Impact Of Social Presence On Consumer’s Online Impulsive Buying Behaviour Towards Indispensable Products In Bangalore City

Abstract

The aim of this study is to investigate the impact of social presence characteristics, particularly kindness and integrity, on impulsive online shopping behaviour related to necessities like groceries and house basics.
Design / Methodology: The current study uses a positivist approach, which is deduced from previous studies on social presence and consumer buying behavior. Owing to its nature, the study is a monomethod quantitative analysis that uses online customers as the participants. Using the Kregcie-Morgan formula for the unknown population at a 7.5% margin of error, a sample of 170 online shoppers was considered viable. The researcher distributed 210 questionnaires, and 196 responses were considered for the study after removing the outliers. The data collection instrument was adapted from the previous studies. Using Gaskins' master validity tool, the validity and reliability of the questionnaire were verified. SPSS and AMOS software were used to analyse the data.
Findings: This finding indicates that an increased degree of social presence inside an online retail platform might significantly impact impulsive consumer purchasing behaviour. The findings imply that the average scores positively correlate with each other for social presence and the occurrence of impulsive consumer buying behavior in online settings
Originality: The COVID-19 epidemic has resulted in a rise in customers' online purchasing behavior, prompting websites to make concerted efforts to cater to the psychological needs associated with consumers' purchase intents. There is a lack of existing research in the specific domain under consideration, thus rendering the present study unique in its investigation of the effects of online purchasing behavior. It is imperative for websites to possess a comprehensive understanding of the psychological needs and preferences of consumers in order to properly tailor their offerings to align with consumers' purchasing intents.
Implications: Through the implementation of this study, researchers seek to address the existing gap in knowledge and offer significant insights to businesses, enabling them to optimize their online platforms with social presence elements and effectively cater to clients amidst the current demanding circumstances of online buying behaviour