EFFECT OF ONLINE SOCIAL INTERACTIONS ON CONSUMERS’ E-IMPULSE BUYING PRACTICE
Abstract
This paper explores how online social interactions may influence consumers’ impulse purchase when they brows online shopping websites. The paper explores the concept of impulse purchasing behavior online. The research is based on the stimulus-organism-response framework and prior research on online social interaction .A comprehensive review and analysis of the literature suggests that there are some unresolved issues regarding the state of knowledge on impulse purchasing behavior. In addition, the current conceptualizations of impulse purchase behavior do not adequately capture impulse purchase behavior over the Internet. Therefore, I propose a broadened conceptualization to resolve those issues and to accurately capture impulse purchases that take place in retail stores as well as on the Internet. I believe that the findings have important implications for both research and practice. It would provide new insights to understand online impulse buying by incorporating the perspective of online social interactions. The results of this exploratory study are consistent with the conceptualization, and present a robust platform for future research. I also expect that new e-business strategies can be developed for online retailers regarding how to evoke consumers ‘impulse purchase urges.
Authors
Neha Katiyar