Impulse Buying in the Digital Economy: A Systematic Literature Review of Consumer Behavior and Marketing Factors
DOI:
https://doi.org/10.63208/210113-726Keywords:
Digital Economy, Impulse Buying, Marketing Stimuli, Psychological Factors, Social CommerceAbstract
The development of digital technology has significantly changed consumer purchasing behavior and expanded the opportunities for impulse buying. This study aims to identify and synthesize factors associated with impulse buying in the digital economy based on studies published between the last five years. A systematic literature review was employed to examine previous research concerning psychological factors, shopping environments, marketing stimuli, social commerce, digital payment systems, and live-stream commerce. The findings indicate that impulse buying is influenced by the interaction between internal consumer factors and external shopping stimuli. Hedonic shopping value, shopping motivation, and positive emotions represent important psychological factors, while store atmosphere, visual merchandising, price discounts, personalized advertising, website quality, and promotional activities represent important external stimuli. Digital developments further introduce social identification, social media interactions, mobile payment, FOMO, and scarcity-related features as factors that can facilitate spontaneous purchasing decisions. Overall, impulse buying in the digital economy results from the interaction of consumer psychology, marketing strategies, social influences, and technological convenience within increasingly accessible digital shopping environments.
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