Paper Contents
Abstract
In the digital age, online shopping has transitioned from a planned task to an emotionally driven activity, often culminating in unplanned, impulsive purchases. This paper delves into the psychological, technological, and situational antecedents of online impulsive buying behavior (OIBB) in Delhi NCR, employing the Stimulus-Organism-Response (S-O-R) model. A structured survey of 70 respondents was conducted using a 5-point Likert scale. Results indicate that website aesthetics, time pressure, emotional arousal, perceived enjoyment, and social media influence significantly affect OIBB. Managerial implications, ethical marketing practices, and behavioral nuances are also discussed to guide e-commerce strategies.
Copyright
Copyright © 2025 Ankit Pandey. This is an open access article distributed under the Creative Commons Attribution License.
