The Impact Of Social Networking Websites And Their User Friendliness On Online Impulsive Buying Of Indian Customers

Abstract

The use of social media and social networking websites by Indian customers of all age groups for various reasons is gaining popularity. This has also led to online shopping through social media platforms that triggers customers to buy and even buy more and make unplanned purchases when the websites are user friendly and appealing to them.This paper aims to comprehensively study the impact of social sites and their friendliness on impulsive buying.Hypothesis testing methodology is adopted and the results indicate that the factors studied have a direct relationship with the online impulsive buying patterns of the customers.These results will benefit the marketers to expand their online reach and provide services to the customers. It will also aid them in understanding that they need to create websites that are user friendly.