Abstract/Description
Background: As shopping becomes increasingly evolves across digital and physical platforms, consumers are more frequently exposed to triggers impulse purchases. Omnichannel strategies allow users to switch seamlessly between apps, websites, and stores, while social media algorithms deliver personalized shopping content through influencers and targeted ads. In this environment, impulsiveness becomes more likely, particularly when financial friction is reduced through credit card options, installments, and BNPL services. Despite increased research on impulsive buying behavior, limited attention has been given to how these technological and psychological factors interact. This study fills that gap by exploring the cumulative impact of omnichannel engagement, social media impulsiveness, normative evaluation, and payment methods on impulsive buying.
Purpose: This study aims to explore how omnichannel usage and digital payment preferences influence impulsive buying behavior in today’s hyperconnected retail landscape. The research specifically investigates the role of social networking impulsiveness and normative evaluation as mediating and moderating factors respectively. With the emergence of payment technologies such as Buy Now Pay Later (BNPL) and the growth of social commerce, understanding how these trends shape spontaneous consumer decisions is increasingly important for marketers, policy makers, and behavioral researchers.
Objectives: The primary objectives of the study are:
To examine the direct impact of omnichannel usage on impulsive buying behavior.
To assess whether social networking impulsiveness mediates the relationship between omnichannel usage and impulsive buying.
To analyze the moderating role of normative evaluation between social networking impulsiveness and impulsive buying.
To investigate how payment preferences (cash, credit cards, BNPL) influence impulsive purchasing tendencies.
Design / Methodology / Approach: A quantitative research methodology was adopted. Structured questionnaires were administered in two phases to consumers experienced in shopping through multiple channels and familiar with various digital payment methods. The constructs measured included impulsive buying behavior, social networking impulsiveness, omnichannel usage, normative evaluation, and payment preferences. Data collection followed a convenience sampling technique.
Data was analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM), an ideal approach for exploring complex models involving latent variables. SPSS was used for descriptive statistics, and multigroup analysis was conducted to compare the impact of payment preferences (cash vs. credit card) across online and in-store shopping.
Findings: Omnichannel usage significantly influences impulsive buying. Consumers exposed to diverse retail platforms are more susceptible to spontaneous purchases due to constant stimulation and ease of access.
Social networking impulsiveness is also a predictor of impulsive buying, particularly when consumers engage with personalized content, influencers, and algorithmically recommended products.
No mediation effect was found between omnichannel usage and impulsive buying via social network impulsiveness. This indicates that while both variables independently influence buying behavior, they do not form a causal chain as initially hypothesized.
Normative evaluation moderates the impact of social networking impulsiveness on impulsive buying. Consumers with stronger personal or societal value frameworks are better equipped to resist social-media-induced impulsivity.
Payment preferences impact impulsivity, with BNPL and credit card users showing a higher tendency toward impulsive buying compared to cash users. These methods reduce the psychological barrier of immediate expense, making it easier for consumers to justify unplanned purchases.
Research Limitations / Implications: While the study provides important insights, it has several limitations:
The use of convenience sampling may affect the generalizability of the findings to broader populations. The study relies on self-reported data, which may be subject to biases such as social desirability or memory distortion. The cross-sectional nature of the research does not allow for causal inferences or the analysis of behavior over time.
Future research could benefit from longitudinal or experimental designs to better understand how impulsive buying evolves. Including additional psychological constructs like Fear of Missing Out (FOMO) or compulsive buying tendencies could offer even deeper insights. Cross-cultural studies would also help determine how different demographics or cultural norms shape impulsive buying in omnichannel settings.
Practical Implications: For Marketers: The results confirm the effectiveness of omnichannel strategies in enhancing engagement and sales. However, ethical boundaries must be maintained to avoid exploiting consumer impulsivity. Tools like spending trackers, product delay timers, and reflective prompts could help balance engagement with consumer well-being.
For Retailers: The significant role of payment preferences in impulsive buying suggests that offering installment-based options can increase conversions. However, over-reliance on such schemes may risk encouraging financial irresponsibility among consumers.
