From urge to action: the hidden forces behind online impulse buying in electronic commerce—a meta analytic structural equation modelling (MASEM) research

This study provides a comprehensive understanding of online impulse buying (OIB) by integrating multiple theoretical frameworks through meta-analytic structural equation modelling approach. We identified the most influential antecedents of OIB and highlighted the significant role of urge to buy impulsively (UBI) as a key mediator with a strong R² value of 0.75. Our findings reveal that UBI and OIB are distinct, with UBI serving as a major predictor rather than actual impulse buying behavior. By focusing on online environments, our research addresses gaps in the literature and offers a tailored framework for digital contexts. Additionally, the study explores the moderating effects of cultural factors and sample types, providing new insights for future research. For practitioners, our findings emphasize the importance of creating personalized and engaging online shopping experiences that align with consumer psychology and cultural nuances, enabling marketers to design more effective strategies for driving OIB. This research advances both theoretical and practical understanding of OIB, paving the way for future investigations into the evolving nature of consumer behavior in digital environments.