A STRUCTURED LITERATURE REVIEW ON IMPULSE BUYING: ONLINE JITTERS AND OFFLINE JEEPERS

Purpose of the Study: This structured literature review looks at Impulse Buying Behaviour in both virtual and brick-and-mortar contexts. The purpose of the study was to identify, evaluate, and synthesize the relevant research results to develop an abstract of current evidence by using unambiguous procedures to find what can consistently be said based on these researchers that can play a role in evidence-based practice. Furthermore, this...