Τhe factors contributing to impulse buying behavior in online shopping

The present dissertation concentrates on the factors contributing to consumers' impulse buying behavior in the context of online shopping, and examines the relationships among them within the S-O-R (Stimulus-Organism-Response) theoretical framework. The main constructs of this study are: influencer marketing, scarcity, the fear of missing out (FOMO), impulse buying tendency (IBT), and online impulse buying intention (OIBI). Data were collected through a structured questionnaire via the Google Forms platform. This questionnaire was initially distributed to 309 individuals, with a final sample of 200 respondents.