Analysing the critical factors influencing consumers' e-impulse buying behavior

The benefits of using e-commerce can lead to various kinds of hedonic consumer behavior, such as e-impulse buying behavior. The importance of impulse buying can be seen from the huge sales it generates which can account from 40% to 80% of all purchases depending on product category. Therefore, with the growing of online shopping, a deeper understanding of impulse buying on Internet is becoming increasingly necessary. The purpose of this study is to examine three dimensions, i.e., individual, product attributes, and web browsing activities as antecedents of consumers impulse buying behavior. The structural equation modeling with SmartPLS 3.2 was conducted to analyze the 124 respondents. The result of this study show that key factors influencing consumers' e-impulsive buying behavior are mostly from intrinsic factors, such as their shopping enjoyment tendency, impulsive buying tendency, and their personality, especially consumers with high on extraversion and low on conscientiousness trait Product attributes unfortunately did not have significant effect on impulse buying behavior. Futhermore, from web browsing activities, this study show that hedonic web browsing have a high possibility to make a real purchase, which can lead to impulse buying.