Mediating Effect of Impulsive Buying Tendency Between Shopping Enjoyment and Online Impulsive Buying Behavior

Online impulsive buying has drawn greater attention among consumers during this electronic era. The current study aims to showcase the shopping enjoyment that would drive the consumers’ stimulus in impulsive buying behavior, and this study proves that the mediating factor (impulsive buying tendency) influences the consumer in online impulsive buying. The theory of social capital theory was taken for the conceptual model. The tenacity of this research is to deliver comprehensive knowledge of online impulsive buying. The research content was examined from various research articles and used for writing this research article, to find the various factors influencing online impulsive buying. This research paper will be of great help to the nurturing marketing professionals and researchers toward the vast dimensions of purchaser’s impulsive buying behavior.