The Impact of Online Shopping Convenience on Impulse Purchase Decisions of Cosmetic Products Among Women Belonging to Generation Z in Bangalore

DOI

10.2991/978-94-6463-766-3_18How to use a DOI?

Keywords

Impulse Purchase Behavior; Online Shopping Convenience; Generation Z Consumers; Personality Traits; Cosmetic Products Market; Access; Evaluation; Transaction; Post-Purchase Dynamics; E-Commerce; Emotional Reactivity; Consumer Behavior; Correlation Analysis; Hyperbolic Discounting; Behavioral Economics

Abstract

The study investigates the impact of the five dimensions of online shopping convenience-facilitating access, search, evaluation, transaction, and post-purchase-on the impulsive purchases of cosmetics by Generation Z women in Bangalore. It also investigates how personality traits of self-control, emotional reactivity, risk-taking behaviour, and openness to new experiences impact these choices. The study attempts to evaluate the impact of these aspects of convenience and personality traits towards impulsive buying tendencies.

Correlation analysis was applied to explain the relationships between dimensions of shopping convenience influencing impulsive purchases in the sample of 270 respondents. In addition, case studies were included to enrich understanding of how personality influences impulsive buying choices. The findings indicate the dominant conditions of convenience for access and search in terms of flexibility with respect to time and space, navigability, and product findability. Convenience in evaluation and transactions is also relevant, as these lead to less cognitive strain and fluid buying experiences. Convenience after purchase had moderate effects, mostly for increasing satisfaction and trust.

Individual dimensions of convenience show a varying degree of correlation with personality traits. Openness to new experiences and self-control are more highly related to emotional reactivity and risk-taking. Results suggest multiple effects, especially in the early stages of the shopping journey. These findings suggest marketers can increase the rate of impulsive purchases by enhancing usability of their interfaces, providing extensive product information, ensuring efficient transaction processes, and establishing dependable post-purchase processes. The study thus provides practical insights useful to businesses aiming to boost online shopping experiences and leverage Generation Z's propensity toward impulsive purchases.

The state of convenience in the online environment (example: one-click checkouts, same-day delivery) may represent Laibson’s thesis on over-liquidity. The “easier to buy” environment lowers the natural psychological barriers for impulse buying.

The planner-doer” model of Thaler explains how opportunity costs are often neglected, how we confuse the value we assigned to ownership with economic value (or the endowment effect), and how we are subject to dynamic inconsistency, and the resulting impulsive or contradictory choices.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Sudeshna Chatterjee
AU  - Pragati Singh
PY  - 2025
DA  - 2025/06/24
TI  - The Impact of Online Shopping Convenience on Impulse Purchase Decisions of Cosmetic Products Among Women Belonging to Generation Z in Bangalore
BT  - Proceedings of the IBA IEA Conference on Economics and Public Policy (Ecofluence 2024)
PB  - Atlantis Press
SP  - 357
EP  - 386
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-766-3_18
DO  - 10.2991/978-94-6463-766-3_18
ID  - Chatterjee2025
ER  -