Author

Description

The study aimed to examine the factors influencing impulse buying behaviour among consumers of e-commerce products. The data were collected from 150 respondents through a structured questionnaire, and the research employed percentage analysis, descriptive statistics, and ANOVA as the principal analytical methods. The findings indicated that website stimuli, marketing stimuli, product variety, and perceived enjoyment exert a positive influence on impulse buying behaviour in the e-commerce context, as respondents broadly concurred that aesthetically appealing website features, personalized recommendations, flash sale notifications, extensive product variety, and pleasurable online shopping experiences facilitate spontaneous purchasing decisions.

Keywords

E-commerce, Impulse buying behaviour, Marketing stimuli, Perceived enjoyment, Product variety, and Website stimuli