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@article{174986,
        author = {Dhakshitha B K and Dr.T Lavanya Kumari},
        title = {Impact of Social Presence on Impulsive Online Consumer Buying - A critical analysis},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {11},
        pages = {1521-1529},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=174986},
        abstract = {Purpose : The quick growth of virtual shopping has changed the direction and quantum of sales across the globe. Social presence is contributing a lot for the marketing of goods and services. It is well known that the relevant factors are impacting impulsive virtual buying behavior of customers and a set of unknown factors also affecting impulsive online buying. The presented study conducted to know how far the moderate variables impacts on social presence and impulsive virtual buying of consumers. Further, the study is also conducted to know the social presence factors and factors driving impulsive virtual buying of consumers.
Design: A well developed and previously known questionnaire was administered as schedule keeping in the mind to save time, avoid incompleteness and rejection. The sample respondents was fixed 50. The study interviewed in a natural condition and respondents of Jayanagar, Malleshwaram, Indiranagar and Yelahanka the 'upcoming education' center, and Rajajinagar of Bengaluru Urban area. The researchers herself gathered the primary data from respondents through direct interview and secondary sources include e-journals books and internet.
Findings: The study found that all the socio-economic factors are significantly varying with high degree of relationship. Further, the social presence factors impacting on impulsive online buying includes that social presence promotes users purchase intention, influences very much on the formation of emotional conditions and impacts on trustworthiness and genuineness. Further, the study also found factors like promotional measures, integrated technology and economic well being of the customers as the factors driving impulsive virtual buying of customers.},
        keywords = {Social presence, impulsiveness, virtual buying, trust, intention, confidence, life satisfaction, social capital, technology, mood uplifting.},
        month = {April},
        }