Title: Identifying key drivers of online impulse buying: evidence from National Capital Region of India

Authors: Ravinder Kaur; Tanya Shaw; Suyash Mishra

Addresses: Department of Commerce, School of Business and Management Studies, Central University of Haryana, Mahendergrah, Haryana, India ' Department of Commerce, School of Business and Management Studies, Central University of Haryana, Mahendergrah, Haryana, India ' Department of Vocational Studies and Skill Development, School of Life-Long Learning, Central University of Haryana, Mahendergrah, Haryana, India

Abstract: The practice of 'online impulse buying' has grown in popularity due to the proliferation of e-commerce and ease in shopping it provides. This paper explores online impulse purchasing and its antecedents, such as website navigability, security, visual appeal, sales promotion, and hedonic web browsing in Indian internet shoppers context. Data was collected from the customers of the Delhi-NCR region (Gurugram, Noida, Ghaziabad and Delhi) who were engaged in online impulse shopping and examined using structural model SEM technique by using AMOS 23.0. The outcomes of the study stated that there is a positive link between online impulsive purchasing and various antecedents which helps managers in employing diverse tactics to incite consumers to purchase impulsively. This interesting attribute of the research helps us to appreciate the escalating trend of e-commerce in developing countries and provides us with momentous insights to perceive the impulse buying behaviour of online shoppers.

Keywords: online impulse buying; website navigation; visual appeal; website security; hedonic web browsing; sales promotion; India.

DOI: 10.1504/IJEMR.2026.153124

International Journal of Electronic Marketing and Retailing, 2026 Vol.17 No.3, pp.318 - 341

Received: 23 Mar 2023
Accepted: 02 Sep 2023
Published online: 23 Apr 2026 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article