Analysis of key drivers of online impulse purchase

Abstract

We have reviewed the following papers to account for various factors like store environment, consumer-related and product-related factors that influence impulse buying both offline and online. Paper 1 Main conceptual framework: The paper was aimed to analyse the level of satisfaction among consumers on a recent impulse as well as planned purchase. It also tries to establish the effect of social influence on different types of purchase, most significantly Individualism vs Collectivism. An example given was that of the purchase behaviour of Americans vs Chinese on how the former tend to prefer products with differentiation and the later, products which helped built connection with others. Findings: 1. Hypothesis 1 was significantly established which suggests that collectivist consumers tend to be more satisfied when they impulsively purchased in a group than individually. 2. Hypothesis 2 was also proved which suggests that individualistic consumers are equally satisfied when they shop alone as well as when they shop as part of a group. 3. Hypothesis 3 was supported which concludes that the level of satisfaction for both Collectivists and Individualists didn’t have significant differences for planned and impulse purchases.