Abstract

The rapid emergence of the online retail platform has captured a significant share of the overall retail market around the globe. Furthermore, many consumers now indulge in online impulse buying via E-commerce and other digital technologies. This study has aimed to understand such online impulse buying behavior among millennials across various product categories. Data were collected from a convenience sample of 335 of these younger consumers in an emerging South Asian market. Confirmatory factor analysis and structural models were used to analyze the data. The findings indicate that the level of influence of atmospheric cues on online impulse buying differs among product categories, which could be applied in target marketing for internet commerce. Limitations of this study are also acknowledged, along with a discussion on potential avenues for future research.

摘要

在线零售平台的迅速崛起已经占领了全球整个零售市场的重要份额。此外，许多消费者现在沉迷于通过电子商务和其他数字技术进行的在线冲动购买。这项研究旨在了解千禧一代在各种产品类别中的在线冲动购买行为。数据来自新兴的南亚市场中335个年轻消费者的便利样本。验证性因素分析和结构模型用于分析数据。研究结果表明，大气提示对在线冲动购买的影响程度在产品类别之间有所不同，这可以应用于互联网商务的目标营销。还承认这项研究的局限性，