scholarly journals ONLINE FEEDBACK IMPACT ONLINE SHOPPERS' IMPULSE PURCHASES IN MALAYSIA

2021 ◽  
Vol 23 (2) ◽  
pp. 197-203
Author(s):  
Lu Man Hong ◽  
Wan Farha Wan Zulkiffli ◽  
Che Adawiah Che Amran
Keyword(s):  
Online Reviews ◽  
Impulse Buying ◽  
Online Questionnaire ◽  
Moderating Variables ◽  
Utilitarian Value ◽  
Willingness To Buy ◽  
Online Shoppers ◽  
Impulse Purchases ◽  
Buying Behaviour ◽  
Online Feedback

Online shopping has risen to the third position among Malaysians who use the Internet. Typically, past customer online reviews are deciding factors for an online business's success or failure because online consumers encounter online reviews while visiting a website, and it has a direct effect on their ability to purchase impulsively and online impulse buying conduct. The majority of previous research on market-generated context as a factor in online impulse buying behaviour has concentrated on the market-generated background. As a result, this research identified two types of online reviews as independent variables: hedonic and utilitarian value online reviews, browsing, and willingness to buy impulsively as mediating and moderating variables. While online impulse buying behaviour a dependent variable. This study only involves online shoppers who have made at least one purchase on both Lazada Malaysia and Shopee Malaysia websites. This study took a quantitative approach, with 100 responses collected from online shoppers who had made at least one purchase on Shopee Malaysia and Lazada Malaysia through an online questionnaire. Due to the deletion of one straight-lining response, 99 responses were subjected to data analysis using SmartPLS software. According to the results, hedonic value online reviews influence browsing, and browsing influences the urge to buy impulsively and directly to online impulse purchasing.

scholarly journals Analysis of a Shift in the Business Environment and Post-Covid-19 Consumer Behaviour (A Case Study of Residents in Lagos Nigeria)

2021 ◽  
Vol 7 (2) ◽  
pp. 147-157
Author(s):  
Ogechukwu Rosita Adunchezor
Keyword(s):  
Consumer Preference ◽  
Business Environment ◽  
Market Place ◽  
Online Questionnaire ◽  
Technological Infrastructure ◽  
Percent Change ◽  
Business Environments ◽  
Market Operation ◽  
Online Shoppers ◽  
Buying Behaviour

With the current global pandemic and the consequent social distancing rule limiting business and market operation, it has propelled a shift in the way businesses and organizations operate from the traditional physical market place to the adoption of information technology for business digitalization. These have also affected the attitudinal aspect of consumers and shoppers, particularly on the prospect of consumers going back to their old habits once the global crisis is over. This study, therefore, examines the conditions for consumer preference of the changing digitalized business environment in the Post-COVID-19 Era and its predictive value in the future. The study adopted a survey research design, using an online questionnaire as a research instrument among residents in Lagos. From the findings of the study, it was revealed that the perceived benefit of business digitalization, combined influence attitudes of consumers behaviour and perceived convenience is the most significant of conditions for the preference of the changing digitalized business environment that affects attitudes of consumers. On the prospect of the digitalized business environment in the post-COVID-19 business environments, the study revealed that a 1 percent change in the conditions for consumer preference of online constructs is likely to have an 8.4 percent effect on consumer’s attitudes. This, therefore, is an indication that a 1 percent change can have a significant effect on consumer’s buying behaviour. Conclusively the study recommended that online retailers should consider improving their technological infrastructure in order to offer more convenience for Customers online shoppers.

scholarly journals A Critical Review of Digital Marketing: Effect of Flow and Impulse Buying

2021 ◽  
Vol 17 (2) ◽  
pp. 175-194
Author(s):  
Rahmawati Azizah Mt ◽  
Ria Octavia
Keyword(s):  
Linear Regression Analysis ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Online Questionnaire ◽  
Probability Sampling ◽  
Purposive Sampling ◽  
Willingness To Buy ◽  
Positive Effect

