Abstract:

Purpose: While online impulsive buying initially originated primarily in Western societies, it has since become a prevalent behavior among online shoppers in the emerging economies. This study seeks to examine and comprehend the main factors that lead to online impulsive buying among customers in Egypt, as well as its impact on post-purchase cognitive dissonance.

Design/methodology/approach: The hypothesized model was tested using structural equation modelling (SEM) based on data obtained from 284 Egyptian individuals who shop online.

Findings: Findings revealed that fear of missing out, social media addiction, and promotional activities had a significant positive effect on online impulsive buying behavior. However, online visual merchandising was not found to have a significant effect on online impulsive buying. Furthermore, online impulsive buying directly and significantly impacts post-purchase cognitive dissonance.

Originality/value: Prior research examined this study constructs individually, but this study proposes a comprehensive framework that combines several factors influencing online impulsive buying and its effects on post-purchase cognitive dissonance.