This study presents an integrated model. The study model considers not just the factors that lead to online impulse buys, but also the emotions felt by buyers after making a purchase. This development is a direct result of the rising popularity of internet purchasing, especially in developing nations. However, in developing economies, research on this area is sparse. This study aims to examine the factors that influence impulsive purchasing behavior among Egyptian E-consumers, including both internal factors like social media addiction and fear of missing out (FOMO), and external ones like promotional activities and online visual merchandising. Additionally, the study looks at how impulsive online shopping affects the cognitive dissonance that follows a purchase. On the basis of data collected from Egyptian consumers who bought online and filled out a self-administered online questionnaire, the hypothesized model was put to the test through the use of structural equation modelling (SEM). According to the findings, online impulsive buying behavior was significantly influenced in a positive way by factors such as social media addiction, FOMO, and promotional activities. However, it was discovered that online visual merchandising didn’t have a substantial impact on the impulsive purchasing behavior that occurs online. Additionally, online impulsive buying behavior had a direct and considerable impact on the cognitive dissonance that occurs after a purchase has been made. This study aimed to elucidate online impulsive purchasing behavior within Egyptian society. Furthermore, it offered insights for scholars and marketers to enhance their comprehension of consumer behavior.
Loading....