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Modelling the antecedents of online impulse buying in cross-cultural context

Author

Listed:
  • Abu Bashar
  • Shalini Singh
  • Vivek Kumar Pathak

Abstract

The modelling of antecedents of online impulse buying is carried out in cross-cultural context. Structural equation modelling (SEM) using AMOS is used to validate the hypothesised relationship between urge to buy impulsively (UBI), its antecedents, and online impulse buying. A sample of 650 of Indian and Bahraini (India - 405, Bahrain - 245) customers are collected through online survey using structured questionnaire. The construct UBI is measured with its antecedent online sales promotion, personal factor, and website quality. Culture is used as a moderating variable and found significant in moderating the relationships in both cultures. This model can be useful for the e-commerce firms offering their products online. Online impulse buying has not been much investigated in cross-cultural context which makes this study unique and novel. This study will fill the knowledge gap in cross-cultural online impulse buying literature.

Suggested Citation

  • Abu Bashar & Shalini Singh & Vivek Kumar Pathak, 2024. "Modelling the antecedents of online impulse buying in cross-cultural context," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 15(2), pages 139-160.
    • Handle: RePEc:ids:ijemre:v:15:y:2024:i:2:p:139-160
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