تأثير سمات المستهلك و العوامل الظرفية على الشراء الاندفاعي عبر الإنترنت

Abstract EN

The study aims to highlight the impact of consumer attributes and situational factors on impulsive buying via the Internet, as the study developed an electronic questionnaire list, and the study sample included 216 individuals who made impulsive purchases via the Internet, and using the structural equations modeling (SEM) method, the data was statistically processed and the study hypotheses tested.

where it led to a statistically significant effect of all the dimensions of the independent variables on achieving impulsive buying via the Internet, and therefore the results of this study can be considered important as it provides a framework for all companies' e-marketing managers and website designers.