Impact of shopping personalities on online impulse buying behaviour

Online Impulse buying behaviour has been and is still a mystery, even in this 21st century. From among the total of all online purchases, a considerable share falls into the account of impulse purchases. A deep understanding of consumer shopping behaviour is mandatory for online retailers to survive and succeed in this hyper competitive business environment. And since impulse buying has become a universal phenomenon, retailers and researchers need to explore this in its depth. Individual psychology plays a major role in decision making and buying behaviours. It determines the way people think and act and defines their perceptions towards online shopping. The primary objective of this research is to identify different shopping personalities of online customers and acquire knowledge on the impact of these shopping orientations on their impulse purchases. Thus, this study is justified and purposeful and can be seen with a wider scope for corporate world in formulating effective and profitable strategies in attracting online impulse purchasers.