Consumer Impulse Buying Research Articles

Why consumers behaved impulsively during COVID-19 pandemic?

Purpose During coronavirus disease 2019 (COVID-19) pandemic, owing to several reasons, consumers behaved impulsively while shopping. Impulse buying has led to a distortion in the availability of various items in the stores. This study aims to explore the factors affecting the impulse buying behavior of consumers during a pandemic like COVID-19 in India.Design/methodology/approachUsing an online questionnaire, 304 Indian consumers were surveyed using a convenience sampling technique. Proposed hypotheses and model were analyzed using structural equation modeling.Findings The study confirmed that fear and resource availability are the most significant factors affecting consumer’s impulse buying behavior during a pandemic. The findings suggest that retailers can minimize the consumer’s fear and manage impulse buying to their advantage by providing better resources to their patrons while they shop.Originality/value During the ongoing COVID-19 pandemic, in the context of businesses, it is being observed that the purchase preferences of consumers have become chaotic and significant swings are visible in their shopping behavior. Thus, the study is an attempt to shed light on the factors that affect consumer impulse buying behavior in such disruptive settings.

Mood Management as Mediator in Consumer Motivation and Impulsive Buying Relationship

This study aims to test the relationship between consumer motivation and impulsive buying and the role of mood management as a mediator in the relationship between consumer motivation and impulsive buying. This study aims to determine the effect of hedonic motivation, cool motivation, socialization motivation on mood management and impulsive buying, especially for clothing products. Researchers used quantitative methods by collecting data through a questionnaire. The sample in this study were women who were at least 17 years old as many as 200 people. The finding of this research is that hedonic motivation, cool motivation, socialization motivation had a significant effect on mood management and impulsive buying. Hedonic motivation and socialization motivation have a significant effect on mood management, while cool motivation has no significant effect on mood management. Mood management has a significant effect on impulsive buying. Marketers need to study consumer motivation to increase sales through impulsive buying because consumer motivation and mood greatly influence purchasing decisions. Marketers need to pay attention to their marketing strategies to match the motivation of consumers who are the target market.

THE EFFECT OF CONSUMER TRAITS AND SITUATIONAL FACTORS ON IMPULSE BUYING IN THE PANDEMIC TIME (CASE STUDY ON SHOPEE USER IN GREATER JAKARTA)

Online shopping has become a habit for many people, especially during the pandemic that occurred in Indonesia. In the current state of the Covid-19 pandemic, consumer impulse buying is a concern at a time of economic and social change. Shopee as an online store provider for its users must first identify the characteristics of consumers who will use and transact at Shopee because basically, the characteristics of consumers are different for each individual. This study aims to see how much the influence of three dimensions of consumer traits and four dimensions of situational factors on impulse buying on e-commerce Shopee by using multiple linear regression analysis and the number of respondents is 397 Shopee users in Greater Jakarta. The findings of this study reveal that the variables Impulse Buying Tendency (IBT), Shopping Enjoyment Tendency (SET), Materialism (MT), Persons Situation (PS), Website Quality (WQ), Motivational Activities by Retailer (MAR), and Product Attributes (PA) simultaneously have an effect on impulsive buying on Shopee users in Greater Jakarta. While WQ and PA partially have no effect on impulsive buying on Shopee users in Greater Jakarta.

Antecedent of Consumer Impulsive Buying Behavior: A perspective of Developing Nation

Impulsive buying concerns the unplanned decision made by consumers before buying any items. Recognizing the factors that influence consumer’s impulsive buying behavior aids retail stores to understand consumer’s decision-making process and accordingly help them design and develop courses of action. However, few studies have only been conducted in this area in context of developing nation. The purpose of this study is to identify the factors that influence impulsive buying behavior and the vital factor amongst them. After collecting 141 valid responses, the study validated the proposed conceptual model using structural equation model. AMOS 26 was used to analyze the data. Data were analyzed in two-fold: Measurement model and structural model. Three items were covaried to reach the optimal model fit revealing hedonic value and shopping enjoyment significant influence on impulsive buying. This research contributes to the knowledge about the relationship among hedonic value, marketing stimuli, shopping enjoyment and social interaction with impulsive buying behavior.

