Evaluation of the factors affecting online impulse buying on the basis of stimulus-organism-response "Sor" model

Today, with the advancement of technology, changes in digitalization and communication technologies affect every aspect of routine life. Especially as one of these changes, internet technologies bring the phenomenon of shopping through online sites to the fore. In this era of consumer empowerment, the ability to make purchases through digital platforms has become increasingly significant. As a result, researchers and practitioners from diverse fields are keenly interested in studying planned and impulsive buying behaviors in online and traditional retail settings. This thesis delves into the impact of website stimuli on consumers during online impulsive buying. Specifically, it explores how satisfaction, arousal, and impulsivity during shopping influence online impulse buying behavior. A quantitative research method utilizing a correlational survey model was employed to examine these factors. The research model was tested via structural equation modeling, with data collected from a sample of 704 consumers. The findings reveal that an individual's level of arousal and impulsivity has a significant effect on their online impulsive buying behavior, whereas pleasure does not have a significant effect. To address this, it is suggested that online retailers enhance customers' stimulation levels by creating solutions that boost their social presence and telepresence. In this way, they can leverage consumers' impulsiveness for online buying while simultaneously elevating their arousal levels for shopping.