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