Impact of External and Internal Stimuli on Online Impulsive Buying Behavior: Mediating Role of Hedonic and Utilitarian Shopping Value

Purpose: This study delves into the examination of the multifaceted determinants that impact impulsive purchasing inclinations within the realm of online retail, while simultaneously considering the idiosyncratic disparities in consumer shopping patterns.   Theoretical framework: The concept of perceived usefulness (PU) pertains to the degree to which a customer holds the belief that engaging in online purchasing will enhance their ability to carry out transactions effectively. The streamlined layout of a website facilitates user navigation and enhances their ability to access a wide range of information.   Method: The research utilises a quantitative survey to collect valuable perspectives from a heterogeneous cohort of internet consumers. The empirical evidence indicates that the presence of external stimuli, namely perceive ease of use and perceive usefulness exerts a substantial influence on impulsive purchasing tendencies.   Findings: The present study serves to enhance comprehension regarding the underlying mechanisms that drive impulsive purchasing behaviours in the contemporary digital era.   Research, Practical & Social implications: It offers valuable insights for both marketers and consumers who aspire to adeptly navigate the intricate online shopping landscape.   Originality: The research problem addressed in this study is the phenomenon of Impact of External and Internal Stimuli on Online Impulsive Buying Behavior: Mediating role of Hedonic and Utilitarian shopping value. this study proposes ideas for guiding government control in public events

Website Atmospherics: Motivators Or Hygiene Factors?

Frederick Herzberg's two-factor theory is once again resurrected and used to frame hypothesized influences on internet shopper satisfaction (and dissatisfaction).   Previous research investigating the influence of web site design and web site atmospherics is discussed with respect to the theory.  Exploratory factor analysis is then used to extract a four-factor solution of internet shopper satisfaction, and interpreted with respect to Herzberg’s model.  Risk and User Friendliness related variables are interpreted as hygiene factors, or dissatisfiers, while Enjoyment and Price variables better explain shopper satisfaction, or motivation.  The ensuing discussion compares the usefulness of this model with empirically validated satisfaction paradigms in explaining the relationship between internet shopper satisfaction and web site atmospherics.&nbsp

The Pulse Of Impulse Buying: An experimental study on the effects of background music tempo on impulse buying

Considering the importance of e-commerce, very little research has examined how marketing stimuli like music affect impulse buying behavior online. In general, the effect of music on impulse buying is not entirely understood yet. Prior research leads us to suggest that music may influence consumers’ ability to exert self-control and thus their receptiveness to product offers in a shopping situation. Most research has been done in offline settings via surveys or field studies, which often makes it difficult to measure traits, attitudes and cognitive resource and to control confounding factors. Our study aims to contribute to research on impulse buying in three ways: 1) observing impulse buying in an e-commerce setting, 2) exploring the relationship between self-control, background music and impulse buying, and 3) proposing an experimental design to study impulse buying in the lab

The Determinants of Online Vegetables/Fruits Repurchase Intention: Stimulus-Organism-Response Model and Theory of Planned Behaviour

The aim of this study is to review of concepts, theories and models related to consumer intentions. In doing this, the objective is to explore and explain the determinants of online vegetables/fruits repurchase intention based on literature review which used Stimulus-Organism-Response (SOR) Model and Theory of Planned Behaviour as basic concepts approach to put forward hypotheses for next research on consumer intention. Many research in the past examined variables as antecedents and predictors of repurchase intention. This literature study refers to the repurchase intention framework with a content of reputation, emotion, perceived risk, subjective norms, attitude, and perceived behavior control. The authors explore variables on these concepts, data for this study were generated through secondary data from many sources including paper, journal, textbooks, databases, and websites, etc. The literature review found that there is a positive relationship between reputation and emotion towards online repurchase intention, and perceived risk give a negative influence to online repurchase intention. The reputation of e-retailers is very important as it has a positive impact on online repurchase intention of e-shoppers in the future. Subjective norms have a direct significant impact on buying intentions. Subjective norms influence attitudes toward buying intentions. That attitudes and perceived behavior control are better predictors of intentions when the social environment is more conducive and supportive to perform a behavior. The present study found that perceived behavioral control significantly influences willingness to online repurchase intention toward fresh vegetables or fruits. Hence, the study provides the summary of existing literature related to repurchase intention for better understanding and helps to frame the hypothesis for future research. While some outcomes may be significant to marketing practice, the overall goal of such research is to achieve a better understanding of consumer behavior

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 Effect of Reputation on Online Repurchase Intention of Fruits/Vegetables in Indonesia With Emotional and Perceived Risk as Antecedent: Based on The Stimulus-Organism-Response Model

As the trend of online business shopping began to develop it is necessary to have a number of factors anticipated, among others, fresh vegetables/fruit online repurchase intention. The aim of this study is to explain the determinant which influences repurchase intention of customer who buys fruits and vegetables by using e-commerce in Indonesia. Stimulus-Organism-Response Model are used as the basic concepts in this study. The sample collection methods in this study is convenience sampling from 331 respondents who met the criteria. Collected data is analysed using Structural Equation Model (SEM) Lisrel 8.8 and SPSS 24.0 program for all variables. The result of the findings show that there is a significant influence between emotion and risk perceived towards online repurchase intention, and perceived risk give a negative impact to online repurchase intention and emotion. The reputation of e-retailers has no significant effect on perceived risk. Perceived risk has a significant influence on emotion and online repurchase intentions.This study found that emotion significantly influences willingness to online repurchase intention toward fresh vegetables/fruits in Indonesian’s e-shopper. This study will be useful to vegetables and fruits e-retailers as well as future researchers.Keywords: online repurchase intention, e-commerce, stimulus-organism-response model, reputation, emotion, perceived ris

