Factors Affecting Impulsive Purchase Behaviour via the Mediating Function of the Urge to Buy via the SOR Model's Perspective

Abstract

This study looks at the independent effects of innovation, promotion, trust, and enjoyment on the purchasing
impulse. This study also evaluates the impact of the desire to buy on impulsive purchases. Pakistani smartphone
users in Islamabad provide the major data. After a comprehensive analysis of 384 datasets, a questionnaire is
utilised to gather the responses. The survey questions were developed after a careful review of the literature.
Because the study is quantitative, positivist research philosophy is applied in developing the research design.
Using SPSS software, data analysis procedures like regression, correlation, and descriptive analysis are carried
out to determine the underlying relationship between the independent and dependent variables of the conceptual
framework. The study's findings demonstrate a favourable correlation between promotion, trust, enjoyment,
innovation and the willingness to buy. Furthermore, a primary driver of consumers' impulsive purchases is their
urge to make a purchase.