The Influences of Price, Product and Promotion on Clothing Impulse Buying by the Internet Shopping Mall Types

Abstract

: This study analyzes the influence of price, product and promotion on clothing impulse buying according to internet shopping mall type. This study conducted a survey of 346 male and female consumers in their 20s-40s who have experienced clothing impulse buying from an internet shopping mall. Respondents were selected using convenience sampling through an online survey conducted in August 2012. For statistical analysis, descriptive statistics, reliability analysis, χ 2 -test, factor analysis, and regression analysis where carried out using SPSS for Windows 12.0. The results were as follows. First, there were significant differences for consumer gender, age, marital status, and education on clothing impulse buying according to shopping mall type. Second, there were differences for the influence of each component (price, product and promotion) on clothing impulse buying according to shopping mall type. Third, it was identified that influence of components (price, product and promotion) on clothing impulse buying were in the following order: low price, freshness, prize promotion, scarcity, open market price discount, prize promotion, freshness, fashionability, low price in general shopping malls, payment term benefit, freshness, and scarcity in fashion SOHO shopping malls. This study provides information for consumer management and promotion strategies according to each shopping mall type by understanding clothing impulse buying by consumers and factors according to shopping mall type.

Is no feedback perceived as a risk in online reviews?

“…In general, perceived risk is negatively related to purchase intention. Previous research has confirmed that consumers who perceive high risk before purchasing show lower purchase intention (Ji, 2008; Park et al, 2005; Ventre & Kolbe, 2020). Howard and Sheth (1969) proposed that one of the key determinants of purchase intention is decision‐making confidence, which is inversely related to perceived risk, and Bennett and Harrell (1975) confirmed that confidence is positively related to intention; these results indicate that there might be an inverse relationship between perceived risk and purchase intention.…”