A multitude of evidences show that impulse purchase is prevalent online, yet relatively limited knowledge is

available on this phenomenon. The study borrows marketing wisdom to information systems space to quantify

how the website cues (products availability, website ease of use and visual appeal) affect personality

traits (instant gratification, normative evaluation and impulsiveness) to urge the impulse purchase online.

Structural equation modeling technologies are employed to evaluate the research model based on a survey

questionnaire. The results show that personality factors of instant gratification, normative evaluation and impulsiveness

are key determinants of urge to buy impulsively, while perceived website cues of visual appeal,

website ease of use and product availability are important precursors. Through combining marketing and IS

wisdom, a number of new insights are offered which enrich our understanding on the determinants of online

impulse purchase decision as well as on how a proper IS design alters consumer shopping experience to engender

more online impulse purchase.