The post-purchase communication strategies for supporting online impulse buying

2014 ◽  
Vol 39 ◽  
pp. 393-403 ◽  
Author(s):  
Chia-Chi Chang ◽  
Ai-Hua Tseng
Keyword(s):  
Communication Strategies ◽  
Impulse Buying ◽  
Post Purchase

scholarly journals Effects of consumers’ construal levels on post-impulse purchase emotions

2019 ◽  
Vol 38 (3) ◽  
pp. 269-282 ◽  
Author(s):  
Taku Togawa ◽  
Hiroaki Ishii ◽  
Naoto Onzo ◽  
Rajat Roy
Keyword(s):  
Online Survey ◽  
Research Question ◽  
Affective State ◽  
Impulse Buying ◽  
Affective States ◽  
Content Type ◽  
Construal Levels ◽  
Impulse Purchase ◽  
Post Purchase ◽  
Important Research Question

Purpose The purpose of this paper is to examine how abstract vs concrete mindsets impact consumers’ post-purchase affective states. Drawing on construal level theory, the study examines when consumers experience “pleasure” or “guilt” after impulse buying. Design/methodology/approach The basic premises of this research was tested using multiple studies. Study 1 was conducted in the field, the second study engaged an online survey, while the third study used a laboratory experiment. Findings After impulse buying, consumers with abstract mindsets reported strong feelings of pleasure, whereas those with concrete mindsets experienced profound guilt. Research limitations/implications Research on affective responses (i.e. pleasure and guilt) following impulse purchase is limited. However, the present study helps understand an important research question: when do consumers feel pleasure (or guilt) after impulse buying? Practical implications Marketers can frame messages that align with abstract mindsets to enhance pleasure and reduce guilt after impulse buying. Social implications Policymakers can persuade consumers to refrain from making impulsive decisions through communication that reminds them of past impulse purchase behaviour, by triggering a concrete mindset. Originality/value This research extends the literature on post-purchase effects by demonstrating that consumers’ mindsets determine the intensity of their affective state after impulse buying.

Fast fashion environments: consumer’s heaven or retailer’s nightmare?

2017 ◽  
Vol 45 (2) ◽  
pp. 143-157 ◽  
Author(s):  
Sasikarn Chatvijit Cook ◽  
Jennifer Yurchisin
Keyword(s):  
Positive Attitude ◽  
Consumer Behaviour ◽  
Emotional Responses ◽  
Impulse Buying ◽  
Product Returns ◽  
Fast Fashion ◽  
Content Type ◽  
Buying Behaviour ◽  
Post Purchase ◽  
The Impact

Purpose The current research explored both pre-purchase and post-purchase factors of consumer behaviour. Specifically, the purpose of this paper is to investigate the relationships that may exist among consumers’ perceptions of perishability, scarcity, low price, attitudes, impulse buying, post-purchase emotions, and product returns within the context of the fast fashion environments. Design/methodology/approach A total of 246 usable questionnaires completed by female undergraduate students, who made purchases and product returns at fast fashion retailers, were analysed in SPSS and AMOS 23.0. Structural equation modelling was employed to test the hypotheses. Findings Consumers who are attracted to scarcity due to limited supply and scarcity due to time, referred to as perceived perishability, have a positive attitude towards the fast fashion retailers in which products are presented in scarce environments. Likewise, consumers have a positive attitude towards fast fashion retailers due to low priced merchandises they offer. Consequently, consumers who have a positive attitude towards the fast fashion retailers are likely to purchase products from them impulsively. Moreover, impulse buying behaviour positively influenced some negative post-purchase emotional responses, which in turn positively influenced product returns in the fast fashion environments. Research limitations/implications The results of the current study contribute to a greater understanding of apparel-related consumer behaviour in general. A theory formation of fast fashion consumer behaviour from acquisition to disposal can be drawn from the results of this study. Because some fast fashion retailers do sell clothing for both men and women, researchers could compare the responses of males and females to examine differences in consumer behaviour related to demographic characteristics. In the future, an examination of actual emotional responses and return behaviour would be beneficial for a more complete understanding of post-purchase consumer behaviour. Practical implications Fast fashion retailers could use this information to carefully design shopping environments that induce impulse buying behaviour because it may result in product returns. Fast fashion retailers need to understand the causes of the return behaviour, whether consumer related or product related, to better meet the needs of their target market. Return policies must be considered. Originality/value This research is the first to examine the impact of negative emotions following consumers’ impulse buying on product returns in the fast fashion retail environments.

Booth Attractiveness: Scale Development and Model Testing from a Mental Budgeting Perspective

2022 ◽  
pp. 109634802110700
Author(s):  
Jingya Wang ◽  
Yao-Chin Wang ◽  
Lu Zhang ◽  
Rachel J. C. Fu
Keyword(s):  
Factor Analysis ◽  
Impulse Buying ◽  
Purchasing Behavior ◽  
Review Of The Literature ◽  
Item Generation ◽  
Behavior Study ◽  
Confirmatory Factor ◽  
Mental Budgeting ◽  
Post Purchase ◽  
Anticipated Satisfaction

Given the importance of booth attractiveness at trade expositions, this study sets out to develop a scale measuring booth attractiveness (Study 1) and to examine its effectiveness in motivating attendees’ purchasing behavior (Study 2). Study 1 includes three steps: (1) item generation through a thorough review of the literature, focus group, and comments from experts, (2) item purification with exploratory factor analysis using 122 samples, and (3) reevaluating items with confirmatory factor analysis using 129 samples. A six-dimensional scale of booth attractiveness was developed in Study 1. Based on the theory of mental budgeting, Study 2 was conducted to examine the effects of booth attractiveness on the mechanism of attendees’ purchasing behavior using 323 samples. Results of Study 2 suggest that booth attractiveness could directly motivate impulse buying or indirectly through mental budgeting. Impulse buying, then, results in post-purchase guilt and anticipated satisfaction. Meanwhile, postpurchase guilt reduces anticipated satisfaction.

The Effect of Incidental Advertising Exposure on Online Impulse Buying

2014 ◽  
pp. 172-194 ◽  
Author(s):  
Amira Bel Haj Hassine
Keyword(s):  
Peripheral Zone ◽  
Self Control ◽  
Impulse Buying ◽  
Advertising Exposure ◽  
Individual Self ◽  
Post Purchase

The purpose of this chapter is to explore the influence of the incidental exposition located in the peripheral zone of vision and perceived “without consciousness” in online impulse buying. The authors demonstrate that the advertised brands appearing in the peripheral zone of vision are perceived “without consciousness,” and the participant does not remember being exposed to this ad recently. They test if this exposure has an effect on the purchase of the advertised brand. This chapter also studies the effect of individual self-control on impulse buying and explores the post-purchase reaction to its occurrence. An incidental exposition of a brand was adopted amongst 247 participants. The results show the incidental exposition to a brand facilitates the impulse buying of this brand.

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