THE EFFECT of PROMOTION on IMPULSIVE BUYING with LIFESTYLE as a MODERATION VARIABLE on FASHION PRODUCTS in ONLINE SHOP SHOPEE

The purpose of this study was to explain the effect of promotion on impulsive buyers and to explain that people with high lifestyles often make impulse purchases. Sampling using incidental sampling technique, the number of respondents as many as 100 respondents. The data collection method used is the observation method and the questionnaire method. Analysis of the data used is a multiple linear regression analysis with moderating variables using the SPSS program. The results of the study prove that promotion has a direct effect on impulse buying and it is not proven that people with a high lifestyle are more likely to make impulsive purchases.

THE EFFECT of PROMOTION on IMPULSIVE BUYING with LIFESTYLE as a MODERATION VARIABLE on FASHION PRODUCTS in ONLINE SHOP SHOPEE

The purpose of this study was to explain the effect of promotion on impulsive buyers and to explain that people with high lifestyles often make impulse purchases. Sampling using incidental sampling technique, the number of respondents as many as 100 respondents. The data collection method used is the observation method and the questionnaire method. Analysis of the data used is a multiple linear regression analysis with moderating variables using the SPSS program. The results of the study prove that promotion has a direct effect on impulse buying and it is not proven that people with a high lifestyle are more likely to make impulsive purchases.

TRENDS OF CONSUMER PURCHASES VIA SOCIAL MEDIA ACCORDING TO THE STIMULUS-ORGANISM-RESPONSE (SOR) MODEL

The theme of this paper is ,,Trends of Consumer Purchases via Social Media according to the Stimulus-Organism-Response (SOR) Model’’. Social media are an important platform for entrepreneurship development, and a lot of entrepreneurs are using social media for marketing and selling activities in order to increase sales and attract potential customers. The topicality of the research is based on economic development requirements. The aim of the research – to identify the situation and to develop proposals for entrepreneurs and managers in Latvia. The tasks of the research are the following: to develop a survey, to carry out theoretical research; to develop proposals. The research period was from March until June 2021. General scientific research methods were used in the research: the monographic and descriptive methods, the survey method, the comparative analysis method for studying the concept of SOR at social networking and future development possibilities. The survey conducted in the study showed the tendencies of Latvian consumers' purchases via social media. The study hypothesis confirmed that according to the Stimulus-OrganismResponse Model, advertising, opinion leaders, and user-generated content act as the stimulus (S) to evoke positive emotions (O), which later leads to impulse purchases (R) for consumers.

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.

In-store interactive advertising screens: the effect of interactivity on impulse buying explained by self-agency

PurposePhysical stores are increasingly dependent on impulse visits and the impulse purchases of passers-by. Interactive advertising screens in store windows could help retailers increase impulse-visit urges and impulse-buying urges. However, the effects of interactive screens in physical surroundings have not been studied before. Therefore, this study aimed to examine the effect of interactive screens on impulse urges and gain insight into the underlying mechanism that explains the possible effect.Design/methodology/approachAn interactive screen was placed in a store window. Using three field experiments, we studied the effect of interactivity-level (high vs low) on the impulse-visit and impulse-buying urges of passers-by, and the mediating role of self-agency in these effects.FindingsHighly interactive (compared to less interactive) advertising screens in store windows positively affect impulse-visit and impulse-buying urges through self-agency. Retailers can therefore use interactive advertising screens to increase the number of impulse purchases if feelings of self-agency are activated.Originality/valueThis is the first study to examine the extent to which interactive screens in a store window enhance the impulse-visit and impulse-buying urges of passers-by and the mediating factor of these effects. By conducting three field experiments, we achieved a high external validity and managed to share very reliable results owing to the replication of the findings.

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.

Customers’ impulse buying in social commerce: The role of flow experience in personalized advertising

One of the advantages of using social commerce, especially Instagram, is the display of paid advertisement that are in accordance with consumer preferences or also called personalization. Previous study on the effectiveness of personalized advertising still shows mix result both positive and negative. Based on the limitations of previous research, the focus of this research is to examine and analyze the influence of personalized advertising on the value of advertising which then affects impulse purchases in social commerce and flow experience as moderation. This study using survey method on 157 active Instagram user. The findings in this result show that personalized advertising have positif affect to advertising value and encourage impulse buying. Then flow experience found strengthen effect advertising value on impulse buying. The result indicates when user has fully involved, happy, and excitement when using social media, then receive personalize advertising that match with their preference will encourage impulse buying.

I Believe It Is Healthy—Impact of Extrinsic Product Attributes in Demonstrating Healthiness of Functional Food Products

Due to the high proportion of impulse purchases and the short time devoted to purchase decisions, packaging and other extrinsic attributes are becoming increasingly important in demonstrating the health benefits of a functional food item to consumers as plausibly as possible. Our research aims at identifying the role of extrinsic features (claims related to ingredients and health claims, organic or domestic origin, as well as the shape and color of packaging), gathered in the course of in-depth literature analysis, in the case of a functional smoothie. Our online consumer questionnaire was completed by 633 respondents, and the answers were assessed by choice based conjoint analysis. Our results show that each examined attribute plays a role in the assessment of health effects. The color blue has the biggest impact on making the consumer believe in the health benefits of the product. This is followed by the indication of organic origin, then the statement emphasizing the natural quality of the ingredients. The assessment of the specific extrinsic attributes is affected by consumers’ general health interest level, their involvement with food items, and their various demographic features.

Impulse Purchases, Gun Ownership, and Homicides: Evidence from a Firearm Demand Shock

Do firearm purchase delay laws reduce aggregate homicide levels? Using variation from a 6-month countrywide gun demand shock in 2012/2013, we show that U.S. states with legislation preventing immediate handgun purchases experienced smaller increases in handgun sales. Our findings indicate that this is likely driven by comparatively lower purchases among impulsive consumers. We then demonstrate that states with purchase delays also witnessed comparatively 2% lower homicide rates during the same period. Further evidence shows that lower handgun sales coincided primarily with fewer impulsive assaults and points towards reduced acts of domestic violence.

ONLINE FEEDBACK IMPACT ONLINE SHOPPERS' IMPULSE PURCHASES IN MALAYSIA

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.