Factors Affecting Online Impulsive Buying Behavior: A Stimulus Organism Response Model Approach

Authors

  • Hamna Hashmi Air University, Islamabad, Pakistan
  • Saman Attiq Air University, Islamabad, Pakistan
  • Farooq Rasheed Air University, Islamabad, Pakistan

Abstract

Using data of 300 respondents from Rawalpindi and Islamabad, the study examines how website quality dimensions effect online impulsive buying behavior (OIBB). The study also investigates whether hedonic value and utilitarian value mediates website quality dimensions and online impulsive buying behavior across gender and educational level. The study had adapted a scale to measure the constructs from the earlier literature. The findingsof the research indicate that website quality dimensions i.e. service quality, information quality and system quality have a statistically significant impact on OIBB. Further, we also find that both hedonic value and utilitarian value mediate the website quality dimensions and online impulsive buying behavior relationship across gender and educational level. Future studies may explore whether other website quality dimensions such as ease of use has an influence on online impulsive buying behavior across other demographic factors such as income, profession and age.Keywords: Online impulse buying behavior, website quality, hedonic & utilitarian shopping values, stimulus organism response theory.

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Published

2019-06-17

Issue

Vol. 14 No. 1 (2019): Market Forces Research Journal Volume 14 No 1

Section

Articles

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