Impulse Buying Tendency Research Articles

EXPLORING IMPULSE BUYING TRIGGERS : A COMPREHENSIVE INVESTIGATION OF VISUAL MERCHANDISING, PRODUCT DIVERSITY, AND HEDONIC SHOPPING MOTIVATION AT MR. DIY JEPARA STORE

This research intends to figure out the influence of visual merchandising, product diversity, and hedonic shopping motivation on impulse buying among visitors to the Mr. DIY Jepara store. This study employs a quantitative approach, utilizing a questionnaire as the research instrument and employing a double regression analysis tool. The sampling method applied is accidental sampling, involving a total of 96 respondents. The analysis of data is conducted through quantitative means, utilizing the SPSS 26 program. The research findings indicated that visual merchandising (X1) exerted a partially positive and significant impact on impulse buying behavior among visitors at Mr. DIY Jepara's store. The variety of products (X2) demonstrated a partially positive and significant effect on the impulsive buying tendencies of visitors to Mr. DIY Jepara's store. Additionally, hedonic shopping motivation (X3) was found to have a partially positive and significant influence on impulsive buying behavior among the store's visitors. When considered collectively, the three independent variables collectively exhibited a positive and significant impact on impulsive buying among visitors at Mr. DIY Jepara's shop.

Faktor – Faktor Yang Mempengaruhi Impulsive Buying Pada Pengguna E-Commerce Di Indonesia

This research aims to examine the effect of shopping enjoyment, hedonic shopping motivation, and price discounts on impulsive buying tendency, and impulsive buying tendency on impulsive buying behavior with self-control as a moderating variable. The sampling technique was carried out using a purposive sampling method. The questionnaire was distributed online using google form. Respondents who filled out a valid questionnaire were 190 respondents of e-commerce users to continue data processing. Researchers used two testing applications, namely SPSS version 28 and Warp PLS version 08. The results showed that H1 shopping enjoyment has a negative effect on impulsive buying tendency, H2 hedonic shopping motivation has a positive effect on impulsive buying tendency, H3 price discount has a positive effect on impulsive buying tendency, H4 impulsive buying tendency has a positive effect on impulsive buying behavior, and H5 self-control does not moderate the effect of impulsive buying tendency on impulsive buying behavior.

Pengaruh Trust terhadap Impulsive Buying pada Kosumen Dewasa Awal Pengguna Live Streaming Shopping di Kota Padang

This study aims to determine the influence of trust on impulsive buying in early adult consumers in making purchase through live streaming shopping in Padang. This study uses quantitative research design. The sample in this study amounted to 122 live streaming shopping users used the accidental sampling technique. The instrument of this research used Impulsive Buying Tendency scale and Trust scale. Simple linear regression analysis techniques are used in the processing of data. The analysis results obtained a value of R square = 0,126 with p = 0,000. Research results show that there is an influence of trust against impulsive buying on early adult consumers of live streaming shopping in Padang City. This proves that with the high level of trust in live streaming, the possibility that consumers will behave impulsively buying will be high anyway.

Understanding the Psychological and Financial Correlates for Consumer Credit Use

This study investigated the behavioural and cognitive predictors of consumer credit usage to develop a behavioural credit risk assessment procedure for a factoring company. Participants completed surveys measuring personality traits, self-esteem, material and monetary values, compulsive and impulsive buying tendencies, self-control, and impulsiveness. Financial surveys also assessed financial literacy and knowledge of financial concepts. The results indicated that extraversion, conscientiousness, emotional stability, and experiential self-control were significant predictors of consumer credit usage. These findings suggest that a finance company can use these personality traits and financial characteristics to develop a more accurate and effective credit risk assessment procedure, such as psychometric tests.

Factors Affecting Consumers’ Impulse Buying Behavior in Thai Nguyen City, Vietnam

The study uses primary data collected from a structured survey of 300 customers at supermarkets and shopping malls in Thai Nguyen city, Vietnam. Using the exploratory factor analysis and a multiple regression model, the study analyzed factors affecting consumers' impulse buying behavior. Results show that five main factors having significantly positive impacts on impulse buying behavior of customers in Thai Nguyen city include availability of time and money, music and promotions, shopping enjoyment tendency, in-store factors, and surroundings. However, the findings on impulse buying tendencies and personality traits are inconclusive, as they show the expected positive signs but do not have a statistically significant impact. This means that while these factors may have a theoretical impact on impulse buying, their practical significance in this specific context remains uncertain. Understanding factors affecting customers’ impulse buying behavior helps the enterprises to design strategies and measures to encourage impulse buying among their customers.

