Online Impulsive Purchasing Behavior in Brunei Darussalam / Nur Fadhilah binti Md Junit

Submitted in Partial Fulfillment of the Requirement for Master Science of by coursework in Management And technology.

ABSTRACT
The research overall covers the factors that affect impulsive online shopping behavior in the settings of cultural characteristics. Individualism of which are categorized product characteristics and emotional influence by which each category is sub-categorized into product brand, marketing appeal and product price for product characteristics. As for emotional influence are divided into positive and negative emotional influence. Apart from that, collectivism has only one classification that is social recommendation that are categorized into family, friends and fashion leaders. The online activities have somehow generated this behavior hence the research also attempt on interrelating the findings acquired of online practices to the notion of impulsive purchasing behavior. All in all, the factors mentioned are tested on its effect to impulsive purchasing behaviors as the main focus of the study. As a result, the study discovered that Brunei are likely of individualism culture rather than of collectivism. In short, the factors that prompt the impulsive behavior apparently is the product characteristic. Although, other factors have minor effect on impulsive behaviour.

Includes bibliography references.