Abstract: This study aims to examine the influence of user belief on flow, willingness to buy on flow, and flow on impulse buying behavior. The subjects of this research include Students/College Students, Civil Servants, Private Employees, Lecturers/Teachers, Professionals (accountants, consultants, etc.). The technique used is non-probability sampling , purposive sampling, with a total sample of 300 respondents aged 17 to 45 and are users of the digital application, Shopee, in Indonesia. The research instrument was an online questionnaire and was analyzed using multiple linear regression analysis. The results of this study showed that the dimension of the perceived usefulness of user belief has a positive effect on flow. Willingness to buy has a positive effect on flow and flow has a positive effect on impulse buying. Meanwhile, the ease of use dimension of the user belief variable has no positive effect on flow.Keywords: flow, willingness to buy, user belief, impulse buying behavior. Tinjauan Kritis Pemasaran Digital: Pengaruh Flow dan Pembelian Impulsif Abstrak: Penilitian ini bertujuan untuk menguji pengaruh kepercayaan pengguna (user belief) terhadap flow, willingness to buy terhadap flow, dan flow terhadap perilaku pembelian spontan. Subjek penelitian ini meliputi Pelajar/Mahasiswa, PNS, Karyawan Swasta, Dosen/Guru, Profesional (akuntan, konsultan, dll). Teknik yang digunakan adalah non-probability sampling dengan jenis purposive sampling dengan kriteria usia 17 hingga 45 tahun dengan total sampel 300 responden dan merupakan pengguna aplikasi digital Shopee di Indonesia. Instrumen penelitian ini adalah kuesioner yang dibuat secara daring dan dianalisis dengan menggunakan analisis regresi linier berganda. Hasil penelitian ini menemukan bahwa dimensi manfaat yang dirasakan dari kepercayaan pengguna berpengaruh positif terhadap flow, willingness to buy berpengaruh positif terhadap flow dan  flow berpengaruh positif terhadap pembelian spontan. Sedangkan, dimensi kemudahan menggunakan dari variabel kepercayaan pengguna tidak berpengaruh positif terhadap flow.Kata kunci: flow, willingness to buy, kepercayaan pengguna, perilaku pembelian spontan.

Promotion and shoppers' impulse purchases: the example of clothes

2014 ◽  
Vol 31 (2) ◽  
pp. 94-102 ◽  
Author(s):  
Peter Hultén ◽  
Vladimir Vanyushyn
Keyword(s):  
Specific Impulse ◽  
Product Category ◽  
Direct Mail ◽  
Seemingly Unrelated Regression ◽  
Interactive Effects ◽  
Impulse Buying ◽  
Content Type ◽  
Impulse Purchases ◽  
Tv Commercials ◽  
Buying Behaviour

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.

scholarly journals External Factors Influencing the Cognitive Response of Impulse Buying Behaviour amongst Generation Y Students

2018 ◽  
Vol 10 (5(J)) ◽  
pp. 264-273
Author(s):  
Jacinta Ana Neves ◽  
Ephrem Habtemichael Redda ◽  
Natasha De Klerk ◽  
Natasha De Klerk
Keyword(s):  
Generation Y ◽  
External Factors ◽  
Public Higher Education ◽  
Impulse Buying ◽  
Cognitive Response ◽  
Convenience Sample ◽  
Factors Influencing ◽  
Impulse Purchases ◽  
Impulse Purchase ◽  
Buying Behaviour

Impulse buying behaviour has been recognised as a key research concern amongst academic researches and marketers. At one time or another a large amount of consumers purchases on impulse. Evidence from the literature indicates that external factors, such as in-store atmosphere, in-store browsing, in-store layout, salespersons, promotions and reference groups are important antecedents of impulse purchases. The cognitive response to act on impulse purchase is triggered by external factors to buy on impulse. This paper reports on a study undertaken to determine the external factors influencing the cognitive response of impulse buying behaviour amongst Generation Y students. Generation Y are labelled as individuals born between 1986 and 2005. The study employed a quantitative method, whereby a structured, self-administered questionnaire was used to collect data from a non-probability convenience sample of 349 students (aged 18 to 24 years), across two South African public higher education institutions’ campuses located in the Gauteng province. The collected data was examined using descriptive statistics, confirmatory factor analysis, reliability, correlation analysis and regression analysis. The coefficient of multiple determination (R2) was 0.070 that implies that in-store atmosphere, in-store browsing and promotions can predict seven percent of the variance in Generation Y students’ cognitive response to buy on impulse, which proposes that other variables influence Generation Y students’ cognitive response to buy on impulse. 

