Jyoti Tandon, Vikas, Rajan Yadav and Saurabh Agrawal D
Purpose – With the spread of e-commerce, impulse purchase is rampant online, yet relatively limited research is existing on this phenomenon. This paper aims to synthesize the perspectives of online impulse buying behavior by linking the antecedents and consequences through the systematic literature review (SLR) of the relevant literature. Design/methodology- We present a literature review using the SLR methodology based on (Denyer & Tranfield, 2009a; Tranfield). Findings – The findings included antecedents, consequences and various theories strengthening impulse buying tendency. The SLR aimed at finding themes on which the included papers were based on. The themes included website attributes, attractiveness of online stores, factors influencing impulse buying, hedonic shopping motivation, offline v/s online impulse buying, post purchase cognitive dissonance, problems of compulsive buying, social commerce and SOR model. Practical implications –Given the importance of impulse purchases to the firm’s profit, the study provides valuable insights into impulse buying behavior in an online backdrop. Originality/value – To the best of the author’s knowledge, this is the first SLR of the emerging field of online impulse buying which focuses on the antecedents of the online buying process along with the potential consequences and emerging themes post year 2000.