Determinants of Impulsive Buying Behaviour and a Model Proposal

Abstract

Impulsive buying is a sudden, unplanned purchase that the consumer makes without thinking about the consequences. Impulsive buying has become an important economic phenomenon due to the availability of credit cards, the existence of online shopping options, and the spread of shopping mall culture. This study investigates the effects of social media, hedonic consumption and conscientiousness on the impulsive buying behaviour of consumers in the city of Ankara, Turkey. Data were collected through face-to-face interviews with 784 customers in 14 shopping centers. Structural equation modelling (SEM) was used to validate the proposed model. The results showed significant relationship between the factors social media, hedonic consumption, conscientiousness and impulsive buying. It is also found that the customers making shopping list have less impulsive buying than those who do not have shopping list, and also women are more impulsive buyer than men.

"Women’s Impulsive Buying Behaviour towards Clothing: In-store Shopping Context"

“…The study unfolds that there are several factors that affect women's impulsive shopping behaviour such as attractive display of clothing, buy one get one offer, discounted price, well decorated shop, gift giving, sales representatives' behaviour, exchange offer, membership discount and bundle offer. This finding closely supports that of Kurt, Kardiyen & Bakir (2022) that store display, in-store promotion, store employees' friendly behaviour, discount, gifts, exchange option, membership discount affect an individual's desire to buy an item impulsively. After analysing the data, it has been found that there is a moderate association between dependent variable and independent variables.…”

“…A well decorated shop often might not have attractive display of product. Lighting, painting, cleanliness, background music and smell altogether make well decoration whereas attractive display of product such as clothing needs careful assortment, use of mannequins, display shelves, tables, and wall space (Kurt, Kardiyen & Bakir, 2022). A well decorated shop can keep the consumer for a long time within the store whereas an attractive display of product persuades the consumer to be more close to the product and generate more impulse buying (Guenzi, Johnson & Castaldo, 2009).…”

“…Tifferet & Herstein (2012) recognized sales personnel as an important in-store promotion tool which induces impulse buying among women. These atmospheric cues of in-store shopping environment are the essential triggers (Kurt, Kardiyen & Bakir, 2022) that may affect an individual's desire to buy an item impulsively. Here, this study considers sales representatives' friendly behaviour as an independent variable.…”