Impulse buying behaviour of virtual customers’ in B2C business model Dastidar Sumee1, Osmani Minhaz Sabiha2 1Assistant Professor, PhD, Department of M.Com, Gauhati Commerce College, sumee.dastidar@gmail.com 2Assistant Professor, Department of M.Com, Gauhati Commerce College, osmani.minhaz@gmail.com Online Published on 12 May, 2023. Abstract Traditionally the consumers’ preferred going to retail outlets or mall-shopping but with the augment of internet the whole concept of retailing got aninnovative shape in the form of e-commerce. It is seenthat in Business-to-Consumer (B2C) business model, an online shop evokes the physical analogy of buying products or services at a regular ‘bricks-and-mortar-retailer’ and by offering a number of favourable alternatives. One decade after the millennium, manyB2C companies shifted their attention to mobile users and consequently hastened to develop mobile apps to reach broader virtual customers. Due to convenience of shopping in virtual mode the possibility for impulsive buying behaviour amongst the customers has increased. This study aims to explore the favourable reasons for shopping via online mode; the factors affecting impulse buying behaviour amongst the customers; the impact of impulse buying on the consumers; and also to find out how to control the impulsive buying behaviour. Chi-square test and t-test has been applied to examine diversefacets of Impulsive Buying Behaviour. Top Keywords Business-to-Consumer, Consumer Psychology, E-commerce, Impulsive buying behavior, Online shopping, Virtual customers. Top |