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Effect of product type and time pressure on consumers’ online impulse buying intention

Zhanbo Zhao (School of Software and Microelectronics, Peking University, Beijing, China)
Xiaomeng Du (Beijing Baifendian Information Technology Inc., Beijing, China)
Fan Liang (School of Software and Microelectronics, Peking University, Beijing, China)
Xiaoming Zhu (International Business Settlement Center, Bank of Kunlun Co. Ltd, Beijing, China)

Journal of Contemporary Marketing Science

ISSN: 2516-7480

Article publication date: 19 September 2019

Issue publication date: 2 October 2019

3815

Abstract

Purpose

Impulse buying has been the focus of attention in the marketing. With the rise of online shopping, online impulse buying phenomenon becomes increasingly serious. Whereas, the impulse buying behavior in an online environment is rarely discussed in relevant literature. The purpose of this paper is to explore the impact of the type of product and time pressure on consumer online impulse buying intention; this is a relatively new issue of marketing academia in China.

Design/methodology/approach

In this paper, the experimental methodology was adopted to explore the impact of consumer online impulse buying tendencies, the departure from the type of product and the time pressure.

Findings

Results show that low-involvement feeling products stimulate consumer online impulse buying tendencies. Simultaneously, there is an interaction effect between time pressure and product type, which is, under the influence of time pressure, the enhancement of low-involvement feeling products on consumer online impulse buying tendency is more significant.

Originality/value

This study discusses the interaction between time pressure and product type on consumers’ online impulse buying tendency, which has not been studied before. While discussing the impact of product types on consumers’ impulse buying tendency on the internet, this paper considers the impact of time pressure on consumers’ impulsive buying tendency, and applies the term of time pressure, a psychological research term, to the field of marketing research, so as to make the cross-links between disciplines closer.

Keywords

Citation

Zhao, Z., Du, X., Liang, F. and Zhu, X. (2019), "Effect of product type and time pressure on consumers’ online impulse buying intention", Journal of Contemporary Marketing Science, Vol. 2 No. 2, pp. 137-154. https://doi.org/10.1108/JCMARS-01-2019-0012

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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