Unveiling the dynamics that shape online impulse buying behavior

Purpose This study uses self-determination theory (SDT) to investigate the impact of limited-time deals and credit card usage on online impulse buying behavior, with a focus on hedonic motivation as a mediating variable. Design/methodology/approach A survey was conducted with 290 participants from northern India, specifically Punjab, Haryana, Delhi NCR and Chandigarh. The current analysis validates the conceptual framework using the partial least squares structural equation modeling (PLS-SEM) methodology. Findings The results indicate that limited-time deals and credit card usage have a favorable impact on both hedonic motivation and online impulse buying behavior. Additionally, hedonic motivation mediates the relationship between limited-time deals, credit card usage and online impulse buying behavior. Originality/value The study’s originality stems from its novel application of the SDT to investigate the effects of limited-time deals and credit card usage on online impulse buying. By exploring the mediating role of hedonic motivation, it sheds new light on the psychological dynamics of online consumer behavior.