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Article
Publication date: 1 October 2020

Wenlong Zhu, Ruzhen Yan and Zhihui Ding

The purpose of this paper is to explore the impact of product information on impulse purchases in a cross-border electronic commerce (CBEC) setting from the perspective of…

Abstract

Purpose

The purpose of this paper is to explore the impact of product information on impulse purchases in a cross-border electronic commerce (CBEC) setting from the perspective of cue stimulation.

Design/methodology/approach

This study proposes a research model of impulse purchases in CBEC based on the cue utilization theory and Stimulus-Organism-Response (S-O-R) model. The research model was tested using covariance-based structural equation modelling. Data were collected from the consumers of a popular CBEC platform in China.

Findings

A high-quality product description has a significant positive effect on concentration but not on curiosity and autotelic experience. A high-quality product display has a significant positive effect on concentration, curiosity and autotelic experience. High-quality product content has a significant positive effect on curiosity and autotelic experience but not on concentration. Curiosity and autotelic experience both have a significant positive effect on impulse purchases; however, concentration has no such effect on an impulse purchase. Curiosity and autotelic experience have a full mediation effect between product display and impulse purchases and between product content and impulse purchases, respectively.

Originality/value

This study integrates the S-O-R model and cue utilization theory to construct a theoretical model of product information-flow experience-impulse purchases. According to the model, we can understand how product information influences consumers' impulse purchases in CBEC.

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Article
Publication date: 17 August 2021

Sergio Barta, Raquel Gurrea and Carlos Flavián

This research aims to identify whether subsequent consciousness of having been in a flow state – that is, flow consciousness – regarding an earlier impulse purchase

Abstract

Purpose

This research aims to identify whether subsequent consciousness of having been in a flow state – that is, flow consciousness – regarding an earlier impulse purchase affects consumers' post–purchase behaviours, specifically their feelings of consumer regret.

Design/methodology/approach

The study applied a mixed methodology. First, the authors conducted two qualitative studies (focus groups) to establish the relationships between flow, flow consciousness and regret. Second, the authors conducted a quantitative study using data collected through an online questionnaire. Participants were asked to recall a recent shopping experience. To conduct confirmatory factor analysis, the authors gathered data from 304 consumers who had searched for, and purchased, a product on Amazon (www.amazon.com). Structural equation modelling, based on covariance, was used to test the hypotheses.

Findings

Flow consciousness is found to reduce consumer regret after an impulse purchase.

Practical implications

Online retailers should make consumers aware of the flow state they have experienced. Flow states lead to increased impulse buying, and if consumers are made aware that they were in a flow state, it may reduce any regret they feel after the purchase.

Originality/value

This is the first study to examine the effects of flow consciousness on consumer behaviour after an impulse purchase. In particular, research has not analysed the effects that flow consciousness has on negative feelings experienced after the impulse purchase of a product.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

Keywords

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Article
Publication date: 18 June 2021

Tser Yieth Chen, Tsai Lien Yeh and Fang Yu Lee

This study aims to investigate the relationship between Internet celebrity characteristics and the follower's impulse purchase behavior in YouTuber. Attachment and…

Abstract

Purpose

This study aims to investigate the relationship between Internet celebrity characteristics and the follower's impulse purchase behavior in YouTuber. Attachment and parasocial interaction are mediating variables concerning the impact of Internet celebrity characteristics on followers' impulse purchase behavior.

Design/methodology/approach

This study conducted an online survey of YouTube users in Taiwan and utilized quota sampling with 500 samples to examine the influence of two types of Internet celebrities on impulse purchase behavior.

Findings

As to the empirical results, the main path indicated that the self-disclosure Internet celebrity positively affected the attachment, which mainly positively affected the impulse purchase behavior. The second path showed that the expertise-knowledge Internet celebrity positively affected the attachment, which positively affected the impulse purchase behavior.

