Impulse buying behavior is determined by several factors, accordingly, it is considered complex and difficult to predict. Therefore, this study has merely focused on the store environment to study its impact on impulse buying behavior. Although such behavior occurs during both online and offline buying, this study is an attempt to explore it in the online context only because prior literature has provided that this context is much more complex than the offline one. Also, this study has contributed to distinguishing the urge to buy impulsively from impulse buying behavior and combined them in one model to examine its mediating effect on the relationship between the online store environment and impulse buying behavior.
Originally, the study model explaining the four hypotheses was proposed based on the S-O-R theory, then important literature was reviewed. This study adopted the quantitative method to collect its primary data using the questionnaire tool. The questionnaire has been distributed directly to Amazon users after contacting Amazon.eg which directed the researcher to get the authorization from (Amazon U.S.). So, the questionnaire's link was shared with them to verify its origin and make sure that this will not invade their customers' privacy or confidential information, and it is for a learning purpose. Then, a total of 206 responses have been collected for analyzing them using Structural Equation Modelling approach, and it has also been used to test the proposed study model which suggests that the online store environment affects impulse buying behavior by influencing consumers' .