Impulse buying has been regarded as a problematic consumption in that it is a unthoughtful behavior and it is difficult to solve a problem after purchasing. However, considering consumers’ purchase behaviors in digital environment, impulse buying can be considered as a natural behavior. Digital environment in purchasing provides the efficiency of purchases with consumers and it can help to solve post-purchase problems more easily. We examine whether or not impulse buying increases in digital environment, and problem- solving after an impulsive purchasing is easy in digital environment. As results, the higher the acceptance of digital technology to purchase in the aspect of performance expectancy in UTAUT model is, the more consumers buy something impulsively. Also, the higher the acceptance of digital technology to problem-solving after impulse buying in the aspect of effort expectancy in UTAUT model is, the less consumers feel the emotion of regret ultimately. In conclusion, according to the ease of solving-problem after impulse buying, it is much likely that impulse buying behavior increases in this digital environment. In other words, impulse buying in digital environment seems to be one of the natural consumption behaviors, not a unreasonable thing.