Browsing by Author "MAHARJAN, JOSANA"
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Item E-IMPULSE BUYING AMONG GENERATION X AND Y(2022-09) MAHARJAN, JOSANAWhile impulsive buying behavior offline has been studied since the 1950s impulsive behavior online is a rather new phenomenon and therefore not as researched (Verma & Singh, 2019) as offline impulse buying. Also, most of the articles found about impulse buying online have focused on other demographic variables than generations and those that were found were concentrated on only one generation. This study will compare two different generations, Gen X and Gen Y.