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ANALYZING THE INFLUENCE OF SITUATIONAL FACTORS ON ONLINE IMPULSE BUYING BEHAVIOR A STUDY OF PAKISTANI CONSUMERS

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07 Pages : 60-72

http://dx.doi.org/10.31703/gmsr.2020(V-III).07      10.31703/gmsr.2020(V-III).07      Published : Sep 2020

Analyzing the Influence of Situational Factors on Online Impulse Buying Behavior: A Study of Pakistani Consumers

Abstract

    This study seeks to find out online impulse buying behaviour in the Pakistan e-commerce industry by investigating the contributing factors of money availability, time availability, family influence, serendipitous information and scarcity messages towards online impulse buying behaviour. It investigated the mediating role of the urge to buy impulsively between the factors and online impulse buying behaviour. From a sample of 472 students of 4 Pakistani universities, the data was gathered. Moreover, to analyze the data and to test hypotheses, PLS-SEM was employed, which showed money availability, time availability, scarcity messages, serendipitous information, family influence were significantly related to online impulse buying behaviour. The findings will be helpful for e-retailers in creating e-marketing strategies, delivering their promises and generating sales through effectively designing their promotional plans.

    Serendipitous Information, Scarcity Messages, Situational Factors, Urge to Buy Impulsively, Online Impulse Buying Behaviour

    (1) Marriyam Iftikhar
    PhD Scholar, Department of Management and Administrative Science, The Islamia University of Bahawalpur, Punjab, Pakistan. Email: marriyamiftikhar@gmail.com
    (2) Jawad Iqbal
    Professor, Department of Management and Administrative Science, The Islamia University of Bahawalpur, Punjab, Pakistan.
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Cite this article

APA

    APA : Iftikhar, M., & Iqbal, J. (2020). Analyzing the Influence of Situational Factors on Online Impulse Buying Behavior: A Study of Pakistani Consumers. Global Management Sciences Review, V(III), 60-72. https://doi.org/10.31703/gmsr.2020(V-III).07

CHICAGO

    CHICAGO : Iftikhar, Marriyam, and Jawad Iqbal. 2020. "Analyzing the Influence of Situational Factors on Online Impulse Buying Behavior: A Study of Pakistani Consumers." Global Management Sciences Review, V (III): 60-72 doi: 10.31703/gmsr.2020(V-III).07

HARVARD

    HARVARD : IFTIKHAR, M. & IQBAL, J. 2020. Analyzing the Influence of Situational Factors on Online Impulse Buying Behavior: A Study of Pakistani Consumers. Global Management Sciences Review, V, 60-72.

MHRA

    MHRA : Iftikhar, Marriyam, and Jawad Iqbal. 2020. "Analyzing the Influence of Situational Factors on Online Impulse Buying Behavior: A Study of Pakistani Consumers." Global Management Sciences Review, V: 60-72

MLA

    MLA : Iftikhar, Marriyam, and Jawad Iqbal. "Analyzing the Influence of Situational Factors on Online Impulse Buying Behavior: A Study of Pakistani Consumers." Global Management Sciences Review, V.III (2020): 60-72 Print.

OXFORD

    OXFORD : Iftikhar, Marriyam and Iqbal, Jawad (2020), "Analyzing the Influence of Situational Factors on Online Impulse Buying Behavior: A Study of Pakistani Consumers", Global Management Sciences Review, V (III), 60-72

TURABIAN

    TURABIAN : Iftikhar, Marriyam, and Jawad Iqbal. "Analyzing the Influence of Situational Factors on Online Impulse Buying Behavior: A Study of Pakistani Consumers." Global Management Sciences Review V, no. III (2020): 60-72. https://doi.org/10.31703/gmsr.2020(V-III).07