E-shopping orientation, trust and impulse buying in the online context - a study based on female members of Generation Z in India

A large number of studies have attempted to understand consumer behaviour in the online context. One construct that has been of particular interest to marketers, retailers and researchers, is impulse buying behaviour. The number of studies attempting to understand the drivers of impulsive purchases has been on a rise. The current pandemic also saw a rise in impulsive purchases and the interest in the construct was renewed. The current study is based on the S-O-R model and evaluates the relationship between e-shopping orientation, trust and impulse buying behaviour. The findings are based on data collected from female members of Generation Z and suggest that frequent visits to e-retail stores and increased patronage can increase the level of trust in the retail partner and influence the number of impulsive purchases. The findings are particularly significant for retailers looking to drive sales through impulsive purchases. In addition, the findings provide empirical support for the application of the S-O-R model to online retail context.