A Study of the Online Impulse Buying Behaviour during COVID-19 Pandemic

Impulse buying is an important element in e-commerce. Now-a-days impulse buying has become so common that it constitutes approximately 50 percent of total spending by customers. Technology provides endless opportunities to customers for impulse buying by providing faster, smarter and convenient buying options. People are forced to stay indoors due to pandemic and as a consequence they spend more time on internet. This research paper investigates the phenomenon of impulse buying behaviour during pandemic as well as the factors behind the impulse buying behaviour. It brings insight regarding online impulse buying, impact of advertisements on impulse buying and price concerns during impulse buying. After a thorough literature review to explore key factors related to impulse buying, a survey has been conducted to record the data of various customers involved in impulse buying. After analysing the data, conclusions have been drawn with respect to various aspects of impulse buying.