A Study of Impulse Buying Behaviour and Its Reaction to Product Selection in Gujarat
Keywords:
consumer behaviour, buying behaviour, online impulse, impulsiveness, motivationAbstract
Consumers’ online impulsive buying behaviour has become more and more frequent in the digital era. There is increasing concern regarding the adverse consequences that impulsive buying has generated for consumer wellbeing and the sustainability of our society and environment. In searchof a way to decreasing impulsive consumption, this article proposes a comprehensive framework to explore the potential determinants of online impulsive buying behavior from the perspective of consumer characteristics grounded on the literature on sustainability, psychology and consumer behaviour. Furthermore, this study identifies the mediating roles that negative emotions and collectivism play. Specifically, in addition to the direct routes, neuroticism, self-control and the affective factor of impulsive buying tendency can indirectly influence impulsive buying behaviour through the mediation of negative emotions, whereas extroversion can indirectly affect impulsive buying behaviour with collectivism asthe mediator.
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