally tend to influence a customer to
engage in Impulsive buying and thereby see to it that he is being able to give more attentions to
the display and along with this, it successfully able to spend the money on the firm`s offerings
which will then boost the sales on the side of the enterprise and along with this, also assist the
different parties in engaging in long term success.
Internal Stimuli
The Internal Stimuli can be rightfully referred to as the different personality factors
which generally tend to influence a particular customer to engage in the Impulsive behavior of
the individual (Yu & Bastin, 2017). The shopping environment and the external stimuli in this
case do not have any influence on the particular purchases. In consideration with this, it is critical
to understand that, it really does not depend on the product but the person and their personality
itself which influences an individual to make a particular purchase decision. The feelings of
amusement, delight and pride which are usually displayed by the individual tend to reflect the
purchasing decision accordingly (Xiao, Nicholson & Iyer, 2017).In line with this, it is critical to
understand that, the lifestyle of the consumer may also influence the decision making of the
particular decision maker. In consideration of this, the buyers tend to seek a variety as well as the
differences which may then influence the brand switching and may also have an influence the
planning. Generally, there exists a low involvement of the decision making and if the purchaser
deems the purchase to be positive in nature and as per their wishes, they engage in the purchase
and these results in the Impulsive behavior (Wu & Lee, 2016).

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According to the different buyers often seek emotional value from the shopping rather
than the functional value as they tend to value the convenience and variety more than the
economic and functional value of the product. In association with this, it becomes effective to
consider that, many people often engage in shopping to improve their overall mood and to escape
from the negative emotional perceptions which surround them such as the low self-esteem,
negative feelings, moods and other related aspects. According To Vonkeman, Verhagen and Van
Dolen (2017), the Impulsive buying behavior may often be referred to as the act which is
motivated by a need to set higher records and to associate with a higher self. In line with this, it
may be considered critical to understand that, the firm would be essentially required to influence
this personal behavior of the individuals and engage in successful implementation of marketing
strategies. The behavior of the customers’ needs to be associated with the sensory, stimulation
and the hedonic behavior of the different individuals which further make this initiative rather
personal in nature (Ünsalan, 2016).
Ways in which online shoppers can take advantage of the Impulsive Buying Behavior
According to Su and Lu (2018), every retail store as present, need to see to it that they
are being able to work on the Impulsive buying trend and boost the average purchase value. In
consideration of this, it is integral to note that, 77% shoppers have engaged in the spontaneous
Impulsive purchase in the past three months and this has led to the overall success of the online
shopping and its overall performance. Hence, the different online e-commerce websites would be
essential to see to it that they are basically being able to see to it that they are undertaking
various steps and procedures with the help of which, they are being able to occupy in long term
effectiveness (Styvén, Foster & Wallström, 2017).

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The first step in such a case would be to create success would be to create a path and
encourage the various customers to engage in successful relationship with the enterprise and
encourage layouts. In such a scenario, it can be effectively manage the customers by creating
different store layouts which shall enable the different customers to purchase online and design
the path for the various customers to undertake (Sohn & Lee, 2017). This shall increase the
purchase and in addition to this, ensure successful outcomes.
Another strategy which can be adopted by the online retailers can be mentioned to be the
fact that, they can place the lower priced goods at the checkout page and this shall influence the
various customers to add these items to the cart and in association with this, be able to spend a
considerate amount of money without a second thought. The purchase values are boosted and
when the urgency with a limited time promotion is added, the customers shall engage in the
purchase in an impulsive manner (Siddiqui et al., 2019).
Another strategy which is generally followed by the various e-commerce retailers can be
mentioned to be the fact that the online retailers can essentially display the Impulsive products
around and at the same page as the High demand items. With consideration to this, when a sense
of urgency will be placed around the high demand items then in such a scenario, the firm will be
able to ensure successful operations. According to Shehzadi et al. (2016), the use of the right
language in order to communicate with the different customers is critical as it assists in ensuring
that the firm is being able to engage in convincing the customers that they will be required to
make the purchases while it lasts (Santini et al. , 2019). This belief on the side of the enterprise
will convince the different customers that they can engage in the purchase and their desires will
be lifted. Communication messages like Buy Now or getting it before it is gone are other such
measures with the help of which the desire for the stable items can be improved successively.

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Another recommendation which can be provided to the different employees who manage
the website can be mentioned to be the fact that, they will be required to make the choice of
those products which have a considerable low thinking capability on the side of the customer.
When the products with little consideration will be make use of then in such a case, the different
buyers will surely purchase the product and engage in successful increase in the sales of the
enterprise (Rezaei et al., 2016). In consideration with this, it becomes essential to understand
that, if the products are placed accordingly, the firm will be able to ensure long term
effectiveness in the right manner.
According to Putra, Said & Hasan (2017), another technique which is essentially
followed by the firm can be understood to be as the offerings of free products or the samples
which will assist the different customers in seeing to it that they are effectively able to ensure
that, the products which are being sold at side become very popular and the sales can be boosted
accordingly. When the different customers will be essentially offered with free samples and
demos of the given products then in such a situation, they will be able to guarantee that, the
product samples can be offered essentially and the enterprise is successfully being able to sell
these items to the various Impulsive purchasers (Pornpitakpan, Yuan & Han, 2017). Hence, this
is a technique which is often followed by the different e-commerce websites other domains who
tend to sell free goods to the customers in order to realize that they are being able to engage in
effectiveness and boost their sales as well.
Another technique which is followed by the different online websites and applications
can be mentioned to be the fact that they showcase seasonal items and attract the customers with
the latest trend as offered. In consideration to this, the different e-commerce websites also tend to

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see to it that they are being able to engage in successful display of seasonal items so that it wins
the repeated purchases from the different customers who are regular.
Online shopping
The online shopping can be referred to as the activity of engaging in purchasing different
goods and services in the form of an electronic commerce medium which provides the different
consumers with a facility to directly order the products and engage in the purchasing of the
products with the medium of the web browser and the internet. According to Pandya and Pandya
(2018), the consumers find the product of interest by visiting the websites and engage in the
product purchasing through the availability and pricing of the different retailers who generally
tend to display their products on the website. The customers have an opportunity to engage in the
services in regard to the shopping with the help of laptops, the computers, the tablet computers,
the smartphones as well as the smart speakers (Olsen et al., 2016).
As the online shopping and purchasing generally tends to involve buying products from
shopping center, the business is generally known as the Business to Consumer online shopping.
When an online store is generally set up to invite the other customers to shop or engage in
successful communication then in such a scenario, the customers are provided with the facility to
browse from the different opportunities and undertake information about the various offerings of
the enterprise and gain a precise understanding of the various features as well as the different
specifications of the product (Murshed & Zhang, 2016). The main feature of the online shopping
can be understood to be the search features which will help the user in searching and considering
various aspects such as the method of payment systems, the popularity of the items being sold
and the review ratings as well as the quality of the items being sold. However, there are several
factors which generally tend to have a critical influence on the online shopping and tend to

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determine the manner in which a business generally tends to set up the online service and the
customers engage in the purchasing of the different products (Müller, Mitchell & de Zwaan,
2015).
Factors Influencing Online shopping
In order to comprehend the decision making of the different online shoppers, it becomes
critically effective to understand that to be successful, the online shoppers are speculative and are
not willing to undertake decisions without consideration (Lucas & Koff, 2017). Hence, the
primary aim of the section is to highlight the various factors which generally tend to influence
the online shopping as these factors tend to determine the level of sales a company may incur in
the long run. Hence, in line with this, the given section will discuss certain factors affecting
online shopping and regulate the means in which the enterprise may be able to take advantage of
these factors in order to ensure that the customers remain attracted to the online websites and in
addition to this, the firms are able to tap this factor in order to safeguard that, they are being able
to boost the sales accordingly (Lo, Lin & Hsu, 2016).
Financial Risk
The main factor which tends to influence the online shoppers can be stated to be the fact
that, the financial risks associated with the particular transactions can be stated to be very high.
The financial risk can be mentioned to be the perception that the certain amount of money might
be lost during the purchase and the security and privacy of their banking account information
might also be essentially lost (Lin & Lo, 2016). In consideration of this, the disclosure of the
financial information disclosed from transactions online is also a great concern. Hence, the
shoppers generally tend to perceive the experience as a loss and often refrain from this.

