The Impact of Electronic Word-of-Mouth on Exploratory Buying Behavior Tendencies and Impulsive Purchasing of Sports Brand Products

The main subject of this study is impulsive buying and compulsive buying behaviors that can occur in consumers’ online shopping and are considered as the unusual or irrational aspects of purchasing. The study mainly focused on personal factors that may be the precursors of these behaviors. In this respect, the study aims to statistically analyze the relationships between the five-factor personality traits, consumer decision-making styles, impulsive buying, and compulsive buying variables based on the relational screening model. It aims to determine which personality and decision-making styles are associated with impulsive and compulsive buying. Within the scope of quantitative research, data was obtained through a survey method from 478 participants, which was determined through convenience sampling and analyzed. The findings from the analyses showed a significant negative relationship between agreeableness and impulsive buying behavior regarding personality traits and, similarly, between openness, conscientiousness, and agreeableness and compulsive buying behavior. It has been revealed that consumers who buy brand consciousness, fashion consciousness, recreational orientation, indecisiveness, impulsive, and habitual decision-making styles are more prone to impulsive and compulsive buying. The study’s findings are expected to contribute to understanding the personality and characteristic features of consumers’ behaviors.

The concept of impulsive buying is important because it offers an opportunity to enhance profits. Despite the effect of impulsive purchase in the service environment, limited research has been conducted to understand customers’ impulsive buying behavior. Given the unique characteristic of cruise experience, this study aims to investigate the relationship between individuals’ traits, emotions, and impulsive buying behavior. PLS–SEM tests the hypotheses using a sample of 143 cruise customers. Based on trait activation theory, results reveal that impulsive buying tendency has an impact on positive and negative affects and impulsive buying behavior. Furthermore, customers’ emotion mediates the relationship between impulsive buying tendency and behavior. Findings improve the understanding regarding the psychological mechanism of cruise customers’ impulsive buying behavior.

Purpose The purpose of the current exploratory study is to provide a more comprehensive understanding of the essence of impulse buying and postulate the drivers behind it for Azerbaijani consumers who practice Islam. Though there are numerous factors that impact impulsive buyer tendencies, current empirical research focuses on demographic indicators and persona characteristics that influence impulsive buying, which are considered as internal factors. Design/methodology/approach The current research is exploratory and uses the quantitative research method. A total of 442 responses were collected from the surveys between April 6th and May 6th, 2022, with random sampling. The collected data was analyzed with the SPSS Statistics software and the SPSS AMOS 26 version. Cronbach’s alpha was calculated to measure the reliability of the scales. The construct validity of the questionnaire was measured with confirmatory factor analysis (CFA). The correlation among variables was measured by calculating the Pearson correlation coefficient. The structural equation model was run to determine the structural relationship between latent variables and test the proposed hypotheses. Findings According to the regression weights, all the latent variables, excluding materialism, have a statistically significant impact on the impulsive buying tendency. Hedonic motivation and self-esteem have a positive relationship with hedonic buying tendency, while self-control is inversely related. In terms of the impact of demographic indicators on impulsive buying tendency, for Azerbaijani consumers, impulsive buying behavior, differs based on age, education and marital status. However, contrary to previous research, impulsive buying behavior does not change based on income level. However, based on the squared multiple correlations, the predictive power of the model is 24%. Research limitations/implications The current study measured the general impulsive behavior of the local population. Analyzing impulsive buyer behavior toward particular products or product categories might lead to different results. Therefore, other researchers can focus on studying impulsive buyer behavior toward different product categories. Practical implications Understanding consumer buyer behavior, including impulsive buyer behavior, is among extensively researched subjects. However, studies examining the state of impulsive buyer behavior in Azerbaijan and, most importantly, measuring the impact of the numerous factors behind it are lacking. The majority of the available empirical research in Azerbaijan analyzes consumer behavior from a different perspective. However, none of them approaches it from the perspective of analyzing and measuring impulsive buying. Hence, understanding the motivations behind impulse buying behavior can benefit both businesses and consumers, though for contrasting reasons. The former can use the data to determine the triggers for impulse buying, while the latter can be more conscious of their purchasing behavior to avoid unfavorable financial consequences. The primary implication for businesses is that they will be equipped with empirical evidence on which factors and to what extent they influence consumer buying behavior. Subsequently, they can use it while developing marketing and customer relationship strategies. Originality/value There are countless studies focused on defining and measuring impulsive buyer behavior; however, there is a gap in measuring the impulsive buyer behavior of Muslim consumers and, most importantly, understanding the underlying factors. In addition, empiric research examining the state of impulsive buyer behavior of local Muslim consumers in Azerbaijan and, most importantly, measuring the impact of numerous factors behind it is absent. The majority of the available empirical research in Azerbaijan analyzes consumer behavior from a different perspective. However, none of them approaches it from the perspective of analyzing and measuring impulsive buying. The current study analyzes the impact of consumers’ hedonic motivations, materialist values, ability to retain self-control and psychological state on their impulse buying tendency.

