Int J Consumer Studies - 2022 - Redine - Impulse Buying A Systematic Literature Review and Future Research Directions

Received: 10 August 2021 Revised: 11 August 2022 Accepted: 13 August 2022
DOI: 10.1111/ijcs.12862
REVIEW PAPER
Impulse buying: A systematic literature review and future

research directions
Artem Redine1 | Sameer Deshpande2 | Charles Jebarajakirthy1 |

1
Jiraporn Surachartkumtonkun
1
Department of Marketing, Griffith Business
School, Gold Coast Campus, Griffith Abstract
University, Brisbane, Queensland, Australia
This paper performs a comprehensive analysis of academic research on impulse buying
2
Social Marketing @ Griffith, Griffith Business
School, Nathan Campus, Griffith University,
following a systematic literature review approach. Drawing on the TCCM framework
Brisbane, Queensland, Australia suggested by Paul and Rosado-Serrano, we synthesize the impulse buying literature and
Correspondence
develop a future research agenda. Accordingly, this review synthesizes impulse buying
Artem Redine, Department of Marketing, research in terms of theory development, context, characteristics, and methodologies to
Griffith Business School, Griffith University,
Brisbane, QLD 4222, Australia. examine the development of the literature over time. This systematic review shows that
Email: [email protected] impulse buying research is fragmented and still developing due to its transition from a
traditional retail environment into different online channels. Furthermore, this paper pro-
poses a conceptual framework based on the literature synthesis, presenting antecedents
and mediators of impulse buying behaviour. Finally, this review identifies overlooked
areas in impulse buying literature and provides insightful directions to advance research
in the domain. Overall, this research effort makes a significant contribution to consumer
behaviour literature, specifically to impulse buying literature.
KEYWORDS
electronic commerce, impulse buying, mobile commerce, social commerce, systematic literature
review, TCCM framework
1 | I N T RO DU CT I O N high-arousal emotions and hedonic motives characterize impulse

buying (Chen et al., 2020; Chen, Ku, & Yeh, 2019).
Innovations, such as self-service kiosks, product exchange offers, Marketers and retailers traditionally utilize external stimuli, such
credit cards and monthly instalment schemes, have significantly sim- as in-store promotions and advertising, to trigger impulse shopping
plified shopping for consumers (Dekimpe et al., 2020; Sheth, 2021). (Grigsby et al., 2021; Yi & Jai, 2020). From consumers' perspective, a
Consequently, impulsive, recreational and frivolous purchasing has moderate level of impulse buying is considered a socially acceptable
become enjoyable and effortless. Hence, impulse buying has recreational activity and is relatively harmless. However, excessive
emerged as a topic of great interest to academics and practitioners. levels of this behaviour can be detrimental to shoppers and lead to
Researchers define impulse buying as an unplanned and unintended financial and psychological hardships (Bossuyt et al., 2017; Chen,
purchase made rapidly, on the spot, without much reflection, pre- Ku, & Yeh, 2019; Dhandra, 2020).
ceded by exposure to a stimulus and a sudden and powerful buying Today impulse buying accounts for a large proportion of sales
urge (Beatty & Ferrell, 1998; Zheng et al., 2019). While utilitarian within the modern retail industry (Sundström et al., 2019; Zhang
considerations largely shape planned and habitual purchasing, et al., 2020). In the United States alone, impulse purchases generate
This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium,
provided the original work is properly cited.
© 2022 The Authors. International Journal of Consumer Studies published by John Wiley & Sons Ltd.
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4 REDINE ET AL.
$17.78 billion in annual profit for retailers, with consumers spending narrow scope and do not synthesize the impulse buying research in
on average $5400 per year on unplanned purchases (Tran, 2019). The terms of years of publication, commonly used theories, and con-
COVID-19 crisis has led to a surge in impulse shopping. Recent polls structs. For instance, the most recent systematic review written by
indicate that American consumers' average monthly spending on Mandolfo and Lamberti (2021) examined only research methods used
impulse purchases has increased by 18% since the beginning of the in the impulse buying domain. Hence, the existing systematic reviews
pandemic (Keenan, 2021; Li Cain, 2020). Despite the detrimental do not provide an up-to-date, state-of-the-art synthesis of the
effect of COVID-19 on the global economy, experts attribute 20% impulse buying literature. Thus, a lack of an up-to-date systematic lit-
of spending in the retail sector's sales to impulse purchases erature review on impulse buying warrants a need to systematically
(Repko, 2020). review the literature to provide a state-of-the-art synthesis of impulse
The above statistics suggest the increasing importance of impulse buying research.
buying in the global retail industry. Hence, the impulse buying phe- Therefore, this research aims to systematically review the impulse
nomenon has attracted interest from researchers, who have taken buying literature and identify gaps, opportunities, and future research
diverse perspectives on the subject and employed different conceptu- directions in this domain. This comprehensive analysis consolidates
alizations and methods. Although many studies have been conducted impulse buying research from a marketing perspective and includes its
on impulse buying, the literature on the topic is still highly fragmented newest branches, for example, mobile commerce and social com-
(Kimiagari & Malafe, 2021; Li et al., 2021). In particular, impulse buy- merce. This review has the following three research objectives. The
ing has been investigated by academics from different research disci- first objective is to synthesize the extant impulse buying literature and
plines, including marketing (Ampadu et al., 2022), information systems examine its development over time. The second objective is to pre-
(Zafar, Qiu, Li, et al., 2021), business and management (Ahmed sent a conceptual framework based on the literature synthesis. The
et al., 2020) and tourism (Li et al., 2021). Yet, the research findings are final objective is to provide avenues for future research on impulse
inconsistent and divided, preventing a complete understanding of fac- buying.
tors affecting impulse buying behaviour. This review has theoretical and practical significance.
Moreover, impulse buying researchers have employed a diverse Academically, first, it demonstrates the development of impulse
range of underpinning theories, indicating that theoretical perspec- buying literature over time, synthesizing the literature in terms of
tives in the domain are fragmented and still emerging. Therefore, a theories, countries, domains, journals, and methodologies. Second,
synthesis of theories and models used in impulse buying research will an integrated conceptual framework is proposed based on the lit-
benefit the literature and aid its progress. Finally, global technological erature synthesis, showing antecedents and mediators of impulse
and marketing innovations and trends resulted in the transition of buying behaviour. Finally, the systematic literature review iden-
impulse buying from a traditional in-store retail environment into dif- tifies overlooked areas in impulse buying research and provides
ferent online channels—electronic commerce, social commerce, and insightful directions to advance research in the domain. Practi-
mobile commerce. Consequently, the literature investigating impulse cally, this review provides implications for retailers, marketing
buying on these online platforms needs to be synthesized to deter- managers, and advertisers to effectively prompt impulse pur-
mine the future research trajectory. chases and adapt to recent trends and developments in the online
The fragmented state of impulse buying literature can be reme- retail industry.
died by a comprehensive discussion of research in this domain and an The remainder of this review is structured as follows. The next
analysis of its current dynamics. The research will benefit from a syn- section describes the methodology employed by this research effort.
thesis of factors affecting impulse buying, theoretical perspectives It is followed by the findings and discussion section, which presents
adopted in the literature, and sub-domains investigating impulse buy- the synthesis of impulse buying literature. Next, future research direc-
ing on different online platforms. Thus, a state-of-the-art synthesis of tions are provided, followed by theoretical and practical implications
impulse buying research is essential to assess the development of the and a conclusion.
literature and identify avenues for future research in the domain. Paul
and Criado (2020) suggest conducting a structured systematic litera-
ture review to consolidate expanding and dispersed knowledge in a 2 | METHODOLOGY
domain. Structured review synthesizes the literature in terms of theo-
ries, contexts, characteristics, and methods, providing concrete future 2.1 | Structure of the review
research suggestions to advance a field of research (Paul &
Criado, 2020). Therefore, the structured review approach is appropri- The purpose of a systematic literature review is to systematically syn-
ate for summarizing and systematically evaluating the research in the thesize the literature in a domain and propose future research direc-
impulse buying domain (Chan et al., 2017). tions based on the gaps identified in literature synthesis (Paul &
A few literature reviews have been written on impulse buying Criado, 2020). Our review synthesizes the impulse buying literature,
over the years. The two systematic reviews published in the domain identifies research gaps, and proposes future research directions fol-
(i.e., Mandolfo & Lamberti, 2021; Xiao & Nicholson, 2013) have a lowing the systematic literature review approach.
REDINE ET AL. 5
Paul and Criado (2020) recognize three categories of systematic Nicholson, 2013). However, two out of the four systematic reviews
reviews: domain-based, theory-based, and method-based. This review (i.e., Abdelsalam et al., 2020; Chan et al., 2017) do not assess the
follows the domain-based approach, synthesizing and extending a entire volume of impulse buying literature but are limited to electronic
body of literature in one domain or topic area (Palmatier et al., 2018). commerce and social commerce contexts.
Most business and marketing reviews are domain-based (Paul & Accordingly, two systematic reviews have a main focus on impulse
Criado, 2020). Further, domain-based reviews can be bibliometric (Khan buying (i.e., Mandolfo & Lamberti, 2021; Xiao & Nicholson, 2013). How-
et al., 2020), framework-based (Paul & Benito, 2018), hybrid-narrative ever, these papers are limited in scope. For instance, Xiao and Nicholson
(Dabic et al., 2020), model/framework developing (Kannan, 2017), and (2013) systematically reviewed the literature to identify impulse buying
structured (Paul & Feliciano-Cestero, 2020). Structured reviews synthe- antecedents and consequences. Their study examined 183 peer-
size the literature based on “widely used methods, theories, constructs in reviewed journal articles published between 1940 and 2011 and is there-
the form of tables and figures” (Paul & Criado, 2020, p. 2). fore outdated. A significant number of studies have been published since
A structured systematic literature review technique is a reliable tool 2011, and impulse buying research has progressed much since then.
for synthesizing research, as it rigorously follows pre-set guidelines and Thus, it does not provide an up-to-date, state-of-the-art synthesis of
scientific methods which are reproducible and explicit (Gopalakrishnan & impulse buying literature.
Ganeshkumar, 2013; Paul & Criado, 2020). Moreover, a structured The systematic review by Mandolfo and Lamberti (2021) investi-
review is an effective method for examining the state of knowledge and gated only research methods used in impulse buying literature by exam-
identifying gaps in a research domain, allowing researchers to provide ining 54 journal articles published between 1982 and 2020. Although
future research directions (Gopalakrishnan & Ganeshkumar, 2013; Mandolfo and Lamberti (2021) conducted their review recently, they
Paul & Criado, 2020). Hence, a structured systematic review is an appro- have not provided a state-of-the-art synthesis of impulse buying litera-
priate technique for synthesizing the current state of research on impulse ture. In particular, their review synthesizes only methods used in the lit-
buying. This paper, thus, falls within the domain-based literature review erature. However, a structured systematic review also needs to
category and adopts a structured systematic literature review methodol- synthesize theories, constructs, and contexts used in the domain (Paul &
ogy (Paul & Criado, 2020). Rosado-Serrano, 2019). Thus, the extant structured reviews on impulse
buying have a limited scope and do not examine the development of the
impulse buying domain over the years, commonly used theories, and
2.2 | Topic selection constructs. Accordingly, an up-to-date structured systematic review on
impulse buying does not exist, resulting in an ambiguous state of
We adopt the structured systematic review method to review the research. Hence, a structured systematic review is needed to synthesize
extant literature on impulse buying. Topic selection is a crucial step in the literature on impulse buying.
writing an impactful literature review (Paul & Criado, 2020). Paul and
Criado (2020) advise that a systematic review on a selected topic
should not have been recently published unless it proposes new con- 2.3 | Search strategy
tributions or research agenda. Accordingly, a search via Google
Scholar identified 14 literature reviews in the impulse buying domain After choosing a topic, databases and keywords for the article search
(see Table 1). have to be selected. The following sections explain how we chose them.
Out of the 14 reviews listed in Table 1, six (i.e., Bhuvaneswari &
Krishnan, 2015; Kalla & Arora, 2011; Luniya & Verghese, 2015;
Mathur, 2019; Muruganantham & Bhakat, 2013; Saraswat & 2.3.1 | Database selection and article search
Prakash, 2013) are narrative literature reviews with a narrow scope.
For instance, the most recent narrative review by Mathur (2019) Following the structured review papers published in top-ranking journals
examined impulse buying definition and antecedents based on just (e.g., Bhattacharjee et al., 2022; Goyal & Kumar, 2021; Paul & Feliciano-
19 impulse buying studies. Further, four out of the 14 review papers Cestero, 2020) and SPAR-4-SLR guidelines (Paul et al., 2021), Web of
adopted a meta-analysis approach (i.e., Amos et al., 2014; Iyer Science and Scopus have been selected as online databases to search for
et al., 2020; Paul et al., 2022; Zhao et al., 2021). For example, Paul relevant articles. Additionally, we used Science Direct, ProQuest,
et al. (2022) conducted a meta-analysis of 33 empirical papers to iden- Springer, JSTOR, Emerald, Sage, Taylor & Francis, Gale Academic One-
tify common antecedents of consumers' buying urge. However, a File, EBSCO host and Google Scholar to cross-check and ensure no rele-
meta-analysis is a different method from a structured systematic vant research papers have been missed.
review. While both systematic review and meta-analysis examine a
volume of previous research, the former synthesizes previous findings
while the latter makes a statistical assessment of extant quantitative 2.3.2 | Keywords selection
studies (Pati & Lorusso, 2018; Paul & Criado, 2020; Piper, 2013). The
remaining four papers are systematic reviews (i.e., Abdelsalam This review followed the strategy suggested by Talwar et al. (2020)
et al., 2020; Chan et al., 2017; Mandolfo & Lamberti, 2021; Xiao & for identifying keywords for article search. Accordingly, as a first step,
6 REDINE ET AL.
TABLE 1 Existing literature reviews on impulse buying topic
Literature Number of
review Types of papers papers
Author method Review focus considered for review included Year range
Kalla and Arora Narrative Impulse buying (definition and All scholarly work 31a 1959–2009
(2011) review antecedents)
Muruganantham Narrative Impulse buying (definition and All scholarly work 34 1950–2011
and Bhakat review antecedents)
(2013)
Saraswat and Narrative Impulse buying (antecedents) All scholarly work 14a 1950–2010b
Prakash (2013) review
Xiao and Nicholson Systematic Impulse buying (antecedents and Only peer-reviewed 183 1940–2011
(2013) review consequences) journal articles
Amos et al. (2014) Meta-analysis Impulse buying (antecedents) Peer-reviewed journal articles and 117 1978–2012
trade journal articles
Bhuvaneswari and Narrative Impulse buying (antecedents) All scholarly work 58a 1962–2014b
Krishnan (2015) review
Luniya and Narrative Impulse buying (antecedents) All scholarly work 17a 1962–2011
Verghese (2015) review
Chan et al. (2017) Systematic Impulse buying in e-commerce Only peer-reviewed journal articles 34 2002–2014
review (theories, methods, research
contexts, conceptual framework
development)
Mathur (2019) Narrative Impulse buying (definition and All scholarly work 19a 1950–2018
review antecedents)
Abdelsalam et al. Systematic Impulse buying in s-commerce Peer-reviewed journal articles and 24 2005–2019
(2020) review (methods, theories, common conference papers
constructs)
Iyer et al. (2020) Meta-analysis Impulse buying (antecedents and Scholarly work with empirical 186 1995–2016
mediators) results
Mandolfo and Systematic Impulse buying (research methods Articles from academic journals with 54 1982–2020
Lamberti (2021) review used) high ABS AJG 2018 ranking
Zhao et al. (2021) Meta-analysis Impulse buying in e-commerce (the Scholarly work with empirical 54 2006–2020
role of economic development) results
Paul et al. (2022) Meta-analysis Urge to buy (antecedents) Scholarly work with empirical 33 2009–2020
results
a
The authors did not provide information on the number of studies examined in their review. The number of papers is based on relevant references
provided in the authors' reference list.
b
The year range was identified based on the earliest and latest reference used in the literature review process.
a search was performed via the Google Scholar platform using 2.4 | Journal selection and inclusion/exclusion
“impulse buying” as a search word. Next, the papers within the first criteria
100 results were downloaded and screened. Their titles, abstracts and
keywords were assessed to generate a new list of keywords for this To select relevant academic articles for this review, inclusion and
review's literature search. exclusion criteria were outlined consistent with past research
Based on the screening results, it was found that the most fre- (Nanda & Banerjee, 2021; Paul & Rosado-Serrano, 2019). Accordingly,
quently used keywords in the papers' titles, abstracts and keyword an article eligible for this review should (1) be a scholarly work,
lists are ‘impulse buying’, ‘impulse purchasing’, ‘impulse shopping’, (2) be written in English, (3) be published in a peer-reviewed journal
‘impulsive buying’, ‘impulse purchase’ and ‘urge to buy impulsively’. and (4) have a focus on impulse buying. Additionally, to ensure the
Thus, these keywords were collected and used to search for relevant quality of the journals, consistent with previous systematic review
papers across all the databases1. Hence, any papers with these key- papers (Goyal & Kumar, 2021), the Australian Business Dean Coun-
words identified in the title, abstract or keyword list were included in cil (ABDC) journal quality list and impact factor in Journal Citation
this review with due consideration paid to the inclusion and exclusion Reports (JCR) were used as proxies. Accordingly, papers were con-
criteria explained in the next section. sidered for this review only if published in journals listed as A or A*
REDINE ET AL. 7
in ABDC or journals with an impact factor of one or above in JCR.