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Product Risk
Very often the different employees also tend to fear the risk of product. The quality of the
products may very often not be suited to the online sale as the different sellers may not
necessarily be able to sell the products as per the convenience of the different customers. The
product quality may not be appropriate and even when the online website would provide
adequate description; the product may not be exact (Khan et al., 2016). Hence, it is due to this
risk that the product risk may stop a purchaser from purchasing the goods online.
Convenience
According to Iyer et al. (2019), the convenience can be stated to be the best aspect about
the online shopping. Very often the individuals feel that they will be able to gain major benefit as
they will be able to save time. Hence, various online shoppers often tend to indulge in the online
shopping with the help of which, they are able to ensure that they are being able to gain
sufficient time by shopping online and make the purchases as per their overall convenience
which thereby motivates them to purchase more. According to Khan et al. (2016), the different
shoppers must be adequately provided with the convenience facility and free delivery by the
retailers to boost sales and increase the purchases.
Non delivery
Very often various fraudulent activities tend to take place whereby, the products which
are purchased by the different shoppers may not necessarily be delivered to them. In
consideration of this, it is effective to understand that, there might take place a potential loss of a
delivery whereby the goods might be lost or damaged and hence, this ends up creating fear in the
customers because they may not receive their products on time and hence, they may not be

23IMPULSIVE BUYING BEHAVIOR
necessarily able to trust the transactions which tend to take place. In consideration of this, it is
essential to understand that the shipping and the non-delivery provides an accurate update
relating to an aspect when the product has to be ordered and what criteria has to be followed.
Return Policy
Many online websites do not have a designated return policy. The return policy is one of
the most critical policies which is taken care of the customer in order to understand whether the
purchase which has to be undertaken by the customer will be viable or not. All organizations
should have a proper policy of returns and refunds which thereby assist in building the
confidence of the individual. Although the different shoppers may not be required to return the
product but when the find a sound policy regarding the return, they may attain confidence and
may buy the product (Khan et al., 2016). A consumer must be never made to feel that their
money has been wasted and the product doesn’t reach the expectations of the customers.
Cultural Differences
Another aspect which has to be taken care of the customers while purchasing goods
online can be stated to be the online shopping. In consideration of this, it can be mentioned that,
very often a particular customer base may be biased towards the online shopping. The value
system of every society may be different from one another and it is the role of the different e-
commerce websites is to ensure that the different buyers gain the confidence to purchase online
and to be able become a regular customer. In consideration with this, the business would be
required to understand the relationship which tends to exist and the Internet has to be promoted.

24IMPULSIVE BUYING BEHAVIOR
Hence, the individuals shoppers are very hard to predict but the firm who is selling the products
would be required to understand the manner in which they need to make the purchase and the
risks associated with the different online shopping aspects need to be taken care of accordingly.
Conceptual Framework
Summary
Therefore, from the given analysis, it can be rightfully understood that, the Impulsive
buying behavior is essentially influenced by the online shopping. The given study provided a
comprehensive overview of the Impulsive buying behavior as a concept and also determines the
factors influencing such a behavior. This was then followed by the discussion of the online
shopping and the factors influencing the online shopping.
Online shopping Impulsive
buying behavior
External Stimuli
Internal stimuli

25IMPULSIVE BUYING BEHAVIOR
Chapter 3: Research Methodology
Overview
The research methodology can be mentioned to be the critical chapter which focuses on
the different research methods which have to be adopted by the author of the study in order to
confirm that the study will be able to track a focused approach and the research objects of the
study can be met with accordingly. Hence, in this chapter, the different perspectives of the
research approaches which can be applied for the study and this will then be followed by the
explanation of the research methods so that the right method of procedure can be applied and the
right answer can be gathered accordingly. This chapter will sketch the research philosophy, the
research strategy, the research approach and the investigation design which can then be applied
in order to continue with the study.
Research Philosophy
The research philosophy can be mentioned to be the assumptions which are generally
undertaken by the author prior to carrying out the study. In consideration with this, it becomes
very operative to guarantee that, the assumptions which are adopted for the study are taken in
alignment of the research objectives which have to be adopted for the study (Walliman, 2017).
The research philosophy is normally fixated on the various manners in which the data will be
collected for the study and the way in which the data for the research will be sorted in order to
attain the research objectives. Usually in any study, the research philosophies which are normally
made use of can be mentioned to be the positivist research philosophy and the interpretivist
philosophy (Taylor, Bogdan & DeVault, 2015). The positivist research philosophy tends to focus
on the quantitative research however the interpretivist research philosophy is fixated on the

26IMPULSIVE BUYING BEHAVIOR
qualitative research. In line with this, it is essential to mention that, the research methodology
which will be most appropriate for the study can be mentioned to be the positivist research
philosophy which will be focusing on the quantitative research and will support in finding out
the influence of the online shopping on the Impulsive buying behavior of the individual shopper
and using this would assist in answering the research questions in an effective manner.
Research Approach
The research approach can be rightfully defined as the plans whereby the data will be
approached while carrying out the requirement and meeting the requirement of the study. In
general, the research approach is generally fixated on the research problem and finding the
plausible solution for the problem being faced by the firm. In consideration of this, it becomes
essential to ensure that, this research approach which has been assumed for the study is the
Deductive research approach and in this kind of an approach, the data for the study shall be
deduced from the data which will be collected from various sources and thereby results will be
deduced from it (Cope, 2015) This research approach tends to ensure that information suitable
for the study can be deduced from the data and considerate analysis based on this approach can
be undertaken by the researcher. The research objectives can be easily met with by using this
method of study and research approach.
Research Design
The research design can be described to be the research format which is generally taken
to carry out the study. In consideration with this, it can be effectively stated that all studies will
be required to follow a systematic format and in light of this, the research design has to be
formulated in a manner such that, the research hypothesis which is generally followed for the
study can be attained or rather proved in a successful manner (Fletcher, 2017). For this purpose,