PurposeThis study aims to examine the effects of cruise attributes on impulse buying of service customers through impulsive buying tendency. Specifically, this study investigates whether service attributes (variety of selection and price) influence the impulsive buying behavior of customers by stimulating their impulsive buying tendency.Design/methodology/approachPartial least squares-structural equation modeling was used to test the hypothesis using a sample of 143 cruise customers. Mediating analysis was conducted to examine whether customer personal traits (impulsivity) mediated the relationship between service attributes and impulsive buying behavior.FindingsThe findings showed that price attributions had a significant positive direct impact on impulsive buying tendency and behavior, while a variety of selections had a significant direct effect on impulse buying behavior. The results revealed a significant mediating role of impulsive buying tendency in the relationship between price attributions and impulse buying.Originality/valueAlthough studies on the decision-making style of service customers have been widely discussed, a limited number of studies has examined customers’ impulsive buying behavior in the service sector. Considering the importance of impulsive purchasing as a valuable marketing tool, the results of this study can help service providers and researchers enhance their knowledge of the mechanism of impulse buying behavior.

This study attempts to compare the impacts of the coronavirus (COVID-19) pandemic on college students' lifestyles and mental health conditions in South Korea and Taiwan. As the COVID-19 outbreak has spread across the globe, it has brought significant changes to college campuses worldwide. College students have been heavily affected by the closure, as online learning has become increasingly common in higher education institutions. Using data collected from college students in South Korea and Taiwan in the spring of 2020, this study examines the effects of pandemic-related lifestyle changes on mental health conditions for college students in the two countries. The results were 3-fold. First, compared to college students in Taiwan, college students in South Korea reported greater decreases in time spent traveling, being with friends, eating at restaurants, and engaging in part-time employment, and greater increases in online shopping and ordering food for delivery. Second, college students in South Korea reported a higher level of worry, a greater possibility of contact with a person with COVID-19, and a lower level of happiness than did college students in Taiwan. Third, our findings indicate that social activities, including spending time with friends, were positively correlated with mental health conditions in South Korea and Taiwan. Comparing Korean and Taiwanese students' lifestyle changes and mental health conditions amid the pandemic, the study argues that the decrease in socialization and interaction under these new circumstances may be a significant factor that explains an increase in mental health issues in Korean college students compared to Taiwanese students, given the increase in confirmed COVID-19 cases in South Korea and the corresponding greater use of online teaching platforms there than in Taiwan.

The transformation in consumer purchasing patterns and the corresponding factors is a pertinent issue and a captivating subject for further examination by marketers and scholars in contemporary times. Within this context, the impulsive and compulsive buying behaviors among young individuals in Tebing Tinggi who utilize halal cosmetics have become the focal point of this research endeavor. The primary objective of this study is to ascertain the potential impact of hedonic motivation on impulsive and compulsive buying tendencies. The methodology adopted involves the utilization of accidental sampling technique encompassing a total of 200 participants. The data analysis procedure employed is Structural Equation Modeling (SEM). The findings indicate a positive and noteworthy correlation between hedonic motivation and impulsive buying behavior. Moreover, there exists a constructive and significant association between impulsive buying and compulsive purchasing patterns. Conversely, hedonic motivation does not exhibit any influence on compulsive buying behavior.

