Emotional Consumers And Online Impulse Purchase: Analysing Affective Reaction

Abstract

Impulse buying is the act of making an unplanned purchase suddenly by the customer while shopping. The online impulse purchase is the impulsive purchase of goods from the online retailers. In this study, the SOR model framework was proposed to identify the impact of marketing strategy on online impulse purchases with a focus on the alternative reactions of customers. The research examines how marketing factors like product variety, apps and websites, promotional tactics, price tactics, and brand image influence the customers affective reactions which ultimately leads to online impulse purchases. An online survey was conducted with 720 online consumers from Bangalore, Chennai, Visakhapatnam, and Kochi. A structural equation model (SEM) was used for the analysis of the data. The findings of the study suggest that marketing strategies significantly influence the customers emotions, perceptions, and arousal levels, finally affecting online impulse purchases. Affective responses may be forecast through several marketing techniques, with brand image having the most influence. These techniques include product variety, pricing tactics, apps and websites, and promotional tactics. Online businesses can apply this study's results to determine the most effective and most efficient marketing tactics to persuade customers and boost online impulsive sales.