ISSN 2289-8506

Global Journal of Business and Social Science Review

journal homepage: www.gjbssr.org

GJBSSR, Vol. 1 (1), January-March 2015: 60-70

The Influence of Individual Internal Factors on Impulse Buying

Behaviour through Online Shopping

Siew Lin Chuah1, Chin Chuan Gan2*

1,2
Sunway University, Subang Jaya, Selangor Darul Ehsan, 47500, Kuala Lumpur, Malaysia

ABSTRACT

Objective – The aim of this research is to identify whether personality, emotions, and hedonic
motivation influence impulse buying behaviour when shopping online.
Methodology/Technique – A total of 270 samples were collected through online. Factor analysis and
multiple linear regression were conducted in this research.
Findings – The result shows that personality and hedonic motivations are positively related to online
impulse buying, whereas emotions are not positively related to online impulse buying.
Novelty – Previous research had focused more on the external factors that influence online impulse
buying. There is a lack of research focus on internal factors that influence online impulse buying. In
this research, the individual internal factors such as personality, emotions, and hedonic motivations are
used to clarify the relationships between online impulse buying and the individual internal factors.
Type of Paper: Empirical

Keywords: Emotions; Hedonic motivation; Impulse buying behaviour; Online shopping; Personality.
__________________________________________________________________________________

1. Introduction

The continuous growth of technology and the internet has made a major change on how goods
and services are purchased in Malaysia. Given with the flexibility and accessibility to the
internet, the purchasing behaviour through online has increased and is expected to increase
further in the future (Marketing-Interactive.com, 2011). The increase of purchasing behaviour
through online has also increased the tendency to purchase online impulsively (Moth, 2012).
Companies are conducting many researches to understand the consumer behaviour trend
through online. However, there is little research done specifically on internal factors namely
personality, emotions, and hedonic motivation that leads to impulsive buying within the context
of online shopping, as most research focuses mainly on impulse buying behaviour on physical
shops. Besides, much e-commerce research only focused on the external factors that influences

* Paper Info: Revised: November, 2014

Accepted: January, 2015
*
Corresponding author:
E-mail: chinchuang@sunway.edu.my
Affiliation: School of Business, Sunway University, Malaysia

ISSN 2289-8506 © 2015 GATR Enterprise. All rights reserved.

 Siew Lin Chuah, Chin Chuan Gan

impulse buying behaviour on the internet (Crafts, 2012). External factors consist of product
displays, price, promotional items, website characteristics, and many other environmental
influences.
Hence, the objective of this research is to find out whether personality, emotions, and hedonic
motivation influence impulse buying behaviour when shopping online. Stress reaction,
obsessive passion, and materialistic are traits used to represent personality according to the
Trait Factor Theory. Positive and negative affects are used to represent emotions according to
the Positive And Negative Affect Schedule (PANAS). Adventure shopping, idea shopping,
value shopping, and gratitude shopping are used to represent hedonic motivation.

2. Literature Review

2.1 Impulse Buying Behaviour and the Internet

Impulsive buying behaviour is defined as an unplanned or a spontaneous buying situation

