Abstract
This work investigates the various types and aspects of the determinants that
cause impulse purchase behaviour within the context of e-commerce websites. It delves
into finding the factors that trigger impulse purchase behaviour for consumers of both
male and female gender within the age brackets of earning potential. The findings of
this review highlight the factors that need to be in place before a purchase behaviour
from a consumer can be observed. These determinants above of impulse purchase
behaviour can generally be categorised into internal and external components, which
are analysed in this work.
Keywords: Consumer, e-Commerce, e-Retailer, Purchase behaviour, Triggers of online purchase.
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