Title: An exploration of e-impulse buying

Authors: Hemraj Verma; Shalini Singh

Addresses: Department of Management Studies, DIT University, Dehradun, India ' Department of Management Studies, DIT University, Dehradun, India

Abstract: E-tailing is at nascent stage in India but it is already creating a difference in the manner consumers are behaving. Since e-impulse buying is a new phenomenon in Indian context therefore a qualitative approach through conducting interviews has been adopted to explore it deeply. This research reveals several stimuli (majorly - intrinsic stimuli and extrinsic stimuli) of e-impulse buying in Indian context and develops a platform for studying the phenomenon comprehensively. This study explored the phenomenon of e-impulse buying and also uncovered its relevant stimuli thus it may benefit the market researchers, strategists and online retailers for understanding the nitty-gritty of the phenomenon. This study is completely based on the exploratory approach that reveals several significant insights related to stimuli of e-impulse buying in a comprehensive way. It provides knowledge value to the researchers, academicians and online strategist to optimise their strategies in a better way.

Keywords: e-impulse buying; stimuli; online shopping and Indian online shoppers.

DOI: 10.1504/IJEMR.2019.096626

International Journal of Electronic Marketing and Retailing, 2019 Vol.10 No.1, pp.45 - 59

Received: 23 Mar 2017
Accepted: 05 Jul 2017

Published online: 07 Dec 2018 *

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