“Psychological Drivers of Online Impulsive Buying Behaviour: The Role of Fear of Missing out and Hedonic Shopping”

The Purpose of the study is to find out the influence of factors on online impulsive buying behaviour. The factors considered for the study are Fear of missing out and hedonic shopping. The study is descriptive in nature, Data collected using structured questionnaire, with the help of Google forms. The data collected was analysed using AMOS 24 where structured equation model was used to measure the model fitness of the study. The sampling method used for the study was convenience sampling technique. The major findings of the study were positive and significant influence of hedonic shopping on online impulsive buying behaviour. The results of the structural equation model confirmed that Impulsive buying behaviour is significantly and positively driven by Hedonic Shopping. Where it could be inferred that customers who shop for fun, excitement and happiness are more prone to make unplanned purchases