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Identifying the impact of discounts and promotions on impulse buying behaviour with moderation of ease of use

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  • Yadi Shi

Abstract

This study explores the connections among four major constructs, such as online impulse shopping, discounts, promotions, and ease of use, based on the technology acceptance model (TAM). First, the aim is to investigate the connection between offering online discounts and the impulsive buying of consumers. Second, the objective is to examine the connection between promotional tools and impulsive buying. Third, the study explores the moderating connection of ease of use among online discounts, promotions, impulsive buying, and ease of use, respectively. After applying structural statistical modelling to the selected sample size, this study revealed a positive tie between online discounts and impulsive buying, together with promotional campaigns and impulse buying. The study also confirmed a significant moderation of ease of use among proposed direction relationships. Finally, this study reports interesting implications along with future research opportunities.

Suggested Citation

  • Yadi Shi, 2026. "Identifying the impact of discounts and promotions on impulse buying behaviour with moderation of ease of use," International Journal of Applied Systemic Studies, Inderscience Enterprises Ltd, vol. 13(3), pages 237-250.
    • Handle: RePEc:ids:ijassi:v:13:y:2026:i:3:p:237-250
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