The impact of online sales promotion on consumers' online impulsive buying decisions, suggestion for AI recommendation systems

Abstract

4Impulse buying is making a purchase that you did not originally intend to. This could be stimulated by the external shopping environment, your internal thought-processing course, or both simultaneously. Marketers, in their own way, try to make the most of this behavior to boost sales. Online shopping has always been developing at a remarkable pace, however, with the outbreak of the COVID-19 pandemic at the beginning of 2020, recent years have seen even more significant increases in terms of online sales revenue. Combining the two notions of <impulse buying=, <online shopping=, and the marketing technique of sales promotion, this paper aims to analyze how online sales promotions affect consumers9 online impulsive buying decisions. Based on a previously proposed research model as a theoretical basis, the researcher simplified to make it more fitting and feasible due to the short period of the total research process. Primary research was carried out among people living in the city of Hanoi, Vietnam who do their shopping online daily. A structured questionnaire was used to collect relevant data from respondents of a sample size of 295. The results show that online promotions indeed affect consumers9 online impulsive buying decisions, the two opposite directions of anticipated regret have contrasting impacts on those decisions, and consumers9 inherent trait of impulsiveness does not moderate the relationship between the anticipated regret they experience and their impulsive purchase decisions. Index Terms4AI, impulsive buying decision, online consumer behavior, sales promotions.

Relationship of Online Promotions and Discounts on Impulse Buying: A Case Study of Matahari Binjai Supermall Consumers

“…Sales promotion is a form of direct persuasion using various incentives to stimulate immediate product purchases or aims to increase the number of items purchased by customers. The objectives of promotions are very diverse, including attracting new customers to buy products, influencing customers to try a product, encouraging customers to increase purchases, attacking competitor promotions, increasing impulse buying, or as a way to strengthen cooperation with retailers (Akram et al, 2018;Anggarwati et al, 2023;Daulay, 2022;Kempa et al, 2020;Lamis et al, 2022;Maitsa & Artadita, 2022;Riska Anastasia Ningrum & Afrima Widanti, 2023;Sihombing et al, 2022;Van & Ly, 2022).…”