TITLE:
Impulse Buying Model for Business-to-Consumer E-Commerce in Saudi Arabia
AUTHORS:
Ibtisam M. Arrafi, Fahad M. Ghabban
KEYWORDS:
E-Commerce, Saudi Arabia, Impulse Buying, Advertisement, ICT
JOURNAL NAME:
iBusiness,
Vol.13 No.2,
April
16,
2021
ABSTRACT: E-commerce has been growing rapidly worldwide, and
with the current COVID pandemic, consumers are relying on it. In Saudi Arabia,
the online shopping has been improving but it has not reached its full
potential. That is why the concept of Impulse buying is essential and should be
applied in the Saudi e-commerce. Therefore the purpose of this research paper
is to identify and analyse the factors that affect impulse buying, specifically
the Business-to-Consumer type, in Saudi Arabia and how to improve the e-commerce
sector. This study is done using a quantitative approach to achieve the purpose
of this study. There were 290 respondents, (81.9%) respondents were female and
(18.1%) respondents were male. The respondents were familiar with e-commerce and
the definition of the IB, however, the majority had a minimum knowledge
regarding the effect that IB can create to their purchase decisions. A
quantitative approach was a suitable choice for deductive methods since the
results can be used to be generalized on a larger population. A
questionnaire-based survey was used to collect the data for finding
relationships between the indicators and factors. It was found out that
advertisement, impulsiveness, and promotion are the main factors that
positively influence IB in Saudi Arabia, but the factors of income and comment
did not have any effect on IB.