Internal factors in impulse buying online: A conceptual model
Abstract
The rapid evolution of digital technologies has profoundly altered consumption habits, establishing e-commerce as a cornerstone of global trade. This transformation has heightened specific behaviors, such as online impulsive buying, a trend further amplified by the COVID-19 pandemic. The objective of this research is to explain the internal factors influencing online impulsive buying and to propose a conceptual model integrating these variables. Specifically, this study examines the impact of personality traits, perceived usefulness, perceived enjoyment, and perceived risk on consumers' impulsive purchasing decisions. Additionally, the research introduces gender as a moderating variable to analyze how the relationships between these factors and impulsive buying vary across genders.Drawing on theoretical frameworks such as the S-O-R (Stimulus-Organism-Response) model and the TAM (Technology Acceptance Model), this study provides an enriched perspective on the psychological and cognitive triggers of online impulsive buying.
The research methodology relies on an in-depth documentary analysis of recent publications related to online impulsive buying behavior. Based on this literature review, relevant variables were identified, and hypotheses were formulated for testing within the conceptual model. The expected results aim to contribute to the literature on consumer behavior by offering valuable insights for researchers and digital marketing practitioners. The findings can be leveraged to design tailored strategies, thereby enhancing the understanding of the underlying mechanisms driving this behavior in a digitalized environment.
Keywords: Impulse buying, personality trait perceived usefulness, perceived enjoyment, perceived risk, gender.
Classification JEL: M31
Paper Type : Theoretical Research
Downloads
Copyright (c) 2025 Salma MEGZARI, Dounia DAHAB

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.