Emergence of Consumer Impulse Buying Behavior with Agent-Based Modeling Approach

Because of the dissemination of impulse buying behavior in consumers its academic studies have increased over the last decade. Because in large stores, sales have to be increased, the behavior of consumers in impulse buying to be taken into account by the researchers and managers of the stores. The purpose of this paper is to model agent-based the impulse buying behavior of consumers (customers), with regards to the factors of discount and swarm in the purchase. In terms of executive purpose and with agent-based modeling approach, the present paper examines the existing reality of consumer impulse buying behavior. This paper develops consumption models, examines and analyzes consumer behavior under the NetLogo software environment. In comparing the optimal points of discounts and sales volume in both discount and swarm-discount functions that lead the stores to maximize profits and sales volume simultaneously, it can be debated that with running this model (swarm-discount) stores would be gaining more sales by less discounts. Results could describe customer behavior by implementing discount and swarm factors. Understanding the Customer behavior prepared the comparing possibility of customer behavior in store in each introduced mathematical model. The contributions could be considered in two points of view. On the applicable view, this research can provide the managers and decision makers with significant information, includes possibility of forecasting sales volume and incomes of any policies in stores, so the comparing of policies and strategies analysis would be possible. This method is rather less expensive, because of virtual environment nature. Users of this model can study other sections by changing the research assumptions.

Intrinsic factors affecting online impulsive shopping during the COVID-19 in emerging markets

PurposeIn an emerging market, understanding shoppers' behavior in an online market is essential to developing online retail strategies. This research study examines the effects of intrinsic factors, namely, perceived utilitarian, hedonic value, materialism, fashion interest and enjoyment, on impulsive online shopping with mediating role of trust and online shopping attitude in the Indian emerging market.Design/methodology/approachData are collected from 443 Indian respondents, using purposive and snowball sampling. The data were analyzed using the IBM Statistical Product and Service Solutions (SPSS) and Analysis of Moment Structures (AMOS) package using structural equation modeling.FindingsThe results showed that perceived utilitarian, hedonic value, materialism and enjoyment factors significantly impacted perceived trust and online shopping attitude, but fashion interest had no effect. Mediating factors positively impacted impulsive online shopping and showed a significant association between intrinsic factors and impulsive online shopping.Research limitations/implicationsThe geographical area of study was limited to only India. Consequently, the findings and conclusions of the study had their limits. The research used the information continuum with a purposive and snowball approach that does not necessarily generalize the findings of the analysis. This work looked at factors stimulating the impulsive online shopping pattern of Indian shoppers in an emerging market.Practical implicationsThis research would help e-retailers develop new strategies and plans to increase sales volume and create strong relationships with online customers by providing trustworthiness and security in buying practices.Social implicationsThis study helps to understand the consumer impulsive buying during coronavirus disease 2019 (COVID-19), and it helps e-retailers to adopt a new online store to draw the attention of the consumers and enhance their online sales.Originality/valueIn this COVID-19 situation, this study explores the inherent factors influencing impulsive online shopping in the emerging Indian market. As a result, it contributes to visual identity literature by expanding the field of impulsive online shopping behavior.

The Effect of Online Shopping and E-Wallet on Consumer Impulse Buying

This research examines the influence of On-line Shopping and E-wallet on Impulse Buying. The existence of an online shopping phenomenon using digital wallet payments (e-wallets) is prevalent among the public recently. This study adopted a survey method with 200 respondents selected purposively from two large cities in East Java, Indonesia namely malls located in Malang and Surabaya. Using variables that consist of shopping variables consisted of: variety of choices, price level, sensory attribute, utilitarian browsing, and hedonic browsing. Moreover the E-wallet variables consist of: effect of service features, advertising, benefit perceptions, perceived usefulness, consumer attitude, security, risk, and discount. Findings revealed that price level, hedonic browsing, benefit perceptions, perceived usefulness, consumer attitude, security, risk, and discount had a significant positive correlation with impulse buying; while the variety of choices, utilitarian browsing, effect of service features, and advertising had a significant negative correlation with impulse buying. Online shopping and e-wallet variables simultaneously affect impulse buying. Practical implications are also discussed in this article.

