Unraveling Digital Temptations: A Meta-Analysis of Online Impulse Buying Behavior

Prior researchers have extensively explored the factors influencing online impulse buying phenomenon. However, there is a dearth of studies that comprehensively categorize its determinants into impulse buying tendency, social stimuli, platform stimuli, and marketing stimuli. We integrate the findings of 145 prior empirical studies and perform the meta-analysis. We also undertake meta-analytic structural equation modeling to examine the mediating effect of utilitarian and hedonic values. Further, moderator analysis is done using country-level and method-level variables.