27IMPULSIVE BUYING BEHAVIOR
the research design which has been followed for the study can be mentioned to be the descriptive
research design. In the descriptive research design, the hypothesis when accepted or rejected will
be proved or explored critically which shall then be followed by the consideration of the basic
reasoning and related phenomenon for the study (Flick, 2015). In addition to this, using the
descriptive research design for the study, the author will also be able to find how the online
buying and purchasing has impacted the Impulsive buying behavior.
Data collection procedure
The data collection procedure can be rightfully defined as the process with the help of
which the data for the research is composed and the examination of the responses of the
participants or the secondary data collected tends to take place. In order to carry out the research
in a successful manner, it is integral for the different researchers to ensure that they are
effectively being intelligent to engage in effective data collection procedure with the benefit of
which they will be able to gather valid information which can then be utilized for the study in
order to see to it that, the research questions can be answered effectively and in line with this,
authentic response or information is collected (Glesne, 2016). The choice of the data collection
method also depends greatly on the hypothesis which has to be selected and proven for the study.
In general, there are two methods of data collection which are applied for the study and these can
be understood to be the methods relating to the Primary and secondary. As the motive of the
study is to find the influence of the online shopping on the Impulsive buying behavior of the
customers, it becomes effective to ensure that, the data which is being utilized for the study
makes use of the customer responses it and hence, the primary technique of data assortment has
been used (Gray, 2019). This will be helpful in presenting various graphs as well as charts based
on the customer response. The research instrument with the help of which the primary data

28IMPULSIVE BUYING BEHAVIOR
collection will be carried out can be stated to be a questionnaire whereby close ended options
will be presented to the different individuals and their answers will be mapped accordingly on
the Likert scale.
Data analysis
The data analysis method can be mentioned to be the way in which the data which is
collected is analyzed and assessed so as to confirm and comply by the research objectives and to
be able to reach out with the research questions in the right manner. In consideration with this, it
can be mentioned that, the data analysis section forms the main crux of the study and it is based
on this that the researcher would be required to take considerate steps which will help in
concluding the study. According to Kumar (2019), there are two primary methods of data
analysis which can be cited to be the qualitative method of data analysis and the quantitative
method of data analysis. It is in consideration of this that, as the study aims to find the influence
of an independent variable on the dependent variable, the research data analysis method which
has been adopted for the study is the Quantitative method of analysis. In the quantitative data
analysis, the analysis will be carried out by making use of the Statistical tools and the medium of
SPSS tools will be made use of so as to ensure that the relationship which exists between the
online shopping and the Impulsive buying behavior (Ledford & Gast, 2018). In addition to this,
the study will essentially focus on ensuring that, that through the medium of Regression and
Correlation analysis, the relationship between the online websites and the Impulsive buying
behavior can be found adequately. In addition to this, it is through the medium of the
Quantitative analysis that the primary data which has been collected can be best assessed and the
objectives of the study can be attained in the right manner.

29IMPULSIVE BUYING BEHAVIOR
Research strategy
The research strategy can be describes as the primary component of any research which
tends to take place. In consideration of this, it becomes relatively crucial to understand and
comprehend that, the researcher would be essentially required to come up with a plan with the
help of which they will be able to complete the research in a rightful manner and the different
questions can be answered successfully (Litosseliti, 2018). In consideration with this, it becomes
very crucial to comprehend that, the research strategy has to be aligned accordingly with
consideration of the research hypothesis, research questions and the research objectives. Hence,
for the purpose of the study, the research strategy which has been applied can be cited to be the
Primary Quantitative research strategy. In this kind of a policy, the data will be collected by
making use of the primary sources of data collection which will then be followed by the analysis
of the findings with the help of the quantitative analysis which will be undertaken by making use
of the Statistical tools as well as the resources (Lucas & Koff, 2017). This will assist in finding
the influence of the Online buying on the Impulsive buying behavior. The research strategy will
implement the use of the Regression and Correlation analysis as a statistical tool.
Sampling technique
The sampling technique can be defined as the procedure with the help of which primary
data for the study will be conducted accordingly (Mackey & Gass, 2015). The sampling
technique and choice is generally made use of by deciding upon the population size and the
sample characteristics so that the sample size and choice can be undertaken in a considerate
manner. In selection with this, the sampling can be defined as a process which is important to
prove the hypothesis for the study. In consideration with this, for the research the method of the

30IMPULSIVE BUYING BEHAVIOR
Simple random probability sampling method will be fundamentally made use of in order to
ensure and verify that the choice of the consumers is made in a random manner. The participants
for the survey will be collected based on the social media selection and due permission will be
collected from the different participants in order to ensure that, the right kind of participants are
chosen for this purpose. In deliberation of this, the model size which has been chosen for the
study can be mentioned to be 200. The prior authorization of the different customers for the
study will be collected accordingly and based on this, their responses shall be collected.
According to McCusker and Gunaydin (2015), the sampling technique will help in understanding
how the online shopping influences the Impulsive buying behavior.
The questionnaire will be calculated in a means such that the responses of the various
participants can be captured essentially. This will then be followed by the collection of their
responses which will be undertaken using the responses in a Likert scale. It is with the help of
this that the author will be able to understand the manner in which the study will be able to attain
the objectives and the responses can be carried out in the right way to prove the hypothesis
(Pruzan, 2016). The Questionnaire shall be divided into three sections whereby the study will see
to it that the opinions of the respondents can be collected accordingly and this will then be
followed by the questions on Impulsive buying behavior and the Online shopping.
Ethical considerations
The ethical considerations can be stated to be the ethical aspects of the research which
generally tend to arise when the research is being carried out effectively. In consideration of this,
it becomes relatively crucial to ensure that, the research needs to be carried out in a manner such
that the overall research objectives are attained and the laws and regulations of the University are
thereby complied with (Quinlan et al., 2019). There exist a series of ethical considerations which

31IMPULSIVE BUYING BEHAVIOR
need to be made by the author of the study in order to ensure that the data can be originated
effectively. In consideration with this, it is effective to understand that, while conducting the
literature review and other related analysis, the original sources need to be made use of in order
to see to it that, the objectives can be attained and the authenticity of the study can be upheld in
accordance with the different regulations (Silverman, 2016). It is crucial to ensure that the
legitimacy and substantiation of the authors has to be undertaken accordingly.
Another aspect which has to be taken care of by the different authors of the study can be
mentioned to be the fact that, the information needs to be present in a manner such that there
does not arise a case of plagiarized content and the author presents his own work accordingly. In
line with this, it is essential for the author to consider the fact that, in case of the primary
research, the study has to be conducted in a manner such that the main motive of the data
collection is upheld accordingly and no unethical work is undertaken (Skinner, 2015). Moreover,
all University rules and regulations also have to be abided by the research committee in the
University.
Conclusion
Hence, it can be essentially stated that, the research methodology is a crucial chapter
which tends to justify and identify the dissimilar ways in which the study objectives will be
concluded accordingly. In addition to this, the study functions with the motive of underlying the
research objectives, justifying the research procedures and to deciding the right number of
research participants. The details regarding the ethical considerations and the research instrument
and tools will also be provided.