Only papers published in these journals were considered high-
quality research outputs.
The initial search of selected databases using specified keywords
yielded a total of 1971 papers. The first step was to remove duplicate
papers. Here, duplicate papers were the extra copies of papers down-
loaded multiple times from the same or different databases. Accord-
ingly, 535 duplicate papers were excluded from further screening.
Then, inclusion and exclusion criteria were employed for the remain-
ing 1436 papers. The first criterion was to remove non-scholarly work.
Non-scholarly work is publications in non-academic sources
(e.g., newspapers, blogs, and trade journals). Therefore, 64 papers
from non-scholarly sources were removed.
Further, as per the second criterion, only articles written in
English were considered. Hence, 157 papers written in other lan-
guages were removed. The third criterion was that a study should be
published in a peer-reviewed journal. Therefore, 548 papers published
in non-peer-reviewed journals were removed, with 667 papers left in FIGURE 1 Inclusion and exclusion criteria steps
the database. Next, it was assessed whether a study focuses on

impulse buying, following the fourth criterion. Papers that did not cap-
ture impulse buying keywords in the title, abstract, or keyword list propose a comprehensive conceptual framework (this review's second
were eliminated during the literature search. However, there are objective). The synthesis of impulse buying research is discussed in
studies with impulse buying keywords that do not focus on the following sections.
impulse buying or are not relevant to the impulse buying domain.
For example, while Japutra et al. (2019) included ‘impulsive buy-
ing’ in their keywords list, they studied a different concept. Specif- 3.1 | Development of impulse buying research
ically, their study examined obsessive–compulsive buying, which over the years
they defined as ‘the tendency to conduct repetitive buying exces-
sively’ (Japutra et al., 2019, p. 456). Accordingly, 63 out of the The initial step of the systematic literature review process involves
remaining 667 studies did not have an impulse buying focus and breaking down the articles in terms of their year of publication. Such
were excluded from the review. The remaining 604 articles were period-based distribution of papers in a domain allows us to examine
assessed for the journal's quality following the final criterion. To the growth of a research topic over time. Additionally, it helps identify
be considered a high-quality outlet, the journal had to be ranked as and track developments in the literature. The first academic paper on
A or A* in the 2019 ABDC list or have an impact factor of one or impulse buying was published in 1950 (Clover, 1950). Accordingly,
above in the 2020 edition of JCR. Accordingly, 421 papers were this was considered the starting year for the systematic literature
not published in high-quality journals and consequently were review. Hence, this review includes research papers published
removed, leaving 183 papers that passed all the inclusion and between 1950 and 2021. Figure 2 presents the year-wise develop-
exclusion criteria. ment of impulse buying research.
Thus, this systematic review synthesizes 183 papers published Impulse buying research emerged 70 years ago, yet the literature
between 1950 and 2021 in 70 academic journals. The full-text version on the topic remained scarce for decades, with just a handful of
of each article was downloaded and reviewed to achieve the objec- papers published between 1950 and 2000 (one publication to 3 years
tives of this systematic literature review. Figure 1 showcases the ratio). At the beginning of the millennia, impulse buying research
steps taken for article search and the inclusion and exclusion criteria experienced steady growth, with 27 papers published between 2000
implemented. and 2010. This sudden positive change in the trend might be
explained by technological developments and the proliferation of the
free-market economic model adopted by many countries worldwide,
3 | F I N D I N G S A ND D I S C U S S I O N S which drastically increased the rate and frequency of impulse buying
(Vohs & Faber, 2007). The emergence of electronic, mobile and social
The details of the 183 selected articles (i.e., author[s] with the year of commerce channels has resulted in the exponential growth of
publication, title and journal of publication) are presented in Table A1 research on the topic between 2010 and 2021 (144 papers pub-
(Appendix). All the papers were reviewed to examine the development lished, with 12 papers per year on average). In 2021 alone, 33 new
of impulse buying research over time (this review's first objective) and impulse buying studies were published, the highest number since
8 REDINE ET AL.
FIGURE 2 Year-wise growth of impulse buying research
the emergence of research in this domain. Such an upsurge in publi- of one or above) were grouped based on their aim, scope and main field
cations can be attributed to an increased interest in using techno- of research stated on their websites. As presented in Table 2b,
logical tools for marketing purposes, for example, augmented 100 impulse buying papers have been published in ‘Marketing’ journals
reality (Chen, Ruangsri, et al., 2021). Further, due to the COVID-19 (around 54.6% of impulse buying papers), 49 in ‘Information systems’
outbreak and internationally imposed lockdowns, online impulse journals (26.8% of impulse buying papers), 12 in ‘Business and Manage-
buying increased across several product categories, for example, ment’ journals (6.6% of impulse buying papers), and 22 in other journals
fitness products, generating new research outputs (Chiu (12% of impulse buying papers).
et al., 2021). Overall, the continuous exponential growth of impulse
buying literature suggests an increased number of research streams
available in this research domain. 3.3 | Authorship
Next, the most cited contemporary impulse buying research was exam-
3.2 | Journals of publication ined. Accordingly, Table 3 highlights the 10 most cited articles published
in the impulse buying domain between 2015 and 2021. The article by
As the next step of this synthesis, journals that published impulse buy- Xiang et al. (2016) has the highest citations, that is, 350. A study by Chan
ing papers were examined. Table 2a presents the 70 high-quality jour- et al. (2017) is the second most cited (274 citations) recent article in this
nals2 that published impulse buying research. Journal of Retailing and domain, followed by Chen et al. (2016) article (234 citations). In terms of
Consumer Services has published the highest number of papers on yearly citations, the article by Zheng et al. (2019) tops the list with
impulse buying, that is, 20 articles, and accounts for 11% of total 73 citations per year, closely followed by Xiang et al. (2016) article with
research done in the domain. International Journal of Information Man- 70 citations per year. Considering both the total number of citations and
agement (eight articles) and Journal of Business Research (eight articles) the average citation rate, the article by Xiang et al. (2016) can be consid-
are the journal outlets with the second and third largest number of ered the most influential study in contemporary impulse buying research.
publications.
Further, this review categorized the 70 journals that published
impulse buying research into their respective research fields. The 3.4 | Methodological perspectives
field-specific classification (e.g., 1503—‘Business & Management’,
1505—‘Marketing’ and 0806—‘Information systems’ journals) was 3.4.1 | Research setting
derived using the 2019 ABDC journal quality list, which ranks journals
and groups them into respective research fields. Journals absent from Next, this systematic review synthesizes the countries where the aca-
the ABDC listing (journals not listed in ABDC but with an impact factor demic studies were carried out. Only empirical papers were
REDINE ET AL. 9
considered for this research setting analysis where the data (i.e., sam- 3.5 | Theoretical perspectives
ple) were drawn from a country. Eleven empirical studies were con-
ducted in multiple countries, usually to examine cultural differences This review also synthesized the theories and models used in impulse
(Cakanlar & Nguyen, 2019; Chen, Min, & Xu, 2021) or to understand buying research. Table 6 presents these theoretical perspectives. A
global trends (De Vries & Fennis, 2019). Hence, these papers large proportion of impulse buying articles adopted the Stimulus-
accounted for multiple countries where the data were collected. Out Organism-Response framework (28 studies). The Big Five Model (six
of the 183 scholarly articles considered for this review, 17 were con- studies), Hofstede's cultural dimensions theory (five studies), Regula-
ceptual papers, leaving 166 empirical papers available for this synthe- tory focus theory (five studies), Construal level theory (three studies),
sis. Table 4 presents the 33 countries where empirical research on Latent state–trait theory (three studies) and Flow theory (two studies)
impulse buying was conducted. The highest number of studies was have also been used in multiple studies. Table 6 demonstrates the
carried out in the United States (46 studies), followed by China diverse range of theoretical perspectives used in impulse buying
(28 studies) and Taiwan (21 studies). research which possibly indicates that theoretical perspectives for
impulse buying research are still emerging and progressing. A brief
articulation of the repeatedly used theoretical perspectives follows.
3.4.2 | Research design and data collection
Table 5 presents the research methods used in impulse buying litera- 3.5.1 | Stimulus-Organism-Response framework
ture. Most studies in the domain adopted either survey-based
(121 papers) or experimental (44 papers) design. There were a few Proposed by Mehrabian and Russell (1974) and extended by Jacoby
qualitative (four papers) and mixed-method (five papers) based papers (2002), Stimulus-Organism-Response (S-O-R) framework posits that
on impulse buying. While nine conceptual papers have been published an environmental cue (stimulus) can influence the internal state of an
in this domain, only five review papers have been written on impulse individual (organism) and result in a behaviour (response). Researchers
buying. The recent reviews examine impulse buying in electronic com- employed the S-O-R framework for impulse buying research in both
merce (Chan et al., 2017) and social commerce (Abdelsalam offline (Hashmi et al., 2020) and online (Ampadu et al., 2022;
et al., 2020) niches, as well as research methods used in impulse buy- Djafarova & Bowes, 2021) contexts. Drawing on the S-O-R frame-
ing research (Mandolfo & Lamberti, 2021). Three meta-analyses have work, Hashmi et al. (2020) found that store elements, as external stim-
also been published (Amos et al., 2014; Iyer et al., 2020; Zhao uli, trigger hedonic emotions of pleasure and arousal in a consumer,
et al., 2021). which act as an organism, and trigger impulse buying behaviour- a
The current review also synthesizes the data collection tech- response.
niques used in impulse buying research. In terms of data collection
methods, Table 5 depicts that of the survey-based studies, 58 studies
employed online methods and 58 studies employed offline methods, 3.5.2 | The Big Five Model
while five studies used both. The number of survey-based studies that
employed offline and online methods is the same (58 online and Also known as the Five Factors Model, The Big Five Model (BFM) pro-
58 offline survey-based studies), indicating that both methods are poses five distinct personality dimensions: agreeableness, conscien-
equally preferred for survey-based studies. Experimental studies in tiousness, extraversion, neuroticism and openness to experience
the impulse buying domain were mainly conducted offline (38 articles), (McCrae & John, 1992). According to the BFM, all individuals possess
with just six studies using online data collection methods. The prefer- the above characteristics but score higher or lower along the contin-
ence for offline experiments might be explained by the fact that uum for each trait (Leong et al., 2017). Drawing on the BFM,
researchers traditionally use laboratory settings to administer experi- researchers found that consumers who are low in conscientiousness
ments. However, an online method has been used in recent papers to and high in extraversion are prone to impulse buying (Badgaiyan &
study impulse buying in electronic commerce and social commerce Verma, 2014; Thompson & Prendergast, 2015). Furthermore, high
contexts. neuroticism and openness to experience traits also characterize impul-
Next, this review considered the sample used for impulse buying sive shoppers (Miao et al., 2019; Olsen et al., 2016).
research. Impulse buying studies have used either general consumers
or students as their sample unit. Non-student samples are more com-
monly used for survey-based research (91 papers). Only 30 survey- 3.5.3 | Hofstede's cultural dimensions theory
based studies used student samples. For experimental studies, student
samples are more commonly used (30 papers) than consumer samples Developed by Hofstede et al. (2005), the cultural dimensions theory
(14 papers). Researchers are inclined to use student samples in experi- posits that national culture shapes the values of its members and guides
mental studies because student samples are easily accessible for individuals' behaviour. Four dimensions of cultural differences have been
laboratory-based experiments. established: Power distance, Uncertainty avoidance, Individualism/
10 REDINE ET AL.
TABLE 2 (a) Journals and number of publications and (b) domains of journals that published impulse buying studies
(a)
Number WoS/
of ABDC Impact SSCI Scopus
Journal name papers Articles rank factor indexed indexed
1 Journal of Retailing and 20 Kacen et al. (2012); Amos et al. (2014); Badgaiyan A 4.219 ✓ ✓
Consumer Services and Verma (2014); Badgaiyan and Verma (2015);
Ozer and Gultekin (2015); Darrat et al. (2016);
Mittal et al. (2016); Bellini et al. (2017);
Sundström et al. (2019); Dhandra (2020); Farah
and Ramadan (2020); Bandyopadhyay et al.
(2021); Chen, Kassas, and Gao (2021); Djafarova
and Bowes (2021); Katakam et al. (2021);
Kimiagari and Malafe (2021); Liang et al. (2021);
Parsad et al. (2021); Yang et al. (2021); Ampadu
et al. (2022)
2 International Journal of 8 Lo et al. (2016); Wu et al. (2016); Xiang et al. A* 8.210 ✓ ✓
Information Management (2016); Setyani et al. (2019); Zheng et al. (2019);
Vazquez et al. (2020); Wu et al. (2020); Zhang
et al. (2021)
3 Journal of Business Research 8 Weinberg and Gottwald (1982); Jones et al. (2003); A 4.874 ✓ ✓
Peck and Childers (2006); Lee and Kacen (2008);
Sharma et al. (2010a); Punj (2011); Park et al.
(2012); Huang (2016)
4 Information & Management 6 Hostler et al. (2011); Verhagen and van Dolen A* 5.155 ✓ -
(2011); Chan et al. (2017); Vonkeman et al.
(2017); Chen, Lu, et al. (2019); Wu et al. (2021)
5 International Journal of Retail 6 Chang et al. (2014); Dhaundiyal and Coughlan A 2.454 ✓ -
& Distribution Management (2016); Muratore (2016); Atulkar and Kesari
(2018); Bellini and Aiolfi (2019); Hashmi et al.
(2020)
6 Journal of Consumer 6 Shukla and Banerjee (2014); Chen and Wang A 1.708 ✓ ✓
Behaviour (2016); Czarnecka et al. (2020); Spiteri Cornish
(2020); Chiu et al. (2021); Ramadan et al. (2021)
7 Asia Pacific Journal of 5 Akram, Hui, Khan, et al. (2018); Miao et al. (2019); A 2.511 ✓ ✓
Marketing and Logistics Nghia et al. (2021); Rao and Ko (2021); Zafar,
Qiu, Shahzad, et al. (2021)
8 Computers in Human Behavior 5 Chang and Tseng (2014); Chang (2017); Leong A 5.003 ✓ ✓
et al. (2018); Liu et al. (2019); Zafar, Qiu,
Shahzad, et al. (2021)
9 Frontiers in Psychology 5 Cai et al. (2021); Huang and Cai (2021); Mandolfo - 2.988 ✓ ✓
and Lamberti (2021); Rodrigues et al. (2021); Sun
et al. (2021)
10 Internet Research 5 Shen and Khalifa (2012); Leong et al. (2017); Zhang A 4.708 ✓ ✓
et al. (2018); Chen, Ku, and Yeh (2019); Zafar
et al. (2020)
11 Journal of Consumer Research 5 Rook (1987); Rook and Fisher (1995); Baumeister A* 6.207 ✓ ✓
(2002); Vohs and Faber (2007); Stilley et al.
(2010)
12 Journal of Consumer 4 Hausman (2000); Silvera et al. (2008); Hultén and A - - ✓
Marketing Vanyushyn (2011); Cakanlar and Nguyen (2019)
13 Journal of Economic 4 Dittmar et al. (1995); Wood (1998); Yi and A 1.718 ✓ ✓
Psychology Baumgartner (2011); Bossuyt et al. (2017)
14 Journal of Marketing 4 Clover (1950); West (1951); Stern (1962); Kollat A* 5.266 ✓ ✓
and Willett (1969)
15 Journal of Marketing Research 4 Kollat and Willett (1967); Pollay (1968); Willett and A* 4.626 ✓ ✓
Kollat (1968); Zhang et al. (2010)
REDINE ET AL. 11
TABLE 2 (Continued)
(a)
Number WoS/
16 Journal of Retailing 4 Dantoni and Shenson (1973); Prasad (1975); Cobb A* 5.873 ✓ ✓
and Hoyer (1986); Beatty and Ferrell (1998)
17 Personality and Individual 4 Lucas and Koff (2014); Thompson and Prendergast A 2.310 ✓ ✓
Differences (2015); Lucas and Koff (2017); Park and Dhandra
(2017)
18 Psychology & Marketing 4 Spears (2006); Hubert et al. (2013); Olsen et al. A 2.370 ✓ -
(2016); Fenton-O'Creevy et al. (2018)
19 Behaviour & Information 3 Lin and Lo (2016); Chen, Kassas, and Gao (2021); - 1.781 ✓ -
Technology Lim and Kim (2021)
20 European Journal of Marketing 3 Mohan et al. (2013); Sharma et al. (2014b); A* 2.135 ✓ ✓
Thürmer et al. (2020)
21 Industrial Management & Data 3 Xu et al. (2020); Zhu et al. (2020); Chen, Min, and A 3.329 ✓ -
Systems Xu (2021)
22 Marketing Intelligence & 3 Watkins (1984); Bandyopadhyay (2016); Togawa A 2.164 ✓ -
Planning et al. (2019)
23 Marketing Letters 3 Sultan et al. (2012); Massara et al. (2014); Grigsby A 1.277 ✓ ✓
et al. (2021)
24 Decision Support Systems 2 Liu et al. (2013); Chen et al. (2016) A* 4.721 ✓ ✓
25 Electronic Commerce Research 2 Floh and Madlberger (2013); Drossos et al. (2014) C 3.824 ✓ ✓
and Applications
26 Journal of Advertising 2 Bellenger et al. (1978); Agee and Martin (2001) A 2.169 ✓ ✓
Research
27 Journal of Ambient Intelligence 2 Lin et al. (2018); Chen et al. (2020) - 4.594 ✓ ✓
and Humanized Computing
28 Journal of Brand Management 2 Yu and Bastin (2010); Badgaiyan et al. (2017) A 1.795 ✓ ✓
29 Journal of Consumer 2 Kacen and Lee (2002); Luo (2005) A* 2.958 ✓ ✓
Psychology
30 Journal of Electronic 2 Liao et al. (2016); Zhao et al. (2019) B 1.875 ✓ ✓
Commerce Research
31 Journal of Fashion Marketing 2 Park et al. (2006); Dawson and Kim (2010) B 1.706 ✓ ✓
and Management
32 Journal of Marketing 2 Sharma et al. (2010a); Barakat (2019) A 1.719 ✓ ✓
Management
33 Journal of Product and Brand 2 Harmancioglu et al. (2009); Tifferet and Herstein - 1.832 ✓ ✓
Management (2012)
34 Journal of the Academy of 2 Sharma et al. (2014a); Iyer et al. (2020) A* 7.959 ✓ ✓
Marketing Science
35 Journal of Theoretical and 2 Chen, Xie, et al. (2021); Luo et al. (2021) B 3.049 ✓ ✓
Applied Electronic
Commerce Research
36 Journal of Travel and Tourism 2 Chih et al. (2012); Sohn and Lee (2017) - 4.097 ✓ ✓
Marketing
37 Sustainability (Switzerland) 2 Akram, Hui, Khan, et al. (2018); Gong et al. (2020) - 2.576 ✓ ✓
38 Annals of Tourism Research 1 Li et al. (2021) A* 9.011 ✓ ✓
39 Electronic Commerce Research 1 Jeffrey and Hodge (2007) A 2.507 ✓ ✓
40 European Journal of 1 Verplanken and Herabadi (2001) A 3.910 ✓ ✓
Personality
41 Global Business Review 1 Kalla and Arora (2011) C - - ✓
42 IEEE Access 1 Abdelsalam et al. (2020) - 3.745 ✓ ✓
(Continues)
12 REDINE ET AL.
TABLE 2 (Continued)
(a)
Number WoS/
43 Information Systems Frontiers 1 Zhao et al. (2021) A 6.191 ✓ ✓
44 Information Systems 1 Lim et al. (2017) B 1.556 ✓ ✓
Management
45 Information Systems Research 1 Parboteeah et al. (2009) A* 3.585 ✓ ✓
46 International Journal of 1 Liao et al. (2009) A 1.538 ✓ ✓
Consumer Studies
47 International Journal of 1 Chung et al. (2017) A 5.667 ✓ ✓
Contemporary Hospitality
Management
48 International Journal of 1 Xiao and Nicholson (2013) A 8.631 ✓ ✓
Management Reviews
49 International Marketing 1 De Vries and Fennis (2019) A 2.907 ✓ ✓
Review
50 Journal of Air Transport 1 Lee et al. (2021) B 4.134 ✓ ✓
Management
51 Journal of Applied Social 1 Cheng et al. (2013) B 1.537 ✓ ✓
Psychology
52 Journal of Competitiveness 1 Ahmed et al. (2020) - 3.649 ✓ -
53 Journal of Consumer Policy 1 Verplanken and Sato (2011) C - - ✓
54 Journal of Hospitality and 1 Miao (2011) A 3.816 - ✓
Tourism Research
55 Journal of Hospitality and 1 Rezaei et al. (2016) B 2.796 ✓ ✓
Tourism Technology
56 Journal of Hospitality 1 Yi and Jai (2020) A 4.489 ✓ ✓
Marketing and Management
57 Journal of Information 1 Adelaar et al. (2003) A* 3.625 ✓ ✓
Technology
58 Journal of International 1 Mai et al. (2003) A 4.575 ✓ ✓
Marketing
59 Journal of Macromarketing 1 Olsen et al. (2021) A 4.596 ✓ ✓
60 Journal of Organizational 1 Ju and Ahn (2016) A 1.150 ✓ ✓
Computing and Electronic
Commerce
61 Journal of Research in 1 Styvén et al. (2017) B 2.540 ✓ ✓
Interactive Marketing
62 Journal of Services Marketing 1 Mattila and Wirtz (2008) A 3.195 ✓ ✓
63 Journal of Sport Management 1 Kwon and Armstrong (2006) A 2.359 ✓ ✓
64 Journal of the Association for 1 Wells et al. (2011) A* 2.957 ✓ ✓
Information Systems
65 Personal and Ubiquitous 1 Zhang et al. (2020) A 2.000 ✓ ✓
Computing
66 PLOS ONE 1 Krishna et al. (2021) - 3.240 ✓ ✓
67 Service Business 1 Ku and Chen (2020) - 2.169 ✓ ✓
68 Social Psychological and 1 Büttner et al. (2014) B 4.380 ✓ ✓
Personality Science
69 Telematics and Informatics 1 Chen and Yao (2018) C 4.139 ✓ ✓
70 Total Quality Management 1 Wu and Lee (2016) C 2.922 ✓ ✓
and Business Excellence
REDINE ET AL. 13
TABLE 2 (Continued)
(b)
Field of research Number of studies Percentage