Play to Purchase: Exploring Gamification and Visual Design Impact on Impulse Buying in M-Commerce

The rapid growth of the e-commerce sector has intensified competition among platforms, making the implementation of gamification strategies crucial for maintaining a dominant market position. 
 This research investigates the interplay of gamification elements, visual design, immersion, and impulsive buying behavior in the context of Indonesian e-commerce platforms, given the heightened competition. Utilizing a survey with 348 valid responses, Structural Equation Modeling (SEM) in SmartPLS 4.0 was employed for analysis. The study reveals that gamification elements, particularly tangible rewards, positively influence user immersion, consequently mediating impulsive buying tendencies. This highlights the significant impact of gamification on consumer reactions and overall user experience, emphasizing its value in influencing consumer choices. The findings contribute to existing literature on gamification in e-commerce platforms using the S-O-R theory and provide insights into the link between user immersion and impulsive buying, offering valuable guidance for marketing strategies in this underexplored area.

Preliminary Study of Perceived Enjoyment, Impulse Buying Tendency, Gamification, and Online Purchase Intention on e-Commerce using Stimulus-Organism-Response (S-O-R)

Preliminary Study of Perceived Enjoyment, Impulse Buying Tendency, Gamification, and Online Purchase Intention on e-Commerce using Stimulus-Organism-Response (S-O-R)

Testing a structural model on impulse buying tendency, fear of COVID-19, economic anxiety, household income and quality of life

Testing a structural model on impulse buying tendency, fear of COVID-19, economic anxiety, household income and quality of life

The impact of online reviews and eWOM on impulse buying tendency: a study of Vietnamese Gen Z consumers

The impact of online reviews and eWOM on impulse buying tendency: a study of Vietnamese Gen Z consumers

The impact of online reviews and eWOM on impulse buying tendency: a study of Vietnamese Gen Z consumers

The impact of online reviews and eWOM on impulse buying tendency: a study of Vietnamese Gen Z consumers

Testing a structural model on impulse buying tendency, fear of COVID-19, economic anxiety, household income and quality of life

Testing a structural model on impulse buying tendency, fear of COVID-19, economic anxiety, household income and quality of life

High and Low Impulsive Buying in Social Commerce: A SPAR-4-SLR and fsQCA Approach

Academic research exploring the phenomenon of impulsive buying using s-commerce platforms is scarce. Little is known about the factors and their prominence in shaping impulsive buying on s-commerce platforms. Current research explored this unexplored terrain by employing a two study research design. Using scientific procedures and rationales for systematic literature reviews (SPAR-4-SLR), study 1 identified 24 factors in four categories (social characteristics of the s-commerce platform, features of the s-commerce platform, social shoppers’ psychographic characteristics, and marketers induced factors) shaping impulsive buying tendency of social buyers. Employing fuzzy-set qualitative comparative analysis, study 2 identified 12 among 24 factors as the differentiators for high and low impulsive buying. By identifying the factors and the differentiators, this study significantly advance the limited understanding of impulsive buying using s-commerce platforms. Focusing on the differentiators, brands and s-commerce firms can significantly enhance their business.

Effects of Mobile Financial Services’ Acceptance on Impulse Buying Behavior: A Study on Lifestyle and Fast Fashion Retailers

This study aims to analyze the facilitating role of mobile financial services’ acceptance on impulse buying behavior. Based on the Technology Acceptance Model (TAM), researchers examined the impact of the mobile financial services (MFS) perceived usefulness and perceived ease of use on the impulse buying tendency of customers. To achieve study’s objectives, data were collected through convenience sampling techniques from 210 respondents (aged 18 to 42) who has been using mobile financial services for buying lifestyle and fast fashion brands. The study collected data through an online questionnaire (N=210) in September 2023. This study used several descriptive statistics and Structure Equation Modeling (SEM) technique to analyze the data and test the hypothesis. The results suggest that perceived usefulness and perceived ease of use of mobile financial services have positive relationship and significant influence on customers’ impulsive tendency to purchase fast fashion brands. The study also found that the perceived usefulness factor of mobile financial services influences customers’ impulsive buying behavior than that of perceived ease of use. At length, this study provides a careful diagnosis of consumers’ psychology of impulsive buying behavior based on their acceptance of a payment gateway.

