Unpacking the Mind of the Online Shopper: Psychological Factors in Online Impulse Buying

AbstractOnline impulse buying has grown into a significant and complex behavior in the digital economy, driven largely by psychological and emotional factors. This article provides an in-depth review of the psychological factors underlying impulsive online buying behaviour. The study examines the effects of stress, self-esteem, materialism, boredom, positive affect and Hedonic Consumption. The findings suggest that impulsive buying may be linked to lesser levels of self-esteem and that those who are highly sensitive to stress may utilise it as a coping strategy for negative feelings. Impulsive online purchases are closely linked to materialistic values and a strong desire for the products. Boredom is a major antecedent, and shopping is commonly used as a coping mechanism. Emotional states impact browsing activities, which in turn determine impulse buying tendencies. These insights collectively offer a comprehensive understanding of the psychological factors affecting impulsive consumer behavior in digital environments.