Practical implications

YouTube marketers should proceed prudently with the market segmentation and choose the appropriate type of Internet celebrities who are suitable for the product image to differentiate marketing. Empirical results can aid marketers in selecting a product-endorser, and enhance consumers' purchasing effect on product advertisements in interactive marketing.

Originality/value

The novelty of this study is to explore the mediation effect of the impact of Internet celebrity characteristics on followers' impulse purchase behavior in interactive marketing. The explaining mechanism of attachment and parasocial interaction is promised to be highlighted as the contribution of this study to the extant literature. This study constructs a theoretical mechanism between attachment theory and parasocial interaction theory and then can be used as a theoretical lens for designing successful social media strategies and explaining social media brand relationships.

Details

Journal of Research in Interactive Marketing, vol. 15 no. 3
Type: Research Article
ISSN: 2040-7122

Keywords

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Article
Publication date: 11 May 2010

Sandy Dawson and Minjeong Kim

The purpose of this study is to investigate the external cues on apparel web sites that encourage impulse buying.

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7180

Abstract

Purpose

The purpose of this study is to investigate the external cues on apparel web sites that encourage impulse buying.

Design/methodology/approach

Focus group interviews were first conducted to identify potential external cues on apparel web sites. The findings from the focus group interviews were then used to create an appropriate coding guide. A content analysis of 60 apparel web sites was then conducted to assess the extent to which external trigger cues of impulse buying are available on apparel web sites.

Findings

From the focus group interviews, four mutually exclusive thematic categories, consisting of 20 external trigger cues of impulse buying, were identified; sales, promotions, ideas, and suggestions. A content analysis of these external impulse buying cues was presented. A correlation analysis indicated a positive relationship between retailers' web sales and the amount of external cues present on their web sites.

Research limitations/implications

The findings from the study suggest that the amount of external trigger cues of impulse buying may be a factor that affects a retailer's profitable success by encouraging online impulse purchases. Not so successful online retailers therefore should consider offering more external impulse trigger cues (e.g. sales, promotions, purchase ideas, and suggested items) on their web sites to increase potential impulse purchases.

Originality/value

A coding guide developed in the study can be used by online apparel retailers to assess their marketing strategies. For consumers, the findings of the study inform consumers of factors that may encourage impulse purchases.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 14 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

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Article
Publication date: 1 August 1998

Geoff Bayley and Clive Nancarrow

This paper reviews the literature on unplanned purchasing and impulse purchasing in particular. Various definitions and explanations of the phenomena are examined. Because…

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14897

Abstract

This paper reviews the literature on unplanned purchasing and impulse purchasing in particular. Various definitions and explanations of the phenomena are examined. Because impulse purchasing may often be deemed socially undesirable, it is argued that a qualitative research approach is particularly appropriate in order to gain maximum insight. A study employing enabling techniques (including self scripts, laddering and pyramiding) demonstrated that interviewees were remarkably consistent in their descriptions of the impulse purchase experience. There were, however, variations of the behaviour which might form the basis of a classification scheme. Most studies have only focused on retail impulse buying. This study explored the subject across both retail and direct buying contexts.

Details

Qualitative Market Research: An International Journal, vol. 1 no. 2
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 2 August 2011

Peter Hultén and Vladimir Vanyushyn

The purpose of this paper is to identify similarities and differences with regard to factors affecting consumers' impulse purchases of groceries in France and Sweden.

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4616

Abstract

Purpose

The purpose of this paper is to identify similarities and differences with regard to factors affecting consumers' impulse purchases of groceries in France and Sweden.

Design/methodology/approach

Data were collected by a random survey of 202 Swedish and 368 French households. MANCOVA is the principal analytical technique.

Findings

The analysis indicates that, while Swedish shoppers make more impulse purchases, the French consumers appear to be more attentive to special in‐store displays and two‐for‐the‐price‐of‐one offerings. Contrary to expectations, the impulse purchases of French and Swedish shoppers are not predicted by gender.

