Online Impulsive Buying Behaviour: A Systematic Review
Shailendra Kumar
Ajay Poudyal
Akash Chaurasia 
Abstract
The study aims to identify influential factors affecting online impulsive buying behaviour through a systematic review following PRISMA guidelines. A total of 29 studies addressing online impulsive buying behaviour were included. The findings indicate that the majority of studies on online impulsive buying have originated in the Asian region. The influential factors identified were categorised as external (including Web Atmospherics, Online promotions, Electronic Word of Mouth, Advertisements, and CSR activities) and internal factors (comprising Cognitive and Emotional aspects). Additionally, certain moderating factors, such as Demographics and Personality, were also identified. The study suggested directions for future research, encompassing a greater focus on internal factors, including the role of negative emotions in impulsive buying and the impact of scarcity promotional tactics and gamification. These avenues offer valuable pathways for forthcoming research endeavours in this domain.
Keywords: Online Impulsive Buying, E-commerce, Literature Review, PRISMA
Volume 15, Issue 2
December 31, 2024
Pages: 115-141
DOI: https://doi.org/10.4038/cbj.v15i2.193
________________________________________________________________________________________________________
Suggested citation:
A., Kumar, S. & Poudyal, A. (2024). Online impulsive buying behaviour: A systematic review. Colombo Business Journal, 15(2), 115-141. https://doi.org/10.4038/cbj.v15i2.193
________________________________________________________________________________________________________
Shailendra Kumar
Department of Management, Sikkim University, India
________________________________________________________________________________________________________
Ajay Poudyal
Department of Management, Sikkim University, India
________________________________________________________________________________________________________
Akash Chaurasia
Department of Management, Sikkim University, India
