An Analytical Study on the Factors Influencing Online Impulse Buying Behaviour

Abstract The expansion of e-commerce has accelerated impulse buying behavior online, supported by an interplay of psychological, technological, situational, promotional, and demographic factors. This paper is based on secondary data obtained from academic and industry publications and uses a descriptive-analytical lens to integrate the primary factors of unplanned online consumption. Psychological factors - stress, boredom, personality, and hedonic motivation - operate to enable unplanned purchasing as a form of emotional release or pleasure-seeking. Technological factors - engaging website design, AI-enabled personalization, and streamlined payment processing - reduce purchasing friction. Situational and promotional factors e.g. availability of time, flash sales, and social influence - increase the urgency of purchase decision-making. While demographic factors, including age, gender, income, and education, modify sensation to these stimuli. The findings highlight the importance of successful online retailing being straightforward platforms, customized engagement, and timely-offers in the context of emotional drivers. The study provides markers guidance on how to ethically capitalize on impulse purchasing behavior connecting online experiences and shopper psychology with demographic portraits.