Understanding the role of self-esteem and fear of negative evaluation in impulsive and compulsive buying

Impulsive and compulsive buying behaviors have been seen at different rates in different societies and can cause psychological, economic, and sociological problems both individually and socially in the short and long term. Mainly thanks to developing mobile technologies, the internet, and improved economic and financial conditions, consumers can purchase more easily than ever. In such an environment, examining impulsive and compulsive buying behaviors and increasing our knowledge about the factors underlying these behaviors is crucial. In this context, the present study explores the direct and indirect relationships between self-esteem (SE), fear of negative evaluation (FNE), impulsive buying tendency (IBT), and compulsive buying tendency (CBT). With this purpose, data were collected from 356 participants by online survey method with snowball sampling. The data were evaluated via structural equation modeling. Results have shown that consumers' SE decreases FNE and CBT, FNE increases IBT, IBT increases CBT, and SE reduces IBT through FNE.

Digital generation online shopping users: not a secret for generation z

Impulse buying is often a label for generation Z. This study was carried out to test the influence of sentiment polarity and observational learning on online impulsive buying moderated by impulsive buying tendencies. This research takes data from generation Z who live in the city of Solo who buy online. The sample obtained was 96 respondents and tested using logistic regression analysis. It was found that sentiment polarity has no effect on online impulse buying and impulse buying tendency is an ordinary independent variable that has an independent effect on impulse buying. In contrast, observational learning has a positive effect on online impulsive buying, while the impulsive buying tendency variable does not moderate the relationship between sentiment polarity and observational learning on online impulsive buying.

Boosting customers’ impulsive buying tendency in live-streaming commerce: The role of customer engagement and deal proneness

With the ever-growing popularity of live-streaming commerce, it is crucial for marketers to understand how live-streaming contributes to sales. While prior studies mainly focused on customer motivations for using live-streaming commerce, few studies, to date, elucidate consumers' decision-making process in this context. Addressing this gap, we adopt the Elaboration Likelihood Model (ELM) of persuasion to examine how live-streaming influences customers’ engagement and impulse buying behavior, as moderated by their deal proneness. To explore these issues, we analyzed data collected from 735 Millennials in China using partial least squares structural equation modeling (PLS-SEM). The findings show that factors characterizing the ELM-informed central (i.e., product information quality, streamer interaction quality, and streamer credibility) and peripheral (i.e., review consistency) routes exert positive effects on customer engagement and impulse buying. Moreover, deal proneness was found to moderate the relationship between engagement and impulse buying. The findings offer valuable insight for e-tailers seeking to encourage impulsive buying among millennial shoppers. Specifically, they highlight the role of central- and peripheral route factors in promoting customer engagement and impulsive buying, with the effect of customer engagement on impulsive buying being contingent on deal proneness-based differences among millennial shoppers.

The Effect of Parasocial Relationship on Online Impulsive Buying Tendency: Exploring the Role of Financial Literacy and Self-Control

Impulsive buying behavior has increased alongside the growth of digital transactions and technological advancements that simplify purchasing. Psychological studies have scientifically demonstrated that e-commerce website design and enjoyable online shopping experiences can trigger positive emotions that drive impulsive buying behavior, especially in women where self-esteem and body image have been proven to be contributing factors. The urgency to examine this issue has been amplified by the COVID-19 pandemic, which has been found to stimulate impulsive buying. With self-control and financial literacy as moderating factors, researchers are focusing on the phenomenon of impulsive buying among women in their early adulthood, as this age group is considered the most vulnerable to impulsive buying behavior. Researchers aim to investigate how self-control and financial literacy might mitigate the influence of parasocial relationships on impulse buying tendencies, with the ultimate goal of preventing individuals in early adulthood from getting trapped in the cycle of impulsive buying and its long-term ripple effects. Participants in this study are 195 women aged 18 to 25 who have a favorite celebrity figure and had purchased beauty products in the previous two months. According to the findings of simple regression analysis, parasocial relationships affect impulsive purchasing tendencies (F(1.191) = 12.100, p < .05, = .059, = .054). It was also discovered that self-control has a moderating role on the influence of parasocial relationships toward impulse buying tendencies (R =.4172, F(1.191) = 13.4189, p < .05), but financial literacy has no moderating role.

