Impulse Buying Behaviour in E-commerce: An Empirical Analysis of Shopee Users in Indonesia

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Quantitative research reveals that fashion involvement and sales promotions significantly promote impulse buying in e-commerce.

Impulse buying is notably influenced by fashion involvement and attractive sales promotions.
The study's findings show an adjusted R-squared coefficient of 81.8%, indicating strong model validity.
This observational analysis used a quantitative approach with data collected via online questionnaires.
The research highlights the essential role of marketing strategies in enhancing consumer impulse buying behavior.

Viani et al. (2025) studied this question.

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