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India has a big pool of internet savvy population that is not only accessing the internet but also buying online. Online shopping could be defined as the concept of buying and selling of goods over the internet. From the perspective of the seller, it is the attempt on the seller's part to attract and persuade the prospect to conduct the purchase decision-making process, and ensure satisfaction and loyalty. From the perspective of the buyer, online purchase behavior is the degree to which consumers access, browse, shop and transact and repeat the behavior. With a revolution in the very basics of transaction from a physical store format to a non-store one, the retail industry has begun to understand the indispensability of the internet as a medium of transaction. However, the rate of diffusion and adoption of the new phenomenon among consumers is still relatively low. With the internet advancing new opportunities, it is important to understand the factors that could motivate Indian consumers to indulge in online buying. This paper is a theoretical attempt at conceptualizing “motivation” as a construct, in the context of online buying and testing it empirically. The objective of the study is to explore the critical motivational factors that influence the online buying decision of people, and to establish their causal impact, if any, through developing an integrated model.

The study, descriptive, diagnostic, and causal in nature, has been conducted in the context of online buying of railway tickets in India. In the first phase, a pilot survey was conducted on a sample of 100 users of the online railway reservation. After having tested the survey instrument for validity and reliability, the second phase of the study was conducted on a sample of 327 users of online railway reservation facilities. A series of multiple regressions analyses was conducted to determine the causal impacts of critical motivational parameters on online reservation of railway ticket by users in the Indian context. The analysis of demographics based on gender and age groups were also made to capture the cross-comparisons of critical motivational attributes.

The results were in expected direction and fulfilled the research aims of the current study. The factor analysis had grouped the items into nine constructs with 38 items. For analytical purposes, descriptive statistics were used through measures of central tendency and dispersion. The item total correlations to each construct were found significant. All the critical motivational constructs were found to have a significant impact on the intention of buyers of booking/purchasing railway tickets online in India. The analyses of demographics established that as far as gender is concerned, all the critical motivational attributes to online buying intention have no significant differences between men and women; however, for age groups it was observed that some of the attributes were found significant and others were not.

Through identifying and empirically establishing critical motivational parameters in online reservation of railway tickets in Indian context across demographics, this study helps to understand what consumers expect from the online reservation facilities from the railways for their convenience and satisfaction. By examining the various dimensions explored and established in this study, the concerned authority can develop a better understanding of consumer needs and expectations. Academicians and researchers can use this study for assessing consumer motivation towards online reservation of railway tickets in Indian context, and identifying such attributes that would lead to favourable motivational disposition towards online reservation of railway tickets. The policy decision makers of railway authority may also use the findings of this study as a resource, while constructing, managing, and evaluating their marketing strategies in the Indian context.

This study aims to explore whether hedonic motivations of Turkish consumers have any potential impact on their impulse buying tendencies (IBT) in the online environment. Besides, it also covers which dimension of hedonic shopping motivation has the strongest effect on online IBT.

An online survey was conducted to test the structural model. A total of 430 Turkish online consumers served as the sample. Data analysis was conducted using confirmatory factor analysis and structural equation modelling.

Findings confirm that hedonic value drives online IBT. While three dimensions of hedonic shopping motivation (adventure, relaxation and value) affect online IBT in a positive way, social shopping was related negatively to online IBT. It was also found that idea shopping does not have a significant effect on online IBT.

Given the occurrence of impulse buying in online shopping and the importance of hedonic motivations on consumer behavior, this study provides useful insights into impulse buying behavior in an online setting. In developing markets like Turkey what is the role of hedonic shopping motivations in online IBT? This study is unique in addressing this question for Turkish online consumers.

This paper aims to test the relationships between shopping enjoyment, economic motivation, apparel shopping self-confidence, perceived informativeness, perceived irritation and buying intention, using Uses and Gratification (U&G) theory, in a mediated model using virtual dressing room (VDR) media.

The proposed mediation model is tested using the PROCESS (Version 3.0) macro for SPSS with bootstrapping.

