The Impact of Online Shopping Convenience on Impulse Purchase Decisions of Cosmetic Products Among Women Belonging to Generation Z in Bangalore

Sudeshna Chatterjee () and Pragati Singh
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Sudeshna Chatterjee: PGDM Student, Indus Business Academy
Pragati Singh: PGDM Student, Indus Business Academy

A chapter in Proceedings of the IBA IEA Conference on Economics and Public Policy (Ecofluence 2024), 2025, pp 357-386 from Springer

Abstract: Abstract The study investigates the impact of the five dimensions of online shopping convenience-facilitating access, search, evaluation, transaction, and post-purchase-on the impulsive purchases of cosmetics by Generation Z women in Bangalore. It also investigates how personality traits of self-control, emotional reactivity, risk-taking behaviour, and openness to new experiences impact these choices. The study attempts to evaluate the impact of these aspects of convenience and personality traits towards impulsive buying tendencies. Correlation analysis was applied to explain the relationships between dimensions of shopping convenience influencing impulsive purchases in the sample of 270 respondents. In addition, case studies were included to enrich understanding of how personality influences impulsive buying choices. The findings indicate the dominant conditions of convenience for access and search in terms of flexibility with respect to time and space, navigability, and product findability. Convenience in evaluation and transactions is also relevant, as these lead to less cognitive strain and fluid buying experiences. Convenience after purchase had moderate effects, mostly for increasing satisfaction and trust. Individual dimensions of convenience show a varying degree of correlation with personality traits. Openness to new experiences and self-control are more highly related to emotional reactivity and risk-taking. Results suggest multiple effects, especially in the early stages of the shopping journey. These findings suggest marketers can increase the rate of impulsive purchases by enhancing usability of their interfaces, providing extensive product information, ensuring efficient transaction processes, and establishing dependable post-purchase processes. The study thus provides practical insights useful to businesses aiming to boost online shopping experiences and leverage Generation Z's propensity toward impulsive purchases. The state of convenience in the online environment (example: one-click checkouts, same-day delivery) may represent Laibson’s thesis on over-liquidity. The “easier to buy” environment lowers the natural psychological barriers for impulse buying. The planner-doer” model of Thaler explains how opportunity costs are often neglected, how we confuse the value we assigned to ownership with economic value (or the endowment effect), and how we are subject to dynamic inconsistency, and the resulting impulsive or contradictory choices.

Keywords: Impulse Purchase Behavior; Online Shopping Convenience; Generation Z Consumers; Personality Traits; Cosmetic Products Market; Access; Evaluation; Transaction; Post-Purchase Dynamics; E-Commerce; Emotional Reactivity; Consumer Behavior; Correlation Analysis; Hyperbolic Discounting; Behavioral Economics (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-766-3_18

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