Online Impulsive Buying Behaviour

The growing importance of online impulsive buying behaviour has been identified as an essential part in individuals¿ lives owing to the development and innovations in the field of information technology. The impulsive buying occurs approximately in 40% of all online purchase expenditure. The purpose of this study is to identify the online marketing related factors and personality traits influencing online impulsive buying behaviour and to analyze the degree of impact each factor has on the online impulsive buying behaviour among the consumers in Sri Lanka.