Online Impulse Buying and Product Involvement

Do consumers behavior different on the Internet front other marketing channels? This study investigates impulse buying behaviors in both traditional store and online shopping contexts. The results show that impulsive buying tendency and involvement with clothing products is positively associated with impulse buying behavior of clothing in traditional store shopping, but not online. For computer peripherals, on the other hand, higher impulsive buying tendency and higher product involvement are positively associated with higher impulse buying online, but not in-store shopping.