As online marketplaces adopt new technologies (e.g., one-click purchase) to encourage consumers’ purchases, the number of consumers who impulsively purchase products also increases. Although many interventions have been introduced for consumers’ self-controlled purchases, there have been few studies that evaluate the effectiveness of the techniques in-the-wild. For intervention evaluation, we first conduct a survey with 118 consumers in their 20s to investigate their impulse buying patterns and self-control strategies. Based on the survey results and literature surveys, we develop interventions that can assist consumers’ self-controlled online purchases, including reflection, distraction, cost saliency, and desire reduction. The experiment results with 107 consumers indicate that all interventions are effective in reducing impulse buying urge, while it raises the variations in user experiences. Lastly, we discuss our findings and design implications.

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