Modeling Influences on Impulse Purchasing Behaviors During Online Marketing Transactions

Abstract

The online shopping environment still represents a comparatively new, and largely unexplored, marketing channel. Not surprisingly, little is understood regarding the nature of and influences on impulsive consumer purchases during online marketing exchanges. This paper investigates these and related issues. Associated results tentatively suggest that significant relationships may exist between gender, subjective norms, consumer impulsivity, purchase intention, and actual purchase behavior in online marketing environments. Managerial and theoretical implications are developed and discussed.