Analysis of Factors influencing Impulse Buying behavior towards e-tailing sites: An application of S-O-R model

Authors

  • Md Wasiul Karim International Islamic University Malaysia
  • Mohammad Abdul Matin Chowdhury International Islamic University Malaysia https://orcid.org/0000-0001-6860-2305
  • Md Abdullah Al Masud International Islamic University Malaysia
  • Md. Arifuzzaman International Islamic University Malaysia

DOI:

https://doi.org/10.7903/cmr.20457

Keywords:

Impulse buying behavior, e-tailer, consumer behavior, internet marketing, S-O-R framework, PLS-SEM, Malaysia

Abstract

Impulse buying behavior among consumers was previously examined within the brick-and-mortar stores. The internet revolution is the shift from a traditional retail environment to electronic commerce where products and services are offered online and consumers benefit from buying impulse towards e-tailing sites. By applying the S-O-R model, this study seeks to evidently identify the influencing factors of impulse buying behavior towards e-tailing sites. The survey data were analyzed using partial least squares structural equation modeling (PLS-SEM). The result indicates that website stimulus has no significant positive relationship with online impulsive buying behavior, but an indirect relationship is found to be associated with impulse buying behavior. Results also highlighted that website stimulus, marketing stimulus, and product variety positively influence perceived enjoyment, where perceived enjoyment was a strong predictor of online impulse buying behavior. The study contributes to the existing literature by employing external stimuli of the research framework. It was thus recommended to the online e-tailers to maximize their relationship with consumers by providing valuable products and services through online platforms.

Author Biographies

Md Wasiul Karim, International Islamic University Malaysia

Mr. Md Wasiul Karim  (Corresponding author) has completed his MBA, focusing on marketing. The primary research focuses on the factors affecting impulse purchase behavior among generation Y in Malaysia. His research interests include consumer behavior, marketing research, Islamic finance and banking, quantitative research, and digital marketing.

Mohammad Abdul Matin Chowdhury, International Islamic University Malaysia

Dr. Mohammad Abdul Matin Chowdhury recently completed a Ph.D. in Business Administration with a major in finance. He has an MSc in finance, especially in the microfinance sector. His research interests include behavioral finance, financial planning, Islamic finance and banking, consumer behavior, and banking performance and efficiency.

Md Abdullah Al Masud, International Islamic University Malaysia

Mr. Md Abdullah Al Masud is currently pursuing his doctorate in business administration, focusing on marketing. The primary research focuses on the influence of e-marketing, e-WOM, perceived risk, and perceived usefulness through online trust on online purchase intentions. He completed his MSc in marketing while focusing on customer loyalty in the fast-food industry in Malaysia. His research interests include consumer behavior, Islamic marketing, digital branding, social media marketing, digital customer experience, brand management, relationship marketing, business environment, and corporate social responsibility.

Md. Arifuzzaman, International Islamic University Malaysia

Mr. Md Arifuzzaman is currently pursuing a Master of Business Administrative (MBA) at Graduate School of Management (GSM), International Islamic University Malaysia, focusing on finance. In addition, his primary research areas are financial derivatives, risk management, and future and option.

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Published

2021-06-30

How to Cite

Karim, M. W., Chowdhury, M. A. M., Masud, M. A. A., & Arifuzzaman, M. (2021). Analysis of Factors influencing Impulse Buying behavior towards e-tailing sites: An application of S-O-R model. Contemporary Management Research, 17(2), 97–126. https://doi.org/10.7903/cmr.20457

Issue

Section

Marketing