The Relationship between Online Shopping Environments, Sales Promotions, Website Quality, and Impulsive Buying Behaviour: A Structural Equation Modelling Approach

There is a need to understand the factors influencing impulse buying in an online context due to the drastic increase in popularity of online shopping amongst consumers worldwide. The purpose of this study is to examine the relationship between online shopping environments, sales promotions, website quality and impulsive buying behaviour. A total of 548 valid and reliable questionnaires were collected from individuals in Kuala Lumpur, Malaysia to empirically test the measurement and structural model applying a covariance-based structural equation modelling (CB-SEM) technique. The study sample includes experienced online consumers who shop for products and services via online retail platforms. Online impulse buying in the context of shopping environments, sales promotion, and website quality have not been profoundly explored in current literature, despite its important implication for academic scholars, business practitioners, and consumers alike. The results obtained imply that online shopping environments, sales promotion, and website quality have a positive significant influence on online impulse buying. These findings are expected to assist online retailers focus on developing better online shopping websites and more creative sales promotions programs.