Analysis of Factors influencing Impulse Buying behavior towards e-tailing sites: An application of S-O-R model

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 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.