Modelling the antecedents of online impulse buying in cross-cultural context

Abu Bashar, Shalini Singh and Vivek Kumar Pathak

International Journal of Electronic Marketing and Retailing, 2024, vol. 15, issue 2, 139-160

Abstract: The modelling of antecedents of online impulse buying is carried out in cross-cultural context. Structural equation modelling (SEM) using AMOS is used to validate the hypothesised relationship between urge to buy impulsively (UBI), its antecedents, and online impulse buying. A sample of 650 of Indian and Bahraini (India - 405, Bahrain - 245) customers are collected through online survey using structured questionnaire. The construct UBI is measured with its antecedent online sales promotion, personal factor, and website quality. Culture is used as a moderating variable and found significant in moderating the relationships in both cultures. This model can be useful for the e-commerce firms offering their products online. Online impulse buying has not been much investigated in cross-cultural context which makes this study unique and novel. This study will fill the knowledge gap in cross-cultural online impulse buying literature.

Keywords: online impulse buying; SEM; cross-culture; urge to buy impulsively; UBI; website quality; WQ. (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijemre:v:15:y:2024:i:2:p:139-160

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