A study on influence of website quality on online impulse buying behavior of Indian consumers

Abstract

With the advancement of e-commerce, there burgeoning evidences showing that online impulse purchase is increasing day by day.  Despite of this surging trend, phenomenon is studied by few researchers and so very limited knowledge is available. This paper aims to study the influence of website quality on online impulse purchase decisions. There are various attributes of website quality i.e task relevant cues like ease of navigation, security and lack of download delay which directly helps a consumer in performing his shopping goal and other is mood relevant cues like visual appeal which indirectly helps in shopping goal and make shopping pleasurable. Thus, various website characteristics affects online impulse buying directly or indirectly.