Impulse buying behavior and satisfaction among online shoppers

Abstract

The 21st century is becoming a technological age where anyone is one swipe away from getting what they need and want. In this internet era, businesses adapted to selling goods and providing services using social media platforms and technology. Therefore, customers have developed impulse buying behaviors that influence their buying experience in online shops. As a result, online sellers also set strategies to satisfy their customers. This research examines the relationship between impulse buying and customer satisfaction among internet shoppers. A total of 200 online shoppers became the respondents. They were selected via purposive sampling technique for this quantitative and descriptive-correlational study to test their buying behavior and satisfaction in their online shopping. The results show a significant relationship between impulse buying behavior and customer satisfaction. In addition, there found to be substantial differences in the level of impulse buying behavior and customer satisfaction when analyzed according to the respondents' age, sex, and monthly income. The study concludes that there is a connection between impulse buying behavior and customer satisfaction and recommends that online businesses, sellers, and marketers use this relation to find ways to ensure customer satisfaction and improve the quality of e-commerce.