A study on antecedents leading to impulse buying in an evolving cashless indian economy Dr. Narang Ritu*, Sharma Radhika**, Tiwari Sonal*** *Assisstant Professor, University Of Lucknow, India. Email id: Lkouniv.Radhikasharma@Gmail.Com **Research Scholar, University Of Lucknow, India. Email id: Radhika.sharma1989@Gmail.Com ***Research Scholar, University Of Lucknow, India. Email id: Sonaltewari2@Gmail.Com Online published on 9 February, 2018. Abstract The evolving cashless system in India has impacted consumer's buying behavior immensely. With the inception of various digital payment modes consumers are likely to indulge in impulsive buying. Through this paper we have identified four antecedents-self-control, pain of paying, lifestyle and immediacy of payment and formulated a conceptual model outlining the various antecedents of impulse buying in an evolving cashless Indian economy. According to the proposed model, cashless transactions will invigorate immediacy of payment among consumers, enhance the lifestyle, reduce the pain of making payment in tangible currency and result in a steady loss of self-control among consumers. All these factors create an urgency to buy a product thereby leading to impulse buying behaviour. This will have great implications for marketers and retailers. Top Keywords Cashless transactions, Impulse Buying, Self-control, Pain of paying, Lifestyle, Immediacy of payment. Top |