The purpose of this paper is to examine the relationship between personality factors (i.e. neuroticism, agreeableness, extroversion, conscientiousness and openness), cultural factors (individualism and collectivism) and store stimuli (window display and sales promotion) on impulsive buying behavior.
The sample size for the study was 350 with a response rate of 96 percent. The questionnaire was adapted from the established scale and measures. SmartPLS was used for statistical analysis. After reliability and validity analysis, the structural model was tested, and it fitted very well.
Of the nine hypotheses, five were accepted, and the other four were rejected. The results suggest that neuroticism, openness, individualism, collectivism and sales promotion significantly affect impulsive buying behavior. Marketers can use these results in developing appropriate marketing strategies.
Implications for managers were drawn from the results. In this study, only two cultural factors were considered. Future studies could use all the cultural factors in their model. Additionally, the developed model can be extended for comparative studies.
Impulsive buying behavior, on the one hand, is problematic for consumers, but, on the other hand, is used as a tool by retailers for increasing sales. Comparatively, this study examined the effects of personality factors, cultural factors and store stimuli on impulsive buying behavior. These three factors have rarely been used together in one study.
This study was supported by grants of National Natural Science Foundation (71572156), Sichuan Wine Development Research Center (CJZB18-02), Sichuan Circular Economy Research Center (XHJJ-1815), and the Humanity and Social Science Youth foundation of Ministry of Education of China(19YJC630060, 19YJC860033), Southwest Jiao Tong University “One Belt and One Road” research task project (268YDYLZ01).
Miao, M., Jalees, T., Qabool, S. and Zaman, S.I. (2020), "The effects of personality, culture and store stimuli on impulsive buying behavior: Evidence from emerging market of Pakistan", Asia Pacific Journal of Marketing and Logistics, Vol. 32 No. 1, pp. 188-204. https://doi.org/10.1108/APJML-09-2018-0377
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