Marketing 100 54.64
Information systems 49 26.78
Business & Management 12 6.56
Other 22 12.02
Total 183 100
TABLE 3 Ten most cited studies (2015–2021)
Rank Study Journal Citationsa Average citations per yearb

1 Xiang et al. (2016) International Journal of Information Management 350 70
2 Chan et al. (2017) Information & Management 274 68.5
3 Chen et al. (2016) Decision Support Systems 234 46.8
4 Badgaiyan and Verma (2015) Journal of Retailing and Consumer Services 203 33.83
5 Lo et al. (2016) International Journal of Information Management 156 31.2
6 Huang (2016) Journal of Business Research 155 31
7 Zheng et al. (2019) International Journal of Information Management 146 73
8 Bellini et al. (2017) Journal of Retailing and Consumer Services 140 35
9 Akram, Hui, Kaleem Khan, et al. (2018) Asia Pacific Journal of Marketing and Logistics 139 46.33
10 Chen and Yao (2018) Telematics and Informatics 138 46
a
Based on Google Scholar (23/12/2021).
b
Total number of citations divided by number of years after article publication.
Collectivism and Masculinity/Femininity (Hofstede et al., 2005). Con- Fennis, 2019; Vonkeman et al., 2017). Accordingly, Liberman et al.
sumer research consistently shows that culture strongly influences an (2007) introduced the construal level theory (CLT), proposing that
individual's normative evaluation of a shopping situation, which in turn great psychological distance between an object and an individual leads
can prompt or prevent impulse buying behaviour (Cakanlar & to an abstract perception (high-level construal) of that object. Con-
Nguyen, 2019; Czarnecka et al., 2020). versely, the proximal psychological distance between an object and an
individual leads to a more concrete perception (low-level construal) of
that object (Liberman et al., 2007). Drawing on the CLT, Vonkeman
3.5.4 | Regulatory focus theory et al. (2017) found that website cues can simulate a real shopping situ-
ation through their interactivity and vividness, decreasing the con-
Higgins (1997) proposed regulatory focus theory (RFT) as a new goal- strual level, triggering an affective state in a consumer, and resulting in
pursuit theory, positing that people engage in approach or avoidance an impulsive urge.
behaviour based on their self-regulatory orientation: either promotion-
focused or prevention-focused. Promotion-focused individuals are driven
by positive outcomes, seeking achievement and growth, while 3.5.6 | Latent state–trait theory
prevention-focused individuals look for security and focus on avoiding
adverse outcomes (Higgins, 1997; Verplanken & Sato, 2011). Drawing The latent state–trait (LST) theory articulates that human behaviour is
on the RFT, Lin et al. (2018) found that promotion focus induces impulse determined by environmental characteristics (states), individual factors
buying and leads to post-purchase satisfaction, while prevention focus (traits) and interaction between these variables (Steyer et al., 1999). LST
hinders impulse buying behaviour. has been utilized in impulse buying research, including electronic com-
merce (Wells et al., 2011) and social commerce (Chen et al., 2016; Zafar,
Qiu, Li, et al., 2021) contexts. Drawing on the LST, Wells et al. (2011)
3.5.5 | Construal level theory have shown that website quality (i.e., environmental characteristic) with
the moderating effect of consumer impulsiveness (i.e., individual trait)
Research shows that the psychological distance between a consumer trigger impulse buying. Similarly, Chen et al. (2016) uncovered that the
and a product determines impulse buying behaviour (De Vries & interaction between information quality of advertising and the number
14 REDINE ET AL.
TABLE 4 Countries and number of publications
Country 1950–2000 2001–2005 2006–2010 2011–2015 2016–2021 Total

