E-impulse buying behavior is an example of hedonic consumer behavior when using e-commerce. The importance of impulse buying can be seen from the buge sale it generates which can account from 40% to 80% of all purchases depending on product category. Therefore, as online shopping evolves fastly, a deeper understanding of customer impulse buying behavior is increasingly necessary. The purpose of this study is to examine three demansions, i.e., individual, product attributes, and web browsing activities as antecedents of consumers impulse buying behavior. The structural equation modeling with smartPLS 3.2 was conducted to analyze the 124 respondents. the result of this study show that key factors influencing consumers' e-impulsive buying behavior are mostly from intrinsic factors, such as their shopping enjoyment tendency, impulsive buying tendency, and their personality, especially consumers with high on extraversion and low on conscientiousness trait. Product attributes unfortunately did not have significant effect on impulse buying behavior. Futhermore, from web browsing activities, this study show that hedonic web browsing have a high possibilty to make a real purchase, which can lead to impulse buying.