Perspectives on Business Management, Economics & Information Technology (PBMEIT) Now also covers research on Psychology

PBME Volume III ISBN: 978-81-951151-1-2

IN-STORE TO ONLINE: A PARADIGM SHIFT IN PURCHASE HABITS AND IMPULSIVE BUYING

Author(s): SHAMINI JAMES & Dr. S. KARTHIK

Abstract

The purchase patterns of people in society are an area researched by many. Impulsive buying is a type of buying behavior that has gained considerable attention in the consumer industry. With the increasing popularity of online stores and their physical presence in selected locations, impulsive buying and the techniques for promoting this phenomenon have attracted the interest of researchers and industry leaders. This article explains the definition, various stimulus factors affecting online and offline impulse buying behavior of consumers. The article identifies the important factors like internal, external, situational, demographic, and sociocultural which promote impulse buying in a store and online shopping. A change in the buying behavior of consumers due to the digitalization and technological advancement in the field of e-commerce is also noted. Online shopping, is in the upward trend due to various reasons which are also analyzed. The new normal and changing market trend is found to have made online shoppers more impulsive. The aim is to investigate the factors affecting impulsive buying in conventional shopping and research the similarity and differences in an online setting. Also, recent changes in online buying patterns are examined. The possible directions for future research are each factor discussed below and its impact on impulsive buying can be explored in detail. The transition to online shopping, hendonic shopping, and impulsive buying are other areas for further research.

Keywords: impulsive buying, buying instincts, internal-external stimulants, hedonic shopping, market trends

JEL Classification: M30

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