Leveraging Statistical Analysis Using Virtual Reality in Impulsive Buying: A SEM-based Approach

Impulsive Buying Behaviour is a commonly used practice now to attract diverse crowds for shopping. The shoppers are more into buying without planning when they find their favourite products at very affordable prices. The urge to own the products gradually increases for the consumers. This study determines how impulsive buying can greatly influence the buying patterns and buying behaviour of consumers. Low-budget-friendly products at affordable pricing are preferred by consumers. Therefore, companies are more focused on having such strategies which causes impulsive buying. To accomplish this, companies approach influencers to motivate and persuade consumers who are usually GenZ and other fashionable people who believe in buying instantly. Impulsive Buying is mainly concerned with buying instantly without giving much thought to the budget because the products are already very affordable. Brands are more into the strategy to induce more shopping. Impulsive buying doesn't happen on products priced higher than expected. The paper uses Virtual temptations as the driving force to understand how virtual temptations drive impulsive buying on retail-commerce platforms now. Information and Normative social influence play a significant role in impulsive buying, whereas informational social influence is more significantly related to impulsive buying. Platform reputation and social influencers play a significant role in impulsive buying. Companies approach influencers who have good content and share quality content more often. The content of influencers is more convincing, and they share it appropriately. Influencers virtually tempt their followers to buy more products they try and share. The products are recommended, and since they are priced so low, consumers on a click purchase them instantly.