Investigating the Factors Influencing Impulsive Purchasing Behavior Among Online Consumers: The Mediating Influence of Perceived Trust in Pakistan

This study successfully identified numerous factors that influence the impulsive purchasing behavior of internet consumers in Pakistan. The primary goal was to examine the factors that influence impulsive purchasing behavior (IBB) in online environments, with perceived trust (PT) serving as a mediating variable. A total of 350 questionnaires were distributed using snowball sampling procedures, and 328 completely completed questionnaires were analyzed. According to the findings, impetuous purchasing behavior in online contexts is positively influenced by specific factors, including logistics service quality (LSQ), online reviews (OR), promotion incentive information (PII), and promotion time limit (PTL). In contrast, no statistically significant correlation was found between IBB and online influencers (OI). In addition, the results underscore the critical mediating role of perceived trust in the positive relationships between impulsive purchase behavior, logistics service quality, promotion incentive information, and the time limit of the promotion. Nevertheless, the relationship between impulsive purchasing behavior and online influencers is not mediated by perceived trust. Moreover, the investigation demonstrated that individuals with higher income levels demonstrate a more pronounced propensity for impetuous purchasing than those with lower income levels. Additionally, female consumers exhibit a higher propensity for impulsive purchasing behavior than their male counterparts. This research lays the groundwork for the creation of targeted marketing strategies that will effectively address the impulsive purchasing behaviors of internet consumers. This research provides a novel viewpoint on impulsive purchase behavior, particularly in a highly competitive digitalized business environment that is characterized by neuro-marketing tactics, by utilizing the SOR model (Stimulus, Organism, Response) from consumer behavior theory.