Exploring E-Impulse Buying through Promotional Strategies

Authors

  • Krishana Kumar Saraswat Krishana IILM University, Grater Noida
  • Irfanullah Khan Department of Management Studies, Echelon Institute of Technology, Faridabad
  • Abu Bashar College of Communication and Media Technologies, Gulf University, Kingdom of Bahrain

Abstract

Purpose - E-Impulse buying i.e. a sudden urge to buy online product without any prior planning is showing an imperative facet to understand the online shopping behavior. This paper examines the role of promotional activities used by online retailers in urging e-impulse buying.

Design/methodology/approach – CIT in the form of mailed questionnaire is used to collect the data at university level and then statement analysis has been done to get the idea about categories of promotional strategies influencing e-impulse buying those further influence online shoppers’ experiences and their repurchase decisions.

Findings – The study suggests a significant role of promotional activities in e-impulse buying. Categories for the identified promotional activities are also suggested along with the gender analysis of the responses of online shoppers. This study also indicates that male respondents show more positive responses for the e-impulse buying and repurchase decisions in comparison to the female respondents.

Research limitations/implications – The paper identifies interesting role of promotional activities used by online retailers in e-impulse buying and also conclude the gender wise analysis of their buying experiences and re-purchase decisions.

Originality/Value - Contributions of this study in examining the role of promotional activities used by online retailers in E-Impulse Buying. These papers proposes a gender wise analysis of online shoppers’ responses in terms of their experiences and re-purchase decisions in the context of e-impulse buying and also indicates categories of promotional activities that urge to e-impulse buying.

Keywords — E-Impulse Buying, Online Shopping, Critical Incident Technique (CIT) and Promotional Strategies.

Author Biographies

Irfanullah Khan, Department of Management Studies, Echelon Institute of Technology, Faridabad

Purpose - E-Impulse buying i.e. a sudden urge to buy online product without any prior planning is showing an imperative facet to understand the online shopping behavior. This paper examines the role of promotional activities used by online retailers in urging e-impulse buying.

Design/methodology/approach – CIT in the form of mailed questionnaire is used to collect the data at university level and then statement analysis has been done to get the idea about categories of promotional strategies influencing e-impulse buying those further influence online shoppers’ experiences and their repurchase decisions.

Findings – The study suggests a significant role of promotional activities in e-impulse buying. Categories for the identified promotional activities are also suggested along with the gender analysis of the responses of online shoppers. This study also indicates that male respondents show more positive responses for the e-impulse buying and repurchase decisions in comparison to the female respondents.

Research limitations/implications – The paper identifies interesting role of promotional activities used by online retailers in e-impulse buying and also conclude the gender wise analysis of their buying experiences and re-purchase decisions.

Originality/Value - Contributions of this study in examining the role of promotional activities used by online retailers in E-Impulse Buying. These papers proposes a gender wise analysis of online shoppers’ responses in terms of their experiences and re-purchase decisions in the context of e-impulse buying and also indicates categories of promotional activities that urge to e-impulse buying.

Keywords — E-Impulse Buying, Online Shopping, Critical Incident Technique (CIT) and Promotional Strategies.

Abu Bashar, College of Communication and Media Technologies, Gulf University, Kingdom of Bahrain

Purpose - E-Impulse buying i.e. a sudden urge to buy online product without any prior planning is showing an imperative facet to understand the online shopping behavior. This paper examines the role of promotional activities used by online retailers in urging e-impulse buying.

Design/methodology/approach – CIT in the form of mailed questionnaire is used to collect the data at university level and then statement analysis has been done to get the idea about categories of promotional strategies influencing e-impulse buying those further influence online shoppers’ experiences and their repurchase decisions.

Findings – The study suggests a significant role of promotional activities in e-impulse buying. Categories for the identified promotional activities are also suggested along with the gender analysis of the responses of online shoppers. This study also indicates that male respondents show more positive responses for the e-impulse buying and repurchase decisions in comparison to the female respondents.

Research limitations/implications – The paper identifies interesting role of promotional activities used by online retailers in e-impulse buying and also conclude the gender wise analysis of their buying experiences and re-purchase decisions.

Originality/Value - Contributions of this study in examining the role of promotional activities used by online retailers in E-Impulse Buying. These papers proposes a gender wise analysis of online shoppers’ responses in terms of their experiences and re-purchase decisions in the context of e-impulse buying and also indicates categories of promotional activities that urge to e-impulse buying.

Keywords — E-Impulse Buying, Online Shopping, Critical Incident Technique (CIT) and Promotional Strategies.

Published

2025-06-09

Issue

Vol. 7 No. 01 (2025): International Journal of Media and Mass Communication (IJMMC)

Section

Articles