E-Commerce Dynamics: Identifying the Behavioral Triggers in Online Shopping Among College Students

Abstract

This research investigates the influence of marketing stimuli, website design, and emotional factors on impulsive and intentional online shopping behaviors among college students. Key findings indicate that discounts and promotions serve as the most significant triggers for both impulse and intentional purchases, while product recommendations, although impactful, demonstrate a lesser influence. Positive emotions mediate the relationship between discounts and impulse purchases, emphasizing the critical role of emotional engagement. Website design elements, such as visual appeal and ease of navigation, show minimal direct impact on purchase behavior. A cluster analysis revealed two consumer segments: one responsive to aggressive marketing and another preferring personalized strategies. These insights underline the importance of combining promotions, personalized recommendations, and emotionally engaging marketing tactics to effectively target diverse consumer preferences and enhance sales outcomes.