IMPULSE BUYING TRIGGERS: PROMOTIONS, WEB QUALITY, SHOPPING BEHAVIOR; MEDIATING FASHION CONSCIOUSNESS, MODERATING OPENNESS

Abstract

This paper explores online impulse buying behavior (IBB) triggers in online retail setting in terms of its antecedents (sales promotion (SP), web quality (WQ), online shopping behavior (OSB) and fashion consciousness (FC) as well as openness personality (OP) as a moderating characteristic. A structured survey was used to gather data of 400 respondents. The analysis was done using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings established by SP, WQ, OSB and FC have significant effects on OSBFC which in turn triggers IBB. There were statistically significant mediation and moderation effects. The model accounted for 58.7% variance in IBB, which can have significant implications for the digital marketers and the e-commerce practitioners.