Assessing the Impact of Digitalization on Impulsive Buying Behavior: An Empirical Study

Abstract

This study explores the impact of digitalization on impulsive buying behavior among consumers, focusing on how digital platforms influence purchasing decisions and identifying key factors driving impulsivity in the digital shopping environment. Using a survey-based approach, data was collected from 500 respondents. Statistical analyses, including descriptive statistics, correlation analysis, regression analysis, and structural equation modeling (SEM), were employed to test the hypotheses. The results reveal significant correlations between digital engagement and impulsive buying tendencies, highlighting that frequent online shopping, exposure to online advertisements, and extensive use of shopping apps are strong predictors of impulsive buying behavior. This study contributes to the understanding of consumer behavior in the digital age and provides practical insights for marketers aiming to leverage digital platforms effectively.