Although there is a growing number of studies measuring
online intentions, there are a few studies directly
measuring the actual purchase and impulse purchase
intention. Reliable measurement techniques should be
developed in order to analyze online actual purchase and
online impulse purchase. It has been found that consumers
are more impulsive in online shopping than offline shopping
(Donthu and Garcia 1999). Therefore, impulse purchase
is an important phenomenon in online shopping
context and it should be further investigated