Examining the Antecedents of Online Impulsive Behavior of Consumers: An Empirical Study in Bangladesh

Abstract

Purchasing products impulsively is one of the significant behavior consumers demonstrate over the Internet. During Covid-19 pandemic situation, most consumers adopted social media for buying different products and services. This study tries to find out the online impulse buying behavior of consumers by explaining the role of credibility of social influencers, sales promotion, and service quality of the online seller. A structured questionnaire was employed by the researcher for collecting data in a quantitative study design. The sample is drawn from people who lived in Chittagong metropolitan. A multiple regression analysis was applied for data analysis and hypothesis testing related to the factors that influence online impulse buying. The study concluded that the attractiveness and trustworthiness of influencers have a more significant effect on consumers' online impulsive purchase behavior than their level of expertise. Additionally, it was discovered that online service quality and sales promotion both influence consumers' online impulsive buying behavior favorably. The significant findings of current research in a developing nation like Bangladesh is online influencers have a profound affect on shaping consumer's online impulsive purchasing behavior.