Omnichannel Touchpoints and Spontaneous Purchases: A Study on the Impulse Buying Behavior of Modern Consumers
DOI:
https://doi.org/10.51325/ejbti.v3i2.189Keywords:
Omnichannel, Touchpoints, Spontaneous Purchases, Impulse Buying Behavior, Psychological FulfillmentAbstract
The rapid integration of omnichannel touchpoints into contemporary consumer lifestyles is undeniable. From online platforms and mobile apps to social media and physical stores, consumers seamlessly navigate a diverse landscape of channels, creating a complex web of interactions. This study investigates the intrinsic relationship between omnichannel touchpoints and impulse buying behavior, recognizing the interconnected nature of these channels within the modern consumer experience. As individuals engage with the dynamic interplay of online and offline touchpoints, their propensity for spontaneous purchases becomes a compelling area of exploration. This research aims to unravel the intricacies of consumer decision-making in the omnichannel era, shedding light on the triggers and influencers that drive impulsive buying. By bridging the gap between omnichannel engagement and impulsive behavior, this study seeks to contribute valuable insights to both academia and the broader business landscape, informing marketing strategies while enhancing consumer awareness of purchasing behaviors in the multifaceted world of modern commerce.
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