Short answer

Designers and marketers should collaborate to ensure product aesthetics are not only functional and appealing but also strategically priced to leverage impulsive purchasing tendencies in online retail.

Field: Innovation & Markets
Source: IJEBD (International Journal of Entrepreneurship and Business Development) (2025)
Method: Quantitative research using a survey and statistical analysis.
Sample: 200 participants
Evidence: Strong effect

Visually attractive product designs and competitive pricing are key drivers that can significantly increase consumers' likelihood to make unplanned purchases on online platforms. This innovation & markets research insight is drawn from a 2025 study published in IJEBD (International Journal of Entrepreneurship and Business Development). Using Quantitative research using a survey and statistical analysis. with 200 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers should collaborate to ensure product aesthetics are not only functional and appealing but also strategically priced to leverage impulsive purchasing tendencies in online retail.

Study

Innovation & MarketsNew This WeekStrong effect

Appealing product design and strategic pricing significantly boost e-commerce impulse purchases.

Visually attractive product designs and competitive pricing are key drivers that can significantly increase consumers' likelihood to make unplanned purchases on online platforms.

IJEBD (International Journal of Entrepreneurship and Business Development) · 2025

Key Findings

01Product design has a statistically significant positive effect on impulsive buying.
02Price has a statistically significant positive effect on impulsive buying.
03Product design and price together explain 65.7% of the variance in impulsive buying behavior.

Application

Design takeaway

How to apply

When developing new products for online sales, prioritize distinctive visual elements and conduct competitive pricing analysis to maximize impulse purchase potential.

Project actions

01Clearly define what constitutes 'product design' and 'price' in your research context.
02Ensure your survey questions accurately capture impulsive buying behavior.

Method & Evidence

AimTo investigate how product design and pricing influence impulsive buying behavior within an e-commerce context.

MethodQuantitative research using a survey and statistical analysis.

ProcedureA questionnaire with a five-point Likert scale was administered to 200 consumers who had purchased specific fabric products on Shopee. Data were analyzed using multiple linear regression, t-tests, and F-tests.

Sample200 participants

ContextE-commerce platforms (specifically Shopee, focusing on fabric products)

Variables

IV["Product Design","Price"]

DV["Impulsive Buying Behavior"]

CV["E-commerce platform (Shopee)","Product type (sublimation-printed fabric products)","Brand (Cannamolid Pattern)"]

Strengths & Limitations

Strengths

+Quantitative approach provides measurable data.
+Use of statistical analysis (multiple linear regression) allows for the examination of relationships between variables.

Limitations

The findings might not apply to all product types or all e-commerce platforms.

Reliability & validity

The study tested the validity and reliability of its questionnaire, which strengthens the confidence in its findings. However, the specific measures used would need further examination for a full assessment.

Think critically

To what extent can product design and price alone drive impulse purchases, and what other factors (e.g., social proof, urgency, user experience) might be equally or more influential?

Design Principles

"The visual appeal and perceived value of a product are potent motivators for unplanned purchases in digital marketplaces."

Understanding the interplay between product aesthetics and cost is crucial for e-commerce businesses aiming to capture market share. By optimizing these elements, brands can effectively tap into impulsive buying behaviors, leading to increased sales and revenue.

What This Means for Your Design

Making products look good and setting the right price can make people buy them on the spot when shopping online.

How to use in your project

1.Reference this study when discussing how product features and pricing strategies influence consumer behavior in your design project.

Add to My Project

Quick Cite

Paragraph starter

Research indicates that product design and pricing are significant determinants of impulsive buying behavior in e-commerce, with these factors collectively explaining a substantial portion of unplanned purchases. This suggests that optimizing visual aesthetics and strategic pricing is crucial for driving sales in online retail environments.

Source

IJEBD (International Journal of Entrepreneurship and Business Development)

The Effect of Product Design and Price on Consumers’ Impulsive Buying on Shopee

journal · 2025

View source

Questions About This Research

What does the research say about appealing product design and strategic pricing significantly boost e-commerce impulse purchases?: Designers and marketers should collaborate to ensure product aesthetics are not only functional and appealing but also strategically priced to leverage impulsive purchasing tendencies in online retail. Evidence: IJEBD (International Journal of Entrepreneurship and Business Development) (2025).
Why does "Appealing product design and strategic pricing significantly boost e-commerce impulse purchases." matter for design?: Understanding the interplay between product aesthetics and cost is crucial for e-commerce businesses aiming to capture market share. By optimizing these elements, brands can effectively tap into impulsive buying behaviors, leading to increased sales and revenue.
How can designers apply this research?: Designers and marketers should collaborate to ensure product aesthetics are not only functional and appealing but also strategically priced to leverage impulsive purchasing tendencies in online retail.
What were the main findings?: Product design has a statistically significant positive effect on impulsive buying.. Price has a statistically significant positive effect on impulsive buying.. Product design and price together explain 65.7% of the variance in impulsive buying behavior.
What research method was used?: Quantitative research using a survey and statistical analysis. with 200 participants.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2025 journal from IJEBD (International Journal of Entrepreneurship and Business Development).
What should I do differently in my next project?: When developing new products for online sales, prioritize distinctive visual elements and conduct competitive pricing analysis to maximize impulse purchase potential.
What are the limitations?: The study focused on a specific product category and platform, and did not account for psychological factors or other marketing elements that could influence impulsive buying.