Online Consumerism: Customer’s Orientation in E-buying Impulsivity
DOI:
https://doi.org/10.56976/rjsi.v5i1.68Abstract
This study aimed to investigate the factors influencing e-buying impulsivity among a sample of 328 individuals using adopted scales through a survey. The study found that gender had no effect on e-buying impulsivity, with no significant difference found in the impulsivity of males and females in high-tech e-buying behavior. However, several factors were found to have a significant impact on impulsivity, including webstore shopping experience, general shopping trend, online shopping experience, and emotion/mood. The regression analysis revealed that general shopping trends, customer's income, and online shopping experience were positively associated with e-buying impulsivity. In-store and online shopping experience were also found to be positively associated with e-buying impulsivity. These findings provide insights into the factors that influence e-buying impulsivity, which could be valuable for marketers and businesses in designing effective marketing strategies.
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