Understanding Online Impulsive Buying Behaviour of Students
Keywords:
internet, buying, online shopping, consumer behaviourAbstract
Now a day internet has become the main source of information and it is being used widely in daily life. As internet is a powerful source it is used by the organisations for competitive advantage. The consumers’ possibility to buy impulsively is suggested to increase further because of convenience of online shopping. There are number of factors which influence the online impulsive buying behaviour of the consumers. This study examines the factors affecting the online buying behaviour of the consumers. To investigate the factors data was collected through the structured questionnaire from the students pursuing graduation and post graduation. Factor analysis was used to reveal the results. Personal behaviour, situation at the time of purchase, promotion, ethical issues has impact on the online impulsive buying of the consumers. The results of the study will be helpful to the online firms which want to increase the online impulse buying behaviour of the consumers.
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