A Study on Youth Online Impulsive Purchase

This article examines how variables including individual difference, shopping environment and emotional response affect impulsive purchase and subsequently actual purchase. We operationalized impulse buying tendency to measure individual difference, pleasure to measure emotional response, three constructs—including information quality, perceived trust and usage of interactive features—to measure shopping environment, urge to buy impulsively to measure impulsive purchase, and intention to purchase to measure actual purchase. To examine the proposed hypotheses, a survey of 115 undergraduate students was conducted. The results show that website’s information quality and customer’s usage of interactive features can affect their impulsive purchase behaviour. This finding contributes towards the understanding of impulsive e-shopping and also suggests useful implications for practice and research.