ISSN: 2222-6990
Open access
Impulse buying behaviour plays an important role to boost sales volume of brick and mortar in the retail sector. However, with the advancement in technology, the behaviour of consumers in impulse buying has increased. As such, the popularity of using mobile as the medium of shopping devices and the shopping activities can be conducted in anytime and anywhere, thus, the technology triggers impulse buying activities beyond expectations. Therefore, the study aims to investigate factors influencing among millennials in Malaysia. The study proposes a conceptual model of factors influencing impulse purchase intention from the aspect of consumers characteristic (excitement), new product knowledge as well as perceived usefulness. Lastly, the study provides a fruitful insight to marketers as well as to retailers in understanding of impulse purchase intention among millennials by assessing the impact of consumer characteristics, web skills and social media community settings.
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In-Text Citation: (Baharuddin et al., 2022)
To Cite this Article: Baharuddin, F. N., Musa, A. H., Selamat, S. M., Noh, S. N. S., & Idris, A. R. (2022). Impulse Buying Intention among Millennials in Malaysia. International Journal of Academic Research in Business and Social Sciences, 12(12), 2555 – 2560.
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