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Intrinsic factors affecting online impulsive shopping during the COVID-19 in emerging markets

Rambabu Lavuri (Business Management, Osmania University, Hyderabad, India)

International Journal of Emerging Markets

ISSN: 1746-8809

Article publication date: 16 June 2021

Issue publication date: 21 March 2023




In an emerging market, understanding shoppers' behavior in an online market is essential to developing online retail strategies. This research study examines the effects of intrinsic factors, namely, perceived utilitarian, hedonic value, materialism, fashion interest and enjoyment, on impulsive online shopping with mediating role of trust and online shopping attitude in the Indian emerging market.


Data are collected from 443 Indian respondents, using purposive and snowball sampling. The data were analyzed using the IBM Statistical Product and Service Solutions (SPSS) and Analysis of Moment Structures (AMOS) package using structural equation modeling.


The results showed that perceived utilitarian, hedonic value, materialism and enjoyment factors significantly impacted perceived trust and online shopping attitude, but fashion interest had no effect. Mediating factors positively impacted impulsive online shopping and showed a significant association between intrinsic factors and impulsive online shopping.

Research limitations/implications

The geographical area of study was limited to only India. Consequently, the findings and conclusions of the study had their limits. The research used the information continuum with a purposive and snowball approach that does not necessarily generalize the findings of the analysis. This work looked at factors stimulating the impulsive online shopping pattern of Indian shoppers in an emerging market.

Practical implications

This research would help e-retailers develop new strategies and plans to increase sales volume and create strong relationships with online customers by providing trustworthiness and security in buying practices.

Social implications

This study helps to understand the consumer impulsive buying during coronavirus disease 2019 (COVID-19), and it helps e-retailers to adopt a new online store to draw the attention of the consumers and enhance their online sales.


In this COVID-19 situation, this study explores the inherent factors influencing impulsive online shopping in the emerging Indian market. As a result, it contributes to visual identity literature by expanding the field of impulsive online shopping behavior.



The author would like to thank the previous reports as sources for their precious recommendations to enhance the research structure for performing this study.

Funding: No one was funded for this work.

Conflicts of Interest: The author announces/declares that they do not have a conflict of interest.


Lavuri, R. (2023), "Intrinsic factors affecting online impulsive shopping during the COVID-19 in emerging markets", International Journal of Emerging Markets, Vol. 18 No. 4, pp. 958-977.



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