Academic journal article Academy of Marketing Studies Journal

A Comprehensive Structural Equation Modeling for E Impulse Buying

Academic journal article Academy of Marketing Studies Journal

A Comprehensive Structural Equation Modeling for E Impulse Buying

Article excerpt

INTRODUCTION

The emergence of cashless economy and the expansion of online businesses drastically change the shoppers' purchase pattern as well as retail setting attributes. Researchers able to track the shopping patterns in online settings and found a significant number of purchases are on impulse. Adelaar, Chang, Lancendorfer, Lee & Morimoto, (2003) also advocated that consumers often encounter with urges to buy something impulsively and hence impulse purchases contribute magnificently in sales revenue. E tailers in this internet prone era try to increase the sales revenue by creating more probability of encountering UBI on online shopping websites. And as only positive and satisfactory shopping experience lead to more impulse buying in future thus they are also trying to develop a paradigm that can provide higher shopping satisfaction. Therefore we can say that E impulse buying is the phenomenon having utmost importance in this world of e business so it is essential to get the deeper insights about this concept. This paper attempts to develop a comprehensive model for E impulse buying by emphasizing over the all-important dimensions of UBI that ultimately leads to E impulse buying.

LITERATURE REVIEW

E impulse Buying

E impulse buying can be defined as the spur of the moment buying or a buying without a priori shopping intention in online context. Traditionally, Stern in 1962 derived major four types of impulse purchases: Pure impulse purchase; reminder purchase; suggestive impulse purchase; and planned impulse purchase. All these types of impulse purchases are linked with an unplanned buying behaviour of shoppers. In online context several antecedents propel shoppers to buy something on impulse.

Urge to Buy Impulsively (UBI)

Urge to buy impulsively can be defined as the sudden desire to buy a product while encountering various stimuli (Rook, 1987). It is a state of mind to experience spontaneous urge to buy while encountering an object in an environment (Beatty and Ferrell, 1998). And then consumers try to fulfil their spontaneous desire by buying that product. Hence it can be concluded as all the actual impulse purchases are encountered only after experiencing UBI (Rook, 1987). It is not mandatory that all the urges to buy impulsively can be converted in to impulse purchases but the likelihood of actual impulse purchases can be increased by developing more chances of experiencing UBI (Beatty and Ferrell, 1998).

Contribution of Other Models in E impulse Buying

Many researchers tried to capture the antecedents of UBI that further lead to E impulse buying. Most of the studies in online context emphasize over the website related factors that create wide platform of experiencing UBI. Zhang, Prybutok & Strutton, in 2007 demonstrated the role of gender and subjective norms in influencing consumer impulsivity and actual impulse purchase. The impact of electronic service quality on the buying impulse shows significant results (Bressolles, Durrieu & Giraud, 2007). Parboteeah, Valacich & Wells, in 2009 also explored the significant impact of website quality in triggering impulse buying. The effect of online atmospheric cues also have significant impact on the online impulse buying (Floh and Madlberger, 2013; Liu, Li & Hu, 2013). Demographic factors like gender, marital status and income also influence impulse buying on internet (Jeffrey and Hodge, 2007; Kollat and Willet, 1967). Apart from website attributes and demographic factors, psychological attribute like impulse buying tendency, affective state and normative evaluation of an individual have a positive impacts on impulse buying (Dawson and Kim, 2009). Verhagen and Dolen in 2011 highlighted the positive impact of merchandise attractiveness, enjoyment and online store communication on impulse purchase. Other studies also reveal some important factors that may lead to E impulse buying like personality traits, emotions, social media, social capital and peer effect (Ozen and Engizek, 2014; Cheng and Tseng, 2014; Turkyilmaza, Erdem & Uslu, 2015; Huang, 2016). …

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