Background The existing research on impulse buying behavior mainly discusses the influence of external stimuli on impulse buying intention, while there is less research on the internal psychological factors of impulse buying behavior. This paper aims to explore the psychological process of consumers' compliance with impulsive purchase after reading online word-of-mouth, as well as the regulatory effect of impulsive purchase intention and purchase constraint. Research Objects and Methods Taking belief, desire and willingness behavior as the research object, this paper discusses the influence of conformity psychological process on impulsive purchase behavior, as well as the regulatory effect on product demand cognition and purchase constraints. We design a structural equation model from four dimensions: compliance, product desire, impulse purchase intention and product demand cognition. Through this model, we verify the causal relationship between dimensions, the impact of impulsive purchase intention on impulsive purchase behavior and the adjustment of purchase constraints. Through an online survey, 616 valid questionnaires were collected from consumers who had at least online word-of-mouth experience in the past six months. Results Consumers' compliance after reading online word-of-mouth had a positive impact on product desire. Consumers' product desire has a positive impact on impulse purchase intention. Impulse purchase intention has a positive impact on impulse purchase behavior. Purchase constraints have a negative regulatory effect on the impact of impulsive purchase intention on impulsive purchase behavior. Product demand cognition has no moderating effect between conformity and product desire. The results showed that impulse purchase was significantly negatively correlated with economic support ability, self-control and emotion perception, emotion evaluation, emotion control and emotion regulation reflex, emotion regulation self-efficacy (P < 0.01), and emotion regulation self-efficacy (P < 0.05); It was positively correlated with self-care ability, emotion regulation ability and all dimensions (P < 0.01); Incentive autonomy and emotion regulation ability were significantly positively correlated with each dimension (P < 0.01); The ability of self-control and emotion regulation were significantly negatively correlated with each dimension (P < 0.01). Conclusion The same online word of mouth has different effects on different consumers. This influence depends on the conformity degree of consumers, which affects consumers' product desire and indirectly increases the possibility of consumers' impulse purchase through the increase of impulse purchase intention. Purchase constraint can inhibit impulse buying behavior. If enterprises can effectively connect online word-of-mouth with the product purchase process, when consumers have product desire due to the integration effect caused by online word-of-mouth, they can directly guide consumers to the purchase step, so that consumers can complete the purchase in a short time. Therefore, effectively linking the herd effect of online word-of-mouth with consumers' browsing word-of-mouth is an effective way for enterprises to stimulate herd consumers' impulse buying behavior. From a sequential perspective, this paper discusses the psychological process of consumers' impulse purchase and the role of regulatory variables under the background of the popularity of mobile Internet, and discusses the internal changes of positive and negative emotions in the process of consumers' impulse purchase. This is an in-depth study of online impulse buying behavior. Acknowledgements The work is supported by Science and Technology Planning Project of Henan Province of China (soft science research), grant number 212400410095.

Fast food vendors use a sensory cue to trigger impulsive buying behaviour. Though impulse buying has gained interestamong researchers, little has been done concerning food in Ghana. The purpose of the study was to investigate thecontribution of the sensory cue on customer’s emotions and cognition and impulsive buying behaviour. The study findsanswers to the succeeding research questions: what sensory cue impacts on consumer emotion and cognition? And doesemotion and cognition influence consumer’s impulsive buying behaviour. A proposed theoretical model identifies visual,audio, and tactile dimensions as the sensory cue, emotions, and cognitive as mediation variable and impulsive buyingbehaviour as the outcome. Data were collected from 241 customers who were residence in Tema and have patronizedthe services of food vendors for a minimum of two years using a convenience sampling technique. The suggestedhypothesis was tested using structural equation modeling and hierarchical multiple regression analysis. The result of thestudy shows that visual, audio, and tactile dimensions have a positive relationship with emotion but a negativerelationship with cognition. Regarding directs effect, the study revealed that there is a positive relationship betweenemotion and impulsive buying behaviour whiles cognition has a negative effect on impulsive buying behaviour. Thestudy recommended that managers must induce impulsive buying using characteristics of the food they serve and theenvironments in which they operate to stimulate customers' arousal and pleasure and provide enough information toalleviate the risk customers consider before buying food. The findings may not be generalized since the data wascollected in specific areas in Tema.
 Citation: Edward Markwei Martey, Racheal Markwei Martey and Kingsford Adenutsi. The influence of sensory cue onemotion, cognition and impulse buying behaviour of fast-food vendors in Ghana, 2020; 5(4): 12－29.
 Received: October 23, 2020Accepted: December 31, 2020

