LAUSR

The article synthesizes online impulse buying research conducted through a systematic literature review (SLR) approach. The present review covers the diverse range of literature, from 2001 to 2024, conducted using the SPAR‐4‐SLR protocol. Drawing upon the theory‐context‐characteristics‐method (TCCM) framework, a literature synthesis provides an overview of article's descriptives, underpinning theories, contextual overview and methodological aspects. The review also highlights the variables related to the antecedents, mediators, moderators and consequences of online impulse buying and proposes the integrated conceptual framework of the concept. Lastly, the review highlights the gap in the literature and offers insightful directions to advance research in online impulse buying domain. Overall, this review is an attempt to make significant theoretical and practical contributions to the field of online impulse buying research.