An Empirical Study of Online Impulsive Buying Behavior

Using the SOR model, this study examines the effect of Online Review, Shopping Enjoyment, Impulse Buying Tendency, and Perceived Acquisition Value on online impulsive buying behaviour among the millennial generation. Data was collected through online questionnaires using the convenience sample method. After data filtering, 256 replies were used in this study. The findings have shown that shopping enjoyment and impulsive buying tendency play an important role to influence online impulsive buying behaviours. These insights can be used by online retailers, online marketers, and online purchasing platform providers to plan future efforts to boost sales revenue and ensure the e-commerce industry's long-term viability. Keywords: Online shopping; impulsive purchase; buying behavior; online review eISSN: 2398-4287 © 2022. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open-access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under the responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians), and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/ebpj.v7iSI8.391