Impulse buying is a well-known fact. With the increase in internet users and growth in e-commerce, consumers have more opportunities for impulse buying. Over $4 billion US economy is based on impulse buying. This study explored the direct and indirect effects of dispositional variables (Impulse buying tendency, Shopping excitement trait and Lack of self-control) and situational variables (Time availability and Money availability) on consumers’ impulse buying behavior. Moreover, the mediation role of impulse buying tendency between dispositional and impulse buying behavior, and situational variables and impulse buying behavior has also been analyzed. The hypotheses were tested using partial least square-structural equation modeling (PLS-SEM). The results confirmed the direct effects of antecedents on impulse buying behavior. Whereas, the mediation role of impulse buying tendency is only confirmed between shopping excitement trait and impulse buying behavior. The findings have important managerial implications. Keywords: dispositional, situational, impulse buying, impulse buying tendency, lack of self-control DOI : 10.7176/EJBM/11-1-11

Consumer behaviours have great importance for marketers. Impulse buying, which is an appearance of consumer behaviour, arises with a sudden stimulus. Different aspects affect impulse buying. Life satisfaction, which is one of these aspects, brings consumers about impulse buying behaviour by influencing them. Moreover, the rapid development of online shopping and the fact that online interaction occurs in virtual environments at all hours of the day affects people's quality of life. This study aimed to investigate how consumers' life satisfaction shapes consumers' impulse buying behaviour and whether there is a difference between the descriptive and main variables in line with this relationship according to consumers' online or offline purchasing behaviour. The methodological base is the questionnaire form as a data collection method in Duzce province (Turkey) between March and May 2018. Participation in the study was conducted by convenience sampling method. In the research purpose line, a model is comprised. In turn, a path diagram was performed according to the confirmatory factor analysis with a Structural Equation Model. The obtained results showed the negative relationship between life satisfaction and sub-dimensions of impulse buying (positive emotions, emotion conflict, unplanned behaviour, and mood management). The authors noted only a positive relationship between life satisfaction and rational behaviour in the study. Thus, that is another sub-dimensions of impulse buying. Besides, comparing the mean, there was a significant difference between positive emotions, unplanned behaviour, type and shopping channels. These findings could help future studies aimed at researching the effect of different variables on impulsive behaviours. This study was carried out in a short period due to time and cost constraints. One of the study's limitations is that the study data were obtained only from the participants in Duzce province (Turkey).

Intrinsic factors affecting impulsive buying behaviour—Evidence from India

PurposeThis study aims to explore the global issues of impulse buying, compulsive purchasing and materialism. It examines how materialism relates to self-esteem and the tendencies for impulsive and compulsive buying. In addition, the study delves into the impact of religiosity on self-esteem and materialistic values in an Islamic country.Design/methodology/approachEnumerators visited universities, distributing 415 questionnaires and receiving 397 in return. Due to the unavailability of a sample frame for the target population, the study used nonprobability sampling for statistical analysis, which included assessments of normality, reliability, validity and bootstrapping for the structural model, the researchers used Smart PLS.FindingsThe study confirmed 13 hypotheses while rejecting four. The unsupported hypotheses are: (i) materialism negatively impacts impulsive purchasing behavior, (ii) impulsive purchasing does not mediate the relationship between materialism and compulsive purchasing, (iii) materialism does not mediate the relationship between religiosity and impulsive purchasing and (iv) in an Islamic country, neither materialism nor impulsive purchasing significantly mediates the relationship between religiosity and compulsive purchasing.Research limitations/implicationsThis study was conducted in a city within a developing Islamic nation, focusing on college students. It suggests that future research could include more cities, a diverse population segments and multicultural perspectives. The research primarily examined the direct relationships between religiosity and factors such as self-esteem, materialism and impulsive purchasing. Future studies could explore religiosity as a mediating factor. This study highlights that materialism (M), impulsive buying (IB) and compulsive buying (CB) are not only closely interconnected but also adversely affect individual, family and societal well-being, raising global concerns. While occasional impulsive behavior is common among individuals in Islamic nations, repeated indulgences in the same behavior could lead to an obsession with excessive purchasing.Practical implicationsThis study holds significant implications for consumers and retailers. Excessive and unnecessary spending can increase financial burden and adversely affect family welfare. Often, families and acquaintances inadvertently teach children to engage in extreme purchasing behaviors. To combat this, families and religious leaders should educate individuals about the detrimental effects of impulsive and compulsive purchasing. In addition, colleges and other institutions should organize seminars and workshops to address these issues. Retailers, whose sales largely depend on impulsive and compulsive consumers, should employ interpersonal influencers and brand advocates to connect with this customer segment effectively.Originality/valueThis study examined the relationship between religiosity, materialism, self-esteem and impulsive and compulsive purchasing behaviors. This study thoroughly tested 17 hypotheses, encompassing direct, mediating and multimediating relationships. The findings reveal that materialism’s impact on impulsive behavior is negligible compared to previous research, corroborating the findings presented in the cited literature.