Results indicate that shopping enjoyment, economic motivation and apparel shopping self-confidence have no direct relationship with buying intention. Additionally, no indirect relationship was found between apparel shopping self-confidence and buying intention. However, outcomes show that both perceived VDR informativeness and perceived VDR irritation mediate the relationships of shopping enjoyment and economic motivation with buying intention by different mechanisms when using VDR media. Additionally, the relationship between shopping enjoyment and buying intention is mediated via perceived VDR informativeness. Finally, economic motivation has both an indirect relationship with buying intention through perceived VDR irritation and a serial mediated relationship via perceived VDR irritation and informativeness.

This study is original in that it investigates the mediating effect of informativeness and irritation, from U&G theory, on buying intention during VDR media usage. Previous research suggests a direct relationship between shopping enjoyment, economic motivation, apparel shopping self-confidence, informativeness, irritation and buying intention. Results of this research suggest that online retailers should consider the different and complex mediating roles informativeness and irritation play in the relationship between consumer attributes and buying intention when adding media to a website.

Buying directly from farmers online has become increasingly popular in recent years. This study aims to investigate the effect of the interaction between various consumption values that drive consumers to buy directly from farmers online. The proposed conceptual framework suggests that consumers who buy online directly from farmers are driven by an interaction of weighted individualistic consumption value (i.e. an integration of values such as saving money, getting quality and fresh produce) and collectivistic values (pro-environmental behaviour and ethnocentric perception).

Data were collected using a representative sample of 576 consumers via an online access panel and analysed using AMOS SEM.

A weighted individualistic consumption value affects consumer attitudes and, consequently, consumers' intention to buy agri-food products directly from farmers. Nonetheless, individualistic consumption value is more effective in enhancing attitudes among consumers with high pro-environmental behaviour. Moreover, ethnocentric perception lowers the effect of individualistic consumption value on attitudes and enhances the positive effect of attitudes on buying intention.

This study contributes to the literature on consumer online behaviour when buying food products directly from farmers. Its originality lies in the effect of interacting individualistic and collectivistic consumption values to explain consumer motivation for this behaviour.

The purpose of the current exploratory study is to provide a more comprehensive understanding of the essence of impulse buying and postulate the drivers behind it for Azerbaijani consumers who practice Islam. Though there are numerous factors that impact impulsive buyer tendencies, current empirical research focuses on demographic indicators and persona characteristics that influence impulsive buying, which are considered as internal factors.

The current research is exploratory and uses the quantitative research method. A total of 442 responses were collected from the surveys between April 6th and May 6th, 2022, with random sampling. The collected data was analyzed with the SPSS Statistics software and the SPSS AMOS 26 version. Cronbach’s alpha was calculated to measure the reliability of the scales. The construct validity of the questionnaire was measured with confirmatory factor analysis (CFA). The correlation among variables was measured by calculating the Pearson correlation coefficient. The structural equation model was run to determine the structural relationship between latent variables and test the proposed hypotheses.

According to the regression weights, all the latent variables, excluding materialism, have a statistically significant impact on the impulsive buying tendency. Hedonic motivation and self-esteem have a positive relationship with hedonic buying tendency, while self-control is inversely related. In terms of the impact of demographic indicators on impulsive buying tendency, for Azerbaijani consumers, impulsive buying behavior, differs based on age, education and marital status. However, contrary to previous research, impulsive buying behavior does not change based on income level. However, based on the squared multiple correlations, the predictive power of the model is 24%.

The current study measured the general impulsive behavior of the local population. Analyzing impulsive buyer behavior toward particular products or product categories might lead to different results. Therefore, other researchers can focus on studying impulsive buyer behavior toward different product categories.

Understanding consumer buyer behavior, including impulsive buyer behavior, is among extensively researched subjects. However, studies examining the state of impulsive buyer behavior in Azerbaijan and, most importantly, measuring the impact of the numerous factors behind it are lacking. The majority of the available empirical research in Azerbaijan analyzes consumer behavior from a different perspective. However, none of them approaches it from the perspective of analyzing and measuring impulsive buying. Hence, understanding the motivations behind impulse buying behavior can benefit both businesses and consumers, though for contrasting reasons. The former can use the data to determine the triggers for impulse buying, while the latter can be more conscious of their purchasing behavior to avoid unfavorable financial consequences. The primary implication for businesses is that they will be equipped with empirical evidence on which factors and to what extent they influence consumer buying behavior. Subsequently, they can use it while developing marketing and customer relationship strategies.

