Factors Influencing Impulse Buying During an Online Purchase Transaction

An important element in retailing is the use of impulse purchases; generally small items that are bought by consumers on the spur of the moment. By some estimates, impulse purchases make up approximately 50 percent of all spending by consumers. While impulse purchases have been studied in the brick-and-mortar retail environment, they have not been researched in the online retail environment. With e-commerce growing rapidly and approaching $20 billion per year in the Canadian and US markets, this is an important unexplored area. Using real purchasing behaviour from visitors to the Reunion website of Huntsville High School in Ontario Canada, I explored factors that influence the likelihood of an impulse purchase in an online retail environment. Consistent with diminishing sensitivity (mental accounting and the psychophysics of pricing), the results indicate that the likelihood of a consumer purchasing the impulse item increases with the total amount spent on other items. The results also show that presenting the offer in a popup is a more effective location and presentation mode than embedding the offer into the checkout page and increases the likelihood of the consumer making an impulse purchase. In addition, the results confirm that providing a reason to purchase by linking a$1 donation for a charity to the impulse item increases the frequency of the impulse purchase

ANALISIS PEMBELIAN IMPULSIF PADA MARKETPLACE PADA MASA PANDEMI COVID 19

Pandemi COVID-19 telah mendorong percepatan adopsi sistem digital dalam aktivitas berbelanja. Hal tersebut juga berdampak pada pola perilaku konsumtif masyarakat dan menjadikan Indonesia sebagai salah satu pasar yang potensial yang cukup baik untuk perusahaan-perusahaan penyedia e-commerce. Akibat dari pandemi Covid-19 adalah timbulnya perilaku pembelian secara impulsif. Penelitian ini bertujuan menganalisis faktor-faktor apa yang menjadi determinan tinggi dari perilaku pembelian impulsif online pada masa pandemi Covid-19 di marketplace. Selain itu, peneliti menganalisis produk yang paling banyak dibeli secara impulsif saat berbebelanja online di masa pandemi Covid-19. Penelitian ini menggunakan data primer. Alat pengumpulan data yang digunakan dalam penelitian ini adalah berupa kuesioner secara online. Data dalam penelitian ini diolah menggunakan SPSS 21. Hasil penelitian ini adalah paling banyak responden yang melakukan pembelian impulsif di marketplace Shopee, produk yang dibeli paling banyak adalah baju. Faktor tertinggi yang memengaruhi pembelian adalah harga murah. Korelasi tingkat kecenderungan pembeli yang impulsif dengan jumlah pembelian tidak terbukti.   Kata Kunci: e-commerce, marketplace; pembelian impulsif; pandemi covid-19The COVID-19 pandemic has accelerated the adoption of digital systems in shopping activities. This also has an impact on the pattern of people's consumptive behavior and makes Indonesia one of the potential markets that is quite good for e-commerce provider companies. The result of the Covid-19 pandemic is the emergence of impulsive buying behavior. This study aims to analyze what factors are the high determinants of online impulse buying behavior during the Covid-19 pandemic in the marketplace. In addition, researchers analyzed the products that were purchased the most impulsively when shopping online during the Covid-19 pandemic. This study uses primary data. The data collection tool used in this study is an online questionnaire and processed using SPSS 21. The results of this study are that the most respondents who make impulse purchases in the Shopee marketplace, the most purchased products are clothes. The highest factor influencing the purchase is the low price. The correlation between the level of the tendency of impulsive buyers and the number of purchases is not proven. Keyword: e-commerce; marketplace; impulse buying; covid-19 pandemi

Factors Determining Impulsive Buying Behavior in Social Commerce

The development of social media and electronic commerce led to new phenomena called social commerce. Companies deploying social commerce expects consumers quickly react to their propositions and usually consumer have use social media based websites for entertainment, but not for shopping. In this context such buying behavior tends to be impulsive buying behavior which is not widely analyzed in literature. In this paper we provide overview of impulsive buying behavior online and proposed model of factors affecting impulsive buying behavior in social commerce websites. The proposed model is validated in Lithuania market

Consumer Culture and Purchase Intentions towards Fashion Apparel

This study examines the effectiveness of different fashion marketing strategies and analyzes of the consumer behavior in a cross-section of demographic settings in reference to fashion apparel retailing. This paper also discusses the marketing competencies of fashion apparel brands and retailers in reference to brand image, promotions, and externalmarket knowledge. The study examines the determinants of consumer behavior and their impact on purchase intentions towards fashion apparel. The results reveal that sociocultural and personality related factors induce the purchase intentions among consumers. One of the contributions that this research extends is the debate about the converging economic, cognitive and brand related factors to induce purchase intentions. Fashion loving consumers typically patronage multi-channel retail outlets, designer brands, and invest time and cost towards an advantageous product search. The results of the study show a positive effect of store and brand preferences on developing purchase intentions for fashion apparel among consumers.Consumer behavior, purchase intention, socio-cultural values, designer brands, store brands, fashion apparel, brand promotion, personalization, fashion retailing, psychographic drivers

Effect of store environment and website characteristics on impulse buying behaviour of university students

