Antecedents of Online Impulse Buying: An Analysis of Gender and Centennials’ and Millennials’ Perspectives

Impulse buying continues to be a relevant topic for retail management, yet few studies have examined the role of online impulse buying. This study analyzes effect tendency on behavior through mediation normative evaluation and urge buy impulsively Internet. As secondary objective, we aim identify whether gender generation influence model. The research was conducted in Mexico with millennials centennials who had previously bought products We used quantitative, explanatory, non-experimental, cross-sectional research. applied an electronic survey, and, statistical technique, PLS. According results, both directly indirectly influences mediating roles Moreover, found that does not Regarding generation, two significant differences were between millennials.