<![CDATA[Introduction/Main Objectives: This study examines external stimuli and customer engagement within a modified Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework. Background Problems: During the pandemic, online shopping applications gained rapid popularity, signaling the maturation of e-commerce as a retail channel and causing substantial shifts in consumer purchasing patterns. This study provides empirical evidence that UTAUT2 can explain how technological features influence customer engagement and, in turn, stimulate impulsive buying behavior. Novelty: This study extends UTAUT2 by analyzing how external stimuli and customer engagement interact to explain impulsive purchasing in online shopping applications, particularly in the context of a developing economy. Research Methods: Data were collected through a web-based survey of 246 active online shoppers. Hypotheses were tested using structural equation modeling (SEM). Finding/Results: The results show that external stimuli significantly affect customer engagement, which subsequently drives impulsive purchasing. Customer engagement acts as a mediating mechanism that links technological features with consumer behavior. Conclusion: This study advances the theoretical development of UTAUT2 by proposing a customer engagement model that explains impulsive buying in e-commerce. The findings also provide practical insights into online platforms on how to design features that enhance engagement and strategically encourage impulsive purchases.]]>