32IMPULSIVE BUYING BEHAVIOR
Chapter 4: Findings and Discussion
Overview
Impulse buying is a term that is used to describe a spur of the moment shopping
experience where an individual ends up buying or procuring goods quite randomly. Impulse
buying, more often than not leads an individual to spend more than he or she set out to spend on
a shopping activity and can enable a person to buy things that he or she does not need (Akram et
al., 2016). Impulse buying can lead to money going down the drain from the point of view of
customers, but it is beneficial from the standpoint of a store owner and a marketer. Impulse
buying can be boosted in a number of different forms and it is mostly seen to take place with
respect to online shopping activities. People who undertake shopping activities online tend to
spend more than what is needed because of the wide availability of products and services right at
their disposal (Akram et al., 2018). They find themselves in a position to choose from a wide
range of products and more often than not, they are unable to control the desire or the temptation
to buy it. Business owners who choose to engage in the marketing of their goods and services
online can definitely leverage the impulsive buying behavior of customers online to boost their
sales and experience high levels of profit. This section can be mentioned to be the primary
section of the study in consideration with which the findings of the study are discussed critically
and various considerations in regard to the data collected from the survey, deductions are
undertaken. Hence, the chapter will follow a systematized format whereby it will be divided into
various sections and each section will essentially focus on finding the solution and answering the
research question which exists. Hence, the study will undertake the analysis which will throw
light on the inferential statistics and the descriptive statistics. This shall then be followed by the

33IMPULSIVE BUYING BEHAVIOR
Findings and the Discussion of the same. The discussion will relate the theory to the actual study
and present the findings in a conclusive manner. The following section will now aim to
understand why it is that customers succumb to impulsive buying behavior following which it
will analyze the ways by which impulsive buying behavior can be controlled, regulated and
taken advantage of by businesses for their profit.
Analysis
Descriptive Analysis
Gender
Frequency Percent
Valid Female 113 56.5
Male 87 43.5
Total 200 100.0
The image represents that out of the 200 people surveyed, 56.5% of the population is
female and the rest are male customers. As the inclination towards online shopping is generally

34IMPULSIVE BUYING BEHAVIOR
witnessed to be more in the female customers, their survey has been conducted accordingly and
the responses have been recorded.
Age group (years)
Frequency Percent
Valid 18-29 63 31.5
30-39 37 18.5
40-49 44 22.0
50+ 56 28.0
Total 200 100.0
The age group of the sample population can be understood to be distributive in nature. It
can be seen that the majority of customers belong to the age group of 18 to 29 and in line with
this, the rest of the age groups which are 30 to 39, 40 to 49 and 50+ are approximately equally
distributed.
Education
Frequency Percent
Valid Bachelor Degree 38 19.0

35IMPULSIVE BUYING BEHAVIOR
Diploma 65 32.5
Master 32 16.0
Up to High school 65 32.5
Total 200 100.0
The education level of the different respondents were also collected in order to estimate
the level of advancement they have in regard to using the application In this scenario, it can be
mentioned that, all the respondents are well educated and more than 35% of them have a degree
which is greater than Graduation.
Years dealing with Online shopping
Frequency Percent
Valid 3-6 years 58 29.0
7+ years 49 24.5
Less than 3 years 93 46.5
Total 200 100.0

36IMPULSIVE BUYING BEHAVIOR
When the respondents were asked about the number of years they have dealt with the
online shopping, it was found that 46.5% of them have shopped online for less than 3 years. In
association with this, 29% of the respondents have been shopping for the past 3 to 6 years and in
consideration of this, 24.5% respondents have been shopping for a time period of 7 years and
above.
Which of the following online websites do
you shop from?
Frequency Percent
Valid Alibaba 34 17.0
Amazon 56 28.0
Barnes & Noble 60 30.0
eBay 20 10.0
Others 9 4.5
Walmart 21 10.5
Total 200 100.0

37IMPULSIVE BUYING BEHAVIOR
When the views of the respondents were collected in regards to the online websites, it
was essentially found that, the majority of the customers shopped from the online website of
Walmart, Amazon and Alibaba. The rest of the respondents which formulates 25% of the sample
size shop from other applications and websites such as the Barnes and Noble, eBay and others.
Time spent on shopping sites per week
Frequency Percent
Valid 0 hour 9 4.5
1-3 hours 61 30.5
10 hours or more 35 17.5
4-6 hours 31 15.5
7-9 hours 64 32.0
Total 200 100.0

38IMPULSIVE BUYING BEHAVIOR
When the respondents were asked about the presence on the online website and related
shopping applications then in such a scenario, 32% of the respondents use the online websites for
7 to 9 hours in a week. In association with this, 30.5% of the respondents use the online websites
for a period of 1 to 3 years. Additionally, the only 17.5% of the respondents make use of the
shopping websites for more than 10 hours in a week.
Income level
Frequency Percent
Valid $18k-$29k 75 37.5
$30-$39k 87 43.5
$40-$49k 12 6.0
Above $50k 5 2.5
Below $18k 21 10.5
Total 200 100.0

39IMPULSIVE BUYING BEHAVIOR
The income level of the respondents and the related data was also collected from the
different respondents as present. In consideration with this, 43.5% of the respondents belong to
the income group of $30-$39k. In consideration with this, 37.5% of the respondents belong to the
income group of $18k to $29k.
Do you end up making Impulsive
purchases
Frequency Percent
Valid No 89 44.5
Yes 111 55.5
Total 200 100.0

40IMPULSIVE BUYING BEHAVIOR
When the respondents were asked about whether they make the purchases on an
Impulsive or not while checking out, then in consideration to this, 55.5% of the respondents gave
a positive response and mentioned that they made considerate Impulsive purchases whereas
44.5% of the respondents mentioned that they did not make any Impulsive purchases.
Likert Scale Questions
 SD: Strongly Disagree=1
 D: Disagree=2
 N: Neutral=3
 A: Agree=4
 SA: Strongly Agree=5
Online shopping can be
understood to be quite
convenient in nature

41IMPULSIVE BUYING BEHAVIOR
Frequency Percent
Valid 1 7 3.5
2 21 10.5
3 36 18.0
4 71 35.5
5 65 32.5
Total 200 100.0
When the different respondents were asked whether they found the procedure of online
shopping very convenient or not, then to this, more than 65% of the respondents mentioned that
they believed that the online shopping is very convenient in nature and in association with this, it
becomes effectively critical to ensure that they liked to shop online.
The online shopping offers the
best brand offerings.
Frequency Percent
Valid 1 10 5.0
2 20 10.0
3 34 17.0
4 72 36.0

42IMPULSIVE BUYING BEHAVIOR
5 64 32.0
Total 200 100.0
The different respondents were also asked about whether they believed that the online
shopping offered the best brands offerings or not, then to this, more than 65% of the respondents
mentioned that they strongly agreed that the online shopping offers the best brand offerings.
The online shopping provides
delivery convenience
Frequency Percent
Valid 1 7 3.5
2 19 9.5
3 37 18.5
4 63 31.5
5 74 37.0
Total 200 100.0

43IMPULSIVE BUYING BEHAVIOR
The respondents were also asked about their convenience shopping online. To this, the
different respondents mentioned that more than 70% of them believed that the online shopping
can be considered very convenient for them because it provides them with delivery convenience.
In consideration with this, it becomes effective to mention that, the online shopping tends to
support the employees.
The shopping makes it possible
to get goods delivered from
different cities and countries
Frequency Percent
Valid 1 4 2.0
2 15 7.5
3 51 25.5
4 57 28.5
5 73 36.5
Total 200 100.0

44IMPULSIVE BUYING BEHAVIOR
In consideration with this, it can be noted that when the respondents were asked about
whether they believed that, shopping maximizes delivery convenience, then in this case the
different employees mentioned that, more than 65% of them believed that they purchased online
because they got the goods from various cities and countries.
Online shopping saves time.
Frequency Percent
Valid 1 10 5.0
2 19 9.5
3 48 24.0
4 69 34.5
5 54 27.0
Total 200 100.0

45IMPULSIVE BUYING BEHAVIOR
In regards to the saving time aspects, when the different respondents were asked about
their online shopping and savings time aspect then in such a case 60% of the respondents
mentioned that, they strongly believed that the online shopping as a medium saves considerable
time and related efforts.
It assists in saving efforts
Frequency Percent
Valid 1 5 2.5
2 27 13.5
3 42 21.0
4 68 34.0
5 58 29.0
Total 200 100.0

