Assessing the impact of Perceived Risk, Sales Promotion, Time Pressure and Website quality on Online Impulse Buying Behavior During Covid-19 Pandemic: A Developing Country Perspective

Abstract

Advanced technology also changes the purchasing behavior of the consumer. Now Buyers favor online shopping in contrast to brick and mortar shopping. This study aimed to investigate the influence of perceived risk, sales promotion, time pressure, and website quality on online impulse buying in Pakistan. The conceptual framework of this study is based on reasoned action theory. Researchers have collected the responses from the online consumers via an online questionnaire using the convenience sampling technique. Data has been analyzed through SPSS and Smart (PLS) to confirm the proposed hypotheses. Results revealed that overall sales promotion, time pressure, and website quality were significantly associated with online impulse buying. In addition, perceived risk has an insignificant association with online impulse buying. However, the findings suggest that online impulse buying encourages buyers. Hence, online vendors must enhance the quality of their websites, create promotional strategies and increase consumer confidence. This study has theoretical and practical implications for managers and educational practitioners.