Is Online Consumers’ Impulsive Buying Beneficial for E-Commerce Companies? An Empirical Investigation of Online Consumers’ Past Impulsive Buying Behaviors

Previous studies emphasized that e-businesses could increase sales with marketing strategies on shopping web sites that induce impulsive buying behavior, and lacked an empirical approach to problems caused by impulsive buying. This study proposes a research model that deals with online consumers’ impulsive buying behavior and empirically validates it. The results show that impulsive buying could have a strong impact on post e-commerce purchase intention and behavior such as actual behavioral return tendency of goods.