Measuring the antecedents of impulsive buying behavior on the WWW

Literature review of existing impulsive buying research shows a significant lack of studies explaining unplanned purchases of online shops. This paper tries to fulfill this gap by measuring the antecedents of impulsive buying. Additional explaining factors like technical constraints or browsing suggested by the IS literature are added into the causal model. The results of a pilot study show satisfactorily local fit indices indicating high construct validity of the used scales. The supposed hypotheses of the causal are only partially confirmed. The authors suggest conducting further studies focusing on different product categories and personal characteristics.