Conceptual Paper of Eye Tracker Study in Online Impulsive Buying Research

Impulsive buying is viewed as behaviour influenced by external and internal stimuli. The impulsive buying behaviour resulted in a swift buying decision. This study describes previous studies on how impulsive buying would benefit the companies. Therefore, companies are trying to understand what would induce impulsive buying towards their products. Capturing the behaviour requires some tools such as an eye tracker. This article collects the latest impulsive buying studies. Methods and tools used are explained in the articles. The last part of the article discusses future research to be conducted on online impulsive buying.