The Impact of Supply Chain Agility and Resilience on E-Commerce Customers' Impulse Buying Behavior. (The Mediating Role of Brand Image)

Abstract

This study explored how Supply Chain Agility (SCA) and Supply Chain Resilience (SCR) influence Impulsive Buying Behavior (IBB) within e-commerce customers, keeping Brand Image (BI) as a mediating variable. The study is driven by the fast transition in digital purchasing patterns, where customers increasingly make unexpected purchase decisions prompted by product availability, order fulfillment, and supply chain responses. Questionnaire was used to collect data from 297 online customers in which cross-sectional research design was employed. Statistical Package for Social Science (SPSS) was used to interpret data, analyze the association of direct and mediating relationships among variables. The obtained results show that both SCA and SCR positively impact impulsive buying behavior. Moreover, the relationship between supply chain elements and impulsive buying behavior was mediated by BI. The study shows theoretical empirical evidence between supply chain management (SCM) components and IBB, supporting Stimulus Organism Response (SOR). For the Practical implication, managers should focus upon enhancing the efficiency of SCA and SCR to improve BI which will ultimately increase IBB within consumers. Limitations and future research directions are also discussed.