A Structural Equation Model of Impulse Buying Behavior in Online Shopping

Purpose: This study seeks to model and empirically examine key emotional aspects(positive affect and negative affect) on impulsive buying actions (web browsing, urge tobuy impulsive and impulsive buying behavior) in online shopping context.Methodology/Design: Using structural equation modeling model, a total of 470 surveyresponses from shoppers of online stores were used to empirically test the measurementsand propositions.Findings: On the bases of data from online shoppers a significant model emerged. Resultswere generally in support of the assertion that emotions lead to impulsive actions.Originality/Value: Impulsive buying in online context represents an epidemic proportionof online shopping. Impulsive buying behaviors with upcoming avenues for futureresearch are under the constant review of academicians and practitioners. Despiteabundant research on impulsive buying behavior in online context, research scholars’demand for further research and empirical evidences for better understanding of thephenomenon. Examining impulsive buying behaviors in online setting therefore becomesimperative.Implication: This study offers valuable insight and solid grounds to academicians as wellas practitioners concerning online impulsive buying behavior by presenting empiricalfindings and important implications.Limitations: Some notable limitations like consideration of young consumes only needs tobe considered for generalizing the findings.