Online Impulse Buying: An Investigation into Consumer Decision Making

  • Arunima Rana
Part of the International Series on Computer Entertainment and Media Technology book series (ISCEMT)


In this research we have deconstructed the decision making process for online purchase into simple tasks based on choice of websites, products and brands. Further, graph theory based approach and decision net diagrams were applied to comprehend how some individual processes and combines information associated with websites, product and brands to arrive at a particular decision. The decision flow diagram in itself is constructed using interview results conducted specifically on online shoppers. Standard graph metrics viz. node depth, shortest & longest path were leveraged to construct a simple computational scheme substantiating online impulse purchase behavior. Furthermore, metrics such as efficiency of information and information error for decision nets were defined and computed. The results were leveraged to derive useful insights into consumer purchase behavior (planned and unplanned/ impulse) in the online context.


Internet marketing E-commerce Online retail Online impulse Decision net 


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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  • Arunima Rana
    • 1
  1. 1.Indian Institute of Foreign TradeDelhiIndia

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