TRIGGERS OF CONSUMER IMPULSE BUYING IN E-COMMERCE: AN EMPIRICAL INSIGHT FROM CHENNAI

Abstract

E-commerce involves buying and selling goods or services through online platforms, offering convenience and wide product accessibility. It has transformed traditional retail by enabling digital transactions anytime and anywhere. Consumer impulse buying refers to spontaneous and unplanned purchases driven by emotions, attractive offers, or visual appeal. It occurs when consumers make quick decisions without prior intention or thoughtful evaluation. Despite the rapid expansion of e-commerce, consumers in Chennai exhibit varied and unpredictable impulse buying behaviour influenced by multiple promotional, psychological and platform-driven factors. However, the specific triggers that most strongly stimulate these unplanned purchases remain unclear. Most of existing studies have not adequately examined impulse buying behaviour within Chennai’s unique urban consumer context. Hence, this study aimed to analyze the triggers of consumer impulse buying in e-commerce in Chennai. A descriptive research design with a quantitative approach was adopted to systematically collect and analyse data for the study. The research targeted consumers in Chennai who actively engage in online shopping across various e-commerce platforms. The primary data were gathered from the sample of 425 randomly selected respondents using a structured questionnaire based on a 5-point Likert scale to measure impulse buying triggers. The collected responses were coded and organised using MS Excel and further analysed using SPSS (version 26.0). The statistical tools such as percentage analysis, mean score, standard deviation, ANOVA, correlation analysis and multiple regression analysis were employed. To assess the significance of relationships between the selected independent variables and consumer impulse buying behaviour, appropriate null hypotheses were framed and scientifically tested. This study confirmed that high level of impulse buying in e-commerce is perceived by consumers belong to male, upto 30 years, who purchase above 20 times a year, consider product reviews for purchase and spend above Rs.20000 in a year.