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From Clicks to Impulse: How Website Quality and E-Wom Drive Purchases via Sales Promotions

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Impulse buying was significantly influenced by sales promotions when mediated by website quality and e-WoM.
The study utilized a quantitative approach with data from 300 respondents analyzed using structural equation modeling.
Website quality and e-WoM did not directly affect impulse buying, highlighting the importance of sales promotions in this relationship.
Insights aim to assist MSMEs in developing effective marketing strategies leveraging sales promotions.

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Quantitative analysis reveals sales promotion significantly mediates the effects of website quality and e-WoM on impulse buying.

Asmara et al. (2025) studied this question.

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