The Determinants of Impulsive Buying Behavior in Electronic Commerce

Consumers’ online impulsive buying behavior has become more and more frequent in the digital era. There is increasing concern regarding the adverse consequences that impulsive buying has generated for consumer wellbeing and the sustainability of our society and environment. In search of a way to decreasing impulsive consumption, this article proposes a comprehensive framework to explore the potential determinants of online impulsive buying behavior from the perspective of consumer characteristics grounded on the literature on sustainability, psychology and consumer behavior. Through an online survey, a total of 425 valid responses were obtained. Extroversion and neuroticism in personality, negative emotions, collectivism in culture and the cognitive and affective factors of impulsive buying tendency are found to be positively correlated with impulsive buying behavior, whereas self-control shows a negative impact on impulsive buying behavior. Furthermore, this study identifies the mediating roles that negative emotions and collectivism play. Specifically, in addition to the direct routes, neuroticism, self-control and the affective factor of impulsive buying tendency can indirectly influence impulsive buying behavior through the mediation of negative emotions, whereas extroversion can indirectly affect impulsive buying behavior with collectivism as the mediator. To conclude, theoretical and practical implications of this research are elaborated to promote sustainable consumption from both the micro and macro perspectives.