• ISSN: 2010-0248 (Print)
    • Abbreviated Title: Int. J. Innov.  Manag. Technol.
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    • DOI: 10.18178/IJIMT
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HOME > Archive > 2024 > Volume 15 Number 2 (2024) >
IJIMT 2024 Vol.15(2): 35-42
doi: 10.18178/ijimt.2024.15.2.960

Impact of Website Stimuli on Online Impulse Buying: A Quantitative Analysis

S. W. Phoong1,* and G. S. Hoo2
1. Department of Decision Science, Faculty of Business and Economics, Universiti Malaya, Kuala Lumpur, Malaysia
2. Faculty of Business and Economics, Universiti Malaya, Kuala Lumpur, Malaysia
Email: phoongsw@um.edu.my (S.W.P.); 17217475@siswa.um.edu.my (G.S.H.)
*Corresponding author

Manuscript received October 17, 2023; revised November 29, 2023; accepted December 15, 2023; published May 24, 2024

Abstract—Understanding the factors that influence consumers to buy impulsively in an online context has become increasingly important to businesses nowadays in order to help them stay competitive in the intensively competitive e-commerce market. Though existing literature has demonstrated how a website can improve the shopping experience and influence online shoppers to buy impulsively, the focus is more on design and quality dimensions such as visual appeal, website navigability, ease of use, etc. A more detailed analysis of how the advanced technology-supported website stimuli like recommender system, information search, customer services, and privacy & data security influence the consumer shopping experience and impulse buying behavior is still needed. Based on a Stimulus-Organism-Response model’s conceptual framework and 403 valid respondents collected via an online questionnaire, this study aims to identify and explore the influence of advanced technology-supported website stimuli on customer satisfaction and online impulse buying behavior in the Malaysian context. The results showed that the recommender system, information search, and customer service had a significant influence on customer satisfaction, and the latter significantly impacted online impulse buying behavior.

Keywords—customer satisfaction, online impulse buying, website stimuli

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Cite: S. W. Phoong and G. S. Hoo, "Impact of Website Stimuli on Online Impulse Buying: A Quantitative Analysis," International Journal of Innovation, Management and Technology vol. 15, no. 2, pp. 35-42, 2024.

Copyright © 2024 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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