From whims to wallets: navigating the maze of how technology impacts impulsive buying behavior–a systematic literature review

Purpose This study systematically reviews technology-influenced impulsive buying behavior (IBB) literature. Design/methodology/approach The Scopus database was used to select 183 representative studies from 1991 to 2024. Descriptive and content analyses were performed using Bibliometrix R-tool and VOS Viewer software. The study also used keyword analysis and thematic mapping to identify thematic clusters and gain insight into the complex interplay between technology and IBB. Findings This study uncovers patterns and thematic clusters from influential studies. Five research directions were formulated, and suggestions for further research were provided to expand knowledge in the field. Practical implications This study offers actionable insights for digital marketers and policymakers, demonstrating that triggers such as push notifications, limited-time offers, and visual cues drive impulsive purchasing behavior. E-commerce platforms like Amazon and Zalando utilize countdown timers and flash sales to create a sense of urgency, prompting users to make impulsive purchases. Marketers can strategically apply these techniques to increase conversion rates, provided that they also consider ethical boundaries. Originality/value This study aims to provide a coherent and exhaustive presentation of the effects of technology on IBB anticipatory bias. This study highlights trends, key themes, and gaps in current research. It also provides new insights and a foundation for future work.