whereby the problem recognition or a buying intention does not exist when entering a store or
visiting a website (Lantos, 2011). There are four types of impulsive buying behaviour as
classified by Stern (1962), which are pure impulse buying, reminder impulse buying,
suggestion impulse buying, and planned impulse buying.
In this research, we will be focusing only on pure impulse buying. The occurrence of impulse
buying behaviour exist in two different environments; physical stores (offline) versus online
stores (online). In the context of physical stores (offline), according to Stern (1962), impulse
buying is influenced when an individual is exposed to an external stimulus such as low price,
a marginal need for an item, mass distribution, self-service, mass advertising, prominent store
display, short product life, small size or light weight items, and ease of storage (Stern, 1962).
In the context of online stores (online), Stern’s concept was supported by Lantos (2011) whom
claims that impulse behaviour is influenced by external factors which also include website
characteristics such as website design, and user-friendliness. Ltifi (2013), Virvilaitė, Saladienė,
and Žvinklytė (2011), and Shen (2005) also highlighted the external factors such as shop
environment, shop staff, integrated marketing communications, visual appearance, navigation,
and customized preview that affect impulse buying on online shopping.
However, Youn and Faber (2000) and Dittmar, Long, and Bond (2007) added that impulse
buying is not only affected by the external factors, but is also affected by the internal factors
of an individual such as emotions, hedonic needs, personality, personal values, and other
individual internal factors. Chih, Wu, and Li (2012) and Virvilaitė, Saladienė, and Žvinklytė
(2011) mentioned that hedonic consumption needs and motives, impulsive buying tendency,
emotional and cognitive estimation, normative evaluations, and involvement into the fashion
may affect online impulse buying.
The external and internal factors that influence impulsive buying as pointed out by Stern
(1962), Lantos (2011), Ltifi (2013), Virvilaitė, et al (2011), Shen (2005), Youn and Faber
(2000), and Dittmar, et al (2007), Chih, Wu, and Li (2012) has suggested to be influential
towards online impulse buying. Stern’s (1962) impulse buying concept may be a good starting
point for many marketing research (Madhavaram and Laverie, 2004; Muruganantham and
Bhakat, 2013; Chih, Wu, and Li, 2012), however, the research may be deemed outdated based
on the date of research which was conducted. Plus, Stern (1962) did not discuss about impulse
buying on the internet as the concept is very much based on environmental influences that
influences impulse buying in physical stores. With the growing development of the internet,
research had shown that impulse buying exist when customers shopped online (Hageman,
2013; Madhavaram and Laverie, 2004; Crafts, 2012). Thus, individual internal factors that
influence impulse buying in online shopping has been proposed.

2.2 Personality and Impulse Buying Behaviour

According to the Trait Factor Theory, an individual personality consists of predispositional

attributes called traits. Blackwell, Miniard, and Engel (2012) defined personality traits as a
“distinguishable, relatively enduring way in which one individual differs from other”. Rook
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and Fisher (1995) pointed out that customers’ who purchase products or services on impulse
are believed to possess impulsive traits.
According to Youn and Faber (2000), customers who have high stress reaction are reported to
have impulse buying behaviour. Stress reaction is defined as systematic individual differences
that comprises of negative emotions (such as anxiety, distress, tension, guilt, and anger) in
response to different situations in their daily life (Youn and Faber, 2000). Individuals who are
easily stressed are more likely to purchase on impulse in order to avoid any negative emotions.
Individuals believed that impulse buying is a quick solution to escape and to cope with stress
(Youn and Faber, 2000). Research has also shown that customers actually felt “better” after
purchasing products or services on impulse (Gardner and Rook, 1988). However, Youn and
Faber’s (2000) research done might be deemed outdated and unreliable as the research was
done based on the true or false factor based on Tellegen’s (1982) Multidimensional Personality
Inventory. Plus, there is not much justification based on the true and false factor.
Furthermore, Wang and Yang (2008) added that customers who are passionate about online
shopping are more likely to have impulsive buying behaviour. According to research, passion
is a central feature of an individual’s identity and taking part in passionate activities defines an
individual of who they are (Vallerand, et al., 2003). Passion is defined as a strong inclination
toward an activity that an individual like and finds it important, and would invest time and
energy to participate in it (Vallerand, et al., 2003). Passion is classified into two categories
which are obsessive passion and harmonious passion (Vallerand, et al., 2003). Wang and Yang
(2007) mentioned that individuals with obsessive passion shops more online compare to those
with harmonious passion. Customers who shops often are more likely to develop an obsessive
passion towards shopping which tends to influence customer’s non-impulsive buying
behaviour to an impulsive buying behaviour (Wang and Yang, 2008). In this research, we
would be focusing on obsessive passion only.
Lastly, Sun and Wu (2011) pointed out that customers' who are obsessed with the need for
material possessions are believed to have impulsive buying behaviour. According to Mowen’s
3M model (Mowen, Park, and Zablah, 2007), the model focuses on 4 hierarchal levels of
personality traits which are elemental traits, compound traits, situational traits, and surface
traits. Based on previous research, the 3M model has been used as a consumer behaviour guide
on personality traits and online shopping (Bosnjak, Galesic, and Tuten, 2007). Mowen (2000)
pointed out that materialism and impulse buying are both positively related. Materialism is
defined as “the need to collect and possess material goods” (Mowen, 2000).