Increasing economic growth and development of the retail industry in Indonesia has strengthened competition among retail business players. Therefore, one way for companies to compete with other retail businesses is to understand the factors that trigger impulsive buying behavior. The purpose of this study is to determine the influence of the factors in the Theory of Planned Behavior, namely attitude toward behavior, subjective norm, and perceived behavioral control on impulse buying behavior, either directly or indirectly through impulse buying intention. The sampling method used is non-probability sampling, and the technique to be used is purposive sampling. Data analysis was conducted using Partial Least Square - Structural Equation Modeling (PLS-SEM) with a sample size of 165 respondents. The results of the study prove that attitude toward behavior, subjective norm, and perceived behavioral control influence impulse buying intention. Attitude toward behavior, subjective norm, and perceived behavioral control influence impulse buying behavior, either directly or through impulse buying intention. Additionally, impulse buying intention influences impulse buying behavior. This research contributes to companies in designing marketing strategies to shape consumers impulsive buying behavior. Keywords: Impulse Buying, Attitude Toward the Behavior, Subjective Norm dan Perceived Behavioral Control.

The rapid growth of the retail market, coupled with increased consumer income, has led to a surge in impulsive and unplanned shopping. This study aims to examine the relationships between multi-sensory marketing, customers' moods, impulsive buying traits, and impulsive buying behavior, using the Stimulus-Organism-Response (S-O-R) model. Customers' mood acts as a mediator and impulsive buying traits as a moderator. The researchers surveyed 450 consumers in Vietnam using the method of non-probability sampling and analyzed the data using SPSS and Smart PLS 4.0. The results show that customers' moods and impulsive buying traits positively influence impulsive buying behavior, with impulsive buying traits also significantly moderating the relationship between mood and impulsive buying. Additionally, customers' moods mediate the relationship between multi-sensory marketing and impulsive buying behavior. This research fills gaps in previous research by incorporating multi-sensory marketing and impulsive buying traits as variables and provides managerial implications for businesses and retailers to develop effective marketing strategies to encourage impulsive purchases and increase sales. Academically, the research reaffirms the relevance of the S-O-R model in the retail context and paves the way for future investigations into consumers' impulsive buying behavior. Doi: 10.28991/ESJ-2024-08-05-05 Full Text: PDF

Culture plays a significant buying role in shaping different aspects of consumer behavior such as rational, impulse, and compulsive buying behavior. Impulse buying is one of the prevalent phenomena that significantly affect the sales revenue of companies. This study focuses on unveiling the interaction between cultural factors and impulse buying behavior. For this systematic literature review, 112 significant articles were examined to understand the relationship between various aspects of culture and impulse buying behavior in both online and offline contexts. Further investigation of impulse buying in cross-cultural context helps to understand and classify different theoretical perspectives to study impulse buying behavior and cultural factors. This study offers practical implications for retail professionals and e-commerce strategists to design and implement viable cross-cultural marketing campaigns. Academic researchers may also understand research gaps and contribute further to understanding cross-cultural impulse buying.