An Empirical Study on Impulsive Purchase Intentions in Online Consumer Behavior in the Context of Psychological Triggers and Digital Stimuli

The rapid advancement of digitalization is significantly transforming consumption practices, and online shopping environments are draw attention as primary channels that significantly shape consumers’ purchasing behaviors. Along with this transformation, the spatial boundaries of shopping are disappearing, and consumers’ decision-making processes are becoming more unplanned, intuitive, and rapid, revealing impulsive purchasing tendencies that are carried out suddenly and without consideration. In this context, the main objective of the study is to examine the effects of psychological triggers and digital stimuli on impulsive purchase intention in online consumer behavior and to reveal the comparative importance of these elements within the scope of empirical findings. The data obtained has been analyzed using appropriate statistical analysis software. According to the research results, psychological triggers and digital stimuli were found to have statistically and positively significant effects on impulsive purchase intention in online consumer behavior; psychological triggers were determined to have a lower effect than digital stimuli.