A thesis submitted to the University of Bedfordshire in partial fulfilment of the requirements for the degree of Doctor of PhilosophyConsumer behaviour is determined by various factors, therefore it is considered as very complex and difficult to predict. This study is an attempt to explore and establish the relationships between various factors that result in impulse buying behaviour during online and offline buying. A preliminary qualitative study was carried out to understand the various situations in which impulse buying takes place. For the preliminary study data was collected by conducting semi-structured interviews. A thematic analysis approach has been used for data analysis. The results of the study reveal that in the offline buying store environment, presence of others and crowding plays a vital role, while in online buying website quality, visual appeal and usability of the website increases the chances of impulse buying. In addition it has been found that situational factors such as mood, sales promotion, availability of time and availability of money also have an influence. Important literature was reviewed first and a conceptual framework consisting of the different hypotheses was proposed; then those hypotheses were empirically tested. Quantitative data was collected for the main study by using questionnaires and a self-administrative technique; a total of 312 respondents took part in this study, for which a pilot study was carried out to refine the final questionnaire. Confirmatory Factor Analysis was used to evaluate the model fit and for further refinement of the constructs. Data was analysed by using structured equation modelling and this approach was used for testing the hypothesized relationship between independent variables (store environment, website characteristics) and dependent variable (impulse buying behaviour). Results of the mediating test shows that situational factors fully mediate the relationship between store environment and impulse buying behaviour. While on the other hand situational factors partially mediate between website characteristics and impulse buying behaviour. The results further reveal that apparel products are impulsively purchased by females most of the time. Food and food items are purchased impulsively by most of the respondents (140) most of the time, whereas a very small number of respondents mentioned that they purchase books impulsively. Results also reveal that situational factors partially mediate between store environment, website characteristics and impulse buying behaviour

The Study on Antecedents of Consumer Buying Impulsiveness in an Online Context

The global recession caused by the financial tsunami has seriously impacted numerous industries. Although the market scale of global e-commerce market has declined, global online shopping continues to grow. Many previous researches focused on the effect of website design characteristics on online impulsive buying behavior, and few have explored such behavior from consumer individual internal factor perspectives. This paper aims to explore and integrate individual internal factors influencing consumer online buying impulsiveness, and further to recognize the relationships among these factors. The results showed as follows: (1) hedonic consumption needs, impulsive buying tendency, positive affect and normative evaluations positively influence buying impulsiveness, respectively; (2) hedonic consumption needs positively influence positive affect; (3) impulsive buying tendency positively influences normative evaluations; (4) normative evaluations positively influence positive affect

Understanding Impulse Buying Behaviour: A Systematic Literature Review

The consumer buying a product can be influenced not only because of the need for them but also by the sudden urge to buy them. Academic research on impulse purchases has proliferated significantly in recent decades, spanning the last sixty years. However, attention to this phenomenon has been vitally discussed in the past few years. Thereby, the paper aimed to provide a detailed account of the impulse buying behaviour by compiling the various research work literature in the field of Retailing and Consumer Behaviour which presents a broad overview of the impulse buying construct and the various behavioural aspects of it. The authors adopted a review protocol to conduct the review, finally, through the review indented gaps and further insight have been discussed. Keywords: Impulse Buying, Systematic Revie

Ordering versus grabbing: the influence of temporal proximity on unregulated online buying behavior

A study is proposed to test the effects of temporal proximity between the encounter of a stimulus and the receipt of the product on impulsive online buying behavior. In traditional retail settings, temporal proximity between exposure to a stimulus and receipt of the product is an important factor influencing impulsive buying behavior. In most online shopping situations however, there is a time lag between the purchasing process and the receipt of the product; studies have nevertheless shown the widespread existence of impulsive buying behavior in online settings. A model is proposed that demonstrates how future consequences can influence online buying behavior and how the temporal proximity between the exposure to a stimulus and the possibility to conduct a purchase “on the spot” can override the consideration of future consequences and trigger impulsive online buying behavior. In order to test the model, a laboratory experiment has been designed. The expected findings will further the understanding of factors influencing impulsive online buying behavior, and will thus provide prescriptive insights for the design of business-to-consumer e-commerce systems

Point of Sales Promotions and Buying Stimulation in Retail Stores

This paper analyzes drivers of compulsive buying behavior induced by store based promotion through empirical investigation in Mexico. The buying behavior in reference to point of sales promotions offered by retailing firms and determinants of sensitivity towards stimulating shopping arousal and satisfaction among customer in building store loyalty have been discussed in the paper. This study also builds arguments around convergence of attractiveness of point of sales promotions and effectiveness of customer services as a tool for gaining competitive advantage in the retail business environment. The results indicate that point of sales promotion programs have become the principal tool of retailing in Mexico to acquire new customers and retain the loyal customers. It is also found during the study that loyal customers are attracted to the store brands during the promotional offers while new shoppers are price sensitive and are attracted by the in-store ambience of sales promotions and volume discounts.Sales promotion, shopping arousal, store loyalty, buying behavior, retailing, customer relations