Social Presence and Factors Driving Consumers Impulsive Online Buying - A study w.r.t. Bengaluru Urban

Abstract

Purpose : Impulsive buying is instant buying without any pre plan. It happens because of emotional or psychological trigger which makes a consumer to complete a buy spontaneously which did not originally intended to buy. The main intention of the present study is to probe the impact of social presence on consumers impulsive buying behavior in online shopping. Further, the study also conducted to know how the demographics impacts impulsive buying and factors driving consumers impulse buying behavior on social commerce online.

Theoretical framework : The study reviewed the available literature belonging to different theories affecting consumer while buying goods online. Largely it confirms to different models of consumer behavior like Maslow's theory of need hierarchy i.e., (ready to eat), psychological model (mood upliftment) and economic model (about seeking discounts).

Design: A well drafted and previously well known questionnaire was administered as schedule as the sample was only 50. The study conducted in select locations of Bengaluru Urban where one can find the presence of different e-commerce players. The study consider both primary and secondary data. Following area sampling method, qualitative response were gathered from respondents and qualitative analysis has been done.

Findings : The study found all the demographics impacting on the study and it was further found that there exist high degree of significant variables and relationship between the attributes. Among the variables of characteristics of online buying the statement unplanned stood as the highest and the unintended is the second highest variable factors which are ranked after obtaining "WA" are trustworthiness, website case of use and social interaction factors as the second ranked and browsing as the third ranked variables of factors impacting online impulse buying.