Relationship of Advertising Appeals and Impulsive Purchasing Inclination: Role of Self-Control and Marital Status as Moderators

The purpose of this research is to identify the relationship between advertising appeals and impulse purchase inclination in the presence of self-control and marital status as moderators. A pre-designed questionnaire was used to collect data. PLS-SEM (Partial Least Squares Structural Equation Modelling) is used to determine the nature of the link between the mentioned variables, as well as the function of self-control as a moderator. A multi-group analysis is conducted to see how the model varies from gender variation. Furthermore, Andrew F. Hayes Process Macro is also utilized as a data analysis approach. According to the findings of Andrew F. Hayes Process Macro, self-control has a considerable negative influence on impulse purchase inclination. According to PLS-SEM findings, entertaining advertising appeal has a considerable positive influence on the cognitive element of impulsive purchasing tendency, but informative advertising appeal has a significant positive impact on both the cognitive and affective aspects of impulse buying tendency. Surprisingly, irritating commercial appeal has a large favorable influence on the cognitive aspect of impulse purchasing inclination. However, the study discovered a minor complimentary function of self-control in the relationship between advertising appeals and impulse purchase inclination. The results of a multi-group investigation show that the influence of advertising value ad appeal on the emotive aspect of impulse purchase inclination vary greatly depending on gender. The study is significant for marketers because it shows that self-control acts as a barrier in the route of impulsive buying.

Online counterfeit purchase behaviour: moderating effect of perceived anonymity and moral disengagement

PurposeThe continuous evolution of e-commerce with young consumers’ growing interest in online shopping has transformed the retail landscape across the world. With the surge in online sales, counterfeits of luxury goods have also found themselves from brick-and-mortar shelves to online e-commerce sites. Against this backdrop, this study aims to understand and analyse young consumers’ online counterfeit purchase behaviour (OCPB). Additionally, it also aims at identifying the determinants that influence their purchase decisions.Design/methodology/approachFollowing an extensive review of the literature, the present study pursued a quantitative approach in exploring critical demographic, psychographic, behavioural and situational factors influencing OCPB. The study was conducted in India through an online survey using a structured questionnaire.FindingsThe findings indicate that young consumers’ OCPB is significantly related to influencing factors like brand consciousness, fashion involvement, face consciousness, impulsive buying tendency, acquisition centrality and utilitarian shopping values. Furthermore, moderating effects of perceived anonymity (PA) and moral disengagement (MD) on OCPB were also observed and validated.Research limitations/implicationsThe study examined the critical factors and their linkages while building upon a structural framework on OCPB, keeping India as a representative sample. The proposed framework will bring more clarity and further insights that will help scholars expand the research domain with more cross-cultural studies and aid brand e-marketers to strategize their action towards developing strong brand aesthetic values.Originality/valueThe study contributes towards the literature by introducing PA and MD vis-à-vis building a framework for studying young consumers’ OCPB.

Generation Y and Z’s Attitude Toward Online Video Advertisement Effect on Impulsive Buying Tendency: Evidence from TikTok

This research was carried out to examine the factors impacting the impulsive buying tendency of young consumers, focusing on Generation Y and Z, through online video advertisements on TikTok. TikTok is a growing video-sharing application that supports users to make and share a short video on any topic. This study aims to help enterprises get a better insight into their young consumers. This study utilized the Theory of Reasoned Action (TRA) to examine the relationship between informativeness, entertainment, personalization, credibility, and attitude toward online video advertisement. Also, its impacts towards users’ tendency to buy impulsively. The data were gathered from 322 young participants born from 1981 to 2022. The data was further processed statistically using SPSS and SmartPLS. The findings indicate that the informativeness, entertainment, personalization, and credibility of online video advertisements positively affect attitude toward online video ads. The more positive attitude toward online video ads, the higher the tendency to buy the advertised product impulsively. This study provides practical advice for marketers and brand managers to focus on improving consumers’ perception through the video ad’s informativeness, entertainment, personalization, and credibility to encourage consumers to purchase impulsively.