Online Buying Dynamics: Exploring the Nexus of Internal and External Drivers on Online Impulsive Buying Behavior and Post-Purchase Cognitive Dissonance on E-Consumers
IBIMA Business Review
This study presents an integrated model. The study model considers not just the factors that lead to online impulse buys, but also the emotions felt by buyers after making a purchase. This development is a direct result of the rising popularity of internet purchasing, especially…