46IMPULSIVE BUYING BEHAVIOR
In line to the previous observations, it was found that, more than 60% of the respondents
believed that the online shopping saved convenience and other efforts which led to successful
operations.
The online shopping provides
greater discounts on the
products
Frequency Percent
Valid 1 5 2.5
2 21 10.5
3 38 19.0
4 56 28.0
5 80 40.0
Total 200 100.0

47IMPULSIVE BUYING BEHAVIOR
The respondents were asked about the fact whether they liked to shop online due to the
good offers as available on the websites then in this scenario, more than 67% of the respondents
mentioned that they were under the belied that the online shopping provided greater discounts on
the product.
The prices are affordable for
goods
Frequency Percent
Valid 1 8 4.0
2 17 8.5
3 34 17.0
4 67 33.5
5 74 37.0
Total 200 100.0

48IMPULSIVE BUYING BEHAVIOR
In regards to this, it is necessary to mention that, the prices are affordable on the online
websites and this is the reason, they like to shop online and engage in related purchases.
It offers a wide variety of choices.
Frequency Percent
Valid 1 2 1.0
2 18 9.0
3 35 17.5
4 63 31.5
5 82 41.0
Total 200 100.0

49IMPULSIVE BUYING BEHAVIOR
In consideration with this, another reason why the different respondents like to shop
online and as mentioned by more than 70% of the respondents is because the online websites
offer a variety of choices and provides the different individuals with considerate facilities.
It offers large number of choices
faster and well presented
Frequency Percent
Valid 1 5 2.5
2 23 11.5
3 45 22.5
4 64 32.0
5 63 31.5
Total 200 100.0

50IMPULSIVE BUYING BEHAVIOR
In consideration with this, it can be observed from the given chart that, when the different
respondents were asked about the choices and their presentation, then to this, the respondents
mentioned that more than 60% of them believed that, the online shopping offered a large variety
of choices using which, the customers are able to shop well.
The website domain influences
Impulsive buying
Frequency Percent
Valid 1 5 2.5
2 15 7.5
3 43 21.5
4 68 34.0
5 69 34.5
Total 200 100.0

51IMPULSIVE BUYING BEHAVIOR
When the respondents were asked about the external influences on the Impulsive
behavior, then to this, more than 65%of the respondents mentioned that the design of the website
and the offers at checkout influences buying behavior.
The offers influence Impulsive
buying
Frequency Percent
Valid 1 7 3.5
2 13 6.5
3 39 19.5
4 64 32.0
5 77 38.5
Total 200 100.0

52IMPULSIVE BUYING BEHAVIOR
The respondents were also asked about the influence of the offers on Impulsive buying.
In consideration with this, the different respondents mentioned that, more than 68% of the
respondents mentioned that, the offers induced them to Impulsive purchase.
Stimulating store environment
influences Impulsive buying
Frequency Percent
Valid 1 5 2.5
2 27 13.5
3 36 18.0
4 66 33.0
5 66 33.0
Total 200 100.0

53IMPULSIVE BUYING BEHAVIOR
In line with this, it can be essentially mentioned that, when the respondents were asked
whether they were under the belief that, the stimulating store environment influenced the buying
behavior then in such a case, more than 60% of the respondents were under the strong belief that
the stimulating environment impacts the Impulsive buying.
Inner motivations lead to
Impulsive buying
Frequency Percent
Valid 1 7 3.5
2 13 6.5
3 44 22.0
4 71 35.5
5 65 32.5
Total 200 100.0

54IMPULSIVE BUYING BEHAVIOR
In consideration with this, the respondents essentially mentioned that, more than 60% of
them believed that the inner motivations generally lead to Impulsive buying. In consideration
with this, it can be rightfully noted that, the inner motivations lead to high purchase.
Sensory stimulations lead to
Impulsive buying
Frequency Percent
Valid 1 8 4.0
2 18 9.0
3 37 18.5
4 73 36.5
5 64 32.0
Total 200 100.0

55IMPULSIVE BUYING BEHAVIOR
With consideration to the sensory stimulations which lead to the Impulsive buying
behavior, more than 67% of the respondents mentioned that, the sensory stimulations tend to lead
to Impulsive buying. In association with this, it becomes effective to note that, due to this
sensory stimulations, the buyers purchase accordingly.
Spending capability leads to
Impulsive buying
Frequency Percent
Valid 1 4 2.0
2 23 11.5
3 37 18.5
4 69 34.5
5 67 33.5
Total 200 100.0

56IMPULSIVE BUYING BEHAVIOR
The respondents were also asked about their belief in consideration to the spending
capability and their influence on impulsive buying. In line with this, more than 64% of the
respondents mentioned that the spending capability of the different individuals increase their
Impulsive buying.
Do you think that the Online
Buying and shopping affects
your Impulsive Buying Behavior
Frequency Percent
Valid 1 7 3.5
2 17 8.5
3 45 22.5
4 65 32.5
5 66 33.0
Total 200 100.0

57IMPULSIVE BUYING BEHAVIOR
When the different respondents were asked about the Online buying behavior and its
impact on the Impulsive buying behavior then more than 63% of the respondents were under the
strong agreement that the online sopping led to Impulsive Buying Behavior.
Inferential Analysis
Correlation
The correlation analysis can be essentially described as the statistical tool which is
generally made use of in order to establish a relationship or association between certain
independent and dependent variables. In consideration with this, a value of correlation which is
above 0.7 reflects a positive and strong correlation whereas a correlation which is not greater
than 0.7 reflects moderate or low correlations hip. When two variables are positively correlated
with one another it indicates that an increase in one variable will lead to an increase in another
variable. In line with this, the correlation has been carried out accordingly.

58IMPULSIVE BUYING BEHAVIOR
The online shopping-Independent variables
Correlations
Convenient Delivery Timesaving Cost-effective Choices
Convenient Pearson Correlation 1 .443** .467** .401** .365**
Sig. (2-tailed) .000 .000 .000 .000
N 200 200 200 200 200
Delivery Pearson Correlation .443** 1 .382** .392** .392**
Sig. (2-tailed) .000 .000 .000 .000
N 200 200 200 200 200
Timesaving Pearson Correlation .467** .382** 1 .350** .410**
Sig. (2-tailed) .000 .000 .000 .000
N 200 200 200 200 200
Cost-effective Pearson Correlation .401** .392** .350** 1 .376**
Sig. (2-tailed) .000 .000 .000 .000
N 200 200 200 200 200
Choices Pearson Correlation .365** .392** .410** .376** 1
Sig. (2-tailed) .000 .000 .000 .000
N 200 200 200 200 200
**. Correlation is significant at the 0.01 level (2-tailed).
The correlation analysis between the various elements of the Independent variables of
Online Shopping can be mentioned to be the aspects related to the Convenient, Delivery, Time
Saving, Cost effective and the choices. It can be observed that, the different associations between
the elements can be understood to be relatively moderate in nature.
Dependent variable: Impulsive Buying
Correlations
External Factors Internal Factors
External Factors Pearson Correlation 1 .250**
Sig. (2-tailed) .000
N 200 200
Internal Factors Pearson Correlation .250** 1
Sig. (2-tailed) .000

