Article: Understanding consumers impulse buying behaviour during COVID-19 pandemic Journal: International Journal of Business Innovation and Research (IJBIR) 2026 Vol.40 No.3 pp.285 - 305 Abstract: Understanding the impulse buying behaviour (IBB) of consumers, particularly during the period of the COVID-19 pandemic in India and examining the factors that have an effect on it, are the primary focuses of the research. This investigation is being on continuous effort by different researchers from different perspectives since years to explore factors having an impact on impulsive buying behaviour. A structured questionnaire was developed in order to obtain data from 332 different customers using the method of purposive sampling. Data collected was analysed, employing structural equation modelling to examine the influence of impulse purchasing behaviour. The results showed that purchase mood, visual merchandising, shopping delight, and product knowledge were the main factors that affected a customer's decision to buy something on the spot. The results of this study are likely to be useful for retailers operating in a variety of markets, whether they are new businesses just getting their feet wet or well-established companies who want to modernise their outmoded retail outlets. Inderscience Publishers - linking academia, business and industry through research

Title: Understanding consumers impulse buying behaviour during COVID-19 pandemic

Authors: Rita Prusty; Subash C. Nath; Manoranjan Dash; Kamalakanta Muduli; Sonia Singh

Addresses: Faculty of Management Sciences, Siksha O Anusandhan (Deemed to be University), Bhubaneswar, Odisha, India; Faculty of Management Studies, Sri Sri University, Cuttack, Odisha, India ' Faculty of Management Studies, Sri Sri University, Cuttack, Odisha, India ' Faculty of Management Sciences, Siksha O Anusandhan (Deemed to be University), Bhubaneswar, Odisha, India ' Department of Mechanical Engineering, Papua New Guinea University of Technology, Lae, Morobe, Papua New Guinea ' Toss Global Management, Dubai, UAE

Abstract: Understanding the impulse buying behaviour (IBB) of consumers, particularly during the period of the COVID-19 pandemic in India and examining the factors that have an effect on it, are the primary focuses of the research. This investigation is being on continuous effort by different researchers from different perspectives since years to explore factors having an impact on impulsive buying behaviour. A structured questionnaire was developed in order to obtain data from 332 different customers using the method of purposive sampling. Data collected was analysed, employing structural equation modelling to examine the influence of impulse purchasing behaviour. The results showed that purchase mood, visual merchandising, shopping delight, and product knowledge were the main factors that affected a customer's decision to buy something on the spot. The results of this study are likely to be useful for retailers operating in a variety of markets, whether they are new businesses just getting their feet wet or well-established companies who want to modernise their outmoded retail outlets.

Keywords: impulse buying behaviour; IBB; consumer behaviour; structural equation modelling; SEM; shopping enjoyment.

DOI: 10.1504/IJBIR.2026.154654

International Journal of Business Innovation and Research, 2026 Vol.40 No.3, pp.285 - 305

Received: 02 Aug 2022
Accepted: 08 Apr 2023
Published online: 09 Jul 2026 *

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Title: Understanding consumers impulse buying behaviour during COVID-19 pandemic

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