Modeling Advertising Practices for Product Involvement and Consumer Impulsivity in Branded Apparel: A Case Study of Indian Consumers

The exponential growth of advertising in enhancing consumer impulsivity has drawn the interest of many researchers to explore the various dimensions of advertising and its effective modeling. The branded apparel product market has grown significantly, a large number of competitors have entered into the market with variant quality, and there are a number of attractive advertising practices. The main aim of this study was to analyze the advertising practices and their relationship with consumer product involvement and the impulsive buying behavior of consumers in branded apparel in India. In a survey of 445 Indian customers, the study indicated that advertising practices significantly affect consumer involvement in branded apparel products and enhance their impulsivity toward products. The study also indicated that the level of consumer involvement in the branded apparel product significantly mediates the relationship between advertising practices and consumer impulsive buying behavior. Effective advertising practices will help companies to enhance consumer involvement that will enable branded apparel companies in enhancing consumer impulsiveness toward products. Some of the managerial implications, limitations, and scope of future research are also presented in the study.

Impact of In-Store Atmosphere and Personal Factors on Consumer Impulse Buying Behavior in Supermarket

Impact of In-Store Atmosphere and Personal Factors on Consumer Impulse Buying Behavior in Supermarket

Analysis of Impulsive Buying Behavior in Live Broadcast Scenarios

In the past two years, with the continuous development of the Internet economy and the increase of e-commerce platforms, product sales in the form of live broadcast have also become the mainstream. This article takes e-commerce live broadcasts as the starting point, and takes consumers who have experienced live broadcasts to make impulsive purchases as the research object. Based on theoretical research and empirical analysis, this article focuses on the factors that trigger consumer impulsive buying behaviors in e-commerce live broadcasts, including marketing incentives (promotion discounts), scenarios (anchor interaction) and individual characteristics (positive emotions) and their influence mechanisms. Through the analysis of the above factors, consumers have a clearer understanding of the psychological activities and purchasing behaviors when their impulse purchases occur, and guide different consumer groups to make rational and appropriate consumption. On the other hand, they assist e-commerce companies to make full use of live marketing, value and precise positioning of target consumer groups, optimization of corporate marketing decision-making and management level.

Pengaruh Store Atmosphere Dan Faktor Sosial Terhadap Emosi Positif Konsumen Produk Zara Store Di Pakuwon Mall Surabaya

The following research analyzes the effect of store atmosphere and social factors on positive consumer emotions. This study uses quantitative analysis techniques with multiple linear regression analysis models. Data collection was carried out using a questionnaire media that was distributed to respondents taken at random as many as one hundred customers who visited the ZARA STORE counter at Pakuwon Mall Surabaya. Based on the results of data calculations, it shows that: first, all independent variables (X) have a partial and simultaneous influence on the dependent variable (Y). Second, the t-test results of the store atmosphere variable (X1) show that the store atmosphere has a partial effect on positive consumer emotions (Y) and the social factor variable (X2) partially influences Consumer Positive Emotions (Y). In addition, the simultaneous influence analysis of the two independent variables (X) on the dependent variable (Y) and get a result that is Fcalculation is greater than Ftable so the variables X proved to have a simultaneous effect on the Y variable. The results of the analysis This has supported several opinions derived from several previous studies which explained that the store environment is a character or element that must be considered by business people so as to form an image that will be attached to a brand and affect the emotions of customers or consumers who play a role in forming positive influences and significant impact on consumer impulsive buying behavior

Structural Analysis of the Equation Model on Store Atmosphere towards Hedonic Value and Consumer Impulsive Buying (Study at Majapahit Food Center)