Research limitations/implications

Further studies should incorporate situational variables such as outline of stores and supermarkets and the specific country's food culture, since these factors affect shoppers' choices and shopping habits.

Practical implications

The findings help practitioners to understand how market‐specific factors affect shoppers' impulse purchases. These insights are important in the light of the increased internationalization of the supermarket chains' operations.

Originality/value

This study contributes to the current knowledge on consumers' impulse purchase behavior by demonstrating that, although the behavior as such is universal, there may be differences between countries with regard to the number of impulse purchases that shoppers make and how they respond to special in‐store displays and discount offerings.

Details

Journal of Consumer Marketing, vol. 28 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

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Article
Publication date: 6 May 2014

Peter Hultén and Vladimir Vanyushyn

This paper draws attention to the fact that impulse buying is common behaviour among modern shoppers and that a consumer's impulse purchases of items such as clothes may…

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8476

Abstract

Purpose

This paper draws attention to the fact that impulse buying is common behaviour among modern shoppers and that a consumer's impulse purchases of items such as clothes may be a result of the retailers' promotional activities. The purpose of this paper is therefore to investigate how promotion through channels such as direct-mail marketing, TV commercials and special in-store displays affects consumers' impulse purchases of clothes.

Design/methodology/approach

Data for the testing of five hypotheses was collected by distributing a questionnaire to randomly selected households in North Western France and Northern Sweden. The data collection rendered 493 complete questionnaires, of which 332 were from France and 161 from Sweden. Seemingly unrelated regression (SUR) is the principal estimation technique.

Findings

The results suggest that shoppers with a positive attitude towards direct-mail marketing and TV commercials also respond positively to in-store promotion. Hence, there are interactive effects between the three promotional channels that increase shoppers' general impulse purchase tendency. Furthermore, the findings demonstrate that the frequency of exposure to in-store promotion has a significant effect on this tendency.

Originality/value

This paper contributes to extant knowledge on impulse buying behaviour by examining the product-specific impulse tendency, which is defined as the degree to which consumers make impulse purchases of a particular product category.

Details

Journal of Consumer Marketing, vol. 31 no. 2
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 6 August 2019

Christina Boutsouki

Clustering is a highly popular and widely used tool for identifying data-based market segments. The purpose of this paper is to apply cluster analysis to identify…

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1027

Abstract

Purpose

Clustering is a highly popular and widely used tool for identifying data-based market segments. The purpose of this paper is to apply cluster analysis to identify homogeneous subgroups among impulse buyers based on their demographic characteristics and their preference of atmospheric elements.

Design/methodology/approach

Based on a survey approach with 480 fashion consumers, the study discusses impulse purchases during financial crisis. SPSS process is used to determine the effect of atmospherics on impulse purchases as well as the moderating role of demographics. Cluster analysis (k-means method) is used to determine specific segments of impulsive consumption.

Findings

Despite a significant effect of atmospherics on consumers’ impulsiveness, the frequency of purchases is not significantly affected indicating that the economic environment may shape impulsive behavior. Gender, age and education seem to moderate the above relationship. Demographics and store atmospherics define specific segments of impulse buyers.

Research limitations/implications

The study identifies the clusters formed through the interaction of atmospherics with demographics. It further identifies the impact of atmospheric factors in the case of an economy in crisis. In times of financial hardship, store atmospherics, although appealing, do not seem to adequately promote impulse buying behavior. Understanding consumer’s impulsive behavior based on distinctive profiles is of outmost importance to retailers seeking to increase consumption, in particular under conditions of financial hardship.

Originality/value

The present study explores the role of environmental characteristics on consumers’ impulse behavior amidst a financial crisis and identifies the characteristics of specific segments of consumption.

