IMPULSIVENESS AND MARKETING STRATEGIES IN THE DIGITAL ERA: A SYSTEMATIC REVIEW
DOI:
https://doi.org/10.33736/ijbs.8862.2025Keywords:
Online impulse buying, bibliometric analysis, Systematic Review of Online Impulse Buying, TCCM Review Framework, PRISMAAbstract
The unpredictability and interplay between logic and emotion make impulse buying a fascinating and distinct consumer behavior, particularly in a digital context. Previous reviews have focused on general consumer behavior or impulse buying in offline contexts, often neglecting modern digital triggers. This study aims to synthesize and critically analyze existing research on online impulse buying, focusing on the factors that drive this behavior in digital environments. This paper is a systematic literature review using two robust methodologies, PRISMA and TCCM, which provide a transparent framework for identifying, selecting, and synthesizing relevant studies. Based on a systematic review of 85 articles from the Scopus database, our study finds (1) the influence of specific antecedents, consequences, mediators, and moderators on online impulse buying; (2) the central role of theories such as Stimulus-Organism-Response, Flow Theory, and Para-social Interaction in conceptualizing this behavior; and (3) the unique situational dynamics of e-commerce, social commerce, and mobile commerce, each shaping impulse buying differently. This study provides a comprehensive foundation for future research in this dynamic field. This study uniquely contributes by integrating multidisciplinary perspectives (e.g., psychology, technology, and marketing) and highlighting how contemporary innovations, like technology-driven platforms and live-streaming shopping, influence consumer behavior.
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