Creating Impulse Buying Behavior in The Online Festival Atmosphere: A Gender-Based Evaluation

Impulsive buying behavior during online shopping festivals is shown by many consumers and e-commerce businesses benefit from it. However, the reasons for this behavior have not been revealed. Therefore, this study will investigate the antecedents underlying this behavior. It was also investigated whether the effect of these antecedents on the festival atmosphere differed according to gender. A total of 590 participants (294 men and 296 women) participated in the study. The analysis was conducted with PLS-SEM 4.0. As a result of the analysis, it was seen that the elements that make up the festival atmosphere differed for men and women. For women, low price, perceived novelty, perceived perishability, perceived limitation, category richness, time constraint, and perceived entertainment affected the festival atmosphere, while for men, low price, perceived perishability, perceived limitation, time constraint, and social benefits affected the atmosphere. In addition, festival atmosphere positively influenced impulse buying for both genders. Therefore, e-commerce companies should create a festival atmosphere by considering gender differences and use different variables.