A Framework of Post-Pandemic Customers’ Online Impulsive Buying Behaviour in Saudi Arabia

Abstract

Having strong knowledge of customer behaviour is very important for companies in many respects, such as analysing marketing trends, predicting return on investment, and developing appropriate plans and strategies. This research aims to investigates the influential factors of customers' Online Impulsive Buying Behaviour (OIBB) that arose after the COVID-19 pandemic in Saudi Arabia, using statistical analysis. A survey was conducted with 657 responses targeted who used e-commerce platforms and lived in Saudi Arabia. A conceptual framework and hypotheses were developed by applying Stimulus-Response (SR) theory. The findings support that sales activation, celebrity endorsement, social status, self-confidence, materialism, trust and loyalty, and hedonic browsing-produced value had a significant impact on OIBB in Saudi Arabia. These insights could be valuable for e-commerce platforms aiming to tailor their strategies to enhance or mitigate impulsive purchases specifically to a culturally relevant context and predicting OIBB in Saudi Arabia.