EXECUTIVE SUMMARY The nature of shopping and the role it plays in life has changed dramatically. Shopping has now become more like a leisure and lifestyle activity than a duty for consumers. With products highly visible and store environments acting as prompt lists, consumers tend to defer their decision-making until they are in-store. This means that that there is less need for shoppers to plan their shopping trips and results in more impulse purchases. Past studies also show that impulse buying constitutes a large proportion of all purchases, and evidences showing that there is an upward trend in impulse buying. Thus, for the benefits of scholars — to have a more comprehensive exploration of impulse buying phenomenon; marketers — to formulate appropriate marketing strategy so to capture a larger market share; and consumers — to be well educated and informed of the reasons for engaging in such kind of buying behavior, it is important to undertake this consumer study. A lot of researchers have highlighted the significance of impulse buying. However, in accordance to the existing literature, the effects of time availability on impulse buying is controversial and the results of the relevant studies have not been consistent. Therefore, this study aims to further validate the effects of time availability on impulse buying. A model is developed to measure the factors affecting impulse buying based on previous research. Three factors are included in the model, namely time availability, in-store browsing and normative evaluations. Three control variables: shopping experience, financial availability, and hedonic desire are also added to the model. A questionnaire is developed based on the model and a survey is carried out in Macau. Respondents are selected to participate in the research using a convenience sampling method. The data collected is analyzed using SPSS and the results are evaluated. The research findings were satisfactory, suggesting that on the whole, time availability, in-store browsing and normative evaluations have significant influence on the dependent variable. A discussion on the findings and limitations in this study is also presented. Finally, some implications and future research are addressed.