There are countless studies focused on defining and measuring impulsive buyer behavior; however, there is a gap in measuring the impulsive buyer behavior of Muslim consumers and, most importantly, understanding the underlying factors. In addition, empiric research examining the state of impulsive buyer behavior of local Muslim consumers in Azerbaijan and, most importantly, measuring the impact of numerous factors behind it is absent. The majority of the available empirical research in Azerbaijan analyzes consumer behavior from a different perspective. However, none of them approaches it from the perspective of analyzing and measuring impulsive buying. The current study analyzes the impact of consumers’ hedonic motivations, materialist values, ability to retain self-control and psychological state on their impulse buying tendency.

This purpose of this paper is to investigate the main characteristics, buying habits, motivations, influences, and overall satisfaction of Portuguese online consumers of wine, as well as to assess whether this market segment can be considered a niche.

A survey was conducted in a Portuguese online wine shop during the last three months of 2009. The questionnaire included questions about the consumers’ socio‐demographic characteristics, motivations, buying habits and factors influencing online buying behaviour. The questionnaires were delivered by e‐mail to regular and new customers when a transaction was processed online. Of the 82 questionnaires received, 74 were sufficiently complete to be used in the study.

The online wine market can be considered a niche in Portugal. As the authors’ empirical work shows, this segment is mainly composed of young, male, well‐educated, high‐income consumers who buy wine online from home often less than once a month. They are motivated by convenience, a wider selection of wines, availability, and price. As decision factors, they value the origin/brand of the wine, the price, the recommendation of the online shop, and their own experience. A comparative analysis with international online wine consumers found differences based on profile and consumer buying behaviour (patterns and influences).

The non‐probabilistic sample contained only data from a Portuguese online wine store. Thus, future studies should examine other online wine stores to determine the level of generalisation of the findings to the entire community of online wine consumers.

To the best of the authors’ knowledge, this is the first research conducted in Portugal to identify the main characteristics, buying habits, motivations, influences, and overall satisfaction of the Portuguese online consumers of wine. The paper provides useful insights into the topic, as well as a basis for future studies.

This research aims to understand the determinants of consumers' behaviour and motivations to buy taboo items online. Two theoretical lenses, theories of psychological reactance and system justification, are invoked to frame the role of online shopping in shaping consumer behaviour in taboo markets.

A naturalistic inquiry paradigm was used to test a sample of 34 Saudi women who were buying taboo products online.

The determinant of such behaviour is based on differences in understanding the ritual restrictions between people, their society and their country. The four principal attitudes towards restrictions are justifying, accepting, rejecting and reacting. These attitudes frame five motivations: satisfying the restriction, to be unique, but aligned with social norms; breaking social norms; aligning one's self-image to liberal societies; and joy in challenging legal restrictions. The motives for online shopping are justification/utilitarian, to accommodate other restrictions in going to local markets; and reactance hedonic, to break restrictions. These motivations create seven different patterns of online shopping behaviour.

This research contributes to the literature by presenting an alternative perspective on online shopping motivations for taboo products. Furthermore, this research calls for a new socio-psychological theory for understanding the role of technology in influencing consumer behaviour in restrictive societies.

This article investigates the role that brands play in influencing the behavior and purchase decisions of compulsive buyers and whether this role differs for noncompulsive buyers, resulting in four research propositions.

In-depth interviews, conducted with ten compulsive and ten noncompulsive buyers, reveal several interesting differences between the groups.

The findings reveal several interesting differences between compulsive buyers and noncompulsive buyers. Noncompulsive buyers seem to appreciate and focus mainly on functional benefits of branded products and avoid buying unbranded products, whereas compulsive buyers value emotional and social benefits but often decide to buy “more and cheaper” items to achieve variety in their purchases. Noncompulsive buyers develop brand trust in, attachment to and higher willingness to pay for their favorite brand than for other brands, whereas compulsive buyers even struggle to name a favorite brand. Furthermore, compulsive buyers engage in more brand switching than noncompulsive buyers.

