Vol. 6 No. 3 (2021): Turkish Journal of Marketing

A study on investigating the impact of website features on online impulse buying behaviour

Sara Narimanfar
Postgraduate of master of E-commerce Management, Islamic Azad University, Arak, Iran
Peyman Ghafari Ashtiani
Assoc. Prof., Islamic Azad University, Arak, Iran

Published 12/24/2021

How to Cite

Narimanfar, S., & Ghafari Ashtiani, P. (2021). A study on investigating the impact of website features on online impulse buying behaviour. Turkish Journal of Marketing, 6(3), 175–191. https://doi.org/10.30685/tujom.v6i3.130


E-commerce has led to many deliveries in business relationships specially used for online shopping. Given the growth of e-commerce to increase e-shopping, researchers can be investigated in this area in recent years. This paper aims to investigate the effect of website features on online impulse buying behaviour (OIBB). A questionnaire survey was conducted on the users of the Digi Kala website. They have made an impulsive online purchase at least once from the DigiKala website in Arak city, Iran. A relative stratified sampling technique was utilized for data collection. The data were analyzed statistically. The results show that: All research hypotheses have been confirmed. Among the research variables for the research's statistical sample, service quality and visual attraction affect online impulsive shopping behaviour.


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