This study provides insights into online impulse buying behavior by exploring clear endogenesis relationships among factors that influence such a behavior. Drawing upon cognitive emotion theory and the existing literature, we develop a theoretical model that shows how personal impulse character, stimuli, psychosocial factors, and perceived risks are related to internal emotion and online impulse buying behavior. The influential path model is tested and modified on the basis of survey data obtained from 246 valid questionnaires. Data are analyzed with exploratory and confirmatory factor analyses to determine and confirm the identified factors. Structural equation modeling indicates the significant effects of the factors, as well as their indirect effects. Results aim to enhance our understanding of impulse online buying and improve online store operations from a management perspective.
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