scholarly journals Influence of Store Characteristics and Products of Consumers in Indonesia to Impulsive Buying Behaviour

2018 ◽  
Author(s):  
Aditya Halim Perdana
Keyword(s):  
Impulsive Behavior ◽  
Shopping Centers ◽  
Product Characteristics ◽  
Online Questionnaire ◽  
Impulsive Buying ◽  
Impulse Purchases ◽  
Buying Behaviour ◽  
Relationship Of ◽  
Consumer Lifestyles ◽  
The Relationship

Impulsive buying tendencies can be found in shopping centers such as malls. The number of malls also cause consumer lifestyles to change. Impulsive behavior in one shopping is influenced by product characteristics and store characteristics. The purpose of this study is to determine whether the characteristics of stores and products affect the consumer's impulse purchases at malls in Indonesia. This study examines as many as 435 respondents with descriptive quantitative approach. Online questionnaire dissemination and data analysis using multiple linear regression. Results of this study are the characteristics of the store and product characteristics significantly affect the purchase of impulsive. The relationship of R square variables is 0,343.

Investigating Iranian female Muslim consumer impulse buying behaviour used as a form of retail therapy

2014 ◽  
Vol 5 (2) ◽  
pp. 302-320 ◽  
Author(s):  
Shahnaz Nayebzadeh ◽  
Maryam Jalaly
Keyword(s):  
Life Satisfaction ◽  
Structural Equation ◽  
Negative Relationship ◽  
Self Esteem ◽  
Impulse Buying ◽  
Content Type ◽  
Shopping Centre ◽  
Impulse Purchases ◽  
Modelling Techniques ◽  
Buying Behaviour

Purpose – The purpose of this paper is to evaluate the nature of emotion, self-esteem and life satisfaction tendencies amongst Iranian Muslim consumers when making impulse purchases. Design/methodology/approach – Questionnaires were distributed amongst female Muslim participants at a shopping centre in Yazd, Iran – each of which were selected using cluster and random sampling methods. Data were analysed using descriptive statistics and structural equation modelling techniques, where LISREL software was used to measure the direct and indirect relationships between variables. Findings – Within the sample, there was a direct causal relationship between impulse buying tendencies, impulse buying behaviour and purchasing. Second, there was a negative relationship between self-esteem and life-satisfaction within impulse buying tendencies. Finally, a positive relationship exists between emotion and impulse buying tendencies, which elicits impulse buying behaviour culminating in purchases. Emotion drives these consumers towards dissonance-reducing behaviour, which mediates low self-esteem and life satisfaction – through consumerism as a form of retail therapy. Some of the items purchased on impulse, that fulfilled this role, were hijabs (headscarves) and mantos (a type of tunic/shirt-dress/coat common in Iran). Research limitations/implications – The hijab is worn by Muslim females across the globe. However, the manto is an item of clothing worn almost exclusively by Iranian females. Therefore, it is likely that Muslim females in different geographies may exhibit similar behavioural traits, but their consumption patterns would substitute this item with a different one, such as an abaya or jilbab, for example. Originality/value – Whilst the notion of retail therapy is widely understood, the novel contribution of this study lies in highlighting that the purchase of clothing such as hijabs and mantos by Iranian Muslim females is not just driven by rational and emotional decision-making seeking to fulfil religious obligations. There are cases where these religious artefacts are used to raise feelings of self-esteem and life satisfaction within the same individuals.

