INTRINSIC FACTORS AFFECTING IMPULSIVE ONLINE BUYING BEHAVIOUR AMONG FEMALES

The usage of the internet and online purchasing is showing a continuous trend. In line with this growth, impulsive purchasing behaviour has also increased. This study aimed to examine the influence of materialism, advertising, individualism, and enjoyment tendency towards online impulsive purchasing behaviour among females in Malaysia. This was a quantitative study, and the target population was female consumers. There were 108 respondents. The results showed that only materialism significantly and positively impacted online purchasing behaviour among females. The study assumes immense significance because it presents useful insights regarding the behaviour of Malaysian female consumers and is the first to assess the simultaneous impact of these four intrinsic factors on impulsive buying behaviour.