Numerous studies in the marketing literature focused on consumer behavior in general, but relatively few studies have examined Impulse purchase behavior (IPB). Although few studies examined IPB, the vast majority of the studies were conducted using the cross-sectional design. These studies suffer from certain limitations like random measurement error, common method bias, causality & validity-related issues that are inherently associated with the cross-sectional design. Despite these limitations, very few studies have examined the IPB using the longitudinal design. Multilevel structural equation modeling (ML-SEM) is conducted in the study to analyze the longitudinal data for examining the changes in the causal effects of the factors influencing the shoppers' IPB over a period of time. Additionally, structural equation modeling (SEM) is conducted to examine changes in the causal effects of the factors influencing IPB at each time point of data collection. Drawing upon the stern's model and stimulus-organism-response model, the study examines the causal effects of the factors influencing the IPB. The results of ML-SEM indicate significant fluctuations in the factors influencing IPB over time. Similarly, the results of SEM indicates that few factors (like store ambience and salesperson interactions) have shown a significant influence on IPB in the initial time points (i.e., during the initial store visits of shoppers), but became insignificant over a period of time in their subsequent store visits. The findings suggest that the store crowd, secondary customers influence, and in-store promotions show a significant influence on the IPB, compared to the store ambience and salesperson interactions.

市场营销文献中的许多研究一般都集中在消费者行为上，但是很少有研究检验冲动购买行为（IPB）。尽管很少有研究检查IPB，但绝大多数研究是使用横截面设计进行的。这些研究受到某些局限性的限制，例如随机测量误差，通用方法偏差，因果关系和有效性相关问题，这些问题与横截面设计固有地相关。尽管有这些限制，但很少有研究使用纵向设计来检查IPB。在研究中进行了多级结构方程建模（ML-SEM），以分析纵向数据，以检验一段时间内影响购物者IPB的因素的因果关系变化。此外，进行结构方程模型（SEM）来检查在每个数据收集时间点上影响IPB的因素的因果关系的变化。该研究利用斯特恩模型和刺激生物反应模型，研究了影响IPB的因素的因果关系。ML-SEM的结果表明，随着时间的流逝，影响IPB的因素存在明显的波动。同样，SEM的结果表明，很少有因素（例如商店氛围和销售人员互动）在初始时间点（即购物者初次造访期间）对IPB产生显着影响，但在一段时间内变得无关紧要在他们随后的商店拜访中。研究结果表明，商店人群，次级客户的影响力和店内促销活动对IPB产生了重大影响，