| Abstract [eng] |
Consumers are increasingly using internet as a tool for purchasing goods or as a service to gather information. Consumers’ purchasing behavior is changing due to evolved technologies, also growing number of people using the internet and changing online buying incentives. The authors (Dawson and Kim, 2010) claim that 50 percent of consumers are buying goods impulsively. It is often argued that impulsive buying depends only by customer, but it is observed that it can also be stimulated by certain factors. The aim of the research. To theoretically and empirically substantiate the impact of the influence of website quality and sales promotion on impulsive consumer behaviour when shopping online. Key findings of the research. The results of the empirical study revealed that there is statistically singnificant strong positive correlation between website quality and impulsive online buying behavior. Theorically distinguished internet website quality dimension, usefulness, ease of use, entertainment, complementary relationships after empirical distinguished in terms of usefulness, ease of use, attractiveness, and emotional engagement. This is a significant result that has been revealed in the Lithuanian cultural context. The study was conducted that online buying in all categories were reduced. The results revealed that usefulness and emotional engagement had the strongest influence on impulsive buying behaviour. It turned out what sales promotion makes influence for impulsive buying behaviour on internet. All hypotheses were confirmed. |
