Effects of the internal and external factors on e-impulse buying: The case of South Korea and Turkey

The main objective of this thesis is to examine the internal and external factors affecting online impulse buying of consumers in Turkey and South Korea. Factors influencing online impulse buying are classified as internal and external. External factors include promotion, price, security and visual appeal of the website, as well as navigability. Internal factors, on the other hand, consist of the mood, urge to buy impulsively and impulse buying tendency of the consumer. In this framework, this thesis developed a model which was applied for a survey undertaken in Ankara, Turkey and Busan, South Korea on consumers with experience in online shopping. The survey found that in the case of Turkish consumers, external factors such as price and promotion positively influence online impulse buying. The survey also showed that internal factors such as the urge to buy impulsively as well as impulse buying tendency have a positive influence on online impulse buying in Turkish consumers. In the case of South Korea, the survey found that external factors such as promotion, navigability play an important part in the online impulse buying of Korean consumers. As for internal factors affecting online impulse buying in South Korea, the survey produced similar results as in the case of Turkey accept mood factor. like the urge to buy impulsively, mood and impulse buying tendency positively influence online impulse buying of Korean consumers. Keywords Marketing, consumer behaviour, E- impulse buying, South Korea, Turkey