Drivers for On-line Impulse Purchases of Highly Symbolic Products

The chapter concentrates the attention on the connection between on-line sales channels and impulse purchase. The websites’ capacity to engage consumers emotions and trust is analyzed, together with the role of social media, which acting as a peer-to-peer relationships shortens and speeds up the decision process. The result envisages that on-line shopping somehow encourages to impulsivity, especially as far as highly symbolic products are concerned.