International Journal of Education and Management Studies

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Factors Affecting Online Impulse Buying Behaviour


Affiliations
1 ASPEE Agribusiness Management Institute Navsari Agricultural University, Navsari, Gujarat, India
2 G.H. Patel Institute of Business Management Sardar Patel University, Gujarat, India
     

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The penetration of internet have change human life drastically, the internet and technology have also changes the terms of doing the business. Due to ease and convenience the online selling format getting popular in India. The impulse buying is considered as unplanned purchase which is carried out instantly. The various services provided by online seller such as cash on delivery, gift coupons, free delivery, customers review and other factors play a role in online impulse buying. The present paper tries to investigate the factors affecting online impulse buying. To achieve objectives the structured questionnaire was used and total 106 respondents were surveyed by applying convenience sampling method. The outcome of the study shows the price discount is most affecting factor for impulse buying followed by quantity discount, free delivery, cash on delivery, gift coupons, festive offers, debit/credit card offers, easy returns and end of season sale. The least affecting factors are Detail Product Description, customers review and e-mail notification.

Keywords

Online Impulse Buying, Impulse Purchase, Online Purchase, E- Commerce.
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  • Factors Affecting Online Impulse Buying Behaviour

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Authors

Gautam Parmar
ASPEE Agribusiness Management Institute Navsari Agricultural University, Navsari, Gujarat, India
Jenis Chauhan
G.H. Patel Institute of Business Management Sardar Patel University, Gujarat, India

Abstract


The penetration of internet have change human life drastically, the internet and technology have also changes the terms of doing the business. Due to ease and convenience the online selling format getting popular in India. The impulse buying is considered as unplanned purchase which is carried out instantly. The various services provided by online seller such as cash on delivery, gift coupons, free delivery, customers review and other factors play a role in online impulse buying. The present paper tries to investigate the factors affecting online impulse buying. To achieve objectives the structured questionnaire was used and total 106 respondents were surveyed by applying convenience sampling method. The outcome of the study shows the price discount is most affecting factor for impulse buying followed by quantity discount, free delivery, cash on delivery, gift coupons, festive offers, debit/credit card offers, easy returns and end of season sale. The least affecting factors are Detail Product Description, customers review and e-mail notification.

Keywords


Online Impulse Buying, Impulse Purchase, Online Purchase, E- Commerce.

References