Antecedents of Online Impulse Buying: An Analysis of Gender and Centennials’ and Millennials’ Perspectives
Impulse buying continues to be a relevant topic for retail management, yet few studies have examined the role of online impulse buying. This study analyzes the effect of impulse buying tendency on online impulse buying behavior through the mediation of normative evaluation and the urge to buy impuls...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2022-01-01
|
| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
| Subjects: | |
| Online Access: | https://www.mdpi.com/0718-1876/17/1/7 |