IMPULSIVE BUYING BEHAVIOR OF CONSUMERS FOR ONLINE PURCHASES IN THE CITY OF ASTANA, KAZAKHSTAN

Abstract

This article explores the phenomenon of consumers' impulsive buying behavior for online purchases and its influencing factors in an online context by analyzing previous research in this field. Impulsive purchases have increased in frequency in digital contexts due to the development of e-commerce and the COVID-19 pandemic. The study offers a framework for understanding impulsive purchasing behavior that considers its definition and the categories and variables influencing it. For the study's survey on impulsive purchases made online, 132 respondents in Kazakhstan participated. The study concentrated on internet shoppers between the ages of 18 and 37 who made irrational purchases. The study examined impulsivity, psychological perceptions, and social influence as factors impacting impulsive purchase behavior. External stimuli, such as marketing campaigns and the retail environment, were also considered. The results revealed insight into the survey respondents' demographic information, such as their gender, age, frequency of internet shopping, the kinds of things they bought, and whether they made planned or spontaneous purchases. Both marketers and consumers may improve their awareness of impulsive buying inclinations and inadvertent acquisition by being aware of the elements driving impulsive purchases in online environments. This will lead to better decision-making during online shopping experiences.