Keywords
Impulsive Buying, Omnichannel, Digital Age
Track
Marketing
Session Number/Theme
Marketing - Session III
Session Chair
Dr. Rana Salman Anwar
Start Date/Time
14-6-2025 9:00 AM
End Date/Time
14-6-2025 10:40 AM
Location
MCC -10 Ground Floor, AMAN CED Building
Recommended Citation
Ahmad, M. B., Tallat, A., & Rizvi, F. (2025). Impulsive Buying in the Digital Age: Omnichannel Usage and Payment Method Preference. IBA SBS 4th International Conference 2025. Retrieved from https://ir.iba.edu.pk/sbsic/2025/program/96
Impulsive Buying in the Digital Age: Omnichannel Usage and Payment Method Preference
MCC -10 Ground Floor, AMAN CED Building
Background: As shopping becomes increasingly evolves across digital and physical platforms, consumers are more frequently exposed to triggers impulse purchases. Omnichannel strategies allow users to switch seamlessly between apps, websites, and stores, while social media algorithms deliver personalized shopping content through influencers and targeted ads. In this environment, impulsiveness becomes more likely, particularly when financial friction is reduced through credit card options, installments, and BNPL services. Despite increased research on impulsive buying behavior, limited attention has been given to how these technological and psychological factors interact. This study fills that gap by exploring the cumulative impact of omnichannel engagement, social media impulsiveness, normative evaluation, and payment methods on impulsive buying.
Purpose: This study aims to explore how omnichannel usage and digital payment preferences influence impulsive buying behavior in today’s hyperconnected retail landscape. The research specifically investigates the role of social networking impulsiveness and normative evaluation as mediating and moderating factors respectively. With the emergence of payment technologies such as Buy Now Pay Later (BNPL) and the growth of social commerce, understanding how these trends shape spontaneous consumer decisions is increasingly important for marketers, policy makers, and behavioral researchers.
Objectives: The primary objectives of the study are:
To examine the direct impact of omnichannel usage on impulsive buying behavior.
To assess whether social networking impulsiveness mediates the relationship between omnichannel usage and impulsive buying.
To analyze the moderating role of normative evaluation between social networking impulsiveness and impulsive buying.
To investigate how payment preferences (cash, credit cards, BNPL) influence impulsive purchasing tendencies.
Design / Methodology / Approach: A quantitative research methodology was adopted. Structured questionnaires were administered in two phases to consumers experienced in shopping through multiple channels and familiar with various digital payment methods. The constructs measured included impulsive buying behavior, social networking impulsiveness, omnichannel usage, normative evaluation, and payment preferences. Data collection followed a convenience sampling technique.
Data was analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM), an ideal approach for exploring complex models involving latent variables. SPSS was used for descriptive statistics, and multigroup analysis was conducted to compare the impact of payment preferences (cash vs. credit card) across online and in-store shopping.
Findings: Omnichannel usage significantly influences impulsive buying. Consumers exposed to diverse retail platforms are more susceptible to spontaneous purchases due to constant stimulation and ease of access.
Social networking impulsiveness is also a predictor of impulsive buying, particularly when consumers engage with personalized content, influencers, and algorithmically recommended products.
No mediation effect was found between omnichannel usage and impulsive buying via social network impulsiveness. This indicates that while both variables independently influence buying behavior, they do not form a causal chain as initially hypothesized.
Normative evaluation moderates the impact of social networking impulsiveness on impulsive buying. Consumers with stronger personal or societal value frameworks are better equipped to resist social-media-induced impulsivity.
Payment preferences impact impulsivity, with BNPL and credit card users showing a higher tendency toward impulsive buying compared to cash users. These methods reduce the psychological barrier of immediate expense, making it easier for consumers to justify unplanned purchases.
Research Limitations / Implications: While the study provides important insights, it has several limitations:
The use of convenience sampling may affect the generalizability of the findings to broader populations. The study relies on self-reported data, which may be subject to biases such as social desirability or memory distortion. The cross-sectional nature of the research does not allow for causal inferences or the analysis of behavior over time.
Future research could benefit from longitudinal or experimental designs to better understand how impulsive buying evolves. Including additional psychological constructs like Fear of Missing Out (FOMO) or compulsive buying tendencies could offer even deeper insights. Cross-cultural studies would also help determine how different demographics or cultural norms shape impulsive buying in omnichannel settings.
Practical Implications: For Marketers: The results confirm the effectiveness of omnichannel strategies in enhancing engagement and sales. However, ethical boundaries must be maintained to avoid exploiting consumer impulsivity. Tools like spending trackers, product delay timers, and reflective prompts could help balance engagement with consumer well-being.
For Retailers: The significant role of payment preferences in impulsive buying suggests that offering installment-based options can increase conversions. However, over-reliance on such schemes may risk encouraging financial irresponsibility among consumers.
