Impulse buying occurs when a buyer buys a thing without pre-planning or preparation. An emotional or psychological trigger causes impulsive buying to satisfy a need. Emotions drive impulse buying, and a good promotional message helps. Impulsive purchases include expensive things as well as simple ones. Internet penetration and E- Commerce industry growth has led the importance of online impulse buying behavior. Moreover, E-Commerce companies frame various strategies to increase the sales through Website Quality, Motivational Triggers (Product Display) and Product Attributes (Price and Promotional Offers). In this scenario, the present study is a sincere attempt to measure the Impact of Web site quality, Product display and Price & Promotional Offers on Cognitive and Affective Online Impulse Buying Behavior towards Electronic Gadgets in Hyderabad City. For this purpose, a structure questionnaire is developed and distributed to 700 sample size and final sample size confined to 674. Correlation and Multiple Regression Analysis used to interpret the data and results shows that Website quality significantly predicts the online impulse buying behavior comparing to Product Display and Price & Promotion Offers under the study