Chapter 9 Challenges of E-Retailing: Impulsive Buying Behaviour

Purpose This chapter explores the relationship between impulsive online purchasing and the features of online consumers. Design/methodology/approach The data was collected through a survey questionnaire using the purposive sample of 240 Croatian consumers from the Dubrovnik-Neretva County. The data was analysed using factor analysis and one-way analysis of variance. Findings Research results indicate that Croatian online consumers are influenced by two major factors, impulsiveness and recreational factor. Based on the obtained results, profiles of Croatian online consumers can be identified. Research limitations/implications The sample contained Internet users from one Croatian county only, which possibly limits the generalisation of the findings. Future research should include Internet users from other Croatian counties, as well as their socio-economic characteristics. Practical implications The findings may be useful to online retailers, as well as marketers and practitioners to recognise and understand the determinants of online purchasing behaviour in order to convert casual online visitors to buyers and to encourage impulsivity in online buying behaviour. Originality/value The research provides new insights into impulsive purchasing behaviour of Croatian consumers in the online retailing environment.