THE INFLUENCE OF ONLINE CONVENIENCE, VISUAL APPEAL, AND SALES PROMOTION ON ONLINE IMPULSE BUYING: THE MEDIATING ROLE OF CONSUMER ATTITUDES

Abstract

The rise of e-commerce has intensified Online impulse buying behavior, driven by digital stimuli such as convenience, visual s, and promotional content. This study investigates the effects of Online convenience, visual appeal, and sales promotions on Online impulse buying behavior, mediated by consumer attitudes. A quantitative approach was employed with 223 Shopee users. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings reveal that visual appeal and consumer attitudes significantly and positively influence impulse buying. Online convenience negatively affects impulse behavior, while promotions show no direct effect but influence indirectly via attitudes. Consumer attitude serves as a crucial mediator, linking visual appeal and promotions to impulsive behavior. High convenience can reduce emotional spontaneity in purchasing. Impulse buying behavior is more influenced by visual and emotional aspects than by convenience or direct promotional stimuli. Attitude forms a cognitive-affective bridge between digital stimuli and spontaneous consumer actions.