Abstract
In recent years, with consumers’ widespread preference for shopping in Private Shopping Clubs (PSCs) on the internet, there has been a remarkable increase in impulse purchases with the attractive opportunities and smart strategies of PSCs stimulating consumers’ impulse buying behavior. Within the PSC framework, the purpose of this article is to investigate the moderator effect of brand awareness and brand loyalty on the relationship between online impulse buying behavior and perceived low price, browsing behavior and time pressure. The study created and tested five hypotheses using data collected in Turkey. Results indicate that browsing behavior, time pressure and perceived low price do influence online impulse buying behavior. A hierarchical regression analysis was also used to analyze the moderating role of brand awareness and brand loyalty on impulse buying behavior and both variables were found to have a moderating role. The results provide substantial information on strategy development for internet retailers.
Highlights
Impulse buying has always been a key consumer behavior, and it has a unique buying behavior structure
The objective of the study is to determine the effect on buying behavior from Private Shopping Clubs (PSCs) of a number of factors, including time pressure, perceived low price and browsing behavior, and to determine the moderator effects of brand awareness and brand loyalty and online impulse buying behavior
This study investigates consumers’ online impulse buying behavior in Private Shopping Clubs (PSCs)
Summary
Impulse buying has always been a key consumer behavior, and it has a unique buying behavior structure. Retailers encourage consumers to make impulse purchases, taking advantage of a number of newly developed strategies. Innovations and technological developments have made it easier for consumers to make impulse purchases and studies have shown that these are a significant percentage of annual sales (Hausman, 2000). Innovations in internet technology form the largest share of these developments and they have altered consumers’ buying behaviors. Buying on the internet enables consumers to shop at any moment without any difficulties or effort. For this reason, it has been suggested that people who shop online are more impulsive than those who shop in conventional ways (Donthu and Garcia, 1999)
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