Impulse buying tendencies among online shoppers in Sweden

2017 ◽  
Vol 11 (4) ◽  
pp. 416-431 ◽  
Author(s):  
Maria Ek Styvén ◽  
Tim Foster ◽  
Åsa Wallström
Keyword(s):  
Online Shopping ◽  
Postal Survey ◽  
The Internet ◽  
Impulse Buying ◽  
Content Type ◽  
Online Purchases ◽  
Online Shoppers ◽  
Context Specific ◽  
Demographic Attributes ◽  
Buying Behaviour

Purpose The purpose of this study is to characterize consumers with high impulse buying tendency (IBT) by comparing them with low-IBT consumers in an online shopping context. Design/methodology/approach Data were collected through a postal survey to a random sample of Swedish citizens, resulting in 144 responses, which were analysed statistically.. Findings Results indicate that high-IBT consumers, compared to those with low IBT, are on average younger, more likely to be female and more frequent online shoppers with higher levels of trust in the internet. However, they seem more likely than low-IBT consumers to abandon their online shopping carts before completing the purchase, often because of need uncertainty. Practical implications The findings can give retailers a better understanding of consumers with high IBT and thereby increase the possibility to target and communicate with them more effectively. This is an interesting opportunity as both multi-channel shopping and impulse buying behaviour is likely to become even more common in the future. Originality/value The study contributes to the understanding of impulsive consumers, as it addresses the role of situational and socio-demographic attributes of high-IBT consumers compared to low-IBT consumers. The differences in online purchases, intentions to buy fashion online, shopping cart abandonment and trust in the internet suggest that even if IBT is a relatively stable and general personal trait, the tendencies to act on buying impulses may be more context-specific.

scholarly journals THE INFLUENCE OF E-COMMERCE’ MARKETING ON IMPULSIVE BUYING BEHAVIOUR

2021 ◽  
Vol 3 (9) ◽  
pp. 349-361
Author(s):  
Enri Nabila Bahrah ◽  
Ira Fachira
Keyword(s):  
Positive Impact ◽  
Sampling Technique ◽  
Purchase Behavior ◽  
Buying Behavior ◽  
Online Questionnaire ◽  
Short Period ◽  
Impulsive Buying ◽  
Online Shoppers ◽  
Impulse Purchase ◽  
Buying Behaviour

Online impulsive buying behavior has grown in accordance with the advancement of e-commerce operations. However, despite the fact that numerous published studies have investigated some variables that influence online impulse purchase behavior, the involvement of promotional stimuli for broad diversification of products within a short period along with hedonic motivation being the moderator, as applied in e-commerce’ marketing campaign activities in Indonesia, in influencing impulsive buying behavior remains unexplored. This study, using PLS-SEM statistical method and judgemental sampling technique, is advantageous to address the influence of those marketing stimuli in generating impulsive buying behavior. A quantitative method was applied in this study, using an online questionnaire targeted at online shoppers all across Indonesia. Based on the analysis, it is found that time scarcity promotion is positively influencing online impulsive buying behavior, with or without the role of high hedonic motivation as the moderator. On the other hand, a price promotion attribute’s positive impact on online impulsive buying behavior is accepted as long as it does not involve the hedonic motivation as a moderator. The results of the research are intended to provide a better understanding of marketing stimuli in the research industry and practical recommendations to online merchants on how to promote their products more effectively to generate overall sales through impulsive purchases.

scholarly journals Peran Consumer Perceived Value dalam Online Review terhadap Impulse Buying Tendency melalui Browsing sebagai Variabel Intervening

2021 ◽  
Vol 9 (2) ◽  
pp. 601
Author(s):  
Evi Mardian Ningsih ◽  
Anik Lestari Andjarwati
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Impulse Buying ◽  
Online Questionnaire ◽  
Hedonic Value ◽  
Utilitarian Value ◽  
Impulse Buying Tendency

Shopee is one of the favourable marketplaces in Indonesia. This research investigates impulse buying among Shopee user. In addition, it also analyzes the relationship between practical value, hedonic value, browsing, and impulse buying tendency. The survey was conducted using an online questionnaire and collected data from 211 respondents, the Shopee marketplace application users. Analysis of Structural Equation Modeling (SEM) in the Partial Least Square (PLS) program is used to analyze the data. The results show that the utilitarian value does not affect impulse buying tendency via browsing, and hedonic value affects impulse buying tendency via browsing. This research has limitations, which are: this research only involves the Shopee marketplace, so it is possible that it cannot be generalized to all types of marketplaces, and for further investigation, it can add or compare other marketplaces such as Tokopedia, Lazada, and Blibli. Supposedly, this study calls other variables, such as expressive value, sacrifice value, web quality, and purchase intention.

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