An exploration of e-impulse buying. (2019)

• Record Type: Journal Article
• Authors: Verma, Hemraj; Singh, Shalini
• Is Part Of: International journal of electronic marketing and retailing. Volume 10:Number 1(2019)
• Page Start: 45
• Page End: 59
• Publication Date: 2019
• Subjects: e-impulse buying -- stimuli -- online shopping and Indian online shoppers; Telemarketing -- Periodicals; Internet marketing -- Periodicals; Electronic commerce -- Periodicals; 658.872
• Languages: English
• ISSNs: 1741-1025

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.