Impulsive buying behavior is one of the hot issues in consumer behavior research, but there

is a lack of consistency in the definition of impulsive buying behavior among scholars. It is determined

that impulsive buying behavior is an irresponsible, impulsive, and unplanned buying conduct carried

out by consumers who forgo self-control in the name of motivation based on representative research

findings of researchers on the idea of impulsive buying behavior. As well as strong emotions inspired

by specific situations.

Online shopping has steadily risen to become commonplace as a result of the advancement

of technology and the changing attitudes of consumers about purchasing in general. Consumers

are no longer constrained by time or place and may browse the enormous selection of goods

and discover numerous facts about them whenever and wherever they like, which encourages impulse

shopping on the Internet. The research on impulse purchase behavior has been further enriched

by several academics who have likewise switched their research emphasis from offline to online.

In contrast, only a few research have looked at the elements impacting impulsive buying from the

perspective of online communities. For instance, the majority of studies have concentrated on individual

¹  Researcher, Center for Global Innovation & Entrepreneurship, Kyung Hee University

² Corresponding author, Professor, School of Management, Kyung Hee University