Third International Conference on Communication & Media Studies

Abstract

This paper primarily investigates the impulsive buying behavior of consumers by considering certain factors which influence buying behavior. The study considers the relationships among shopping buying tendency, impulsive buying tendency, culture, personality traits, urge to purchase, and impulsive buying behavior. Moreover, it examines mediating role of urge to buy between different independent factors and consumer’s impulsive buying behavior. Data was collected from 223 respondents through structured questionnaires that are analyzed by SPSS with the help selected statistical tools for normality of data, reliability, and internal consistency, demographic profile of the respondents, Pearson’s correlation (for relationship among selected variables) and Structural Equation Modeling (to investigate impact of selected variables and role of mediating variable), etc. Findings indicate that synergetic effect and a proper combination of the different factors which influence consumers’ buying impulse could lead toward more turnovers of sales hence benefiting retailers and marketers.