E-Commerce Uncovered Exploring Key Drivers of Consumer Impulse Buying Behavior

Shopping in e-commerce has quickly transformed how consumers engage with products, offering immersive, real-time experiences through interactive videos from sellers. This innovative e-commerce approach enables spontaneous purchasing decisions by providing real-time information and interaction, leading to a more dynamic digital shopping experience. Major e-commerce platforms have adopted this trend, reshaping consumer behavior toward interactive shopping. This study explores the factors influencing consumer attitudes and impulsive buying in online shopping ecommerce, using the Technology Acceptance Model (TAM). It focuses on Perceived Usefulness, which reflects the benefits of the platform, and Perceived Ease of Use, which measures its user-friendliness. The research also examines how these factors drive impulsive buying, triggered by emotional engagement and time-limited offers during online shopping. A quantitative approach was used, collecting data from 100 respondents with online shopping experience. The analysis, conducted with structural equation modeling (SEM) and SmartPLS, found that Perceived Ease of Use and Perceived Usefulness significantly impact Attitude Towards E-commerce, while Perceived Usefulness also affects Impulsive Buying. However, Attitude Towards E-commerce and Perceived Ease of Use did not directly influence impulsive purchases. These results suggest that businesses can increase consumer engagement by using interactive features and social media platforms.