Based on the SOR model, this study explores the e-commerce context. The effect of website stimuli (content richness, trust, and sales promotion) is explored on pleasure and arousal, leading to impulse buying. The study also emphasized the moderating effect of hedonic motivation. Through random probability sampling, we collected 344 samples and applied Structural equation modeling (Amos 26.0) to test the hypotheses. Results obtained confirmed that website stimuli positively impact Pleasure and Arousal. We found Arousal impacts impulse buying behavior but not pleasure. Similarly, moderating effect of hedonicmotivation was tested. It was found hedonic motivation moderates the impact of website stimuli (content richness, trust, and sales promotion) on arousal but not on pleasure.