Impulse buying behavior among consumers was previously examined within the brick-and-mortar stores. The internet revolution is the shift from a traditional retail environment to electronic commerce where products and services are offered online and consumers benefit from buying impulse towards e-tailing sites. By applying the S-O-R model, this study seeks to evidently identify the influencing factors of impulse buying behavior towards e-tailing sites. The survey data were analyzed using partial least squares structural equation modeling (PLS-SEM). The result indicates that website stimulus has no significant positive relationship with online impulsive buying behavior, but an indirect relationship is found to be associated with impulse buying behavior. Results also highlighted that website stimulus, marketing stimulus, and product variety positively influence perceived enjoyment, where perceived enjoyment was a strong predictor of online impulse buying behavior. The study contributes to the existing literature by Contemporary Management Research 98 employing external stimuli of the research framework. It was thus recommended to the online e-tailers to maximize their relationship with consumers by providing valuable products and services through online platforms.

The latest coronavirus epidemic has witnessed a catastrophic fall in traditional education system and a significant change to app-based learning to maintain learning continuity. The conventional face-to-face teaching approach has been drastically altered with the addition of a new dimension in which student satisfaction is paramount. This current research paradigm is based on the TAM model. Students residing in Klang Valley, Malaysia, obtained a total of 483 data. By deploying SPSS and AMOS version 24.0, the study found self-efficacy as one of the deciding factors of student satisfaction; there is a strong correlation between self-efficacy and satisfaction. Furthermore, perceived usefulness and perceived ease of use are also influenced by self-efficacy. In contrast, perceived ease of use does not affect perceived usefulness, and perceived usefulness does not affect satisfaction. Finally, to increase the level of distance learning during COVID-19 outbreak, recommendations are made to enhance the virtual learning environment.

Contribution/Originality: This study is one of the very few studies which have investigated perceived security and perceived trust as variables to support the technology acceptance model (TAM) in the Malaysian context. 1. INTRODUCTION In recent decades, the banking sector has been providing distinct opportunities to its consumers through mobile banking because of the rapid advancement of technology especially "mobile device" (Tam & Oliveira, 2017;

The intense competition among apparel retail outlets in Bangladesh are on the rise. Due to the increasing number of these outlets, young consumers tend to differentiate the apparel products by visiting stores and compare prices with other outlets and end up with impulse purchase. The purpose of this study is to examine the relationship between visual merchandising, price sensitivity and impulse purchase behavior among young apparel shoppers. For this purpose, the sample of 305 young shoppers in Bangladesh completed the questionnaire. Stimulus Organism and Response (SOR) model was employed. The data were analyzed by deploying partial least squares structural equation modeling (PLS-SEM). By applying two-step approach for instance, measurement model for indicator loadings, convergent validity, reliability and structural model for path analysis, the result signifies that both visual merchandising and price sensitivity positively and significantly affects shoppers' shopping enjoyment and impulse purchase behavior, which shoppers' shopping enjoyment positively affects impulse purchase behavior. Results also found that shopping enjoyment mediates the relationship between visual merchandising, price sensitivity and impulse purchase behavior. The findings are useful for retailers to understand the essence of impulse purchasing behavior and factors, such as visual merchandising and price sensitivity, which can have great impact on impulse purchase behaviors among consumers. Contribution/Originality:The study contributes in the existing literature by employing external stimulus and organism of S-O-R model. Variables of this study are widely being exercised but limited to apparel product purchasing behavior in Bangladesh context.

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