Identifying the impact of discounts and promotions on impulse buying behaviour with moderation of ease of use

Yadi Shi

International Journal of Applied Systemic Studies, 2026, vol. 13, issue 3, 237-250

Abstract: This study explores the connections among four major constructs, such as online impulse shopping, discounts, promotions, and ease of use, based on the technology acceptance model (TAM). First, the aim is to investigate the connection between offering online discounts and the impulsive buying of consumers. Second, the objective is to examine the connection between promotional tools and impulsive buying. Third, the study explores the moderating connection of ease of use among online discounts, promotions, impulsive buying, and ease of use, respectively. After applying structural statistical modelling to the selected sample size, this study revealed a positive tie between online discounts and impulsive buying, together with promotional campaigns and impulse buying. The study also confirmed a significant moderation of ease of use among proposed direction relationships. Finally, this study reports interesting implications along with future research opportunities.

Keywords: online discounts; consumer impulsive buying; promotional tools; ease of use; EOU; technology acceptance model; TAM. (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijassi:v:13:y:2026:i:3:p:237-250

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