Reflection of Website Quality on Pure Impulsive Buying. A Study Based on Customers of Famous Online Generic Retail Segment

Abstract

The modern era is era of online sales and therefore website is perceived as one of the most contingent tools in the era. However, the role of website is more considerate in the case of impulsive buying behavior. However, the research work related with the topic was not properly inclined towards the empericalization of website quality and therefore to gauge the impact of website quality on impulsive buying there is a need to understand what those factors which constitute website design are. Therefore the purpose of this study has two folds as in addition to the analysis of factors that contributes the website quality, this study will also determine moderating role of sales promotion on impulsive buying behavior. SMART-PLS has been used for the purpose of analysis which indicated that sales website quality is significantly important for inducing impulsive buying and sales promotion is also factor to boost impulsive buying behavior.