Online Impulse Buying Behaviour – A Suggested Approach
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 8
Abstract
The internet revolution has brought about a paradigm shift in the way things are done. The Internet and worldwide web (www) have dramatically changed the way consumers seek and use information.The number of people using the Internet is growing exponentially world over.Today, consumers can orderanything from anyplace with just a click, being online.The online consumer is generally more powerful, demanding and above all invisible to the marketer. This demands tactful strategic decisions to attain business goals by e-marketers. Impulse buying behaviour, though unplanned is a deep-rooted and a distinctive characteristic of consumer life style which in recent times is holding considerable shares in overall online sales. The primary objective of this paper is to identify and propose a model of online impulse buying behaviour which accommodates all those factors that cause online impulsivity. The model would help shopping websites and e-retailers to understand the underlying determinants and implement appropriate strategies to improve their impulse sales. The model would also prove to be helpful to academicians and other researchers in offering a theoretical base in their own respective fields.
Authors and Affiliations
Mrs Satyavani B, Prof. G V Chalam
Keywords
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- EP ID EP412359
- DOI 10.9790/487X-2008047783.
- Views 97
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