Factors influencing online impulse buying

This research paper deals with Online Impulse Buying. This paper presents and attempts to have a conceptual understanding of the online impulse buying process, to understand the role of various influencers like merchandise attractiveness, ease of use, browsing, website communication style, emotions both positive and negative affect, usefulness, visual appeal, information fit-to-task, gender, purchase intention, consumer impulsivity, subjective norms and environmental cues i.e., web characteristics, in impacting consumers impulse buying behavior in the online marketing environments. This paper was reviewed and explained with the help of Secondary data available through various journals, magazine, previous research papers and other useful internet material.