The advancement in technology and its easy of handling makes the customers to go for online buying. The main aim of this study is to examine the factors that influence the consumers for online impulse buying behavior and to measure the mediating effect of technology acceptance model in online impulse buying. The analysis tool Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to achieve the goal. A standardized and pre-tested questionnaire was used to gather information from 305 respondents who were chosen using convenience sampling for the study. The study finds that, the factors such as ‘Web Browsing’ (WB), ‘Visual Appeal’ (VA), and ‘Price Attributes’(PA) significantly influence the consumers for ‘online impulse buying behaviour’ (OIBB). Web browsing is not significantly associated with ‘perceived ease of use’ (PEOU) and ‘perceived usefulness’ (PU) while ‘Visual Appeal’ significantly associated with PEOU and PU. ‘Price Attributes’ (PA) is significantly associated with PEOU but not significantly associated with PU. Furthermore, perceived ease of use emerged as an important mediator between TAM and OIBB where PU is not. This research contributes to advancing theoretical frameworks and offer practical advice to online retailers to be success in their business.
Xavior, R. (2026). Factors Influencing Online Impulse Buying Behavior and the Mediating Effect of Technology Acceptance Model (TAM). International Journal of Advanced Research in Commerce, Management & Social Science, 09(02(II)), 71?76. https://doi.org/10.62823/IJARCMSS/9.2(II).8966
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