59IMPULSIVE BUYING BEHAVIOR
N 200 200
**. Correlation is significant at the 0.01 level (2-tailed).
In consideration to this, it can be observed that the association between the various
factors of the Dependent variable which were the external and the internal factors can be
mentioned to be very low at 0.250.
Independent and Dependent variables
Correlations
Online Shopping
Impulsive
Buying
Online Shopping Pearson Correlation 1 .485**
Sig. (2-tailed) .000
N 200 200
Impulsive Buying Pearson Correlation .485** 1
Sig. (2-tailed) .000
N 200 200
**. Correlation is significant at the 0.01 level (2-tailed).
From the given table, it can be rightfully observed that the correlation between the
dependent and the Independent variable can be stated to be moderate at 0.485.
Regression
The regression analysis can be stated to be the statistical tool which is made use by the
various researchers in order to establish the dependency of the Independent variable on the
Dependent variable. In consideration with this the given section of the report will focus on
finding the results of the primary research to find the influence of Online shopping on the
Impulsive Buying Behavior.
Model Summary

60IMPULSIVE BUYING BEHAVIOR
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .521a .272 .264 .63450
a. Predictors: (Constant), Do you think that the Online Buying and
shopping affects your Impulsive Buying Behavior, Online Shopping
From the given table it can be rightfully understood that, the correlation between the
dependent and the independent variable is moderate at 0.521.This reflects that an increase in
online shopping influences the Impulsive behavior as well. The value of the Adjusted R square is
0.264 which means that 26% of the relationship between the Impulsive buying and the online
shopping can be increased consistently.
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 29.569 2 14.784 36.723 .000b
Residual 79.311 197 .403
Total 108.880 199
a. Dependent Variable: Impulsive Buying
b. Predictors: (Constant), Do you think that the Online Buying and shopping affects your Impulsive
Buying Behavior, Online Shopping
In this case, the value of the Significant F can be understood to be much lower than 0.05
and hence, in such a case, it can be mentioned that the null hypothesis has been rejected and the
alternate hypothesis has been accepted which further verifies the fact that the Online Buying
does have a strong impact on the Impulsive Buying Behavior. In such a case, the relationship
between the variables can be successfully established.
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) 1.583 .277 5.725 .000
Online Shopping .467 .072 .417 6.458 .000
Do you think that the Online
Buying and shopping affects
your Impulsive Buying
Behavior
.138 .044 .203 3.139 .002

61IMPULSIVE BUYING BEHAVIOR
a. Dependent Variable: Impulsive Buying
The given table provides the details of the regression line.
Findings
Hence, from the given findings it can be rightfully mentioned that, the following was
established:
1. The correlation analysis reflected a moderate association between the different variables
which existed. In such a scenario, the association between the dependent and the
independent variable can be understood to be very strong.
2. The Regression analysis found that the null hypothesis was rejected and the alternate
hypothesis was accepted thus verifying the relationship between the online shopping and
the Impulsive buying behavior.
3. The descriptive analysis which gives an idea of the graphical interpretation recommends
that, more than 60% of the respondents were under the belief that the online shopping is
something which they cannot do without.
Discussion
One of the major reasons why people tend to engage in impulse buying activities online
is that people often confuse what it is that they want with what it is that they need. More often
than not, people are not certain about what they desire and what they need in order to lead a
comfortable and a practical life on a day to day basis. Consequently, when faced with the option
of buying several products at a time they take the decision of buying everything instead of being
discreet about how it is that they are using their money and how it is that they are carrying out a
purchase. They don’t wait to assess what they need at the home front or what they could buy in

62IMPULSIVE BUYING BEHAVIOR
order to make their work lives better and more efficient than what it is and simply decide to buy
whatever lies before them or whatever looks good, without weighing the pros and cons of the
given situation. They are unsure about whether or not the product or service that they are about
to buy on an impulse is a product or service that will be of use to them over the long run. They
simply want to buy it and wish to spend their money on it because it is being offered at a great
price, it looks and feels good and it is readily made available before them, and they simply need
to add it to their online cart to procure the product (Bahrainizad, M., & Rajabi, A, 2018).
To fall for advertising gimmicks and marketing campaigns is yet another way by which
people tend to give in to the act of impulse buying. Marketing campaigns and gimmicks are well
received by people if these are packaged and presented before them in a desirable manner. If the
marketing campaign or advertising campaign is one that focuses on highlighting the pros of a
particular product and does a good job of highlighting as to why it should be bought by people,
then it is more than likely that customers will give in to their urges and will go on a shopping
spree spending in the bargain more than what they had envisaged or decided that they were going
to spend on a given day (Bellini et al., 2017). The success of an advertising campaign lies in how
easily it is able to induce to buy a given product in large numbers. Hence, if the advertising
campaign is well designed and implemented it is going to play an active role in getting people to
engage in some impulse buying and purchase products that they may not need but which they
wish to buy because the product has been advertised or promoted so well. This applies for online
shopping activities as well. Advertising campaigns as conducted through the medium of social
media platforms such as Facebook, Instagram and YouTube are campaigns that are likely to
reach out to a vast number of people in a given time span. Social media is something that is
extensively used by business organizations around the world for the quick and easy

63IMPULSIVE BUYING BEHAVIOR
dissemination of knowledge and advertising campaigns as implemented through the use of social
media are those that are likely to have quite a strong and impactful outreach (Chan et al., 2017).
People are going to get to know quite easily about the introduction or launch of a new product in
the market and if the advertising campaign is conducted in a way that makes this new product
seem truly desirable, then it will be more than likely that customers buy the product in large
numbers, regardless of whether they actually need it or not. Advertising campaigns as carried out
through the medium of social media are those that are more likely to be viewed compared to
campaigns that are undertaken through the use of regular mediums of advertising such as
newspapers, magazines and other forms of print media (Chen & Yao, 2018).
To readily believe in what may be termed as a quick fix is also one of the reasons why
impulse buying is an activity that is aggravated among customers. Impulse buying can readily
take place when customers are convinced about the fact that what they are about to buy is a one
stop solution to a problem, and that if they make a purchase of it, they will be solving a lot of
problems or issues all at once (Chen et al., 2016). The quick fix of a product or a service is also
something that is conveyed to customers through the use of effective advertising. A good
advertiser or marketer will be able to let a customer know how well it is that a given product or
service can resolve his day to day issues. When customers come across products online or
elsewhere which are marketed in a way that makes them seem as highly useful or highly
utilitarian in their value, they will feel immediately inclined to buy the product and this in turn
leads to the onset of impulsive buying behavior. Customers end up buying the products that
appear to them to be useful because of the manner by which these are being advertised or being
marketed as quick fix solutions to problems and not because it is a product which they could
truly benefit from or take joy in owning and using (Chen et al., 2016).

64IMPULSIVE BUYING BEHAVIOR
Impulse buying is thus a form of behavior that customers are seen to engage in because
they are duped into believing that the product or service that they are about to buy and avail is
something that is good for them. Impulse buying takes on many different dimensions and more
often than not, it is induced by effective advertising campaigns and programs which do a good
job of letting customers know why it is that they should buy a particular product, regardless of
the true value or benefit associated with the product. Impulse buying is not limited to customers
of any age and is widely seen to occur among customers who prefer to carry out their shopping
activities online (Chua, 2019).
There are a number of effective ways by which impulse buying can be leveraged by
stores in order to profit greatly from this tendency on the part of customers. There are many
online stores that usually keep the impulse items located around the high demand items in the
online shopping shelves, so that people when browsing through the high demand items end up
buying one of the impulse items too out of a sheer urge or desire. While the high demand items is
something that they could need at home or elsewhere and which is likely to serve them some
value in the near or distant future, the impulse item could be something that they don’t really
need but which they decided to buy anyway because it appeared to look good to them and was
being offered at a very low price. Hence an important way by which online stores in particular
are seen to boost their sales with the help of impulse buying is to keep the impulse purchases
quite lowly priced. By keeping the price of the impulse goods low or moderate, there is every
way by which a business owner can get a customer to impulsively make a purchase of it, buying
more than what they need in the bargain. In fact the impulse goods are more often than not
available at attractive deals and discounts and enable customers to save a lot of their money on
shopping activities (Cakanlar & Nguyen, 2019).