United States 10 4 12 8 12 46
China 1 1 26 28
Taiwan 1 3 17 21
India 3 9 12
United Kingdom 2 3 5 10
South Korea 1 6 7
Canada 1 2 1 1 5
Germany 1 1 3 5
Hong Kong 1 2 2 5
Malaysia 1 1 3 5
Pakistan 5 5
Singapore 1 2 1 4
Sweden 1 3 4
Vietnam 1 3 4
Australia 1 1 1 3
France 1 2 3
Italy 1 2 3
Netherlands 1 1 1 3
Norway 1 1 2
Turkey 1 1 2
Austria 1 1
Belgium 1 1
Egypt 1 1
Greece 1 1
Indonesia 1 1
Iran 1 1
Ireland 1 1
Israel 1 1
Japan 1 1
New Zealand 1 1
Russia 1 1
Spain 1 1
UAE 1 1
Note: Literature reviews and conceptual papers are excluded from this list.
of likes (i.e., environmental characteristics), as well as consumer impul- shopping enjoyment as a major construct facilitating the buying pro-
siveness (i.e., an individual trait), positively influence impulse buying cess. Drawing on the flow theory, Huang (2016) reported that when
behaviour. consumers enjoy browsing a shopping website, they can experience
positive emotions and time distortion, leading to increased exposure
to marketing stimuli and impulse buying.
3.5.7 | Flow theory
Flow theory posits that an individual engaged in an activity can enter 3.6 | Frequently used variables
a flow state, making the person experience positive emotions of great
enjoyment and reduced self-consciousness (Csikszentmihalyi & The second objective of this systematic review is to develop a con-
Csikzentmihaly, 1990; Jackson & Marsh, 1996). Koufaris (2002) ceptual model depicting the antecedents and mediators of impulse
applied flow theory to online consumer behaviour and suggested buying behaviour. Accordingly, Table 7 presents the synthesis of the
REDINE ET AL. 15
TABLE 5 Research methods used in impulse buying research
Sample type
Research methods
Survey # Student Non-student
Online 58 Wells et al. (2011); Büttner et al. (2014); Lucas and Koff Verhagen and van Dolen (2011); Yi and Baumgartner
(2014); Thompson and Prendergast (2015); Darrat et al. (2011); Chih et al. (2012); Floh and Madlberger (2013);
(2016); Lo et al. (2016); Chang (2017); Lim et al. (2017); Badgaiyan and Verma (2014); Huang (2016); Ju and Ahn
Liu et al. (2019); Lucas and Koff (2017); Wu et al. (2020); (2016); Olsen et al. (2016); Rezaei et al. (2016); Wu et al.
Lim and Kim (2021) (2016); Xiang et al. (2016); Chung et al. (2017); Leong
et al. (2017); Chen and Yao (2018); Fenton-O'Creevy
et al. (2018); Lin et al. (2018); Zhang et al. (2018); Chen,
Ku, and Yeh (2019); Chen, Lu, et al. (2019); Setyani et al.
(2019); Togawa et al. (2019); Zhao et al. (2019); Zheng
et al. (2019); Chen et al. (2020); Czarnecka et al. (2020);
Farah and Ramadan (2020); Vazquez et al. (2020); Wu
et al. (2020); Xu et al. (2020); Yi and Jai (2020); Zafar
et al. (2020); Zhu et al. (2020); Chen, Xie, et al. (2021);
Chen, Kassas, and Gao (2021); Chiu et al. (2021);
Kimiagari and Malafe (2021); Lee et al. (2021); Luo et al.
(2021); Nghia et al. (2021); Olsen et al. (2021); Ramadan
et al. (2021); Rao and Ko (2021); Yang et al. (2021);
Zafar, Qiu, Li, et al. (2021); Zhao et al. (2021); Ampadu
et al. (2022)
Offline 58 Watkins (1984); Rook (1987); Rook and Fisher (1995); Clover (1950); West (1951); Prasad (1975); Cobb and
Verplanken and Herabadi (2001); Kacen and Lee (2002); Hoyer (1986); Beatty and Ferrell (1998); Wood (1998);
Kwon and Armstrong (2006); Lee and Kacen (2008); Agee and Martin (2001); Jones et al. (2003); Peck and
Park et al. (2006); Silvera et al. (2008); Zhang et al. Childers (2006); Mattila and Wirtz (2008); Harmancioglu
(2010); Park et al. (2012); Tifferet and Herstein (2012); et al. (2009); Sharma et al. (2010a); Sharma et al.
Liu et al. (2013); Sharma et al. (2014b); Badgaiyan et al. (2010b); Stilley et al. (2010); Hultén and Vanyushyn
(2017); Park and Dhandra (2017); Dhandra (2020); Cai (2011); Mohan et al. (2013); Chang et al. (2014); Shukla
et al. (2021) and Banerjee (2014); Badgaiyan and Verma (2015); Ozer
and Gultekin (2015); Bandyopadhyay (2016);
Dhaundiyal and Coughlan (2016); Mittal et al. (2016);
Muratore (2016); Wu and Lee (2016); Bellini et al.
(2017); Styvén et al. (2017); Sohn and Lee (2017);
Atulkar and Kesari (2018); Leong et al. (2018); Barakat
(2019); Bellini and Aiolfi (2019); Miao et al. (2019);
Hashmi et al. (2020); Ku and Chen (2020);
Bandyopadhyay et al. (2021); Katakam et al. (2021);
Liang et al. (2021); Nghia et al. (2021); Parsad et al.
(2021)
Online and offline 5 - Akram, Hui, Khan, et al. (2018); Akram, Hui, Kaleem Khan,
et al. (2018); Cakanlar and Nguyen (2019); Ahmed et al.
(2020); Zafar, Qiu, Shahzad, et al. (2021)
Experiment 44 Student Non-student
Online experiment 6 Massara et al. (2014); De Vries and Fennis (2019); Zhang Jeffrey and Hodge (2007); Chen et al. (2016); Chen and
et al. (2020) Wang (2016)
Offline experiment 38 Verplanken and Herabadi (2001); Adelaar et al. (2003); Luo Kollat and Willett (1967); Weinberg and Gottwald (1982);
(2005); Spears (2006); Vohs and Faber (2007); Liao et al. Peck and Childers (2006); Miao (2011); Kacen et al.
(2009); Parboteeah et al. (2009); Zhang et al. (2010); (2012); Hubert et al. (2013); Drossos et al. (2014); Ju
Hostler et al. (2011); Wells et al. (2011); Shen and and Ahn (2016); Bossuyt et al. (2017); Togawa et al.
Khalifa (2012); Sultan et al. (2012); Cheng et al. (2013); (2019); Huang and Cai (2021)
Büttner et al. (2014); Chang and Tseng (2014); Sharma
et al. (2014a); Liao et al. (2016); Lin and Lo (2016);
Vonkeman et al. (2017); Thürmer et al. (2020); Spiteri
Cornish (2020); Chen, Ruangsri, et al. (2021); Grigsby
et al. (2021); Krishna et al. (2021); Li et al. (2021); Sun
et al. (2021); Wu et al. (2021)
Qualitative 4 Bellenger et al. (1978); Sundström et al. (2019); Chen, Min,
and Xu (2021); Djafarova and Bowes (2021)
Mixed methods 5 Dittmar et al. (1995); Dawson and Kim (2010); Yu and Hausman (2000); Mai et al. (2003)
Bastin (2010)
(Continues)
16 REDINE ET AL.
TABLE 5 (Continued)
Sample type
Research methods
Survey # Student Non-student
Literature reviews 5 Kalla and Arora (2011); Xiao and Nicholson (2013); Chan et al. (2017); Abdelsalam et al. (2020); Mandolfo and Lamberti
(2021)
Meta-analyses 3 Amos et al. (2014); Iyer et al. (2020); Zhao et al. (2021)
Conceptual papers 9 Stern (1962); Pollay (1968); Willett and Kollat (1968); Kollat and Willett (1969); Dantoni and Shenson (1973); Baumeister
(2002); Punj (2011); Verplanken and Sato (2011); Rodrigues et al. (2021)
Note: Eight papers have been listed twice in the table as they used multiple studies and different quantitative methods (i.e., both survey and experiment).
widely used constructs in the impulse buying literature. The literature and focus on long-term goals (De Ridder & Gillebaart, 2017). Con-
suggests five broad categories of impulse buying antecedents: sumers who possess low self-control are more likely to buy on
consumer-related factors (Miao et al., 2019; Nghia et al., 2021), socio- impulse when shopping (Sun et al., 2021; Xu et al., 2020).
demographic factors (Cakanlar & Nguyen, 2019; Zafar et al., 2020), Consumer resources are significant predictors of impulse buying
marketing mix variables (Bandyopadhyay et al., 2021; Wu et al., 2021; (Atulkar & Kesari, 2018; Krishna et al., 2021). A shopping trip budget
Zafar, Qiu, Li, et al., 2021), store-related factors (Hashmi et al., 2020; determines a consumer's buying power, and a larger budget can trig-
Katakam et al., 2021) and online peer influence (Xu et al., 2020; Zafar, ger positive emotions resulting in impulse buying (Badgaiyan &
Qiu, Li, et al., 2021). The relationship between these predictors and Verma, 2015; Chang et al., 2014). Thus, consumers with extra money
impulse buying behaviour can be mediated by emotional responses, to spend are more likely to experience positive affect and make impul-
such as affect (Bandyopadhyay et al., 2021; Vonkeman et al., 2017), sive purchases (Beatty & Ferrell, 1998; Chang et al., 2014).
arousal (Chen, Ruangsri, et al., 2021; Wu et al., 2021), enjoyment
(Zhang et al., 2020; Zhang et al., 2021), flow experience (Zhu Sociodemographic factors
et al., 2020) and pleasure (Hashmi et al., 2020); as well as pre- Demographic variables are also prominent impulse buying predictors
purchase considerations, that is, urge to buy impulsively (Yi & ingrained in the literature. Age is shown to have a negative effect on
Jai, 2020; Zafar et al., 2020). Further discussion of the abovemen- impulse buying, with older consumers less likely to buy impulsively
tioned constructs follows. (Dhaundiyal & Coughlan, 2016; Djafarova & Bowes, 2021). Research
also shows that gender influences impulse buying, with female shop-
pers more likely to buy impulsively (Atulkar & Kesari, 2018; Silvera
3.6.1 | Antecedents of impulse buying et al., 2008). Further, marital status, individual and family income,
consumers' education and parental education predict impulse buying
Consumer-related factors behaviour (Badgaiyan & Verma, 2015; Leong et al., 2018).
Three consumer-related factors derived from impulse buying litera- Culture also influences impulse buying tendencies of the popula-
ture act as antecedents of impulse buying behaviour: consumer char- tion (e.g., ethnic group) and those of an individual (Chen, Min, &
acteristics (Miao et al., 2019; Parsad et al., 2021), self-control (Nghia Xu, 2021; Kacen & Lee, 2002). Thus, researchers have investigated
et al., 2021; Sun et al., 2021) and consumer resources (Atulkar & the role of Hofstede's cultural dimensions in this context. For exam-
Kesari, 2018; Krishna et al., 2021). These variables are further ple, research shows that collectivist consumers are likely to purchase
explained below. on impulse when shopping with their important others (Kacen &
Research links impulse buying proclivity to several consumer Lee, 2002; Lee & Kacen, 2008). Individualism facilitates impulse buy-
traits. The key consumer characteristics are personality traits. ing in some cultural contexts (e.g., Vietnam) while it has no significant
Researchers have employed the Big Five Model to examine the effect in other cultural contexts (Miao et al., 2019).
effects of personality traits on impulse buying behaviour. They found Normative and interpersonal influences strongly affect impulse
that neuroticism, extraversion, openness to experience and low con- buying behaviour (Katakam et al., 2021; Peck & Childers, 2006). Nor-
scientiousness predict impulse buying (Leong et al., 2017; Miao mative influence refers to social norms which set behavioural expecta-
et al., 2019; Olsen et al., 2016; Thompson & Prendergast, 2015). Fur- tions for an individual to follow (Rook & Fisher, 1995). A positive
thermore, consumers' traits of materialism (Atulkar & Kesari, 2018) normative evaluation can increase buying impulsiveness by prompting
and emotional intelligence (Park & Dhandra, 2017) strongly predict positive affect in a consumer (Chih et al., 2012; Miao, 2011). For
buying impulsiveness. example, consumers who consider the internet an appropriate
Self-control is another consumer-related factor affecting impulse medium for fashion shopping are more likely to make online impulse
buying. A common cause of impulsive purchasing is a consumer's purchases (Styvén et al., 2017). The presence of other people in the
inability to resist buying temptation or exercise self-control shopping environment further influences an individual's impulse buy-
(Baumeister, 2002). Self-control allows individuals to resist impulses ing behaviour (Katakam et al., 2021). The presence of family members,
REDINE ET AL. 17
TABLE 6 Theories used in impulse buying research
Theory Articles References

S–O–R framework 28 Adelaar et al. (2003); Parboteeah et al. (2009); Chih et al. (2012); Shen and Khalifa (2012); Floh and
Madlberger (2013); Liu et al. (2013); Chang et al. (2014); Ju and Ahn (2016); Liao et al. (2016); Lin
and Lo (2016); Huang (2016); Xiang et al. (2016); Wu and Lee (2016); Chang (2017); Chen and
Yao (2018); Leong et al. (2018); Setyani et al. (2019); Zheng et al. (2019); Hashmi et al. (2020);
Vazquez et al. (2020); Xu et al. (2020); Zafar et al. (2020); Zhang et al. (2020); Zhu et al. (2020);
Djafarova and Bowes (2021); Kimiagari and Malafe (2021); Zafar, Qiu, Shahzad, et al. (2021);
Ampadu et al. (2022)
Big Five Model/Five-Factor 6 Verplanken and Herabadi (2001); Badgaiyan and Verma (2014); Thompson and Prendergast (2015);
Personality Model Olsen et al. (2016); Leong et al. (2017); Miao et al. (2019)
Hofstede's cultural dimensions 5 Kacen and Lee (2002); Mai et al. (2003); Lee and Kacen (2008); Cakanlar and Nguyen (2019);
theory Czarnecka et al. (2020)
Regulatory focus theory 5 Verplanken and Sato (2011); Lucas and Koff (2017); Lin et al. (2018); Krishna et al. (2021); Parsad
et al. (2021)
Construal level theory 3 Vonkeman et al. (2017); De Vries and Fennis (2019); Togawa et al. (2019)
Latent state–trait theory 3 Wells et al. (2011); Chen et al. (2016); Zafar, Qiu, Li, et al. (2021)
Flow theory 2 Huang (2016); Wu et al. (2020)
Benefit congruency framework 1 Liao et al. (2009)
Classical attitude theory 1 Lim & Kim, 2021
Cognitive dissonance theory 1 Chang and Tseng (2014)
Competitive arousal model 1 Wu et al. (2021)
Consumption impulse formation 1 Zhao et al. (2019)
and enactment model
Cue utilization theory 1 Zhu et al. (2020)
Dual systems theory 1 Xu et al. (2020)
Elaboration likelihood model 1 Drossos et al. (2014)
Expectation-confirmation model 1 Chen et al. (2020)
(ECM)
Heuristic-systematic model of 1 Chen et al. (2016)
information processing
Parasocial interaction theory 1 Xiang et al. (2016)
Person-environment fit theory 1 Czarnecka et al. (2020)
Persuasion theory 1 Chang and Tseng (2014)
Post-purchase cognitive 1 Chen et al. (2020)
dissonance
Prospect theory 1 Jeffrey and Hodge (2007)
Reflective-impulsive model 1 Thürmer et al. (2020)
Regret theory 1 Spears (2006)
Scarcity model 1 Wu et al. (2021)
Signalling theory 1 Chen, Lu, et al. (2019)
Social capital theory 1 Huang (2016)
Social constructionist theory 1 Dittmar et al. (1995)
Social identity theory 1 Chen, Min, and Xu (2021)
Social impact theory 1 Chang (2017)
Source magnification theory 1 Chang (2017)
Spatial presence theory 1 Chen, Ruangsri, et al. (2021)
Strength model of self-control 1 Sultan et al. (2012)
Technology acceptance model 1 Kimiagari and Malafe (2021)
The Consumption Impulse 1 Dawson and Kim (2010)
Formation Enactment model
Theory of planned behaviour 1 Wu et al. (2016)
(Continues)
18 REDINE ET AL.
TABLE 6 (Continued)
Theory Articles References

Theory of reasoned action 1 Harmancioglu et al. (2009)
Theory of selective attention 1 Zafar et al. (2020)
Theory of self-determination 1 Gong et al. (2020)
Time discounting theory 1 Spiteri Cornish (2020)
Two-factor theory 1 Lo et al. (2016)
peers, or a companion of the opposite gender in a shopping group, task-relevant and mood-relevant cues to consumers (Parboteeah
and friendly store staff, positively influence impulse buying et al., 2009). Task-relevant cues of navigability, ease of use and infor-
(Badgaiyan & Verma, 2015; Cheng et al., 2013). mation fit-to-task influence impulse buying (Kimiagari &
Malafe, 2021; Xiang et al., 2016). Mood-relevant cues make the pro-
Marketing mix cess of browsing enjoyable for consumers (Parboteeah et al., 2009).
Product-related factors (i.e., product type, features, packaging, and For instance, the visual appeal of a website and high-tempo music can
price) are among the major predictors of impulse buying behaviour trigger impulse purchases by stimulating shoppers' pleasure and
(Kacen et al., 2012). Products can either be hedonic and offer an arousal during browsing (Chen et al., 2020; Zhang et al., 2020).
enjoyable experience or utilitarian, providing functional benefits
(Chen & Wang, 2016; Okada, 2005). Hedonic products are more likely Online peer influence
to be bought on impulse (Chen & Wang, 2016; Kacen et al., 2012). Online reviews can trigger impulse buying urges during browsing
Thus, researchers have established product attributes (Atulkar & (Ampadu et al., 2022; Chen, Lu, et al., 2019). They also increase posi-
Kesari, 2018; Park et al., 2012), attractive packaging (Hubert tive affect, enticing impulse buying if the review is of good quality,
et al., 2013), and low price (Kacen et al., 2012; Kimiagari & that is, highly useful to a consumer and originating from a credible
Malafe, 2021) as significant impulse buying antecedents. source (Xu et al., 2020). In particular, online reviews with a strong
Retailers can also attract consumer attention and instigate hedonic message are more effective in triggering impulse buying than
impulse buying behaviour by running sales promotion activities those that emphasize utilitarian information (Zafar, Qiu, Shahzad,
(Bandyopadhyay et al., 2021; Miao et al., 2019). Sales promotions pro- et al., 2021; Zhang et al., 2018).
vide utilitarian (money-saving) or hedonic (entertainment) benefits to While browsing social commerce platforms, consumers are likely
consumers, with the combination of the two having the strongest to encounter and interact with various social cues and engage in
effect on impulse buying (Lo et al., 2016). Promotions that provide impulse buying as a result (Kimiagari & Malafe, 2021; Zafar
immediate rewards to shoppers are especially effective in inciting et al., 2020). Posts and comments on social media make shoppers feel
impulse buying (Liao et al., 2009; Luo et al., 2021). For instance, price connected to an online community activating emotions of pleasure
discounts and reductions speed up consumer decision-making and and arousal and leading to impulse buying (Chang, 2017; Ju &
prompt impulse purchases (Chen & Wang, 2016). Research also shows Ahn, 2016; Zhao et al., 2019). Furthermore, digital celebrities'
that free shipping (Dawson & Kim, 2010), cash refund promotions endorsements on social media can induce impulse buying among
(Chen & Wang, 2016), bundle offers (Zafar, Qiu, Li, et al., 2021) and young adults during hedonic browsing (Chen, Kassas, & Gao, 2021;
added donations (Jeffrey & Hodge, 2007) can effectively stimulate Vazquez et al., 2020; Zafar, Qiu, Shahzad, et al., 2021).
impulse buying behaviour.
Store-related factors 3.6.2 | Mediators

