M2 Assignment 1
1. What is the issue, problem, or controversy that you would like to explore concerning the
situation or topic of interest?
Online Impulse Buying: Recognizing the Interrelation between Consumer Impulsion and
Website Efficiency
2. What is already known about the topic of interest?
The impulsive purchasing behavior or impulsiveness of the consumer is an individual
characteristic that has attracted significant attention. Past studies have shown that individuals can
vary significantly in their overall propensity to be impulsive, arguing that impulsiveness is a
unique personal factor or trait. Impulsiveness appears to affect online shopping behavior in
general but is not unique to the purchasing of online impulses. In a typical shopping
environment, people with high rates of impulsiveness are much more likely to encounter
increased impulses to purchase impulsively.
3. What has been done to explore the same topic by other researchers and, or by a group of
researchers?
Based on another study entitled "Effects of Personality on Impulsive Buying Behavior:
Evidence from a Developing Country"
The research is mainly about studying the effect of personality on impulse buying behavior. The
effect of personality on impulse buying is determined by five factors, namely Openness,
Consciousness, Extraversion, Compassion, and Neuroticism-also recognized as the OCEAN
Model.
3. Cite the difference between the topic you have read and the topic that you need to know?
The subject I've read states that impulsiveness, website performance, and connectivity
between these two variables have an impulsive effect on the desire to buy. The topic I need to
know was part of this study. This research examines the relationship between the intrinsic
impulsiveness of the purchaser and the reliability of the website. The purpose of this paper is to
fill the gap in the impulse to buying literature by analyzing the respective effect of traits and
states on the tendency of consumers to engage in online pulse purchases. Also, carefully
categorizing the relationship between the innate predisposition of the consumer to be impulsive
and his or her particular state of mind while engaged in an online shopping sense.