The Antecedents of Consumer Online Buying Impulsiveness on a Travel Website: Individual Internal Factor Perspectives

As many consumers have possessed a high-quality Internet access, the market scale of e-travel service business showed rapid growth. The convenience and anonymity of Internet shopping increase opportunities for e-impulse buying. However, most previous studies focused on the effect of website design characteristics on online impulsive buying behavior, and few explored such behavior from consumer individual internal factor perspectives. Therefore, this study attempts to integrate individual internal factors influencing consumer online buying impulsiveness, and further to clarify the potential relationships among constructs. The results show that hedonic consumption needs, impulsive buying tendency, positive affect, and normative evaluations significantly and positively influence buying impulsiveness. Consumer impulsive buying tendency has a positive impact on their normative evaluations. Positive affect during online shopping is positively associated with hedonic consumption needs and normative evaluations. Overall, the above findings provide some important implications.