Factors Affecting Consumers' Impulse Buying Behaviour In Online Shopping: A Systematic Literature Review

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Xian Gao , Choy-Leong Yee


The new online market presents a compelling opportunity for manufacturers and retailers, making it worthwhile to study consumers' propensity for making impulsive purchases. Customers who are not accustomed to making shopping lists have a greater shopping potential because they are more likely to make a purchase decision on the spur of the moment once they see the market's state of affairs. This is certainly relevant in the digital age, where there are now many online markets from which customers can choose, each of which has its advantageous properties. This study contributes to the field of consumer behaviour and, more specifically, to the field of decision support by developing a stimulus-organism-response model to estimate the influence of an individual's personality traits in online shopping (hedonic and utilitarian web browsing), and then on their subsequent impulse to make a purchase. Apart from that, this research identifies how consumers' positive and negative personality qualities affect the hedonic and utilitarian online buying environment, the aspects of web surfing that lead to customers' need to purchase impulsively, and how customers want to buy becomes impulse purchasing behaviour. Specifically, this study contributes to the field of decision support. Furthermore, this study provides researchers and practitioners with guidelines for understanding how the personality characteristics of customers influence their propensity to engage in activities such as web browsing or online shopping and, ultimately, their propensity to engage in impulsive purchasing behaviour within the context of the modern online marketplace.

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