: E-commerce volumes differ wildly across countries due to covid 19 pandemic. The study of online impulse buying behaviour is extremely significant due to the increasing relevance of e-commerce.Considering the stiff competition, it's essential to consider the factors that influence online impulsive buying. Customers should be compelled to make unplanned purchases or impulse purchases in order to make a profit.Based on the theory of planned behaviour, the study focuses on learning about factors that affect online shopping and lead to impulse purchases. Attitude, Subjective Norms, and Perceived Behavioural Control have been used as factors in this study. The current study provides a better understanding of the relationship between TPB-based factors that influence buy intentions and, as a response, Online Impulse Buying Behavio

Multiproduct e commerce websites, Generation X,Attitude, Subjective Norms,Percieved Behavioural Control, Purchase Intention, Online Impulse Buying Behaviour.