A retailer-controlled in-store environment significantly influences
impulse buying (Badgaiyan & Verma, 2015; Katakam et al., 2021). Emotional response
Store atmosphere prompts impulse buying by generating positive Consumers' emotional responses play a key role in the impulse buying
emotions of pleasure, shopping enjoyment and hedonic motives in process (Verhagen & van Dolen, 2011; Yi & Jai, 2020). For instance,
consumers (Hashmi et al., 2020; Nghia et al., 2021). The store layout, emotions of pleasure, enjoyment and arousal mediate the effect of
lighting, cleanliness, crowding and employee assistance create an both store environment and promotional messages on impulse buying
appropriate atmosphere for impulse shopping (Badgaiyan & (Wu et al., 2021; Zhang et al., 2021). Further, affect can mediate the
Verma, 2015; Chang et al., 2014; Mohan et al., 2013). relationship between consumer-related factors and impulse buying
In an online context, e-store elements and their design facilitate (Bandyopadhyay et al., 2021; Liu et al., 2019). Additionally, impulse
impulse buying. Research shows that the quality of a website influ- buying is often prompted by a flow experience activated by product-
ences impulse purchasing (Akram, Hui, Kaleem Khan, et al., 2018; related stimuli or the process of browsing (Vazquez et al., 2020; Zhu
Kimiagari & Malafe, 2021). Specifically, shopping websites provide et al., 2020). Overall, consumers' emotional responses mediate the
TABLE 7 Widely used variables/constructs
Control
Independent variables Mediators Moderators Dependent variables variables
REDINE ET AL.
Study SC SET VAP SPS IBT WQ PR BFT C PU SE PT HWB UBI AR A FE SCL NE IB OIB UBI PPS Age Gen
Akram, Hui, Kaleem ✓ ✓ ✓
Khan, et al. (2018)
Akram, Hui, Khan, et al. ✓ ✓
(2018)
Atulkar and Kesari ✓ ✓ ✓ ✓
(2018)
Badgaiyan and Verma ✓ ✓ ✓ ✓ ✓
(2014)
Badgaiyan and Verma ✓ ✓ ✓ ✓ ✓ ✓
(2015)
Bandyopadhyay et al. ✓ ✓ ✓ ✓
(2021)
Bandyopadhyay (2016) ✓ ✓
Beatty and Ferrell (1998) ✓ ✓ ✓ ✓ ✓
Bellini et al. (2017) ✓ ✓ ✓ ✓
Cakanlar and Nguyen ✓ ✓ ✓ ✓
(2019)
Chang (2017) ✓
Chen and Wang (2016) ✓ ✓ ✓
Chen and Yao (2018) ✓ ✓ ✓ ✓ ✓
Chen et al. (2020) ✓ ✓ ✓
Cobb and Hoyer (1986) ✓ ✓
Dawson and Kim (2010) ✓ ✓
Dittmar et al. (1995) ✓ ✓
Drossos et al. (2014) ✓ ✓
Fenton-O'Creevy et al. ✓ ✓
(2018)
Floh and Madlberger ✓ ✓ ✓
(2013)
Hashmi et al. (2020) ✓ ✓ ✓
Kacen and Lee (2002) ✓ ✓ ✓
Kacen et al. (2012) ✓
Kimiagari and Malafe ✓ ✓ ✓ ✓
(2021)
19
(Continues)
(Continued)
20
TABLE 7
Control
Ku and Chen (2020) ✓ ✓ ✓
Kwon and Armstrong ✓ ✓ ✓
(2006)
Leong et al. (2017) ✓ ✓ ✓
Leong et al. (2018) ✓ ✓
Liao et al. (2009) ✓ ✓
Liao et al. (2016) ✓ ✓ ✓
Lim et al. (2017) ✓ ✓ ✓ ✓
Lin and Lo (2016) ✓ ✓ ✓
Lin et al. (2018) ✓ ✓
Liu et al. (2013) ✓ ✓ ✓ ✓
Liu et al. (2019) ✓ ✓ ✓ ✓
Lo et al. (2016) ✓ ✓
Lucas and Koff (2017) ✓ ✓
Miao et al. (2019) ✓ ✓ ✓ ✓
Mohan et al. (2013) ✓ ✓ ✓ ✓ ✓ ✓
Olsen et al. (2016) ✓ ✓
Ozer and Gultekin ✓ ✓ ✓
(2015)
Parboteeah et al. (2009) ✓ ✓
Park et al. (2012) ✓ ✓ ✓
Peck and Childers (2006) ✓ ✓ ✓
Rezaei et al. (2016) ✓ ✓ ✓
Rook and Fisher (1995) ✓ ✓ ✓
Setyani et al. (2019) ✓ ✓ ✓
Sharma et al. (2010a) ✓ ✓ ✓
Sharma et al. (2010b) ✓ ✓
Shukla and Banerjee ✓ ✓ ✓ ✓
(2014)
Styvén et al. (2017) ✓ ✓ ✓
Thompson and ✓ ✓ ✓ ✓
Prendergast (2015)
REDINE ET AL.
TABLE 7 (Continued)
Control
REDINE ET AL.
Vazquez et al. (2020) ✓ ✓
Verhagen and van Dolen ✓ ✓ ✓ ✓
(2011)
Vonkeman et al. (2017) ✓ ✓ ✓
Wells et al. (2011) ✓ ✓ ✓
Wood (1998) ✓ ✓ ✓
Wu et al. (2016) ✓ ✓ ✓ ✓
Wu et al. (2021) ✓ ✓ ✓
Wu et al. (2020) ✓ ✓ ✓ ✓
Xiang et al. (2016) ✓ ✓ ✓ ✓
Xu et al. (2020) ✓ ✓ ✓
Yi and Jai (2020) ✓ ✓ ✓
Zafar et al. (2020) ✓ ✓ ✓
Zafar, Qiu, Li, et al. ✓ ✓
(2021)
Zafar, Qiu, Shahzad, ✓ ✓ ✓
et al. (2021)
Zhang et al. (2010) ✓ ✓
Zhang et al. (2020) ✓ ✓ ✓
Zheng et al. (2019) ✓ ✓ ✓
Zhu et al. (2020) ✓
Total 6 6 7 11 22 13 6 5 4 3 3 3 5 5 4 6 3 4 4 39 10 21 4 9 10
Abbreviations: A, affect; AR, arousal; BFT, big five personality traits; C, collectivism; FE, flow experience; Gen, gender; HWD, hedonic web browsing; IB, Impulse buying behaviour; IBT, impulse buying tendency;
NE, normative evaluation; OIB, online impulse buying behaviour; PU, perceived usefulness; PR, price; PPS, post-purchase satisfaction; PT, product type; SPS, sales promotion stimuli; SC, scarcity; SCL, self-
control; SET, Shopping Enjoyment Tendency; SE, store environment; UBI, urge to buy impulsively; VAP, visual appeal; WQ, website quality.
21
22 REDINE ET AL.
effects of various sets of previously described antecedents on impulse consumers. The 12 variables from the five groups of antecedents have
buying (Atulkar & Kesari, 2018; Floh & Madlberger, 2013). been identified as predictors of impulse buying. Second, the middle part
of the framework depicts mediator variables widely used in the impulse
Pre-purchase stage buying domain. The mediators include five emotional responses, that is,
Before making an impulse purchase, consumers experience an urge to arousal, enjoyment, pleasantness, affect and flow experience. The emo-
buy impulsively (Bandyopadhyay et al., 2021; Beatty & Ferrell, 1998). tional responses mediate the relationship between impulse buying ante-
Hence, researchers have used impulsive urge as a proxy measure of cedents and an urge to buy impulsively, which consumers experience in
the actual impulse buying behaviour (e.g., Vonkeman et al., 2017; the final pre-purchase stage. The urge to buy impulsively is considered a
Yang et al., 2021). However, empirical research shows that impulsive final mediator in the impulse buying domain. Urge to buy impulsively
urge does not guarantee a purchase but rather acts as a precursor and mediates the relationship between emotional responses and impulse
a mediating variable for the final impulse purchase (Huang, 2016; buying in both online and offline contexts.
Mohan et al., 2013; Yi & Jai, 2020).
3.8 | Domains in impulse buying research

3.7 | Designing an integrated conceptual
framework In recent years, impulse buying has become a prominent research
topic, following global technological and marketing innovations and
A conceptual framework has been developed integrating the most trends. Impulse buying has been investigated in two broad domains of
commonly used constructs in impulse buying research, that is, the literature: traditional brick and mortar retailing and online retailing.
antecedents and mediators of impulse buying behaviour. Figure 3 pre- The latter dimension can be further divided into electronic commerce
sents the framework. (e-commerce), social commerce (s-commerce) and mobile commerce
First, the framework illustrates 12 widely studied antecedents in (m-commerce), as illustrated in Figure 4 and Table 8.
impulse buying research, which are depicted on the left-hand side of the
model. These antecedents are divided into five groups: consumer-related
factors, sociodemographic factors, marketing mix, store-related factors 3.8.1 | Traditional retailing-based impulse buying
and online peer influence. Consumer-related factors include consumers'
characteristics, self-control capacity and resources available. Sociodemo- Clover (1950) conducted the first study in the traditional retailing
graphic factors incorporate consumers' demographic group and suscepti- domain and investigated the influence of impulse buying on holiday
bility to cultural, normative and interpersonal influences. The marketing sales based on the type of store and product. However, early research
mix factors incorporate a product's characteristics and promotional has several conceptual and methodological shortcomings, that is, the
offers. Store-related factors include the environmental stimuli encoun- definition and measurement of impulse buying were not well devel-
tered by shoppers in physical and online stores. Online peer influence oped (Kollat & Willett, 1969; Prasad, 1975; Rook, 1987; Weinberg &
incorporates the effects online reviews and social media have on Gottwald, 1982). Hence, this research area remained stagnant and
FIGURE 3 Integrated conceptual

framework
REDINE ET AL. 23
largely ignored for decades. In the early 2000s, marketing and techno- environment. Online impulse buying gained the attention of researchers
logical innovations increased the incidence of impulse buying leading due to its differences from traditional impulse buying (Jeffrey &
to the re-emergence of interest in this research area. Hashmi et al. Hodge, 2007). This research domain can be divided into three sub-
(2020) conducted a recent study on impulse buying in the traditional domains, that is, e-commerce, s-commerce and m-commerce.
retailing domain showing that store environment and hedonic shop-
ping motives significantly influence shopping enjoyment and pleasure E-commerce
and stimulate impulse buying. Global e-commerce sales exceeded US$ 4.28 trillion in 2020
(Chevalier, 2021). Approximately 40% of purchases in this sector are
impulsive (Stern, 2021). Furthermore, it is estimated that 80% of millen-
3.8.2 | Online retailing-based impulse buying nials regularly purchase impulsively from web stores (Johnson, 2018).
Impulse buying in e-commerce is the most studied sub-domain of online
The emergence of the internet and digital technologies led to a new impulse buying (30 studies). Adelaar et al. (2003) conducted a pioneer
domain of impulse buying research: impulse buying in an online retail study on impulse buying in an e-commerce context, investigating how
different online media formats affect consumer emotions and impulse
buying intention. A recent study in this sub-domain examined the effect
of online personalized recommendations on online impulse buying
(Ampadu et al., 2022).
S-commerce
Retailers actively use social media platforms for their marketing activities.
For instance, 86.3% of businesses employ Facebook to conduct market-
ing activities (Guttman, 2020). Retailing on social networking sites is
known as “social commerce” (s-commerce). S-commerce experiences
FIGURE 4 Domains in impulse buying research rapid growth, with US sales in this sector increasing by 34.8% in 2021,
TABLE 8 Domains in impulse buying research
Traditional Clover (1950); Prasad (1975); Bellenger et al. (1978); Cobb and Hoyer (1986); Beatty and Ferrell (1998); Mattila and Wirtz (2008);
retailing Sharma et al. (2010a); Sharma et al. (2010b); Kacen et al. (2012); Mohan et al. (2013); Badgaiyan and Verma (2014); Chang et al.
(2014); Sharma et al. (2014a); Shukla and Banerjee (2014); Badgaiyan and Verma (2015); Ozer and Gultekin (2015); Darrat et al.
(2016); Dhaundiyal and Coughlan (2016); Mittal et al. (2016); Muratore (2016); Wu and Lee (2016); Bellini et al. (2017); Bossuyt et al.
(2017); Atulkar and Kesari (2018); Dhandra (2020); Hashmi et al. (2020); Bandyopadhyay et al. (2021); Chen, Kassas, and Gao (2021);
Grigsby et al. (2021); Katakam et al. (2021); Krishna et al. (2021); Lee et al. (2021); Li et al. (2021); Liang et al. (2021); Sun et al. (2021)
Online E-commerce S-commerce M-commerce General
retailing Adelaar et al. (2003); Jeffrey Chen et al. (2016); Huang Drossos et al. (2014); Chen Kacen and Lee (2002);
and Hodge (2007); (2016); Ju and Ahn (2016); and Yao (2018); Zheng et al. Dawson and Kim (2010);
Parboteeah et al. (2009); Xiang et al. (2016); Chung (2019); Bellini and Aiolfi Chih et al. (2012); Chen and
Hostler et al. (2011); et al. (2017); Akram, Hui, (2019); Ku and Chen (2020); Wang (2016); Lin and Lo
Verhagen and van Dolen Khan, et al. (2018); Chen, Lu, Vazquez et al. (2020); Zhang (2016); Rezaei et al. (2016);
(2011); Wells et al. (2011); et al. (2019); Setyani et al. et al. (2020); Chen, Ruangsri, Styvén et al. (2017); Akram,
Park et al. (2012); Shen and (2019); Abdelsalam et al. et al. (2021); Chen, Xie, et al. Hui, Khan, et al. (2018); Lin
Khalifa (2012); Floh and (2020); Vazquez et al. (2021); Chen, Min, and Xu et al. (2018); Chen, Ku, and
Madlberger (2013); Liu et al. (2020); Xu et al. (2020); (2021); Djafarova and Yeh (2019); Sundström et al.
(2013); Chang and Tseng Zafar et al. (2020); Kimiagari Bowes (2021); Rao and Ko (2019); Cai et al. (2021);
(2014); Liao et al. (2016); Lo and Malafe (2021); Zafar, (2021); Yang et al. (2021) Nghia et al. (2021); Olsen
et al. (2016); Wu et al. Qiu, Li, et al. (2021); Zafar, et al. (2021); Parsad et al.
(2016); Chang (2017); Lim Qiu, Shahzad, et al. (2021) (2021)
et al. (2017); Vonkeman
et al. (2017); Zhang et al.
(2018); Zhao et al. (2019);
Chen et al. (2020); Farah
and Ramadan (2020); Zhu
et al. (2020); Chiu et al.
(2021); Huang and Cai
(2021); Lim and Kim (2021);
Luo et al. (2021); Ramadan
et al. (2021); Wu et al.
(2021); Zhang et al. (2021);
Ampadu et al. (2022)
24 REDINE ET AL.
TABLE 9 Future research directions in impulse buying domain
Theory development • Cue utilization theory can be applied to examine the interaction of extrinsic and intrinsic cues as antecedents of impulse
buying.
• Competitive arousal model can be employed to examine the mediating role of arousal in the impulse buying behaviour of
consumers competing with other shoppers for time and quantity restricted deals.
Context • Future researchers should examine impulse buying in various developed and developing countries for better
generalizability of findings.
• More studies need to investigate impulse buying in social commerce and mobile commerce contexts.
Characteristics • Only a few specific sales promotion tactics employed in e-commerce have been tested in impulse buying research.
Therefore, researchers need to examine whether prominent online sales tactics, such as flash sales and limited-edition
products, stimulate impulse buying.
• Future researchers need to examine how the absence of negative online reviews and average star ratings affect impulse
buying.
• Future research needs to examine whether specific negative emotional responses, for example, stress, anxiety and feeling
of uncertainty, act as mediators in the impulse buying process.
• More studies on the long-term consequences of impulse buying are needed. Future researchers can investigate the effect
of hedonically rewarding online impulse purchases on the subjective wellbeing of consumers over time.
Methods • Qualitative studies can explore novel factors that lead to impulse buying in the social commerce context.
• Mixed-method design is recommended for future impulse buying studies. A combination of qualitative and quantitative
research should identify impulse buying antecedents in social commerce and validate the effects of these antecedents on
impulse buying.
making an annual sales figure of $36.09 billion (Lipsman, 2021). Research 4 | FU T U R E R E S E A RC H DI RE C T I O NS