This study aims to determine the analysis of Structural Equation Modeling (SEM) of store atmosphere on Hedonic Value and Impulsive Buying of Consumers at the Majapahit Food Center. This type of research uses causality research with a sample of respondents who are consumers who visited at Majapahit Food Center Mataram. The sampling technique used the accidental sampling technique. The study population was 100 visitors to the Majapahit Food Center. Sampling using the accidental sampling technique. The data collection technique used a questionnaire with a Likert scale measuring instrument. The data analysis method used is a validity test, reliability test, using SPSS, and data analysis using Structural Equation Modeling (SEM) with AMOS. The results of the study stated that the store atmosphere has a positive and significant effect on Hedonic Value and the Store Atmosphere has a positive and significant effect on Impulsive Buying and Hedonic Value has a positive and significant effect on Impulsive Buying Consumers in the Majapahit Food Center Study.

Impact of celebrity endorser as in-store stimuli on impulse buying

ABSTRACT This research investigates how a celebrity endorser in POP (point of purchase) advertising impacts consumer impulse buying, in cases of both high involvement and low involvement products. It also examines the effect of match-up between the celebrity and the product in consumer impulse buying. An experimental study was conducted to gather data for six different situations utilizing a sample of 218 students in India. Independent sample t-test was applied to test the hypotheses of the study. The results reveal that the presence of a celebrity endorser in POP advertising enhances the consumer impulse buying. Further, the celebrity endorsers are more effective in cases of high involvement products as compared to low involvement products, and the celebrity match-up with the product category also influences impulse buying, however, only in case of high involvement products. The research contributes to the celebrity endorsement and impulse buying literature by finding the effect of celebrity endorsers on consumer impulse buying. The findings are highly relevant for retailers and marketing practitioners interested in impulse buying, suggesting another way of influencing consumer impulse buying.

The Empirical Study on the Impulse Buying Intention of Users of Internet Consumer Loans Applications

The study is to focus on major factors that infl uence consumers in their impulsive buying behavior. This study aims to investigate whether such personal online fi nancial services will affect consumers' impulse buying intentions. This study is based on the consumer impulse buying model and studies the relationship between impulse buying intention and consumer self-efficacy and perceived value. The results showed that consumers who were more confident about their ability to use the " Ant Credit Pay " had a higher cognition of it, and were more likely to have impulse buying intention. Moreover, time pressure and the availability of money have an impact on the cognition of " Ant Credit Pay ", thus promoting the occurrence of impulse buying intention.

The Impact of Personal Traits of the Consumers on their Impulsive Buying Behavior of Pakistan

Impulsive buying is considered most idiosyncratic and persistence phenomena of consumer lifestyle and also get the intentions of the consumers nowadays. Thus, the aim of the current study is to examine the role of personal traits of the consumer such as openness, conscientiousness, extraversion, agreeableness and neuroticism on their impulsive buying behavior. The purpose also include the investigation of mediating role of positive mood of the consumers among the nexus of personal traits of the consumer and their impulsive buying behavior. The data has been gathered by using questionnaires while SPSS and smart-PLS have been employed for analysis. The results exposed that openness, extraversion, and agreeableness have positive association with consumer impulsive buying behavior. The findings also exposed that positive mood of the consumers positively mediates among the nexus of consumer traits such as openness, and extraversion and impulsive buying behavior. These findings also suitable for the regulators that they should improve their focus on consumer personal traits that should improve the impulsive buying behavior and also enhance the firm performance.

HOW DOES THE STORE (MALL) ENVIRONMENT AND MONEY AVAILABILITY AFFECT CONSUMER IMPULSE BUYING BEHAVIOR AT SURABAYA CITY OF TOMORROW SHOPPING CENTER?

