Tactical and Fast or Wise and Slow? A Conceptual Framework Understanding Impulse Buying Behaviour of Customers: Mediation–Moderation Model

Mansha Rani (), Dhritima Dutta () and Abraham Cyril Issac ()
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Mansha Rani: Indian Institute of Technology Guwahati
Dhritima Dutta: Indian Institute of Technology Guwahati
Abraham Cyril Issac: Indian Institute of Technology Guwahati

Chapter Chapter 12 in Digital Economy Post COVID-19 Era, 2023, pp 199-211 from Springer

Abstract: Abstract This study is aimed at developing a conceptual framework on impulse buying behaviour and its antecedents. The study proposes a direct relation between external factors (advertising appeals, visual merchandising, store environment, online reviews, social media influence) and impulse buying behaviours of customers. Further, emotional arousal as a mediator in the relationship between external factors and impulse buying behaviour has been suggested. The study proposes that the relation between emotional arousal and impulse buying behaviour would be influenced by customers’ intention to buy. The conceptual framework developed in the present study is discussed along with some supportive research findings. Finally, the paper concludes by discussing some of its limitations and suggesting some future research directions.

Keywords: Impulse buying behaviour; External factors; Emotional arousal; Intention to buy (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-99-0197-5_12

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DOI: 10.1007/978-981-99-0197-5_12

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