on impulse buying in the social commerce context began relatively
recently with Chen et al.’ (2016) study that examined the role of Face- Our review also proposes directions for future research in the impulse
book advertisements and likes in stimulating impulse buying. Zafar, Qiu, buying area that help accomplish the third research objective. Litera-
Shahzad, et al. (2021) carried out the latest study in this domain, investi- ture synthesis conducted in this review identified future research
gating the effect of bundle promotions and consumer reviews on impulse directions, which were then categorized using the TCCM framework
buying over social networking sites. adopted from Paul and Rosado-Serrano (2019). TCCM framework
suggests organizing future research directions in four dimensions:
M-commerce Theories, Context, Characteristics and Methodologies. TCCM frame-
The use of handheld devices for facilitating monetary transactions has work has been widely adopted for organizing future research direc-
increased immensely in the last decade, leading to the emergence of tions in systematic literature review papers published in top-rated
mobile commerce (m-commerce). In 2019, 65% of total retail website journals (Bhattacharjee et al., 2022; Billore & Anisimova, 2021).
visits were by online shoppers who access the websites via smartphones, Accordingly, the future research agenda for impulse buying research
and 46% of those website visits proceeded to place an order developed using the TCCM framework is discussed in detail below. A
(Coppola, 2021). M-commerce has made consumers more flexible in summary of future research directions is presented in Table 9.
their shopping pursuits and generated more impulse buying opportuni-
ties (Chen & Yao, 2018). However, impulse buying research in the m-
commerce context has been scarce, with just 13 studies identified by this 4.1 | Theory development
review. The most recent article in this sub-domain has investigated the
influence of consumers' perceived utilitarian and hedonic values on The systematic literature review showed that the Stimulus-Organism-
impulse buying on a mobile shopping platform (Yang et al., 2021). Response framework, The Big Five Model, Hofstede's cultural dimensions
theory and Regulatory focus theory are frequently used theories in the
General domain of impulse buying. Several promising theoretical perspectives have
Some online impulse buying studies are more general and not specific still been overlooked in the literature and can be applied to future
to a particular shopping context. Hence, this review places those arti- research. One such theoretical perspective is cue utilization theory. This
cles in a separate sub-domain identified as ‘general’. Kacen and Lee theory posits that shoppers obtain extrinsic and intrinsic product informa-
(2002) conducted a pioneer study in this area and investigated cultural tion and evaluate it jointly to estimate product quality and make a pur-
and individual differences of impulse shoppers from a multi-country chase decision (Yan et al., 2019; Zhu et al., 2020). For instance, when the
perspective. The latest research effort in this area investigated the product is unfamiliar to consumers, they prioritize the most easily
role of shopping values and impulse buying tendencies in consumers' obtained cues (e.g., social cues) and rely on extrinsic cues provided by
shopping wellbeing (Nghia et al., 2021). sellers (Kukar-Kinney & Xia, 2017; Yan et al., 2019; Zhu et al., 2020). Thus,
REDINE ET AL. 25
the interaction of extrinsic and intrinsic cues as antecedents of impulse Miao et al., 2019). However, only a few sales tactics employed in e-
buying can be examined using the underpinnings of cue utilization theory. commerce have been tested in impulse buying research. In particular,
The competitive arousal model is another promising theoretical Lo et al. (2016) found that several online sales techniques (i.e., buy-
approach that can be applied to impulse buying research. This theoretical one-get-one-free, group buying, limited time offers and limited quan-
perspective originates from a study investigating overspending in live auc- tities) influence impulse buying. Similarly, Zafar, Qiu, Li, et al. (2021)
tions (Ku et al., 2005). According to the theory, perceived rivalry, social examined the role of online bundle offers in driving impulse buying.
facilitation, time pressure and uniqueness of being first fuel auction Nonetheless, some prominent sales tactics used in e-commerce have
participants' competitive arousal and impair their decision-making never been studied in the impulse buying domain. For example, the
(Ku et al., 2005). Promotional messages emphasizing the scarcity of an role of scarcity promotions used by online retailers has barely been
offer may have a similar effect on consumers, leading to increased covered. Examples of such scarcity promotional techniques that can
impulse buying (Wu et al., 2021). For example, when retailers highlight be examined in the online impulse buying context include flash sales
supply scarcity, they might trigger competitive arousal in shoppers and with countdown timers and limited-edition products. Tactics that
stimulate impulse purchases. The literature synthesis shows that arousal incorporate time-limited free shipping (e.g., next-day delivery for pur-
is among the prominent mediators of impulse buying (Chen, Ruangsri, chase within a particular time frame) and guaranteed free returns also
et al., 2021; Hashmi et al., 2020; Wu et al., 2021). Therefore, the applica- warrant investigation. Examining the above tactics and other online
tion of competitive arousal theory could cast light on the role of emo- promotion techniques would provide practical guidance to marketers
tional responses in impulse buying behaviour. and e-retailers to trigger impulse purchases.
4.2 | Context 4.3.2 | Impulse buying and online social influence
Impulse buying studies were conducted in 33 different countries. Of all With the emergence of social commerce, online social influence
the empirical papers, 28% collected the data in the United States, 17% in started shaping consumer behaviour and decision-making. Yet, con-
China and 13% in Taiwan. Hence, a larger portion (i.e., 58%) of the sumers' online reviews posted on retailers' websites and social media
empirical literature on the impulse buying domain is based on the data platforms, as an online peer influence tool, have not been sufficiently
collected from participants in these three countries, placing the generaliz- examined in the impulse buying context. The literature briefly covered
ability of the results under question. Therefore, future research should digital celebrities (Chen, Xie, et al., 2021; Zafar et al., 2020) and the
examine impulse buying in other developed and developing countries number of likes (Chen et al., 2016), yet many other aspects of online
lacking representation in impulse buying literature. Furthermore, most social influence remain open for examination. For instance, the influ-
studies investigated impulse buying in e-commerce and traditional retail ence of the presence of negative and positive reviews and online rat-
settings. Therefore, research should examine impulse buying behaviour ings (e.g., average star rating) on impulse buying warrants
in emerging areas, such as social commerce and mobile commerce. Thus, investigation. Furthermore, hedonic and utilitarian values provided to
future research should focus on the above contexts. shoppers by online reviews are likely to predict impulse buying. Addi-
tionally, the credibility (i.e., authenticity) of reviews potentially deter-
mined by the presence or absence of negative reviews might incite
4.3 | Characteristics impulse purchases. Overall, online peer influence presents a promising
area for future impulse buying research.
The literature review shows that researchers primarily examined pro-
motional and website stimuli, personality traits and cultural factors as
antecedents of impulse buying. Hence, future research can examine 4.3.3 | Impulse buying and negative emotional
whether specific sales promotional tactics used in e-commerce and responses
online reviews can help trigger impulse buying. Researchers can also
investigate the mediating role of negative emotional responses in the The outbreak of the COVID-19 pandemic has shown that consumers
impulse buying process and the long-term consequences of impulse engage in panic buying and excessive stockpiling to cope with nega-
shopping on consumers' wellbeing. Characteristics-specific avenues tive emotions of fear, stress, and anxiety (Chiu et al., 2021; Gupta
for future research are described in more detail below. et al., 2021; Naeem, 2021). Researchers also found that in times of
crisis, uncertainty and isolation, consumers engage in herd behaviour,
which leads to impulse purchases (Ahmed et al., 2020; Xiao
4.3.1 | Impulse buying and online sales promotion et al., 2021). However, impulse buying research has primarily exam-
tactics ined positive emotional responses, such as positive affect, enjoyment,
and arousal, as mediators in the impulse buying process (Vonkeman
Researchers have determined that sales promotions can stimulate et al., 2017; Wu et al., 2021; Zhang et al., 2020). Therefore, the ques-
impulse buying in a traditional retail environment (Luo et al., 2021; tion arises: do negative emotions also prompt impulse buying?
26 REDINE ET AL.
Specifically, future research needs to examine whether specific nega- future research can provide insightful findings by applying a combina-
tive emotional responses, for example, stress, anxiety and feeling of tion of qualitative and quantitative research methods.
uncertainty, act as mediators in the impulse buying process.
5 | THEORETICAL AND PRACTICAL

4.3.4 | Long-term consequences of impulse buying IMPLICATIONS
Traditionally, a positive or negative view of impulse buying behaviour Several theoretical implications are derived from this review. First, this
and its consequences for consumers depends on a researcher's academic systematic review synthesized impulse buying literature and analysed
discipline. For example, psychologists view impulse buying as harmful the development of impulse buying research over time. This review
and believe it leads to compulsive shopping behaviour (Lawrence & discussed the evolution of the concept and the current status of
Elphinstone, 2021). Conversely, marketers take a more lenient perspec- impulse buying research. This review shows that impulse buying
tive and distinguish impulse buying from compulsive shopping, consider- research is fragmented due to its transition from a traditional retail
ing the former concept generally harmless and even benign (Olsen environment to different online channels (i.e., e-commerce, s-
et al., 2021). These opposing views result from the scarcity of research commerce and m-commerce). Consequently, the literature on impulse
on the long-term consequences of impulse buying. Yet, extant literature buying is still developing and remains highly incoherent, justifying the
mainly examined short-term and medium-term consequences of impulse need for a synthesized state-of-the-art systematic literature review.
buying, namely post-purchase emotions (Grigsby et al., 2021; Togawa Thus, this review presents the development of impulse buying
et al., 2019), customer loyalty (Lin et al., 2018; Rao & Ko, 2021), word of research in terms of theories, contexts, domains, and methodologies.
mouth (Farah & Ramadan, 2020) and product return intention (Chen Second, this review advances the theoretical basis of impulse
et al., 2020). As for long-term consequences, just a handful of studies buying research. This review synthesized theoretical perspectives
examined coping strategies consumers adopt when dealing with post- employed in the previous impulse buying studies. Specifically,
purchase regret and guilt (Darrat et al., 2016; Spiteri Cornish, 2020). impulse buying literature has developed over the years using the
Accordingly, future research needs to identify and examine other long- underpinnings of several theories. S-O-R framework, Big Five Model,
term consequences of impulse buying. For example, researchers can Hofstede's cultural dimensions theory, and Regulatory focus theory
investigate the effect of hedonically rewarding online impulse purchases are some of the widely used theoretical underpinnings in this
on the subjective well-being of consumers over time. domain. However, this systematic review proposes that future
researchers can examine impulse buying behaviour using cue utiliza-
tion theory and the competitive arousal model. Overall, this research
4.4 | Methodologies effort strengthens the theoretical basis of impulse buying literature.
Third, a detailed conceptual framework has been developed
Table 5 shows that impulse buying studies have predominately adopted based on the literature synthesis, and the antecedents and mediators
quantitative research methods (162 out of 183 papers). Qualitative stud- of impulse buying were discussed. Though a few previous reviews
ies are extremely scarce in this research field, with just four articles iden- exist on impulse buying (i.e., Mandolfo & Lamberti, 2021; Xiao &
tified by this review. Nevertheless, qualitative research is inductive and Nicholson, 2013), they do not provide a comprehensive conceptual
explorative and can effectively provide an in-depth understanding of an framework like ours. Thus, this conceptual framework is the first
emerging phenomenon (Hoepfl, 1997; Van't Riet et al., 2001). For exam- research effort integrating the frequently studied variables in the
ple, as the social commerce domain is still emerging, only a few anteced- impulse buying literature into one model. In this framework, the
ents of impulse buying specific to the social commerce environment antecedents were grouped into five major categories, that is,
have been identified (e.g., the influence of celebrities' social media posts). consumer-related factors, sociodemographic factors, marketing mix,
Thus, future research can adopt qualitative studies to explore novel fac- store-related factors and online peer influence. Mediators were clas-
tors influencing impulse buying in the social commerce context. sified into five emotional responses, that is, arousal, enjoyment,
Further, mixed-method design has been overlooked in impulse pleasantness, affect and flow experience, followed by the pre-
buying research, with only five out of 183 studies adopting this purchase stage, that is, an urge to buy impulsively. Accordingly, we
approach. However, combining qualitative and quantitative data pro- have provided a synthesis of the widely studied variables in impulse
vides more insightful findings rather than using these methods individ- buying research.
ually (Hoepfl, 1997). A mixed-method design also increases the Finally, this review identified overlooked areas in impulse buying
validity of the findings (McKim, 2017). Researchers can explore a new research and proposed specific future research directions in this domain.
phenomenon using a qualitative approach and validate it using a quan- The emergence of social commerce and other recent developments have
titative method. For example, researchers can adopt qualitative changed the way consumers make impulse purchases online. Examining
research to explore the antecedents of impulse buying in the social future research avenues suggested by this review will expand the body
commerce context and follow up with a quantitative study to validate of knowledge around impulse buying. Overall, this review makes a signifi-
the effects of these antecedents on impulse buying behaviour. Thus, cant contribution to the impulse buying literature.
REDINE ET AL. 27
This systematic review also provides practical implications for 6 | CONC LU SION
retailers, marketing managers and advertisers interested in stimulating
impulse buying. First, this review identified specific factors that This research effort has a few limitations that have to be acknowl-
encourage impulse purchases, classified them into five categories, edged. This systematic literature review specified inclusion and exclu-
including marketing mix, store-related factors, and online peer influ- sion criteria for selecting academic literature. Accordingly, the analysis
ence, and discussed their significance. Further, this review recognized and results of this review are restricted to articles that satisfy the
consumers' positive emotional responses as mediators of impulse buy- defined criteria. Therefore, the findings cannot be generalized to the
ing behaviour. Practitioners that seek to prompt impulse purchases entire volume of impulse buying research. Further, this review consid-
should keep these factors in mind when designing their marketing, ered papers written only in the English language. Therefore, studies
promotional or advertising campaigns. conducted in other languages were out of the scope of this review.
In particular, the conceptual framework (Figure 3) presented Thus, these are the possible limitations of this review.
based on the synthesis of impulse buying literature suggested that In conclusion, the purpose of this study was to systematically review
store-related factors pertaining to online and offline shopping chan- the impulse buying literature and identify gaps, opportunities, and future
nels drive impulse buying. Notably, e-store design elements strongly research directions for this domain. The first objective of this review was
influence impulse buying. Accordingly, online retailers should ensure to synthesize the impulse buying literature and examine its development
that their web stores are easy to navigate and enjoyable to browse. over time. Accordingly, the extant literature on impulse buying was syn-
Seamless web store browsing leads to positive emotions, such as plea- thesized in terms of theories, contexts, constructs and methods. The sec-
sure and flow experience, which prompt impulse buying. Hence, ond objective of this research effort was to present a conceptual
online retailers should make full use of e-store design, layout, and framework based on the conducted literature synthesis. Hence, a con-
atmosphere. For example, providing customized product suggestions ceptual framework was developed, showing antecedents and mediator
that include matching items and products bought by other shoppers variables commonly used in this research area. The third objective of this
can further boost online impulse purchases. Next, the checkout pro- review was to provide avenues for future research on impulse buying. In
cess during online shopping needs to be made easy for shoppers to line with this final objective, insightful directions were proposed for
conclude a purchase. For instance, web stores should allow for shop- future research in the impulse buying domain using the TCCM frame-
ping without registration, tailor to shoppers' preferred payment work. These directions provide clear avenues for advancing impulse buy-
methods and simplify the checkout steps to prevent consumers from ing research in terms of theories, context, characteristics and methods.
changing their minds and abandoning the digital shopping cart.
The literature synthesis (i.e., the conceptual framework pre- AC KNOW LEDG EME NT S
sented in Figure 3) also suggests that online peer influence predicts The authors would like to thank the Editor-in-Chief and the anony-
impulse buying in e-commerce. Hence, online reviews are an effec- mous reviewers for their constructive comments during the three
tive social influence tool in the marketer's arsenal. To increase rounds of revision. Their feedback has significantly improved the qual-
impulse sales, online retailers can employ consumer reviews. For ity of this paper. Open access publishing facilitated by Griffith Univer-
instance, online retailers can allow web shoppers to filter and cate- sity, as part of the Wiley - Griffith University agreement via the
gorize online reviews based on their preferences, such as showing Council of Australian University Librarians.
the highest-rated and the most recent reviews. Further, e-retailers
can allow for longer and more descriptive text in an online review CONFLIC T OF INT ER E ST
and invite shoppers to use images and videos when sharing their The authors declare no conflict of interest associated with this
experience with products. manuscript.
Finally, this review identified the emergence of social and mobile
commerce and their increased use by impulse shoppers, which can be an DATA AVAILABILITY STAT EMEN T
immense opportunity for marketers and retailers. E-retailers should uti- Data sharing is not applicable to this article as no new data were cre-
lize these trends and social networking sites to stimulate online impulse ated or analyzed in this study.
buying. Specifically, retailers can enhance their online presence on promi-
nent social media platforms (e.g., Facebook and Instagram) and create OR CID
interactive online content, increasing their reach and brand awareness. Artem Redine https://orcid.org/0000-0002-9041-6485
To engage people browsing social media posts, marketing managers Charles Jebarajakirthy https://orcid.org/0000-0002-6814-257X
should use powerful online tools, such as likes, shares and comments on
their posts and employ digital celebrities and social media influencers for
ENDNOTE
endorsement. Further, retailers need to convert consumers' interest into 1
The following search string was used: "impuls* buy*" OR "impuls*
actual sales by providing convenient direct product checkout on a social
purch*" OR "impuls* shop*" OR "impuls* urge" OR "buy* urge".
media platform or a direct link to the product page where the purchase 2
A or A* ranked journals in the 2019 Australian Business Dean Council
can be completed. Moreover, mobile-friendly social commerce platforms (ABDC) journal quality list or journals with an impact factor of one or
can be used to maximize impulse purchases. above in the 2020 edition of Journal Citation Reports (JCR).
28 REDINE ET AL.
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1007/s12144-021-02253-x AUTHOR BIOGRAPHIES
Xiao, S. H., & Nicholson, M. (2013). A multidisciplinary cognitive beha-
vioural framework of impulse buying: A systematic review of the liter-
ature. International Journal of Management Reviews, 15(3), 333–356. Artem Redine is a Doctoral candidate and Research Assistant in
Xu, H. Q., Zhang, K. Z. K., & Zhao, S. J. (2020). A dual systems model of
the Department of Marketing at Griffith Business School, Griffith
online impulse buying. Industrial Management & Data Systems, 120(5),
845–861. University, Gold Coast, Australia. His research interests include
Yan, L., Xiaojun, F., Li, J., & Dong, X. (2019). Extrinsic cues, perceived qual- consumer behaviour, digital marketing, relationship marketing,
ity, and purchase intention for private labels: Evidence from the Chi- product and brand management, and marketing metrics.
nese market. Asia Pacific Journal of Marketing and Logistics, 31(3),
714–727. Sameer Deshpande, PhD, is Associate Professor and Managing
Yang, F., Tang, J., Men, J., & Zheng, X. (2021). Consumer perceived value Director of Social Marketing @ Griffith, Griffith University. Over
and impulse buying behavior on mobile commerce: The moderating
the past 18 years, in the area of ‘marketing for a better world,’
effect of social influence. Journal of Retailing and Consumer Services,
63, 102683. Sameer has taught, widely published in academic journals, books
Yi, S., & Baumgartner, H. (2011). Coping with guilt and shame in the and conference proceedings, reviewed, trained and consulted
impulse buying context. Journal of Economic Psychology, 32(3), with government and non-profit organizations in India, Canada,
458–467.
Singapore, Australia, and the United States. He is the Editor of
Yi, S., & Jai, T. (2020). Impacts of consumers' beliefs, desires and emotions
on their impulse buying behavior: Application of an integrated model Social Marketing Quarterly.
of belief-desire theory of emotion. Journal of Hospitality Marketing and
Dr Charles Jebarajakirthy is a Senior Lecturer in Marketing in
Management, 29(6), 662–681.
Yu, C., & Bastin, M. (2010). Hedonic shopping value and impulse buying Griffith Business School, Gold Coast, Australia. His research inter-
behavior in transitional economies: A symbiosis in the mainland China ests are in the areas of retailing, consumer behaviour and services
marketplace. Journal of Brand Management, 18(2), 105–114. marketing. Charles's research has been published in the European
Zafar, A. U., Qiu, J., Li, Y., Wang, J., & Shahzad, M. (2021). The impact of
Journal of Marketing, Journal of Business Research, Journal of Travel
social media celebrities' posts and contextual interactions on impulse
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106178. ment, Journal of Retailing and Consumer Services, Marketing Intelli-
Zafar, A. U., Qiu, J., & Shahzad, M. (2020). Do digital celebrities' relation- gence & Planning, and Journal of Strategic Marketing, among others.
ships and social climate matter? Impulse buying in f-commerce. Inter-
net Research, 30(6), 1731–1762. Jiraporn Surachartkumtonkun, PhD, is a Lecturer in the School of
Zafar, A. U., Qiu, J., Shahzad, M., Shen, J., Bhutto, T. A., & Irfan, M. (2021). Marketing, Griffith University. Her research interests include
Impulse buying in social commerce: Bundle offer, top reviews, and
34 REDINE ET AL.
services marketing, customer emotion, online consumer behav- How to cite this article: Redine, A., Deshpande, S.,
iours and cross-cultural consumer marketing. She has published in Jebarajakirthy, C., & Surachartkumtonkun, J. (2023). Impulse
leading international journals including the Journal of Retailing, buying: A systematic literature review and future research
Journal of Service Research, Journal of Business Research, and directions. International Journal of Consumer Studies, 47(1),
many more. 3–41. https://doi.org/10.1111/ijcs.12862
APPENDIX
TABLE A1 Articles included in this review
No. Citation Title Journal

