In-Store factors influencing impulsepurchase behavior(Online Shopping through DigiStyle.com)

Online shopping is a phenomenon that is growing rapidly nowadays. The benefits of onlineshopping rendering it an emerging trend among consumers. The prevalence of onlineshopping has raised the interest of the retailers to focus on this area. This study aims todetermine what factors influence impulse purchase behavior. The main objective of thisresearch is the identification of factors affecting unplanned purchases and to give awarenessto companies to understand these factors. The simplest definition of impulse buying is, theconsumer behavior or tendency to buy certain products without a prior plan. It is alsodescribed as an unplanned or sudden purchase by the consumer before making a purchasedecision. A self-administered survey was used to elicit information from ۴۲۲ purposivelyselected respondents. Data have been analyzed by using Statistical Package For SocialScience (SPSS) and Analysis of Moment Structure (AMOS) for structural equation modeling(SEM). Results revealed that in-store factors, has significant and positive impact on theimpulse buying behavior. Recommendations for retail management have been given at theend of the article.

Keywords:

In-store factors , impulse purchase behavior , online shopping.