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Tactical and Fast or Wise and Slow? A Conceptual Framework Understanding Impulse Buying Behaviour of Customers: Mediation–Moderation Model

In: Digital Economy Post COVID-19 Era

Author

Listed:
  • Mansha Rani

    (Indian Institute of Technology Guwahati)

  • Dhritima Dutta

    (Indian Institute of Technology Guwahati)

  • Abraham Cyril Issac

    (Indian Institute of Technology Guwahati)

Abstract

This study is aimed at developing a conceptual framework on impulse buying behaviour and its antecedents. The study proposes a direct relation between external factors (advertising appeals, visual merchandising, store environment, online reviews, social media influence) and impulse buying behaviours of customers. Further, emotional arousal as a mediator in the relationship between external factors and impulse buying behaviour has been suggested. The study proposes that the relation between emotional arousal and impulse buying behaviour would be influenced by customers’ intention to buy. The conceptual framework developed in the present study is discussed along with some supportive research findings. Finally, the paper concludes by discussing some of its limitations and suggesting some future research directions.

Suggested Citation

  • Mansha Rani & Dhritima Dutta & Abraham Cyril Issac, 2023. "Tactical and Fast or Wise and Slow? A Conceptual Framework Understanding Impulse Buying Behaviour of Customers: Mediation–Moderation Model," Springer Proceedings in Business and Economics, in: Prashant Mishra & Ashu Sharma & Sayantan Khanra & Sumit K. Kundu & Sushanta Kumar Mishra (ed.), Digital Economy Post COVID-19 Era, chapter 0, pages 199-211, Springer.
    • Handle: RePEc:spr:prbchp:978-981-99-0197-5_12
    DOI: 10.1007/978-981-99-0197-5_12
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