Details

International Journal of Retail & Distribution Management, vol. 47 no. 9
Type: Research Article
ISSN: 0959-0552

Keywords

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Article
Publication date: 17 September 2020

Yanzhi Wang, Hongliang Lu and Dahai Wang

The topic of impulsive buying has been studied by researchers for nearly 70 years and made a large number of valuable discoveries. However, most of the existing research…

Abstract

Purpose

The topic of impulsive buying has been studied by researchers for nearly 70 years and made a large number of valuable discoveries. However, most of the existing research studies focused on the impulse buying behavior in the context of single person shopping from the perspective of individuals and lack of research on impulse buying behavior in the context of shopping with others from the perspective of communities. Given that consumers' decision-making in the presence of others is significantly different from that when they are alone, it is necessary to probe into the internal mechanism of impulse purchase behavior in the context of shopping with others.

Design/methodology/approach

In total three experiments were used to test the hypothesis. Study 1 examines the differences in the motivation of impulsive desire among consumers with different impulsive traits. A total of 240 undergraduates were recruited to participate in the study. The purpose of study 2 is to examine the effect of external attribution on consumer guilt, which leads to the failure of self-control. A total of 256 undergraduate students participated in the study 2. The purpose of study 3 was to test the moderating effect of the intensity of ties on the impact of goal on impulse purchase intention. A total of 240 subjects participated in study 3.

Findings

When shopping with companions, consumers with different impulse traits have different initial impulses in the face of temptation, but they may have a similar higher willingness to buy on impulse. There are two reasons: on the one hand, consumers with high-impulsive traits produce a higher desire to buy on impulse driven by hedonistic motivation. In contrast, consumers with low-impulse traits will also have a higher impulse purchase desire driven by prosocial motivation. On the other hand, external attribution can lead to the failure of self-control and impulse purchase behavior. However, the above effects only occur when there is a strong connection between consumers.

Research limitations/implications

First, this paper simulates the phenomenon of impulse purchase in the relational situation through experimental methods; if the research based on the real consumption scenario can be carried out, the research results will be more convincing. Second, whether there are other intermediary mechanisms, such as whether external attribution can affect consumers' self-control through perceived social support, need to be further tested. Finally, it is also necessary to examine the role of other regulatory variables, such as consumers' sense of power, the type of self-construct, etc., and these research clues will further enrich the research on impulsive buying in the context of relationship.

Practical implications

First, businesses can launch more accurate marketing strategies for consumers who are shopping together, find ways to reduce consumers' attention to their own responsibility or fault and guide them to conduct external attribution to their impulsive consumption behavior. The findings also have implications for consumers to control their own impulse purchase behavior. In addition, the results of this study can provide new insights into the government to prevent social crisis and carry out consumer education.

Originality/value

The key contribution of the current research is that, unlike existing studies that focus on the exploration of impulsive buying in the context of single person shopping, this study explores the internal mechanism and causal process on how consumers' impulsive buying behavior occurs when shopping with others. The authors further make a contribution to a self-control theory by demonstrating that external attribution has a negative effect on self-control in relational situations. Finally, this study also finds that the intensity of ties can moderate the impacts of focus goals on impulsive buying behavior.

Details

Journal of Contemporary Marketing Science, vol. 3 no. 2
Type: Research Article
ISSN: 2516-7480

Keywords

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Article
Publication date: 1 September 2003

Amanda Coley and Brigitte Burgess

The purpose of this study was to compare men and women for differences in affective and cognitive processes associated with impulse buying behavior and to identify gender…

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27052

Abstract

The purpose of this study was to compare men and women for differences in affective and cognitive processes associated with impulse buying behavior and to identify gender differences in terms of impulsive purchases made from a variety of product categories. A total of 277 students served as the sample. Using analysis of variance tests, males and females were found to be significantly different with respect to affective process components (irresistible urge to buy, positive buying emotion and mood management) and cognitive process components (cognitive deliberation and unplanned buying). Significant differences were also found between men and women in the frequency with which the following product categories were purchased on impulse: shirts/sweaters, pants/skirts, coats, underwear/lingerie, accessories, shoes, electronics, hardware, computer software, music CDs or DVDs, sports memorabilia, health/beauty products, and magazines/books for pleasure reading.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 7 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

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