The Chronology of Impulse Buying Behaviour

Purchasing is not a novel idea. In reality, buying and selling has existed since the dawn of time, and as culture has advanced, the idea has developed in terms of shape, design, and compassion. Nowadays customers purchase items not only to satisfy their basic needs, but also as a way of life or a recreational activity that can help them meet their psychological needs. Since the 1950s, researchers have been researching consumer behaviour to better understand the idea of impulse buying. Impulse buying is the most common in modern societies, and it has drawn the attention of a variety of researchers from different fields, including marketing, consumer behavioural economics, and psychology in recent decades. Impulse buying not only occur on traditional store but it also happens on e-store due to the tremendous growth of the Internet has altered the retail environment, and changes in e-retailing, such as telemarketing, credit card and debit card use, and 24-h e-retailing availability, have increased the opportunity for impulse shopping by Internet shoppers. In result, individuals may now buy at any time and from any place as a result of this evolution. In contrast to traditional shoppers, online shoppers are more likely to indulge in impulsive purchases. Hence, impulse buying become important need to continuous study. Thus, this study provided the definition, timeline as well as categories of online impulse buying behaviour based on recent studies.