Modelling the Drivers of Impulsive Buying Behaviour: A Case of South Africa

Abstract: Impulsive buying behavior is an emerging phenomenon in marketing literature and it affects consumers across the board. Impulsive buying is seen as the outcome of demonstrative reactions that breed the unexpected craving to purchase. Impulsive buying is becoming an important factor for retailers since they generate a lot of income through this kind of behavior. Due to the expansion of organized retail over the country, shops are trying to comprehend the buying behavior of consumers and try by all means that they trigger consumers to act in an impulsive way. Traditional buying behavior of consumers was seen as when purchasers made a list for purchasing products then depart to a particular store and purchase it. But now the whole buying behavior is changing due to the rise in the income level of consumers. This is giving the consumers more buying power, transformation in the socio-cultural environment way of life and consumption pattern. This, therefore, influences the consumer to act in an irrational manner which is known as unplanned buying without considering the potential consequences which may include non-usage of the product, negative economic consequences and feelings of regret, fury and fault. So the present study aims to analyze how uniqueness, price and past orientation influence impulse buying behavior are focusing on classical clothing brands like Nike, Adidas and Reebok. This study attempts to discern how consumer's traditional planned shopping behavior is shifting to impulse buying behavior. The study used a quantitative research method and analyzed the data by means of SMART PLS to test the relationships and the model. 350 questionnaires were used for data analysis using convenience sampling process. The outcomes of the research showed a progressive and significant association between the predictors (the need for uniqueness, price and past orientation) and the outcome variable (impulsive buying behavior)

FACTORS AFFECTING IMPULSIVE BUYING BEHAVIOR OF ORGANIC BRANDED PRODUCTS AMONG CONSUMERS IN SRI LANKA

Sri Lanka's organic food market is still relatively small and is seen to be a niche one. Regardless of the importance of popularizing organic branded products among consumers through impulsive buying, a few have discussed this matter yet in the existing literature. In fact, the consumer behavior in the Asian market has been widely ignored. Therefore, the primary goal of this research study was to discover the factors influencing the impulsive buying behavior of organic branded food products among consumers in Sri Lanka. Based on prior studies, Web site stimulus, marketing stimulus, Product variety, impulsive traits and perceived enjoyment were considered as the dimensions in independent variable. The study used three hundred eighty-four (n=384) consumers for this study using convenience sampling technique. Pearson correlation and multiple regression analysis were used to test the hypothesis using SPSS software. Ideally, this study proved that website stimulus, marketing stimulus and impulsive traits have a positive impact on impulsive buying behavior of organic branded products. More interestingly, Product variety had a negative impact on impulsive buying behavior of organic brands whereas perceived enjoyment did not have a significant impact on impulsive buying behavior. Thus, the results of this research have given businesses some insight into the issues they are generally having, with convincing customers to buy organic brands. Keywords: impulsive buying behavior, organic branded products, social influences, environmental attitudes &nbsp

Interior Atmosphere: Does It Really Have an Impact on Consumer Purchasing Behavior at Self- Serving Convenience Stores?

The main aim of this study was to investigate the impact of interior store atmosphere on consumer purchasing behavior at self-serving convenience stores in Ampara District, Sri Lanka.  Today, retail industry became highly competitive with the increasing number of convenience and other types of retail stores in the area. Hence, the retailers need to be more customer focused and have to differentiate from their competitors by making their interior atmosphere more attractive to consumers and to encourage them to spend more time, money, to purchase more merchandises and to stimulate their repeat purchase intention. A survey research was employed to collect primary information from 292 customers from convenience stores in Ampara District. Interior atmospheric factors such as, music, scent, light and color were used to identify the impact of interior atmosphere on consumer purchasing behavior. Convenience sampling was employed for data collection using a questionnaire with a five-point Likert scale. SPSS 20.0 was used to analyze the data. Significant interior atmospheric factors that influence consumer purchasing behavior included music, scent, light and it is found out that color has no any impact on consumer purchasing behavior. Keywords: Interior atmosphere, convenience stores, consumer behavio

Impact of atmospheric design on consumer purchasing behavior at self- serving convenience store

The main aim of this study was to investigate the impact of atmospheric design on consumer purchasing behavior at self-serving convenience stores in Ampara District, Sri Lanka. Today, retail industry became highly competitive with the increasing number of convenience and other types of retail stores in the area. Hence, the retailers need to be more customer focused and have to differentiate from their competitors by making their atmospheric design more attractive to consumers and to encourage them to spend more time, money, purchase more merchandises and to stimulate their repeat purchase intention. A survey research was employed to collect primary information from 292 customers from convenience stores in Ampara District. Atmospheric design factors such as, product assortment, crowd density, and store floor space were used to identify the impact of atmospheric design on consumer purchasing behavior. Convenience sampling was employed for data collection using a questionnaire with a five-point Likert scale. SPSS 20.0 was used to analyze the data. Product assortment, crowd density and store floor space have significant impact on consumer purchasing behavior at self-serving convenience stores in Ampara District