Impulsive Buying Behavior Analysis of E-Commerce Application: A Perspective of The Stimulus-Organism-Response Model

The increasing numbers of internet users, the rapid technology development, and the strict restriction in activities due to pandemic situations have caused the increase of online shopping trends. Past study has shown that 64% respondents in Indonesia prefer to do online shopping rather than in-store shopping during the pandemic. To date, only few researchers have studied the impulsive buying behavior analysis of e-commerce applications. The study integrates the S-O-R model, emotional responses, and other external variables to develop the research model and hypotheses. Data samples were collected from a questionnaire that has been distributed to more than 300 respondents based in Indonesia who have used e-commerce applications. The study results show that the individual traits factors of an impulsive buying tendency, normative evaluation, and positive affect are key determinants of impulse buying, while the platform architecture and marketing stimulus are important preconditions. Both researchers and e-commerce companies can benefit from the findings regarding impulse buying in an e-commerce application.