International Research Journal of Commerce , Arts and Science
( Online- ISSN 2319 - 9202 ) New DOI : 10.32804/CASIRJ
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A STUDY OF FACTORS TRIGGERING IMPULSIVE BUYING BEHAVIOR AMONG INDIAN CONSUMERS & THEIR IMPACT ON AVERAGE ORDER VALUE ACROSS PLATFORMS
3 Author(s): SOMESH KAASHYAP , POOJA CHAUDHARY ,DR. (PROF.) SUNIL KUMAR
Vol - 17, Issue- 3 , Page(s) : 11 - 39 (2026 ) DOI : https://doi.org/10.32804/CASIRJ
The proliferation of digital commerce has fundamentally reshaped consumer decision-making processes, transforming online retail environments into stimulus-rich ecosystems designed to accelerate purchase behaviour. Contemporary e-commerce platforms systematically embed