Factors Influencing the Impulse Buying Behavior of Millennials in India: A Structural Equation Modeling Study
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MURTHY, E N MARKETING MANAGEMENTSummary: 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.
| Item type | Current library | Call number | Vol info | Status | Date due | Barcode | Item holds | |
|---|---|---|---|---|---|---|---|---|
Journal Article
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Main Library | Marketing (Browse shelf(Opens below)) | Available | 55514159JA2 | ||||
Journals and Periodicals
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Main Library On Display | JOURNAL/MAR/ (Browse shelf(Opens below)) | Vol 23, No 1 (01/02/2024) | Not for loan | 55514159 |
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.
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