The article provides a model of the antecedent of impulse buying. An examination of the model reveals that shopping enjoyment, impulse buying tendencies, as well as the amount of money carried and time available affect several activities related to shopping. These factors also contribute to the feeling of the urge to buy impulsively. The article also discusses research and managerial implications of the model. The model has been tested using data from two different time frames in a regional shopping mall atmosphere.