Most of the businesses that open shop as a display, the owners needed to have a store or shop as a source for customers to shop, including new marketing plans and promotional ideas available and present to the customers every single month and special occasions. The literature has referred that most of the customers shop in the retail store in the past as they can touch and feel products (Brun, Liu, Burns & Hou, 2013). Nowadays, under the globalization that connects the world together make communication and business operation is more connected and facilitates the business process (Arsenault & Castells, 2008). The theme that promotes such activities is the internet or E-commerce, where Internet technology is a network created to connect countries and business activities (Chaffey, 2007). The rapid advancement of technology leads to the Internet increasingly played a role in communication, as the whole world can be connected to each other via the Internet (Munirathinam, 2020). Furthermore, shopping online has become an approachable way for most of the business in this era (Xu, 2020). As people tend to follow trends and socialize on online social media channels such as Facebook, Instagram, twitter, twitch and other related websites (Maia, Almeida & Almeida, 2008). Thailand’s e-commerce has precisely increasing over past seven years which is 48.7 percent of growth in 2016 and 26.8 percent of growth in 2017 (J.P. Morgan Global Payment Trends, 2019). It took 0.8 percent share of the total retail market and 21.7 percent of the population who has shopped online in 2019 (J.P. Morgan Global Payment Trends, 2019). However, e-commerce still run after the retailers in the country. The customers who involved in e-commerce has spent a lot in the past year (J.P. Morgan Global Payment Trends, 2019).
Hussain et al., (2020) has referred that women are much more likely to shop more than men as women have positive aspects toward shopping experience than men. Women shopping by mentally sometimes as they want to relax and spend time with themselves without any interrupt or get away from their actual life. Thus, online shopping probably an alternative for them to keep away from stresses. There are many kinds of shopping which effect the online impulse buying behaviour such as social shopping, adventure shopping, and relaxation shopping. Social shopping has referred to the socialization satisfaction and it is an opportunity to meet others (Cardoso & Pinto, 2010; Tauber, 1972). And online channels allow customers to exchange their opinions both online and offline and it affect their purchasing decisions (Anderson, 2009; Shen, 2012). social commerce includes the use of social media to communicate, interact with others and generate contents that allow consumers to make better purchasing decision (Ng, 2013). Adventure shopping means the thrill of smells, sounds and sights, exploring and stimulating while customers are shopping and they also exploring the different situations (Arnold & Reynolds, 2003; Kim, 2006; To & Sung, 2014). Customers who like to shop online are more likely to try and accept new things are the innovator, and adventure exploring is lead to hedonic shopping (Chu & Li, 2008; To, Liao & Lin, 2007). Relaxation shopping is to relieve stress and negative emotions as well as escape from daily life or work and people who are stressful tend to have impulse buying behaviour (Arnold & Reynolds, 2003; Brun, Liu, Burns & Hou, 2013; Youn & Faber, 2000). Moreover, shopping can be a leisure and customers can be themselves as much as they can (Saraneva & Sääksjärvi, 2008). Most of the researcher defines impulse buying behaviour is happened spontaneously and immediately when it has stimuli factors which is included environment, emotional, time and etc. Online impulse buying is when the customers buy products or services without plan and cautions before. Furthermore, impulse buying behaviour has been investigated by philosophical for many years. There is various type of stimuli that effect customers’ purchasing decision.
There are lot of previous studies on impulse buying behaviour focuses on emotions and how customers decide to purchase products, also focuses on impulse buying behaviour in-store more than online as it rarely to find stores that sell products online in the past. In addition, those studies were conducted in Bosnia and Herzegovina, China, India, United Kingdom, United States of America, Turkey (Akram, Hui, Khan, Yan & Akram, 2018; Cinjarevic, Tatic & Petric, 2011; Muruganantham & Bhakat, 2013; Ozen & Engizek 2014; Park, Kim, Funches, & Foxx, 2012). Moreover, it is far important to gain an in-depth understanding about how social shopping, adventure shopping, and relaxation shopping effect online impulse buying behaviour. Whist there has been previous research on online impulse buying behaviour, but none has focused on especially women. Furthermore, as online channel is famous channel for shopping now, it is far considerable to extend preceding studies and increase the understanding of the effects of social shopping, adventure shopping and relaxation shopping on women online impulse buying behaviour.
Research aims and objectives
Aim: To examine the effects of social shopping, adventure shopping and relaxation shopping on women online impulse buying behaviour in Bangkok, Thailand.
Objective 1: To examine the effect of social shopping on impulse buying behaviour.
Objective 2: To examine the effect of adventure shopping on impulse buying behaviour.
Objective 3: To examine the effect if relaxation shopping on impulse buying behaviour.

Research questions
Question1: What are the effects of social shopping on impulse buying behaviour?
Question2: What are the effects of adventure shopping on impulse buying behaviour?
Question3: What are the effects of relaxation shopping on impulse buying behaviour?