Title: Modelling the antecedents of online impulse buying in cross-cultural context

Authors: Abu Bashar; Shalini Singh; Vivek Kumar Pathak

Addresses: IMS Unison University, Makkawala Greens, Mussoorie Diversion Road, Dehradun, 248009, Uttarakhand, India ' IMS Unison University, Makkawala Greens, Mussoorie Diversion Road, Dehradun, 248009, Uttarakhand, India ' IMS Unison University, Makkawala Greens, Mussoorie Diversion Road, Dehradun, 248009, Uttarakhand, India

Abstract: The modelling of antecedents of online impulse buying is carried out in cross-cultural context. Structural equation modelling (SEM) using AMOS is used to validate the hypothesised relationship between urge to buy impulsively (UBI), its antecedents, and online impulse buying. A sample of 650 of Indian and Bahraini (India - 405, Bahrain - 245) customers are collected through online survey using structured questionnaire. The construct UBI is measured with its antecedent online sales promotion, personal factor, and website quality. Culture is used as a moderating variable and found significant in moderating the relationships in both cultures. This model can be useful for the e-commerce firms offering their products online. Online impulse buying has not been much investigated in cross-cultural context which makes this study unique and novel. This study will fill the knowledge gap in cross-cultural online impulse buying literature.

Keywords: online impulse buying; SEM; cross-culture; urge to buy impulsively; UBI; website quality; WQ.

DOI: 10.1504/IJEMR.2024.136979

International Journal of Electronic Marketing and Retailing, 2024 Vol.15 No.2, pp.139 - 160

Received: 21 Mar 2022
Accepted: 21 Apr 2022
Published online: 01 Mar 2024 *

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