65IMPULSIVE BUYING BEHAVIOR
Creating a specific path that can be followed by customers and using the right language
of communicating is also one of the best ways by which online stores in particular are seen to
create value for impulse purchases. Right from the time that customers log onto the online store
for buying something that they desire or need, they need to be motivated through messages and
symbols to make their way towards objects or items on the site that can be ranked as impulse
purchases, buying which customers spend good money but don’t end up owing something that
they truly need (Darrat et al., 2016).
The language of communication that is utilized for the marketing of impulse products has
to be effective and catchy so that people have the desire to go ahead and buy the product that is
being sold rather than merely looking at it and moving away to another product. With proper
tools of communication, customers need to be induced to go ahead and make a purchase of the
impulse product. They need to be told how much they are going to regret not making a purchase
as the offer that has been made available to them is just too good to turn down. It is important to
avoid using language of a political nature or a language that reeks of bias at the time of
marketing an impulse purchase to a customer as this can otherwise keep the customer from going
ahead and actually buying the impulse product. Every effort needs to be made on the part of the
store or the business organization that is selling the impulse product to highlight the benefits
associated with the impulse product and the many advantages that can be experienced by a
person who is procuring it, such as the low price of the product or the beauty of its appearance.
Impulse buying is something that a customer does only when he or she is truly convinced about
the fact that the product is worth making a random purchase of (Desai & Mistry, 2017). More
often than not, people do not spend a lot of time thinking or reasoning when they engage in an
impulse purchase. They buy the product or the item that is no offer because they like the look or

66IMPULSIVE BUYING BEHAVIOR
the feel of it along with the fact that it is being made available to them for such a decent or
modest price. Impulse buying is at the end of the day quite a random purchase and it is not an act
or form of consumer behavior that benefits the consumer but rather the seller who is marketing
the product or the service in question (Chen et al., 2016). The stores and e-commerce platforms
are the ones that tend to benefit the most when it comes to the act of impulse buying and the use
of effective communication along with the creation of discounts and privileges for customer
benefit certainly go a long way in inducing customers to engage in impulsive behavior (Chen et
al., 2016). If the language that is used for communication is effective and if the pricing of the
product is kept really low and attractive then customers shall certainly be inclined to make a
purchase of the same, without thinking about whether or not they actually need to buy the
product. Good language, low prices and the use of effective advertisement campaigns are all seen
to play quite an important role in getting customers to make an impulse purchase and they feel
inclined to buy a product that they would not have otherwise required or needed had it not been
for the effective advertising that accompanied the purchase (Chen et al., 2019).
Summary
Impulse buying is something that is quite common in today’s day and age and it is seen to
take place across people of every age group. Any person who has good spending capacity or
power will be in a position to make an impulse purchase. Impulse purchases are those that are
usually made when people feel attracted or drawn towards a particular product that is being
offered on sale online or elsewhere 9Dey & Srivastava, 2017). Without thinking twice or thrice
about whether or not they actually need the product that is on offer, customers go ahead and
actually buy it, and at times may even regret their purchase later on. As such impulse buying is
induced with the help of attractive language and imagery among other things. Customers are

67IMPULSIVE BUYING BEHAVIOR
goaded on to make the concerned purchase because of the effectiveness of the language that is
used for advertising the concerned product or service (Dodoo & Wu, 2019).
Impulse purchases are encouraged when the price of the impulse products are kept low.
In fact the reason why customers feel the inclination to make an impulse purchase is because of
the fact that it is a product that is being offered at a really low price, a price that cannot be
refused. Impulse buying is something that is seen to take place quite rampantly when it comes to
online marketing and online purchases. One good reason for this is the fact that online stores
offer customers an extensive range of products to choose from (Huang, 2016). Customers on
account of the fact that they are spoilt for choice will be more eager to end up buying what they
do not need and in the bargain they will make an impulse purchase. Online stores offer products
at very reasonable prices, which in turn are shipped to the home of the customer in a quick, easy
and cost effective manner. There is no specific time when one can do online shopping activities
and the stores are accessible online at all given hours of the day and night, giving customers
scope to browse through the products as and when they want to. Customers have the option to
add as much as they wish to, to their shopping carts, and normally end up making huge impulse
purchases when they buy goods online. They simply add what they like to their shopping cart
and check out; realizing later on perhaps that all they had bought was appealing at the spur of the
moment, but which they could otherwise have done without (Hasim et al., 2018).

68IMPULSIVE BUYING BEHAVIOR
Chapter 5: Conclusion and Recommendations
Conclusion
Online buying behavior aggravates impulse buying in a number of different ways.
To begin with, online buying is an experience that customers can avail from the comfort of the
home or the office. They do not have to be physically present in a store in order to be able to
procure a product from there. All they have to do is add a few items to their shopping cart with a
simple click of the mouse, and check out by paying for the transaction using a credit or debit
card or with wallet money. There is no hassle associated with the shopping process when it is
done online and customers can buy as many products as they wish to, as it will all be delivered to
their homes in a quick span of time. The online shopping experience is convenient to say the
least and one outcome of the convenience that is associated with online shopping is the ability to
buy plenty at a given time. This in turn aggravates the process of impulse buying as more often
than not, customers end up buying things that they don’t really need at home but which they still
buy because it is so readily accessible for them right before their very eyes. Products and
services which are available for sale online are available at highly discounted rates, with the
prices of products being far lower than the regular market price of such items. One reason for
this is the fact that online stores do not have to incur establishment or operational costs in the
way that physical stores do. The online shopping experience allows customers to pay for their
products in the form of equal monthly installments and customers can thus pay for what they buy
through the medium of the internet as and when they wish to, on a monthly basis instead of
paying the entire price of a product all at once upfront. The online shopping experience is one
that thus allows customers to choose from a wide range of products that they can buy in the

69IMPULSIVE BUYING BEHAVIOR
easiest way, by simply adding items to the cart and then paying for them. They can not only pay
for the goods that they buy using a debit or credit card, but they can also opt for equal monthly
installments to buy goods that are higher in terms of price. As a result, it is no surprise that
customers start to buy rather impulsively whenever they access an online store in their mobile
phones using an app or via a personal computer on an internet browser. As soon as they visit an
online store and see that they can buy such a lot of things at a given time, for a limited price, and
with the payment options being so easy and flexible for them, they are overcome by the urge to
spend a lot of money immediately, even buying they things that they might not need or require in
the immediate presence. Hence, it can be rightfully reflected that the paper followed a
systematic format whereby the study has been divided into various chapters and each of the
chapters focus on the achievement of the research objectives. In consideration of this, the
Introduction chapter will highlight the research objectives; the second chapter has presented
various theories and frameworks related to the Impulsive buying behavior and online buying. In
consideration with this, the third chapter outlines the research methods and procedures which
have been applied for the study. The fourth chapter presented the findings of the study and lastly
the conclusion has been presented.
The limitations of the study can be mentioned to be the fact that just the Primary and
Quantitative method of research has been undertaken and in line with this, no secondary research
or qualitative method of research has been undertaken which can be observed to be a future
opportunity for the author to carry out the study using qualitative and secondary method.
Recommendations
The following recommendations can be taken into consideration by online stores to leverage
or boost the impulse buying advantages that are associated with the online shopping experience –

