Applying the S-O-R Model to Understand Impulsive Buying Behavior Among Pakistani Online Shoppers

Abstract

This study examines the factors that influence impulsive buying behavior (IBB) among online shoppers in Pakistan, guided by the Stimulus-Organism-Response (S-O-R) model. The key objective was to identify the factors that significantly affect IBB, with a focus on perceived trust (PT) as a mediating variable. A total of 350 questionnaires were distributed through snowball sampling, yielding 330 complete responses. The results show that innovative products, celebrity endorsements, loyalty programs, customer service responsiveness, and seasonal sales events all positively influence IBB. Moreover, PT was found to mediate the relationship between these factors and IBB, strengthening their effects on impulsive buying decisions. The study suggests that online businesses in Pakistan should prioritize enhancing consumer trust and leverage innovative products, celebrity endorsements, and customer service to stimulate impulsive purchases. These insights offer valuable guidance for businesses aiming to improve their marketing strategies in the growing e-commerce sector in Pakistan. This research enhances the understanding of impulsive buying behavior in the digital marketplace and emphasizes the critical role of perceived trust.