The influence of online store characteristics on consumer impulsive decision-making: a model and empirical application

This study is one of the first to provide insight into the relationships between the online store and consumer impulsive decision-making. We develop a model and show how online store merchandise, ease of use (high task-relevant cues), enjoyment and style (low task relevant cues) relate to online impulse buying. The model is tested using survey data from 532 customers of a Dutch online store. The results show significant effects of merchandise, enjoyment and online store style, mediated by consumers’ emotions and browsing behavior. The study adds to the literature by enhancing our understanding of online impulse buying and by assessing the impact of the online store beyond rational decision-making settings.