Factors Influencing on Online Impulse Buying
Factors Influencing on Online Impulse Buying

Summary/Abstract: Purpose – The purpose of the study is to investigate the key factors influencing online impulse buying. Design/Methodology – Survey has been done using convenience sampling technique. In store survey, Emails, WhatsApp, Viber and social media has been used to spread the questionnaire. Findings – From the Literature Review three key factors have been identified; Website Quality, Visual Merchandising and Direct Email Marketing. Correlation analysis to survey data indicated a statistically significant positive relationship between identified key factors and online impulse buying. Research Limitations – Considering the time and resources, few key influencing factors and their contribution towards online impulse buying was evaluated. There are more factors to be considered and evaluated including external triggers which drives buyer’s impulsiveness.

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