Online Impulse Buying: A Systematic Review of 25 Years of Research Using Meta Regression

ABSTRACT In the dynamic realm of online commerce, the phenomenon of Online Impulse Buying (OIB) has become a focal point of extensive research. Despite the multitude of studies exploring antecedents, mediators, and moderating factors, inconsistencies in findings have hindered generalization. To bridge this gap, we conducted a comprehensive meta‐analysis, synthesizing data from 84 empirical results across 75 research articles up to December 2023. Encompassing a cumulative sample size of 139,545 participants and 341 effects, our analysis aimed to evaluate the strength and significance of associations with OIB. Results revealed substantial influences on OIB, with Situational stimuli (ESr = 0.477), Marketing stimuli (ESr = 0.433), Customer related factors (ESr = 0.388), and Platform related factors (ESr = 0.362) emerging as key contributors. The heightened impact of situational and marketing stimuli reflects the evolving landscape of OIB. Additionally, we explored six potential moderators—culture, sample type, sampling method, online commerce type, and data collection technique—uncovering statistically significant effects on some aggregated correlations. By shedding light on the changing dynamics of OIB, our findings provide valuable insights for both researchers and practitioners navigating the intricate landscape of online impulse buying. Finally, we outline future research directions to guide ongoing exploration in this rapidly evolving field.