1 Li et al. (2021) To buy or not to buy? The effect of time scarcity and Annals of Tourism Research
travel experience on tourists' impulse buying
2 Akram, Hui, Kaleem Khan, How website quality affects online impulse buying: Asia Pacific Journal of Marketing and Logistics
et al. (2018) Moderating effects of sales promotion and credit card
use
3 Miao et al. (2019) The effects of personality, culture and store stimuli on Asia Pacific Journal of Marketing and Logistics
impulsive buying behavior
4 Nghia et al. (2021) A dual process on shopping wellbeing across shopping Asia Pacific Journal of Marketing and Logistics
contexts: the role of shopping values and impulse
buying
5 Rao and Ko (2021) Impulsive purchasing and luxury brand loyalty in WeChat Asia Pacific Journal of Marketing and Logistics
Mini Program
6 Zafar, Qiu, Shahzad, et al. Impulse buying in social commerce: bundle offer, top Asia Pacific Journal of Marketing and Logistics
(2021) reviews, and emotional intelligence
7 Chen, Xie, et al. (2021) An experimental study of consumers' impulse buying Behaviour & Information Technology
behaviour in augmented reality mobile shopping apps
8 Lim and Kim (2021) The effect of unmindfulness on impulse purchasing Behaviour & Information Technology
behaviours in the context of online shopping from a
classical attitude theory perspective
9 Lin and Lo (2016) Evoking online consumer impulse buying through virtual Behaviour & Information Technology
layout schemes
10 Chang and Tseng (2014) The post-purchase communication strategies for Computers in Human Behavior
supporting online impulse buying
11 Chang (2017) The influence of media multitasking on the impulse to buy: Computers in Human Behavior
A moderated mediation model
12 Leong et al. (2018) The effects of Facebook browsing and usage intensity on Computers in Human Behavior
impulse purchase in f-commerce
13 Liu et al. (2019) Upward social comparison on social network sites and Computers in Human Behavior
impulse buying: A moderated mediation model of
negative affect and rumination
14 Zafar, Qiu, Shahzad, et al. The impact of social media celebrities' posts and Computers in Human Behavior
(2021) contextual interactions on impulse buying in social
commerce
15 Chen et al. (2016) Facebook C2C social commerce: A study of online impulse Decision Support Systems
buying
16 Liu et al. (2013) Website attributes in urging online impulse purchase: An Decision Support Systems
empirical investigation on consumer perceptions
17 Jeffrey and Hodge (2007) Factors influencing impulse buying during an online Electronic Commerce Research
purchase
18 Drossos et al. (2014) The effects of product involvement and impulse buying on Electronic Commerce Research and
purchase intentions in mobile text advertising Applications
19 Floh and Madlberger (2013) The role of atmospheric cues in online impulse-buying Electronic Commerce Research and
behaviour Applications
REDINE ET AL. 35
TABLE A1 (Continued)

20 Mohan et al. (2013) Impact of store environment on impulse buying behaviour European Journal of Marketing
21 Sharma et al. (2014a) Looking beyond impulse buying European Journal of Marketing
22 Thürmer et al. (2020) If-then plans help regulate automatic peer influence on European Journal of Marketing
impulse buying
23 Verplanken and Herabadi Individual differences in impulse buying tendency: Feeling European Journal of Personality
(2001) and no thinking
24 Cai et al. (2021) Body image dissatisfaction and impulse buying: A Frontiers in Psychology
moderated mediation model
25 Huang and Cai (2021) Does Product Semantics Matter in Stimulating Impulse Frontiers in Psychology
Buying Behavior for Internet Products?
26 Mandolfo and Lamberti (2021) Past, present, and future of impulse buying research Frontiers in Psychology
methods: A systematic literature review
27 Rodrigues et al. (2021) Factors affecting impulse buying behavior of consumers Frontiers in Psychology
28 Sun et al. (2021) The influence of face loss on impulse buying: An Frontiers in Psychology
experimental study
29 Kalla and Arora (2011) Impulse buying: A literature review Global Business Review
30 Abdelsalam et al. (2020) Understanding online impulse Buying behavior in social IEEE Access
commerce: A systematic literature review
31 Chen, Min, and Xu (2021) Investigating the role of social identification on impulse Industrial Management & Data Systems
buying in mobile social commerce: a cross-cultural
comparison
32 Xu et al. (2020) A dual systems model of online impulse buying Industrial Management & Data Systems
33 Zhu et al. (2020) Analysing impulse purchasing in cross-border electronic Industrial Management & Data Systems
commerce
34 Chan et al. (2017) The state of online impulse-buying research: A literature Information & Management
analysis
35 Chen, Lu, et al. (2019) How do product recommendations affect impulse buying? Information & Management
An empirical study on WeChat social commerce
36 Hostler et al. (2011) Assessing the impact of recommender agents on on-line Information & Management
consumer unplanned purchase behavior
37 Verhagen and van Dolen The influence of online store beliefs on consumer online Information & Management
(2011) impulse buying: A model and empirical application
38 Vonkeman et al. (2017) Role of local presence in online impulse buying Information & Management
39 Wu et al. (2021) How does scarcity promotion lead to impulse purchase in Information & Management
the online market? A field experiment
40 Zhao et al. (2021) A meta-analysis of online impulsive buying and the Information Systems Frontiers
moderating effect of economic development level
41 Lim et al. (2017) Is online consumers' impulsive buying beneficial for e- Information Systems Management
commerce companies? An empirical investigation of
online consumers' past impulsive buying behaviors
42 Parboteeah et al. (2009) The influence of website characteristics on a consumer's Information Systems Research
urge to buy impulsively
43 Liao et al. (2009) The effects of sales promotion strategy, product appeal International Journal of Consumer Studies
and consumer traits on reminder impulse buying
behaviour
44 Chung et al. (2017) Consumers' impulsive buying behavior of restaurant International Journal of Contemporary
products in social commerce Hospitality Management
45 Lo et al. (2016) Motivation for online impulse buying: A two-factor theory International Journal of Information
perspective Management
46 Setyani et al. (2019) Exploring the psychological mechanisms from personalized International Journal of Information
advertisements to urge to buy impulsively on social Management
media
(Continues)
36 REDINE ET AL.

47 Vazquez et al. (2020) Investigating narrative involvement, parasocial International Journal of Information
interactions, and impulse buying behaviours within a Management
second screen social commerce context
48 Wu et al. (2016) Defining key drivers of online impulse purchasing: A International Journal of Information
perspective of both impulse shoppers and system users Management
49 Wu et al. (2020) Defining the determinants of online impulse buying International Journal of Information
through a shopping process of integrating perceived risk, Management
expectation-confirmation model, and flow theory issues
50 Xiang et al. (2016) Exploring consumers' impulse buying behavior on social International Journal of Information
commerce platform: The role of parasocial interaction Management
51 Zhang et al. (2021) Gamification and online impulse buying: The moderating International Journal of Information
effect of gender and age Management
52 Zheng et al. (2019) Understanding impulse buying in mobile commerce: An International Journal of Information
investigation into hedonic and utilitarian browsing Management
53 Xiao and Nicholson (2013) A multidisciplinary cognitive behavioural framework of International Journal of Management Reviews
impulse buying: A systematic review of the literature
54 Atulkar and Kesari (2018) Role of consumer traits and situational factors on impulse International Journal of Retail & Distribution
buying: does gender matter? Management
55 Bellini and Aiolfi (2019) Impulse buying behavior: the mobile revolution International Journal of Retail & Distribution
Management
56 Chang et al. (2014) Moderating effects of situational characteristics on International Journal of Retail & Distribution
impulse buying Management
57 Dhaundiyal and Coughlan Investigating the effects of shyness and sociability on International Journal of Retail & Distribution
(2016) customer impulse buying tendencies Management
58 Hashmi et al. (2020) Moderating effect of hedonism on store environment- International Journal of Retail & Distribution
impulse buying nexus Management
59 Muratore (2016) Teens as impulsive buyers: what is the role of price? International Journal of Retail & Distribution
Management
60 De Vries and Fennis (2019) Go local or go global: how local brands promote buying International Marketing Review
impulsivity
61 Chen, Ku, and Yeh (2019) Increasing rates of impulsive online shopping on tourism Internet Research
websites
62 Leong et al. (2017) Understanding impulse purchase in Facebook commerce: Internet Research
does Big Five matter?
63 Shen and Khalifa (2012) System design effects on online impulse buying Internet Research
64 Zafar et al. (2020) Do digital celebrities' relationships and social climate Internet Research
matter? Impulse buying in f-commerce
65 Zhang et al. (2018) Online reviews and impulse buying behavior: the role of Internet Research
browsing and impulsiveness
66 Agee and Martin (2001) Planned or impulse purchases? How to create effective Journal of Advertising Research
infomercials
67 Bellenger et al. (1978) Impulse buying varies by product Journal of Advertising Research
68 Lee et al. (2021) Investigating travelers' multi-impulse buying behavior in Journal of Air Transport Management
airport duty-free shopping for Chinese traveler: Intrinsic
and extrinsic motivations
69 Chen et al. (2020) Understanding the influence of impulse buying toward Journal of Ambient Intelligence and Humanized
consumers' post-purchase dissonance and return Computing
intention: an empirical investigation of apparel websites
70 Lin et al. (2018) The influence of impulse buying toward consumer loyalty Journal of Ambient Intelligence and Humanized
in online shopping: a regulatory focus theory Computing
perspective
71 Cheng et al. (2013) The effect of companion's gender on impulsive purchasing: Journal of Applied Social Psychology
the moderating factor of cohesiveness and susceptibility
to interpersonal influence
REDINE ET AL. 37

72 Badgaiyan et al. (2017) If brands are people, then people are impulsive-assessing Journal of Brand Management
the connection between brand personality and
impulsive buying behaviour
73 Yu and Bastin (2010) Hedonic shopping value and impulse buying behavior in Journal of Brand Management
transitional economies: A symbiosis in the Mainland
China marketplace
74 Huang (2016) Flow and social capital theory in online impulse buying Journal of Business Research
75 Jones et al. (2003) The product-specific nature of impulse buying tendency Journal of Business Research
76 Lee and Kacen (2008) Cultural influences on consumer satisfaction with impulse Journal of Business Research
and planned purchase decisions
77 Park et al. (2012) Apparel product attributes, web browsing, and e-impulse Journal of Business Research
buying on shopping websites
78 Peck and Childers (2006) If I touch it I have to have it: Individual and environmental Journal of Business Research
influences on impulse purchasing
79 Punj (2011) Impulse buying and variety seeking: Similarities and Journal of Business Research
differences
80 Sharma et al. (2010a) Impulse buying and variety seeking: A trait-correlates Journal of Business Research
perspective
81 Weinberg and Gottwald (1982) Impulsive consumer buying as a result of emotions Journal of Business Research
82 Ahmed et al. (2020) The COVID-19 pandemic and the antecedants for the Journal of Competitiveness
impulse buying behavior of US citizens
83 Chen and Wang (2016) Are humans rational? Exploring factors influencing impulse Journal of Consumer Behaviour
buying intention and continuous impulse buying
intention
84 Chiu et al. (2021) Impact of COVID-19 on consumers' impulse buying Journal of Consumer Behaviour
behavior of fitness products: A moderated mediation
model
85 Czarnecka et al. (2020) How values of individualism and collectivism influence Journal of Consumer Behaviour
impulsive buying and money budgeting: the mediating
role of acculturation to global consumer culture
86 Ramadan et al. (2021) Fooled in the relationship: How Amazon Prime members' Journal of Consumer Behaviour
sense of self-control counter-intuitively reinforces
impulsive buying behavior
87 Shukla and Banerjee (2014) The direct and interactive effects of store-level Journal of Consumer Behaviour
promotions on impulse purchase: Moderating impact of
category familiarity and normative influences
88 Spiteri Cornish (2020) Why did I buy this? Consumers' post-impulse-consumption Journal of Consumer Behaviour
experience and its impact on the propensity for future
impulse buying behaviour
89 Cakanlar and Nguyen (2019) The influence of culture on impulse buying Journal of Consumer Marketing
90 Hausman (2000) A multi-method investigation of consumer motivations in Journal of Consumer Marketing
impulse buying behavior
91 Hultén and Vanyushyn (2011) Impulse purchases of groceries in France and Sweden Journal of Consumer Marketing
92 Silvera et al. (2008) Impulse buying: the role of affect, social influence, and Journal of Consumer Marketing
subjective wellbeing
93 Verplanken and Sato (2011) The psychology of impulse buying: An integrative self- Journal of Consumer Policy
regulation approach
94 Kacen and Lee (2002) The influence of culture on consumer impulsive buying Journal of Consumer Psychology
behavior
95 Luo (2005) How does shopping with others influence impulsive Journal of Consumer Psychology
purchasing?
96 Baumeister (2002) Yielding to temptation: Self-control failure, impulsive Journal of Consumer Research
purchasing, and consumer behavior
(Continues)
38 REDINE ET AL.

