From Clicks to Carts: The Interplay of User Interface, Sales Promotions, and Pay-Later Payments in E-commerce Impulse

This study delves into the intricate dynamics of impulsive buying behavior within the realm of e-commerce, specifically examining the influential factors of user interface design, sales promotion, and the utilization of Pay Later options. In this study, we investigate the influential factors of user interface design, sales promotion, and the utilization of Pay Later options on impulsive buying behavior in e-commerce. We conduct a comprehensive content analysis of existing literature, enabling us to systematically review and synthesize findings from relevant studies, offering insights into the relationships between these factors and impulsive buying tendencies. Anticipated findings suggest a positive relationship between a visually appealing user interface, effective sales promotion strategies, and the ease of utilizing Pay Later options with impulsive buying tendencies. The study not only contributes valuable insights for e-commerce practitioners seeking to enhance their strategies but also lays the groundwork for future research endeavors exploring the interplay of these factors in shaping consumer behavior in the evolving landscape of e-commerce.