Intrinsic factors affecting impulsive buying behaviour—Evidence from India

• Structural equation modeling on 508 responses.
• Extraversion and conscientiousness significantly affect impulsive buying behaviour.
• Collectivism positively affects impulsive buying, individualism found unrelated.
• Materialism, shopping enjoyment tendency and impulsive tendency affect impulsive buying.
• Gender did not moderate relationship between intrinsic-factors and impulsive buying.

The goal of this research is to examine the effect of five intrinsic factors, namely, personality, culture, materialism, shopping enjoyment tendency, and impulsive buying tendency on impulsive buying behaviour. Using structural equation modeling, responses from 508 consumers in the different parts of India’s National Capital Region were analysed and results showed that while the three constructs of materialism, shopping enjoyment tendency, and impulsive buying tendency had significant positive relationship with impulsive buying behaviour, the cultural construct of collectivism and two personality constructs of extraversion and conscientiousness too showed significant relationship.The study assumes immense significance because it not only presents useful insight regarding the behaviour of Indian consumers in an ever developing retail sector in India, but also considering the fact that this is the first time an attempt has been made to assess the simultaneous impact of these five intrinsic factors on impulsive buying behaviour. Importantly, the findings also revealed that the influence of intrinsic variables on impulsive buying behaviour did not vary across gender.