While this research provides the first, in-depth findings, a large-scale survey research is called for to provide statistically valid tests of the authors ' propositions.

The findings indicate that compulsive and noncompulsive buyers seek different benefits of brands. Stressing the good quality should be particularly effective for noncompulsive buyers, whereas compulsive buyers will be triggered more effectively by claims about the emotional benefits. This finding has obvious implications for brand communication strategies but also raises an important ethical dilemma. The findings further indicate that compulsive buyers react to branded products in ways that may hurt brands with high brand equity. These, therefore, have an incentive to help compulsive buyers overcome this problem, rather than encouraging them in their buying behavior.

Considering the harmful effects of compulsive buying behavior on a person’s well-being, manufacturers and retailers should take corporate social responsibility in this situation and help society deal with it, using both proactive and reactive methods. For example, to facilitate the early identification of this type of behavior, retailers might stimulate customers to think about their purchasing motivations and inform them about the risks of compulsive buying. They could initiate the development, support or sponsorship of a “Shop Responsibly” campaign to help customers avoid such buying behaviors. Not only would these efforts increase customer satisfaction and loyalty, but they could boost the public image of the firm as a responsible organization that cares for societal well-being.

This is the first study to investigate how compulsive buyers approach brands and whether they approach brands differently from noncompulsive buyers. It can draw attention to and encourage future research in this important area.

The study aims to draw on existing knowledge and investigates how luxury is perceived in a developing nation with economic and cultural diversity. The present study aims to develop a conceptual framework to understand luxury buying behavior in a developing nation context.

The study utilizes qualitative research (focus group discussions) with 72 luxury consumers (and partly with practitioners) of apparel and accessories in two major metro cities and two major non-metro cities of India.

A framework of luxury buying behavior was constructed with cultural background, antecedents, buying process and post-purchase consequences of luxury buying behavior as its sub-constructs. Gender was identified as a moderating variable between antecedents of purchase and purchase behavior.

The most important contribution of the present study is the creation of a comprehensive framework of luxury buying behavior within a developing nation context and a set of testable propositions to further validate using quantitative research.

Provides the manager with a workable model of luxury buying behavior that he/she could use to generate the right consumer responses.

The present study is the first of its kind which integrates cultural backdrop, antecedents and consequences of luxury consumption in the context of a developing nation.

This paper aims to examine the presence of impulsive and compulsive buying among consumers. It studies the various factors that affect and moderate the impulsiveness and compulsiveness of buying.

Literature review resulted in four constructs – social media influence, social media preferences, hedonic motivation and shop in COVID-19. On conducting factor analysis in statistical package for the social sciences, the variables were divided under the influence of social media, social commerce, electronic word of mouth (EWOM) of social commerce, hedonic happiness, hedonic fun and shopping in times of COVID-19. Structural equation modeling is conducted in AMOS (statistical software) for a diagrammatic representation of the relationship between the variables. Regression analysis is used to re-affirm the above relationship. Testing of hypotheses is done with the help of the chi-square test.

All six latent variables are significantly related to impulsive and compulsive buying. However, the regression analysis shows social media influence as the strongest predictor for impulse buying and hedonic happiness for compulsive buying. Also, the presence of the pandemic COVID-19 leads to impulsive buying as well as compulsive buying in the apparel and accessory segment.

Marketers should capitalize on spontaneous buying in both forms – impulsive buying and compulsive buying. Social media influencers, as well as more consumer engagement on social media, can promote impulsive buying. However, compulsive buyers will be more attracted towards great in-store experiences or hedonically driven advertisements, as they do not just shop for buying the product; they shop for the experience of shopping.

This study uncovers the difference in factors that affect impulsive and compulsive buying. Though both behaviours seem points of the same scale, they are inherently different and can be predicted with social media influence and hedonic happiness.