Factors Influencing the Impulse Buying Behavior of Millennials in India: A Structural Equation Modeling Study
Kaur, Arvinder Pal and Kaur, Kamalpreet
Factors Influencing the Impulse Buying Behavior of Millennials in India: A Structural Equation Modeling Study - 27-52p
A spontaneous purchase driven by a strong urge, without any pre-shopping intention, is termed impulse purchase. The study assesses the influence of store attributes, personal factors and situational factors on the impulse buying behavior of millennial consumers in India. It also examines the moderating effect of gender in this regard. Structural equation modeling was applied on the data collected from a sample of 600 respondents. The findings revealed that display, layout and ambience, situational factors, and personal factors significantly influence the impulse buying behavior of millennial consumers. The study further shows the significant moderating effect of gender on impulse buying behavior.
Impulse buying ,Consumer behavior ,Millennial consumers ,Millennials Structural equation modeling
Factors Influencing the Impulse Buying Behavior of Millennials in India: A Structural Equation Modeling Study - 27-52p
A spontaneous purchase driven by a strong urge, without any pre-shopping intention, is termed impulse purchase. The study assesses the influence of store attributes, personal factors and situational factors on the impulse buying behavior of millennial consumers in India. It also examines the moderating effect of gender in this regard. Structural equation modeling was applied on the data collected from a sample of 600 respondents. The findings revealed that display, layout and ambience, situational factors, and personal factors significantly influence the impulse buying behavior of millennial consumers. The study further shows the significant moderating effect of gender on impulse buying behavior.
Impulse buying ,Consumer behavior ,Millennial consumers ,Millennials Structural equation modeling