Factors for online impulse purchase intention

Abstract

Increased disposable income, improved customer connectivity and the presence of social websites has made the shopping more of ‘feel-good’ and leisure activity rather than necessity. It is this attitude towards buying where consumers get the purchase intention and decide to purchase on the spot with no cognition involved is referred to as impulse buying. Impulse buying behaviour is predominantly seen in the category of FMCG goods that involves peripheral route to decision making. About 28% of monthly spend for an average Indian goes into groceries and other FMCG goods1. According to a BCG report, 30 to 40% of online FMCG and clothing purchases are impulse based. The objective of the study is to determine the factors that contribute to the online impulse purchase intent and thereby test these factors through an online marketing experiment.