“…Additionally, multiple regression analysis demonstrated a significant relationship between 'Y' Generation consumers' impulsive shopping behavior and situational factors, but an insignificant relationship between their impulsive shopping behavior and personal factors. Customer behavior varies based on a store's reputation, product variety, pricing, level of trust, and website usability (Sah, 2021). So, the research on impulsive purchases is more necessary in developing countries than in developed ones because of recent developments in the retailing sector.…”