Impact of External and Internal Stimuli on Online Impulsive Buying Behavior: Mediating Role of Hedonic and Utilitarian Shopping Value

Abstract

Purpose: This study delves into the examination of the multifaceted determinants that impact impulsive purchasing inclinations within the realm of online retail, while simultaneously considering the idiosyncratic disparities in consumer shopping patterns. Theoretical framework: The concept of perceived usefulness (PU) pertains to the degree to which a customer holds the belief that engaging in online purchasing will enhance their ability to carry out transactions effectively. The streamlined layout of a website facilitates user navigation and enhances their ability to access a wide range of information. Method: The research utilises a quantitative survey to collect valuable perspectives from a heterogeneous cohort of internet consumers. The empirical evidence indicates that the presence of external stimuli, namely perceive ease of use and perceive usefulness exerts a substantial influence on impulsive purchasing tendencies. Findings: The present study serves to enhance comprehension regarding the underlying mechanisms that drive impulsive purchasing behaviours in the contemporary digital era. Research, Practical & Social implications: It offers valuable insights for both marketers and consumers who aspire to adeptly navigate the intricate online shopping landscape. Originality: The research problem addressed in this study is the phenomenon of Impact of External and Internal Stimuli on Online Impulsive Buying Behavior: Mediating role of Hedonic and Utilitarian shopping value. this study proposes ideas for guiding government control in public events.