Influence of website quality on online impulse buying behaviour: a systematic review of literature

Purpose Online impulsive purchasing is growing exponentially, and website-related factors play a substantial role in this phenomenon. This study provides a comprehensive and integrative framework encompassing a variety of website-related factors influencing impulsive purchase behaviour. Design/methodology/approach The study is a systematic literature review, which includes literature search from two prominent databases. This article consolidates the results of 60 relevant research papers, and thematic analysis is performed on various website-related aspects classified into five research topics. Findings The different website qualities have been classified into broad themes and their role in online impulse buying has been explored. The antecedents, moderators, mediators, and outcomes are portrayed in an integrated research framework. Possible research gaps have been identified, and a future research agenda has been proposed, representing potential research areas. Research limitations/implications As we have included only studies published in the English language, this review may be limited by language bias. Relevant research published in other languages might have been excluded. Practical implications This literature review may provide management insights to marketers and practitioners managing online retail websites. To sustain an online business in the long term, it is critical for online retailers to have a thorough understanding of all conceivable website stimuli and develop them in a way that compels consumers to make impulsive purchases. Originality/value This study represents an original contribution to the realm of systematic literature reviews. To the best of our knowledge, this is the first SLR that elaborately delineates the influence of website-related factors on online impulse buying behaviour.