Findings of the review also demonstrate that there is
lack of research understanding the drivers of online impulse
purchase. It has been found that impulse purchases account
for about 40% of all online expenditures (for reasons such as
easy access to products, purchase, use of credit cards, lack
of social pressures, ease in delivery, etc.) (Verhagen and
Dolen 2009). Therefore, it is necessary to better understand
the effects of website characteristics on impulse purchase