Shopping Therapy

Abstract

Online shopping has increased with the development of technology in the modern era, which leads people to make unplanned purchases. The purpose of this study is to examine the factors affecting the rush to buy online in the Omani market. These factors (social shopping, convenience shopping, adventure shopping, idea shopping) motivate consumers to initiate shopping readiness and impulse buying. The research also aims to know the relationship between factors and impulsive buying via the internet and how they affect the Omani market. The data were collected from 210 online buyers belong to capital city Muscat, Oman. Structure equation modelling was employed via SmartPLS to check the hypotheses. Results endorse that out of four hypotheses, only two are accepted. Following structure equation modelling results, there is a positive relationship between adventure shopping and impulse buying. In addition, a similar relationship has been seen between value shopping and impulse buying. Results are also helpful to understand the importance and great potential of concerned factors to encourage the consumers' buying behaviour towards impulsive buying.