A study on factors that affect the online impulse buying behaviour of young customers in Patna Rai Jyotsna1, Yadav Rakesh Kumar2, Shakeel Misha3 1Assistant Professor, PhD, Indian Institute of Business Management, Patna, Bihar (India), jyotsnarai.faculty@gmail.com 2Professor, Phd, IFTM University, Moradabad, U.P. (India), rkyadav@iftmuniversity.ac.in 3Research Scholar, IFTM University, Moradabad, U.P. (India) Online Published on 12 May, 2023. Abstract Today, though the market is more customer-oriented, customers’purchasing patterns are changing much faster. Their purchasing preferences and behaviour differ regardingthe product, features, purchasing habits, lifestyle, age and gender, etc. However, the youngercustomer baseis the hardest to reach out to due to their changing tastes. The purchasing preferences of today’s youth affect how they buy things because they are impulsive and tend to follow the rhythm of fashion and taste that changes over time. Exploring the youth’s online impulse purchasing behaviour is an essential factor that could benefit online retailers and advertising agencies. Therefore, marketers expend excessive time in market research to detect and forecast the shifting behaviours of youth. The current generation is more intrigued by online shopping and social media advertising than traditional retail. In social media marketing contexts, terms like “social media ads”, “website features,” and “online privacy” are being effectively utilized; however, little study has been done to examine the potential relationship between the criteria above and youth’s online impulse purchasing habits. This study provides insight into youths’purchasing behaviour, behavioural patterns, and how they accept social media ads and their associated elements. The proposed framework for evaluating the likelihood of youth’s impulsive online purchases is proposed and evaluated in this study. The survey’s findings demonstrated the significant role of selected elements in youth’s impulsive online purchasing. Additionally, it demonstrated the unfavourable relationship with privacy worries. In its final section, the study discusses various management and academic implications. Top Keywords Impulsive Purchasing, Online Privacy, Social Media ads, Website Features, Youth Purchasing Behaviour. Top |