THE EFFECT OF MONEY AVAILABILITY, TIME AVAILABILITY AND PROMOTION OF IMPULSE PURCHASE BEHAVIOR OF CHOCOLATE SNACK PRODUCTS THROUGH POSITIVE EMOTIONS

This study examines and analyzes the influence of money available, time availability, and the promotion of impulse purchases through positive emotions as a mediating variable on chocolate snack products. This research is quantitative research conducted in Hypermart Malang Town Square (Matos), Giant Hypermarket Malang Olympic Garden (MOG), Giant Ekstra Sawojajar, and Giant Ekstra Kebonagung. The population studied were consumers who bought chocolate snack products on impulse purchases. The sample used 190 respondents. Data collection techniques using questionnaires, interviews, and literature review. Data analysis techniques in this research use validity test, reliable test, linear test, diagram test, PLS, and hypothesis test on the variable of money availability, time availability, promotion, impulse purchase, and positive emotion on chocolate snack product. This study indicates that the variable availability of money can impact positive emotional variables. The varying availability of money cannot impact impulse buying variables. The time availability variable does not affect the positive emotional variables. Meanwhile, the time availability variable impacts the impulse buying variable. Furthermore, promotional variables affect positive emotional variables as well as impulse buying variables. However, the positive emotional variable has no impact on the impulse buying variable. The positive emotional variable proved the relationship between money and promotional variables' variable availability in the mediation test. In contrast, the variable availability of time is not a provable positive emotional variable as a liaison influence the variable of time availability with impulse buying.

Influence of attitude on online impulse buying: perspective on marketing communication

The purpose of this study is to investigate the impact of government policy, marketing communication, and website quality on online impulse purchases. The effect of attitude mediation on government policy relations, marketing communications, and the quality of website and online impulse buying is also analysed in this research. This research is survey research with a sample of respondents as many as 250 active students in West Java. Data analysis in this research is path analysis using PLS-SEM. The findings of this study show that government legislation, marketing messaging, and website quality all have a direct impact on online impulse purchase. The attitude examined in this study is unable to counteract the impact of government legislation and commercial communications on online impulse purchases. However, attitude can mitigate the impact of website quality on online impulse purchases.

Retail Format Usage: Pre-COVID-19 Benchmark Data, Pandemic Practice, and Emergent Influence

Background: COVID-19 brought revolutionary change in consumer retail format behavior. Pre-pandemic, multiple retail formats were available, and consumers showed evidence of preference for particular formats. Then, the disruptions caused by store closures and stay-at-home mandates altered consumer behavior substantially. Aims of the Study: The purpose of this work is to report the results of research on consumer preferences for retail formats as a benchmark for examination of changes in consumer usage of retail formats wrought by COVID-19 and projection of emergent post-pandemic behaviors. Pre-COVID-19, variety in retail formats proliferated. Methodology Employed: Survey methodology captured preferences, practices, and recommendations related to use of retail formats. Research questions included: a) Which retail formats do consumers prefer? b) Which digital tools do consumers use to make purchases? c) Does delivery mode and/or product type influence retail format preference? d) Does retail format influence impulse purchasing behavior? e) Do consumers mix retail formats when making product purchases? and f) What will be the implications of COVID-19 for retail format preference? Results: Consumers reported differences in preferences for online, in-store, catalogue, and phone retail formats. Product type influenced consumer retail format preferences. Retail format influenced impulse purchase behaviors. Consumers used smart phones, laptops, desktops, tablets, email, discussion boards, social media, and social networks as purchasing tools. Conclusions: This study investigated pre-pandemic consumer preferences and usage variables related to retail format. It provides benchmarks for examination of changes resultant from the massive retail disruptions of mandatory store closures and stay-at-home mandates. It further provides a framework for projections of emergent, post-pandemic behaviors. Recommendations: The authors recommend further investigation of consumer retail format use during and subsequent to the height of the pandemic. Comparison of consumer usage pre- and post-pandemic can provide valuable input to retail planning.