This study aims to determine the effect of store (mall) environment and money availability on consumer impulse buying in the City of Tomorrow (Cito) Surabaya. This study uses a quantitative approach whose data is obtained from the results of questionnaires. The sample in this study were 389 respondents taken based on purposive sampling technique which was included in non-probability sampling techniques. The results of this study indicate that the store (mall) environment has no effect on impulse buying. Meanwhile, money availability has a positive and significant effect on consumer impulse buying in the City of Tomorrow (Cito) Surabaya.

Exploring the Effect of Ambient Scent on Consumer Impulsive Buying Behaviour: Theoretical Insights

Abstract The paper analyses the sensory marketing of the sense of smell, its dimensions and usage in marketing decisions. By invoking the scent marketing decisions, one aims at attracting the consumer attention, to keep him/ her at a point of sale as long as possible, to affect the behaviour and encourage an impulsive process of buying decision making. The theoretical study was performed by analysing the insights of Lithuanian and foreign authors on the purpose of elaborating the coherence between the ambient scent at the point of sale and the consumer impulse buying behaviour. It was revealed during the study that the ambient scent at a point of sale can be assessed as a stimulus which invokes the consumer’s impulsive buying behaviour. The logic of the prepared conceptual model is related to S-O-R paradigm: the environmental stimulus (ambient scent at a point of sale) affects the human organism (consumer internal response) and causes reaction (consumer impulsive buying behaviour).

Consumer Ethnocentrism and Its Influence on Impulsive Buying Behav-iour in Sri Lankan Milk Powder Market: The Moderation Effect by the Consumer Impulsiveness Traits

The dairy industry faced an unexpected and serious crisis regarding the Dicyandiamide (DCD) factor. Then an impulsive buying situation was raised and the milk powder brands were focusing on the ethnocentric appeal to rebuild their brands in the market. In buying the milk powder brand in this impulsive situation the impulsiveness personality trait of the customer has raised as an influential for the buying process. Therefore, identifying the impact of the Ethnocentrism on the Consumer Impulsive Buying Behaviour moderated by the Consumer Impulsiveness trait is the key issue of this study. The hypotheses were formulated to verify the relationship between the variables; in order to answer the research questions. The data collection was done with a sample of 350 consumers. The tool used to collect data was a questionnaire and it was developed using already developed measurements by researchers. The key findings of the study were that the Sri Lankan dairy product consumers have medium level Impulsiveness and there is a positive relationship between Ethnocentrism and Impulsive Buying Behaviour. But when this relationship is moderated by the Impulsiveness trait the relationship gets stronger. When the ethnocentric consumers involve in the purchasing, most of the time, goes with a pre-planned purchasing decision. Therefore, all the local and multinational companies should get into activities that can stimulate and arouse the impulsiveness personality trait of the milk powder consumers. Then the consumers who have the ethnocentrism trait will stimulate to go for impulsive buying.

The effect of the situational factor, store atmosphere, and sales promotion on hedonic shopping motivation and its implication on supermarket consumer impulsive buying in Manado city

The effect of the situational factor, store atmosphere, and sales promotion on hedonic shopping motivation and its implication on supermarket consumer impulsive buying in Manado city

PRICE PERCEPTION: EFFECT OF COUPON PRONENESS AND SALE PRONENESS ON CONSUMER IMPULSE BUYING

The purpose of this research is to find out the consumer’s price perception by considering two factors, namely coupon proneness and sale proneness in order to know its influences on impulse buying of the consumer from one of the biggest department store retail company in Surabaya. Then, the researcher needs to take 385 respondents, which are taken from the infinite population of the department store’s consumer by utilizing questionnaire as a research instrument.The research is quantitative with the data analysis applies multiple regressions by using SPSS program. By the research, the researcher applies independent and dependent variables. The independent variable consists of coupon proneness and sale proneness. The dependent variable consists of impulse buying. The result of the research shows that there is a simultaneous effect of coupon proneness and sale pronenesstowardimpulse buying, however, there is no significant partially effect of sale proneness towards impulse buying. There are also many factors besides coupon proneness and sale proneness which also influence consumer impulse buying.