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Durham University

Research & business

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Mr Yuan Lin

PhD Student in the Business School

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Thesis title: A Meta-analysis of Consumer’s Online Impulse: A Theory of Planned Behaviour


Previously, literature found buying impulses are pervasive online. However, the knowledge of consumer’s online impulses is still limited. On the one hand, most of the research only focused on specific aspects of online impulses, therefore, miss the importance of interlinks among these factors. On the other hand, there are only limited review works available in both online and offline consumer impulse research. In this case, with tools borrowed from of the theory of planned behaviour (TPB) and the theory of social network, this paper aims to fulfil this gap by integrating previous knowledge into an adjusted TPB model. An operational framework to review and integrate previous findings in online impulse has been provided. In addition, the magnitude of such factors also been evaluated under the model of TPB. The results turn out online consumers may behave similarly to supermarket consumers. However, their buying impulse is few depends on their attitudes towards a purchase. Subjective norms and perceived behaviour control are identified as two most active factors that alter consumer' online impulse. Limitations of this paper are provided at the end of this paper.

Keywords: Online Impulses; Theory of Planned Behaviour; Social Exchanges; Attitudes; Subjective Norms; Perceived Behaviour Control.

Research Interests

  • Theory of Planned Behaviour
  • Subjective Norms
  • Perceived Behaviour Control

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