THE INFLUENCE OF E-COMMERCE’ MARKETING ON IMPULSIVE 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.

Does Product Semantics Matter in Stimulating Impulse Buying Behavior for Internet Products?

Design-driven innovation has become the source of the third-dimensional innovation driving force behind technology and outside the market, aiming to explore breakthrough innovation in product semantics for Internet products. This research tries to define the concept of product semantics and construct a consumer purchase decision model for Internet products with product semantic perception as the antecedent variable. In addition, how product semantics could stimulate consumers' expected regret and impulse purchase for Internet products is explained. The research finds that product semantic perception significantly affects consumers' expected inaction regret, which promotes their impulse purchase intention for Internet products; and expected inaction regret partially mediates between product semantic perception and impulse purchase intention. Self-control ability of consumers negatively moderates the relationship between their expected inaction regret and impulsive purchase intention for Internet products. Thus, the “non-use function” design of product semantics can effectively meet and lead the spiritual and cultural needs in hedonistic Internet shopping for consumers.

The role of flow consciousness in consumer regret

PurposeThis research aims to identify whether subsequent consciousness of having been in a flow state – that is, flow consciousness – regarding an earlier impulse purchase affects consumers' post–purchase behaviours, specifically their feelings of consumer regret.Design/methodology/approachThe study applied a mixed methodology. First, the authors conducted two qualitative studies (focus groups) to establish the relationships between flow, flow consciousness and regret. Second, the authors conducted a quantitative study using data collected through an online questionnaire. Participants were asked to recall a recent shopping experience. To conduct confirmatory factor analysis, the authors gathered data from 304 consumers who had searched for, and purchased, a product on Amazon (www.amazon.com). Structural equation modelling, based on covariance, was used to test the hypotheses.FindingsFlow consciousness is found to reduce consumer regret after an impulse purchase.Practical implicationsOnline retailers should make consumers aware of the flow state they have experienced. Flow states lead to increased impulse buying, and if consumers are made aware that they were in a flow state, it may reduce any regret they feel after the purchase.Originality/valueThis is the first study to examine the effects of flow consciousness on consumer behaviour after an impulse purchase. In particular, research has not analysed the effects that flow consciousness has on negative feelings experienced after the impulse purchase of a product.

IMPACT OF FIVE PERSONALITY TRAITS ON IMPULSIVE BUYING BEHAVIOR

This research study attempts to understand impulsive buying behaviour, which is defined as "an individual type of buying behaviour whereby consumers repetitively spend more than they should, based on financial considerations." The study identified that personality traits such as Extraversion, Agreeableness, Conscientiousness, Neuroticism and Openness to experiences are statistically significant variables in affecting impulse purchase. A quantitative approach was implemented, and explanatory designs were used to describe the factors. The study targeted buyers of different shopping malls in Karachi. Of the unknown size of buyers, 384 visitors were sampled through the non-probability sampling technique. The study data were collected through a questionnaire and analyzed by using explanatory methods. The study concluded that the personality traits extraversion, conscientiousness, neuroticism, and openness have an association between impulse buying behaviour, however, there is no association between agreeableness and impulse buying behaviour.

Effect of Influencer Marketing on Online Impulse Purchase

Fashion retailers are increasingly using influencer marketing to build a consumer-brand relationship. However, influencer marketing remains an understudied area, and choosing from among traditional attractive celebrity influencers and expert influencers remains a conundrum for marketers. Hence, this research examines the comparative effectiveness of an attractive celebrity influencer, vis-à-vis an expert influencer on online consumer-brand engagement, further resulting in an online impulse purchase. The moderating role of impulse buying tendency between online consumer-brand engagement and online impulse purchase is also examined. Using survey data from respondents following fashion influencers, the author tested the proposed hypotheses using structural equation modeling. The findings indicate that attractive celebrity influencers exhibit a significant effect on online consumer-brand engagement, which further leads to online impulse purchase. The findings also establish the moderating effect of impulse buying tendency and the mediating role of online consumer-brand engagement.