FACTORS AFFECTING ONLINE IMPULSE BUYING OF CONSUMERS IN HUE CITY

this study investigates the influence of independent variables, including scarcity, serendipity and trust on online impulse buying. Besides, the paper examines the moderation role of two variables (stimulating shopping and relaxation shopping) in the interaction effects between those independent variables on online impulse buying. Data are collected from a sample of 209 consumers in Hue city. Structural equation is used to test the hypothesized relationships. The results suggest that while serendipity is significantly positive impacts on online impulse purchasing, scarcity has a significant negative influence on that one. Trust impacts on online buying as proved in some previous studies, but it has an insignificant influence in the context of impulsively online purchasing. Furthermore, stimulating shopping moderate the interaction effect between independent variables (scarcity and serendipity) on online impulse buying. However, relaxation shopping is not significant with moderation effect. By examining different type of drivers, this paper enriches knowledge on online impulse buying and suggest some implications for online retail manager and online trading platforms to attract more consumers and encourage more unplanned consumption. Keywords: Online impulse buying, Scarcity, Serendipity, Stimulating shopping, Relaxation shopping

Role of Customer Brand Loyalty with Reference to Big Bazaar-An Empirical Research

As customer’s tastes and preferences area unit dynamical, the market situation is additionally dynamical from time to time. Today’s market situation is incredibly totally different from that of the market situation before 1990. There are several factors chargeable for the dynamical market situation. It’s the dynamical tastes and preference of client that has bought during a modification within the market. Financial gain level of the folks has modified; life designs and socio-economic class of individuals have fully changed currently than that of past days. There has been a shift within the market demand in today’s world. Technology is one amongst the most important factors that is chargeable for this paradigm shift within the mark. This paper focus on customer brand loyalty, study the factors influencing Customer store loyalty in big bazaar. This reason focus on unearthing those hidden factors which will benefit the retail manager.