Shopping Enjoyment and Online Impulsive Buying

Online impulsive buying behavior is a spontaneous desire or decision to purchase a product. Online impulsive buying stimulates a customer to buy a product without having adequate information about its attributes. The main objective of the study is to assess the influence of marketing factors, website factors, Hedonic Shopping Motivation, and Personality Traits which predict Shopping Enjoyment. The study also emphasizes the importance of Shopping Enjoyment which induces the consumer to make a online impulsive buying. The study also gives the implication to the marketers to use the findings of this research by which they will be able to better maximize the phenomena of e-impulse purchasing and keep impulsive online buyers for a longer length of time. This long-term client orientation for online impulsive consumers will undoubtedly contribute to increased profitability for online shopping portals, as well as a competitive advantage.