Factors Affecting Impulsive Purchase Behaviour via the Mediating Function of the Urge to Buy via the SOR Model's Perspective

This study looks at the independent effects of innovation, promotion, trust, and enjoyment on the purchasingimpulse. This study also evaluates the impact of the desire to buy on impulsive purchases. Pakistani smartphoneusers in Islamabad provide the major data. After a comprehensive analysis of 384 datasets, a questionnaire isutilised to gather the responses. The survey questions were developed after a careful review of the literature.Because the study is quantitative, positivist research philosophy is applied in developing the research design.Using SPSS software, data analysis procedures like regression, correlation, and descriptive analysis are carriedout to determine the underlying relationship between the independent and dependent variables of the conceptualframework. The study's findings demonstrate a favourable correlation between promotion, trust, enjoyment,innovation and the willingness to buy. Furthermore, a primary driver of consumers' impulsive purchases is theirurge to make a purchase.