Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


A Comprehensive Structural Equation Modeling for E-impulse Buying

Author(s): Shalini Singh

Purpose: The main purpose of this paper is to establish a comprehensive model for the antecedents of urges to buy impulsively (UBI) that finally leads to E impulse buying and to measure the extent of the effect of moderating variables over this model.

Design/Methodology/Approach: An online survey has been done consisting 18 items at seven point scale. Total 223 respondents effectively completed this survey out of which 122 were male and 101 were female respondents. Amos 24 has been used to validate the reliability and robustness of the model.

Findings: The study reveals significant impact of five dimensions of the antecedents of UBI on E impulse buying. Moderating impact of moderating factors was also evaluated and found to be significant.

Implications: This comprehensive model can be utilized by e trailers to understand the shoppers’ impulsive online purchase pattern by utilizing the impact of five dimensions of UBI on E impulse buying in an optimal way that may help in generating higher sales revenue along with loyal customer base.

Originality/Value: This study provides interesting insights and contributes in a comprehensive way in the research area of E impulse buying by considering authentic inferences of online survey.

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