This study investigates the impact of information exchange, information timeliness and review information influence on impulse buying through curiosity and attention focus. Stimulus-Organism-Response (S-O-R) model was used for the investigation. A self-administrated survey was employed to collect data from the respondents via online. 200 sets of questionnaires were used for the analysis of partial least square structural equation modelling (PLS-SEM). The findings revealed that information exchange and information timeliness possessed positive effect on both curiosity and attention focus. In addition, curiosity and attention focus also showed positive impact on impulse buying. This study contributes to the literature of impulse buying by incorporating the flow experience theory into the S-O-R model. The industry players could formulate suitable strategies by understanding the customer impulse buying behavior.