Title: A study on investigating the online impulse purchase intention of Indian women

Authors: P. Divakar; R. Venkatesh

Addresses: VIT Business School, Vellore Institute of Technology, Chennai, Tamil Nadu, India ' VIT Business School, Vellore Institute of Technology, Chennai, Tamil Nadu, India

Abstract: This study's objective is to investigate the online impulse purchasing intentions of Indian women. People acquired the ability to purchase online due to internet-supported purchasing facilities, which stimulated the rapid growth of female online consumers. This necessitated that marketers and researchers comprehend the attitude and intent of women in the context of online purchasing. The study integrates the theory of reasoned action with factors such as retail convenience, trust, customer service, and consumer attitude to evaluate the impulse purchasing behaviour of Indian women. With the aid of the questionnaire, 270 responses from online consumers from urban and semi-urban areas of Tamil Nadu were collected. Using AMOS-SEM, the study concludes that among the four factors, 'trust' has no direct effect on women's intention to make an impulse online purchase. However, purchasing convenience and customer service directly affect Indian women's impulse purchase intentions.

Keywords: women; impulse buying behaviour; impulse purchase intention; trust; convenience; customer service; attitude; online shopping; India.

DOI: 10.1504/IJWI.2024.137830

International Journal of Work Innovation, 2024 Vol.5 No.2, pp.164 - 182

Received: 14 Jun 2023
Accepted: 24 Jul 2023
Published online: 05 Apr 2024 *

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