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@article{185919,
        author = {Narasimharao Vallabhu and Tadepalli Bindu Priya and Naveen Patchala},
        title = {Technology-Mediated Impulse Buying Behavior: A Systematic Review of Psychological Drivers, Platform Features, and Consumer Dynamics},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {5},
        pages = {3488-3496},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=185919},
        abstract = {Impulse buying, defined as spontaneous and unplanned purchasing behavior, has been extensively studied in traditional retail contexts; however, the rapid growth of digital commerce platforms necessitates a focused review of impulse buying behavior mediated by technology. This systematic review synthesizes findings from 32 recent studies exploring psychological drivers, platform characteristics, payment technologies, and demographic moderators influencing impulse purchasing in online environments such as e-commerce, social commerce, and live streaming. Key drivers include positive emotions, hedonic motivations, social influence, and seamless payment options. Despite progress, gaps remain in understanding long-term consumer impacts, ethical considerations, and cross-cultural variability. This paper highlights these gaps and proposes future research directions to advance theoretical understanding and responsible marketing practice in technology-enabled impulse buying. The findings offer insights for academics and practitioners aiming to navigate and leverage digital impulse purchase dynamics effectively.},
        keywords = {Digital payment innovations, Live streaming commerce, online consumer behavior, psychological drivers of impulse buying, social commerce, Technology-mediated impulse buying.},
        month = {October},
        }