Spontaneous Purchase Patterns in E-Commerce: Determinants of Instant Buying Decisions in Virtual Retail Spaces

This study investigates the determinants of spontaneous purchase patterns in e-commerce, focusing on the psychological, emotional, social, technological, and visual factors that influence instant buying decisions. As online shopping environments evolve, understanding what drives unplanned purchases has become crucial for digital marketers and platform developers. The research adopts a quantitative approach using a structured questionnaire administered to 150 respondents, with data analyzed through SPSS employing reliability analysis, correlation, ANOVA, and multiple regression techniques. The findings reveal that emotional engagement, social influences such as peer reviews and influencer endorsements, personalized technological features, and visually appealing product presentations significantly contribute to impulse buying behaviour. The study demonstrates high internal reliability (Cronbach’s Alpha = 0.949) and strong statistical relationships (R² > 0.86) across key variables. The results support established behavioral theories, including the Theory of Planned Behaviour and Social Proof Theory. Practical implications emphasize the importance of strategic visual content, emotional branding, and urgency cues. This research provides actionable insights for optimizing marketing strategies and enhancing consumer engagement in digital retail platforms.