97 Rook and Fisher (1995) Normative influences on impulsive buying behavior Journal of Consumer Research
98 Rook (1987) The buying impulse Journal of Consumer Research
99 Stilley et al. (2010) Planning to make unplanned purchases? The role of in- Journal of Consumer Research
store slack in budget deviation
100 Vohs and Faber (2007) Spent resources: Self-regulatory resource availability Journal of Consumer Research
affects impulse buying
101 Bossuyt et al. (2017) The compelling urge to misbehave: Do impulse purchases Journal of Economic Psychology
instigate unethical consumer behavior?
102 Dittmar et al. (1995) Gender identity and material symbols: Objects and Journal of Economic Psychology
decision considerations in impulse purchases
103 Wood (1998) Socio-economic status, delay of gratification, and impulse Journal of Economic Psychology
buying
104 Yi and Baumgartner (2011) Coping with guilt and shame in the impulse buying context Journal of Economic Psychology
105 Liao et al. (2016) The impact of presentation mode and product type on Journal of Electronic Commerce Research
online impulse buying decisions
106 Zhao et al. (2019) Social community, personal involvement and psychological Journal of Electronic Commerce Research
processes: A study of impulse buying in the online
shopping carnival
107 Dawson and Kim (2010) Cues on apparel web sites that trigger impulse purchases Journal of Fashion Marketing and
Management
108 Park et al. (2006) A structural model of fashion-oriented impulse buying Journal of Fashion Marketing and
behavior Management
109 Miao (2011) Guilty pleasure or pleasurable guilt? affective experience Journal of Hospitality and Tourism Research
of impulse buying in hedonic-driven consumption
110 Rezaei et al. (2016) Online impulse buying of tourism products: The role of Journal of Hospitality and Tourism Technology
web site personality, utilitarian and hedonic web
browsing
111 Yi and Jai (2020) Impacts of consumers' beliefs, desires and emotions on Journal of Hospitality Marketing and
their impulse buying behavior: application of an Management
integrated model of belief-desire theory of emotion
112 Adelaar et al. (2003) Effects of media formats on emotions and impulse buying Journal of Information Technology
intent
113 Mai et al. (2003) An exploratory investigation into impulse buying behavior Journal of International Marketing
in a transitional economy: A study of urban consumers
in Vietnam
114 Olsen et al. (2021) The “well-being” and “ill-being” of online impulsive and Journal of Macromarketing
compulsive buying on life satisfaction: The role of self-
esteem and harmony in life
115 Clover (1950) Relative importance of impulse-buying in retail stores Journal of Marketing
116 Kollat and Willett (1969) Is impulse purchasing really a useful concept for marketing Journal of Marketing
decisions?
117 Stern (1962) The significance of impulse buying today Journal of Marketing
118 West (1951) Results of two years of study into impulse buying Journal of Marketing
119 Barakat (2019) A proposed model for factors affecting consumers' Journal of Marketing Management
impulsive buying tendency in shopping malls
120 Sharma et al. (2010b) Exploring impulse buying and variety seeking by retail Journal of Marketing Management
shoppers: Towards a common conceptual framework
121 Kollat and Willett (1967) Customer impulse purchasing behavior Journal of Marketing Research
122 Pollay (1968) Customer impulse purchasing behavior: A reexamination Journal of Marketing Research
123 Willett and Kollat (1968) Customer impulse purchasing behavior: Some research Journal of Marketing Research
notes and a reply
124 Zhang et al. (2010) Power distance belief and impulsive buying Journal of Marketing Research
REDINE ET AL. 39

125 Ju and Ahn (2016) The effect of social and ambient factors on impulse Journal of Organizational Computing and
purchasing behavior in social commerce Electronic Commerce
126 Harmancioglu et al. (2009) Impulse purchases of new products: An empirical analysis Journal of Product and Brand Management
127 Tifferet and Herstein (2012) Gender differences in brand commitment, impulse buying, Journal of Product and Brand Management
and hedonic consumption
128 Styvén et al. (2017) Impulse buying tendencies among online shoppers in Journal of Research in Interactive Marketing
Sweden
129 Beatty and Ferrell (1998) Impulse buying: Modeling its precursors Journal of Retailing
130 Cobb and Hoyer (1986) Planned versus impulse purchase behavior Journal of Retailing
131 Dantoni and Shenson (1973) Impulse buying revisited-behavioral typology Journal of Retailing
132 Prasad (1975) Unplanned buying in two retail settings Journal of Retailing
133 Amos et al. (2014) A meta-analysis of consumer impulse buying Journal of Retailing and Consumer Services
134 Ampadu et al. (2022) Online personalized recommended product quality and e- Journal of Retailing and Consumer Services
impulse buying: A conditional mediation analysis
135 Badgaiyan and Verma (2014) Intrinsic factors affecting impulsive buying behaviour— Journal of Retailing and Consumer Services
Evidence from India
136 Badgaiyan and Verma (2015) Does urge to buy impulsively differ from impulsive buying Journal of Retailing and Consumer Services
behaviour? Assessing the impact of situational factors
137 Bandyopadhyay et al. (2021) Immediate or delayed! Whether various types of consumer Journal of Retailing and Consumer Services
sales promotions drive impulse buying?: An empirical
investigation
138 Bellini et al. (2017) A structural equation model of impulse buying behaviour Journal of Retailing and Consumer Services
in grocery retailing
139 Chen, Kassas, and Gao (2021) Impulsive purchasing in grocery shopping: Do the Journal of Retailing and Consumer Services
shopping companions matter?
140 Darrat et al. (2016) How impulse buying influences compulsive buying: The Journal of Retailing and Consumer Services
central role of consumer anxiety and escapism
141 Dhandra (2020) Does self-esteem matter? A framework depicting role of Journal of Retailing and Consumer Services
self-esteem between dispositional mindfulness and
impulsive buying
142 Djafarova and Bowes (2021) ‘Instagram made Me buy it’: Generation Z impulse Journal of Retailing and Consumer Services
purchases in fashion industry
143 Farah and Ramadan (2020) Viability of Amazon's driven innovations targeting Journal of Retailing and Consumer Services
shoppers' impulsiveness
144 Kacen et al. (2012) Spontaneous selection: The influence of product and Journal of Retailing and Consumer Services
retailing factors on consumer impulse purchases
145 Katakam et al. (2021) Longitudinal analysis versus cross-sectional analysis in Journal of Retailing and Consumer Services
assessing the factors influencing shoppers' impulse
purchase behavior – Do the store ambience and
salesperson interactions really matter?
146 Kimiagari and Malafe (2021) The role of cognitive and affective responses in the Journal of Retailing and Consumer Services
relationship between internal and external stimuli on
online impulse buying behavior
147 Liang et al. (2021) Customers focus and impulse buying at night markets Journal of Retailing and Consumer Services
148 Mittal et al. (2016) Segmentation of impulse buyers in an emerging market – Journal of Retailing and Consumer Services
An exploratory study
149 Ozer and Gultekin (2015) Pre- and post-purchase stage in impulse buying: The role Journal of Retailing and Consumer Services
of mood and satisfaction
150 Parsad et al. (2021) Do promotion and prevention focus influence impulse Journal of Retailing and Consumer Services
buying: The role of mood regulation, shopping values,
and impulse buying tendency
151 Sundström et al. (2019) Clicking the boredom away – Exploring impulse fashion Journal of Retailing and Consumer Services
buying behavior online
(Continues)
40 REDINE ET AL.

152 Yang et al. (2021) Consumer perceived value and impulse buying behavior on Journal of Retailing and Consumer Services
mobile commerce: The moderating effect of social
influence
153 Mattila and Wirtz (2008) The role of store environmental stimulation and social Journal of Services Marketing
factors on impulse purchasing
154 Kwon and Armstrong (2006) Impulse purchases of sport team licensed merchandise: Journal of Sport Management
What matters?
155 Iyer et al. (2020) Impulse buying: a meta-analytic review Journal of the Academy of Marketing Science
156 Sharma et al. (2014a) Exploring impulse buying in services: toward an integrative Journal of the Academy of Marketing Science
framework
157 Wells et al. (2011) Online impulse buying: Understanding the interplay Journal of the Association for Information
between consumer impulsiveness and website quality Systems
158 Chen, Kassas, and Gao (2021) Internet celebrities' impact on luxury fashion impulse Journal of Theoretical and Applied Electronic
buying Commerce Research
159 Luo et al. (2021) Research on the impact of online promotions on Journal of Theoretical and Applied Electronic
consumers' impulsive online shopping intentions Commerce Research
160 Chih et al. (2012) The antecedents of consumer online buying impulsiveness Journal of Travel and Tourism Marketing
on a travel website: Individual internal factor
perspectives
161 Sohn and Lee (2017) Tourists' impulse buying behavior at duty-free shops: the Journal of Travel and Tourism Marketing
moderating effects of time pressure and shopping
involvement
162 Bandyopadhyay (2016) The role of self-esteem, negative affect and normative Marketing Intelligence & Planning
influence in impulse buying
163 Togawa et al. (2019) Effects of consumers' construal levels on post-impulse Marketing Intelligence & Planning
purchase emotions
164 Watkins (1984) Consumer purchasing of low-involvement goods: Routine Marketing Intelligence and Planning
or impulse?
165 Grigsby et al. (2021) Have your cake and eat it too: how invoking post- Marketing Letters
purchase hyperopia mitigates impulse purchase regret
166 Massara et al. (2014) Impulse versus opportunistic purchasing during a grocery Marketing letters
shopping experience
167 Sultan et al. (2012) Building consumer self-control: The effect of self-control Marketing Letters
exercises on impulse buying urges
168 Zhang et al. (2020) Research on mobile impulse purchase intention in the Personal and Ubiquitous Computing
perspective of system users during COVID-19
169 Lucas and Koff (2014) The role of impulsivity and of self-perceived attractiveness Personality and Individual Differences
in impulse buying in women
170 Lucas and Koff (2017) Body image, impulse buying, and the mediating role of Personality and Individual Differences
negative affect
171 Park and Dhandra (2017) Relation between dispositional mindfulness and impulsive Personality and Individual Differences
buying tendency: Role of trait emotional intelligence
172 Thompson and Prendergast The influence of trait affect and the five-factor personality Personality and Individual Differences
(2015) model on impulse buying
173 Krishna et al. (2021) State–trait interactions in regulatory focus determine PLOS ONE
impulse buying behavior
174 Fenton-O'Creevy et al. (2018) Antecedents and consequences of chronic impulsive Psychology & Marketing
buying: Can impulsive buying be understood as
dysfunctional self-regulation?
175 Hubert et al. (2013) Neural correlates of impulsive buying tendencies during Psychology & Marketing
perception of product packaging
176 Olsen et al. (2016) Differences and similarities between impulse buying and Psychology & Marketing
variety seeking: A personality-based perspective
REDINE ET AL. 41

177 Spears (2006) Just moseying around and happening upon it versus a Psychology & Marketing
master plan: Minimizing regret in impulse versus
planned sales promotion purchases
178 Ku and Chen (2020) Flying on the clouds: how mobile applications enhance Service Business
impulsive buying of low cost carriers
179 Büttner et al. (2014) Hard to ignore: Impulsive buyers show an attentional bias Social Psychological and Personality Science
in shopping situations
180 Akram, Hui, Kaleem Khan, Factors affecting online impulse buying: Evidence from Sustainability (Switzerland)
et al. (2018) Chinese social commerce environment
181 Gong et al. (2020) The effects of live platform exterior design on sustainable Sustainability (Switzerland)
impulse buying: Exploring the mechanisms of self-
efficacy and psychological ownership
182 Chen and Yao (2018) What drives impulse buying behaviors in a mobile auction? Telematics and Informatics
The perspective of the Stimulus-Organism-Response
model
183 Wu and Lee (2016) Impulse buying behaviour in cosmetics marketing activities Total Quality Management and Business
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Received: 10 August 2021 Revised: 11 August 2022 Accepted: 13 August 2022

Impulse buying: A systematic literature review and future

Artem Redine1 | Sameer Deshpande2 | Charles Jebarajakirthy1 |

1 | I N T RO DU CT I O N high-arousal emotions and hedonic motives characterize impulse

Int J Consum Stud. 2023;47:3–41. wileyonlinelibrary.com/journal/ijcs 3

TABLE 1 Existing literature reviews on impulse buying topic

in ABDC or journals with an impact factor of one or above in JCR.

the database. Next, it was assessed whether a study focuses on

FIGURE 2 Year-wise growth of impulse buying research

Field of research Number of studies Percentage

TABLE 3 Ten most cited studies (2015–2021)

Rank Study Journal Citationsa Average citations per yearb

TABLE 4 Countries and number of publications

Country 1950–2000 2001–2005 2006–2010 2011–2015 2016–2021 Total

TABLE 5 Research methods used in impulse buying research

TABLE 6 Theories used in impulse buying research

Theory Articles References

Theory Articles References

Store-related factors 3.6.2 | Mediators

3.8 | Domains in impulse buying research

FIGURE 3 Integrated conceptual

TABLE 8 Domains in impulse buying research

TABLE 9 Future research directions in impulse buying domain

making an annual sales figure of $36.09 billion (Lipsman, 2021). Research 4 | FU T U R E R E S E A RC H DI RE C T I O NS

4.2 | Context 4.3.2 | Impulse buying and online social influence

5 | THEORETICAL AND PRACTICAL

RE FE R ENC E S only stores. International Journal of Management Research and Social

TABLE A1 Articles included in this review

No. Citation Title Journal

No. Citation Title Journal

No. Citation Title Journal

No. Citation Title Journal

No. Citation Title Journal

No. Citation Title Journal

No. Citation Title Journal

No. Citation Title Journal

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