Abstract:

The purpose of this paper is to reveal phenomena of impulsive buying behavior and its influencing factors in an online context by analyzing previous research works in this field. Analyzing previous informational background provides a comprehensive framework of the research study. We created our data set by a survey that attempts to examine the presence of irrational purchases among Kazakhstan with the number of 132 respondents. This paper will be useful for realizing the concept of unintentional acquisition for both marketers and consumers.