70IMPULSIVE BUYING BEHAVIOR
 All stores today, in each and every part of the world should have an online presence.
They need to be serviced by an official website that can be visited by customers at any
given point of time for the purchase of goods. They also need to make it a point to update
the website on a regular basis so that it is easy for customers to navigate the site while
attempting to make a purchase (Iyer et al., 2019).
 Stores need to put up their best products or services for sale online as in the process of
doing so, they are going to be able to reach out to a more extensive target audience.
Through the medium of the internet, it is possible to reach out to a large number of
customers in a limited time span. There are plenty of customers that a store can access
when it has an online presence compared to what it would have had it limited its
operations to just the physical space or area where the store is set up (Khan et al., 2016).
 The products that are offered by a given store should be made available at a discounted
rate online. By doing so, the store can still ensure a profit for its sales as people are likely
to buy a lot more than the usual when they engage in online shopping activities. Stores
need to offer exciting deals and discounts on the sale of their products that are made
accessible online so that customers are overcome by a huge urge or feeling of desire
when they visit the online store and they start buying as much as possible, leading to
plenty of profit for the store (Liu et al., 2016).
 The online stores should increase the number of applications that they operate from so
that customers are able to access their products from a diverse range of platforms rather
than from a single platform. Since more and more people are interested in buying
products online rather than a physical store, it is worthwhile for stores to increase their
presence on the internet by being available through a large number of apps than usual.

71IMPULSIVE BUYING BEHAVIOR
They will end up selling their products more if they operate from a diverse range of
platforms (Liao et al., 2016).
 The online stores need to post regular images and photos of their products so that
customers get a good idea of what it is that they are about to buy. Unlike a physical store,
customers are not able to check a product for defects when they buy it online. Every
attempt must be made by stores to post attractive and genuine images regarding the
products that they sell online so that customers feel tempted to buy the product and feel
inclined not only to add it to their carts but to actually go ahead and buy it immediately
instead of wasting much time thinking about whether or not to buy (Lin et al, 2016).
 Online stores should create an active social media presence in order to be able to sell their
goods and services better, and to encourage the process of impulse buying among
customers. Almost every second person today is seen to make use of the internet quite
extensively and almost every individual in today’s day and age makes use of social media
platforms at some point of time or the other. Social media is widely used for the purpose
of communication which is why stores need to create a social media presence in order to
encourage impulse buying among customers (Olsen et al., 2016).
 Some of the popular social media platforms that can be exploited by stores today in order
to encourage impulse buying and to boost sales are Facebook and Instagram. Both are
widely in use and allow people to post videos and photographs on a regular basis. Stores
and brands can post the latest images and videos about the products that they deal in on
such platforms in order to give customers a good idea of what they could own if they
bought these and the fact that they can easily buy it then and there without wasting much
time (Pandya & Pandya, 2018).

72IMPULSIVE BUYING BEHAVIOR
 The benefits of every product that is sold online should be highlighted and advertised as
part of the online marketing process be it on the website of the store or on the social
media page of the store. Impulse buying is something that can be leveraged and
accelerated if stores make a concerted attempt to make their target audience understand
that what they are about to buy is truly beneficial in nature and that it is going to benefit
them in the best possible way. In doing so, customers will feel a greater urge to buy what
is put on offer by the store (Hasim et al., 2016).
 Payment options should always be kept flexible for people who do their shopping
through the use of mobile applications. In fact, customers who engage in shopping
activities through the use of apps like Amazon and E-Bay and also Flipkart, should be
provided with excellent deals and discounts on the purchase of products and they should
also be provided with greater EMI offers than other customers. As a consequence of this,
there will be a tendency among customers online to only make their purchases through
apps and they will also end up buying a lot more than usual (Huang, 2018).
 In addition to deals and discounts, cash back offers and exchange offers should also be
made available to customers who engage in buying activities online, and who use the
mobile apps and e-commerce platforms like Amazon in particular to engage in shopping
activities. Cash back offers and exchange facilities will give customers the inclination to
make an attempt at buying products which they would usually not have considered worth
purchasing, but which they are now willing to buy and try out because there are exchange
offers or cash back facilities that are involved, and which will keep them from incurring a
loss (Lucas & Koff, 2017).

73IMPULSIVE BUYING BEHAVIOR
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Appendix
Impact of online shopping on Impulse Buying Behaviour
Section1: General Information (Please choose the most convenient answer)

81IMPULSIVE BUYING BEHAVIOR
G0
1
Gender ☐ Male ☐ Female
G0
2
Age group (years) ☐ 18 -29 ☐30-39 ☐40-49 ☐50+
G0
3
Education
a. Up to High School
b. Diploma
c. Bachelor Degree
d. Master/Doctorate
G0
4
Years dealing with Online shopping ☐<3 years ☐3-6 years ☐7+ years
G0
5
Which of the following online websites do you shop from?
a. Amazon
b. Alibaba
c. eBay
d. Walmart
e. Barnes & Noble
f. Others
G0
6
Time spent on shopping sites per week
a. 0 hour
b. 1-3 hours
c. 4-6 hours
d. 7-9 hours
e. 10 hours or more
G0
7
Income level
☐ Below $18k ☐$18-29k ☐$30-39 k ☐$40-49 k ☐ Above $50k
G0
7
Do you end up making impulse purchases?
a. Yes
b. No

82IMPULSIVE BUYING BEHAVIOR

83IMPULSIVE BUYING BEHAVIOR
SECTION B: Online shopping
Convenient
Online shopping can be understood to be quite convenient in
nature SD D N A SA
The online shopping offers the best brand offerings. SD D N A SA
Delivery
The online shopping provides delivery convenience S
D
D N A
S
A
The shopping makes it possible to get goods delivered from
different cities and countries
S
D
D N A
S
A
Time saving
Online shopping saves time. SD D N A SA
It assists in saving efforts SD D N A SA

84IMPULSIVE BUYING BEHAVIOR
SECTION C: Impulse Buying behaviour
Cost effective
The online shopping provides greater discounts on the products. SD D N A SA
The prices are affordable for goods SD D N A SA
Choices
It offers a wide variety of choices. SD D N A SA
It offers large number of choices faster and well presented SD D N A SA
External factors
The website domain influences impulse buying S
D
D N A
S
A
The offers influence impulse buying S
D
D N A
S
A
Stimulating store environment influences impulse buying S
D
D N A
S
A

85IMPULSIVE BUYING BEHAVIOR
SECTION D: Impact of Online shopping on Impulse Buying Behaviour
SD: Strongly Disagree=1
D: Disagree=2
N: Neutral=3
A: Agree=4
Internal Factors
Inner motivations lead to impulse buying S
D
D N A
S
A
Sensory stimulations lead to impulse buying S
D
D N A
S
A
Spending capability leads to impulse buying S
D
D N A
S
A
Do you think that the Online Buying and shopping affects your
Impulse Buying Behavior
S
D
D N A
S
A

86IMPULSIVE BUYING BEHAVIOR
SA: Strongly Agree=5

87IMPULSIVE BUYING BEHAVIOR