The purpose of this study is to investigate the influence of Personality, shopping enjoyment   tendency, materialism, impulse buying tendency, and cultural dimension namely collectivism and individualism on impulse buying behavior. This study employed a quantitative approach that involved a convenience sampling technique to collect data from customers (n=320) using a structured survey. Structured Equation Modeling was applied to analyze data by using AMOS 24. According to the study's findings, shopping enjoyment tendency and materialism strongly affect impulse buying. Further, buyers with a high tendency to impulsiveness, buy more spontaneously. More importantly, the findings revealed that personality traits; neuroticism and extraversion, have also a strongly positive impact on consumers’ IBB. This study provides important information regarding the buying behavior of consumers from the retail sector of a developing nation and checks the effect of the above-mentioned important factors on consumers’ impulse buying. The outcomes of this study will help retailers and marketers to develop effective strategies in accordance with consumer buying behavior.

Keywords: Consumer behavior; Impulse buying; Shopping enjoyment tendency; Impulse 

https://doi.org/10.56249/ijbr.03.01.34