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

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.

Antecedents of Online Impulse Buying: An Analysis of Gender and Centennials’ and Millennials’ Perspectives

Impulse buying continues to be a relevant topic for retail management, yet few studies have examined the role of online impulse buying. This study analyzes the effect of impulse buying tendency on online impulse buying behavior through the mediation of normative evaluation and the urge to buy impulsively on the Internet. As a secondary objective, we aim to identify whether gender and generation influence the model. The research was conducted in Mexico with millennials and centennials who had previously bought products on the Internet. We used quantitative, explanatory, non-experimental, cross-sectional research. We applied an electronic survey, and, for the statistical technique, we used PLS. According to the results, impulse buying tendency both directly and indirectly influences online impulse buying behavior through the mediating roles of normative evaluation and the urge to buy impulsively on the Internet. Moreover, we found that gender does not have an effect on the model. Regarding generation, two significant differences were found between centennials and millennials.

RAMIFICATION OF ONLINE ADVERTISEMENTS& HEDONIC VALUE VIA SOCIAL MEDIA PLATFORM ON IMPULSE BUYING FOR INDIAN STREET FOOD

This study investigated how online advertising via social media & hedonic value impact impulse buying especially for Indian street food. The current study is focused on college students to see how impulse buying takes place for Indian street food when online advertising via social media is being done. The current study is based on the sample of 460 responses from people of Gandhinagar &Ahmadabad, Gujarat. To investigate the mentioned aim data has been analyzed through a variance-based SEM approach. The result shows that there is a positive & significant impact of online advertisements on impulse buying among people for street food. The major contribution through current research is to highlight how a new market for Indian street food has emerged. It has gained popularity & position as a separate food junction at low prices with due thanks to social media. They are reaching at every corner & creating hedonic motivation among food lovers & taking them up-to-the buying level. The current study has realistic implications which show the growing value for marketing via social media. This study will help in understanding & promoting even a small food vending outlet across different geographical locations. This opens up new wings to marketing strategies in targeting new customers.