Determinants of Impulse Buying Behavior: Evidence from Thailand’s Retail Sector

Abstract

This study examines the key determinants of impulse buying behavior within the retail sector of Thailand by integrating both individual-level and in-store environmental factors into a unified analytical framework. Specifically, the research investigates how personal conditions, including financial availability, time availability, and family influence, shape consumers’ spontaneous purchasing tendencies. In parallel, it evaluates the role of retail-specific stimuli such as store environment, promotional strategies, and product-related attributes in triggering unplanned purchases. By combining these dimensions, the study offers a comprehensive perspective on the behavioral mechanisms underlying impulse buying in an emerging retail market. A quantitative research design was adopted, and primary data were collected through a structured online questionnaire administered to consumers in Bangkok. The final sample consisted of 305 valid responses, ensuring sufficient representation for statistical analysis. To rigorously test the proposed relationships, the study employed both Statistical Package for the Social Sciences and partial least squares structural equation modeling techniques. These methods enabled the examination of both direct effects and the overall explanatory strength of the conceptual model. The empirical findings reveal that all selected personal and in-store factors exert a statistically significant influence on impulse buying behavior. Financial readiness and available time increase the likelihood of spontaneous purchases, while family influence also plays a notable role in shaping consumer decisions. Simultaneously, an appealing store atmosphere, effective promotional activities, and attractive product characteristics significantly enhance impulsive purchasing tendencies. The results indicate that these factors operate in a complementary manner, collectively strengthening consumers’ inclination toward unplanned buying. This study contributes to the broader literature by providing empirical evidence from the Thailand retail context, highlighting the multidimensional nature of impulse buying behavior. The findings offer practical implications for retail managers and marketers, emphasizing the importance of aligning in-store strategies with consumer-specific characteristics to stimulate impulse purchases and improve overall market performance.