Abstract: With the advent of technology and increased use of Internet, we have seen the growth of online shopping increasing t

With the advent of technology and increased use of Internet, we have seen the growth of online shopping increasing throughout the years. This phenomenon has given rise to impulse purchasing behaviour online which is an area that has not been thoroughly studied by marketing researchers. This paper provides insights into consumers’ buying behaviours, both planned and impulse and in both traditional and online shopping contexts. The main aim of this paper is to conceptually examine the antecedents of online impulse purchase bahaviour and if the factors affecting impulse behaviour in traditional shopping does in fact affect online impulse buying in the similar manner. In doing so, nine research propositions are developed for subsequent testing.