2.3 Emotions and Impulse Buying Behaviour

Emotions are also known as affects that consist of mood and feelings of an individual. When
it comes to emotions, customers with impulse buying behaviour are perceived to be more
emotional compared to customers with non-impulse buying behaviour (Weinberg and
Gottwald, 1982). According to the PANAS (Positive And Negative Affect Schedule) concept
(Tuccitto, Giacobbi, and Leite, 2009), emotions are made up of positive and negative emotions
that can influence impulse buying behaviour.
Based on previous studies, impulsive buying behaviour is often caused by positive emotions
which are usually influenced when customers are browsing through products in a comfortable
environment (Chih, Wu, and Li, 2012; Herabadi, Verplanken, Knippenberg, 2009; Bitner,
1992). Positive emotions are also known as positive affects which is defined as the extent an
individual reflects a pleasurable engagement with one’s environment (Watson, et al, 1988).
Customers who experienced positive emotions tend to reward themselves in order to maintain
their positive mood states (Isen, 2001). Customers who have positive emotions tend to have
high arousal of feelings, such as enthusiasm, excitement, carefree, pleasure or fear that
influences impulsive buying behaviour (Beatty and Ferrell, 1998; Herabadi, et al, 2009;
Činjarević, 2010; Bitner, 1992; Tuccitto, Giacobbi, and Leite, 2009).
However, Rook and Gardner (1993) pointed out that impulsive buying behaviour was also
caused by negative emotions. Činjarević (2010) explained that customers’ purchase products
or services on impulse because it serves as a temporary and quick solution to gain comfort, and

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to support oneself. Mano (1999) also pointed out that customers with negative emotions have
higher purchase intentions because customers want to be in a good mood. Negative emotions
are also known as negative affects which is defined as the extent an individual reflects a distress
and unpleasurable engagement with one’s environment (Watson, et al, 1988). Customers who
have negative emotions tend to have high arousal of feelings, such feeling bored, sad,
distressed, depressed, and uneasy and other non-pleasurable feelings that influences impulse
buying behaviour (Rook and Gardner, 1993; Mano, 1999; Tuccitto, Giacobbi, and Leite, 2009).
In this research, both emotions will be used in reference to the PANAS concept to measure the
relationship between emotions and online impulse buying.

2.4 Hedonic Motivation and Impulse Buying Behaviour

Hedonic motivation is influence by an individual’s hedonic consumption needs. Chih, Wu, and
Li (2012) defined hedonic consumption needs as a need to satisfy an individual subjective fun,
and pleasure when shopping. According to Arnold and Reynolds (2003), hedonic motivation
is categorized to six categories namely adventure shopping, social shopping, gratification
shopping, idea shopping, role shopping, and value shopping.
According to Činjarević and Petrić (2011), adventure shopping, gratification shopping, idea
shopping, and value shopping has the most effect on impulse buying behaviour on consumers.
The findings indicated that consumers engaged in impulse buying behaviour because they see
it as a stimulation to feel excited and self-fulfilled (adventure shopping), to feel better and to
pampered oneself (gratification shopping), to keep up with the latest trends, technological
innovations, and fashions in the market (idea shopping), and to get the best deals in the market
(value shopping).
Other than hedonic motivation, experts also mentioned that utilitarian motivation is also one
of the reasons customers involve in shopping (Olli, 1985). While hedonic motivation explains
more about customers’ feelings, fun and pleasure fulfilments when shopping for goods and
services, utilitarian motivation explains more about customers’ purchasing decisions that is
deemed to be useful, wise, rational, and foolish when shopping for goods and services (Olli,
1985). Customers who are influenced by utilitarian motivation usually purchase goods on a
regular basis such as food, clothing, toiletries, and many other necessity goods, whereas
customers who are influenced by hedonic motivation purchase goods on less than a regular
basis such as luxury goods, and other functional goods (Khan, Dhar, and Wertenbroch, 2004).
As both hedonic and utilitarian motivations are both involve in customers’ decision making,
however, in this research, we would be only focusing on hedonic motivation because utilitarian
motivation has not been an area of focus for impulse buying in past researchers (Činjarević,
Tatić, and Petrić, 2011; Kim and Eastin, 2011). Hedonic motivation is most relevant for this
research because it explores customers’ feelings and emotions when shopping. Hence, the
factors used in this research to measure hedonic motivations are adventure shopping,
gratification shopping, idea shopping, and value shopping as it has previously proven to affect
impulse buying behaviour.

3. Research Framework and Model

3.1 Research Hypothesis

H1: Personality is positively related to impulse buying when shopping online.

H2: Emotions is positively related to impulse buying when shopping online.
H3: Hedonic motivation is positively related to impulse buying when shopping online.

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Personality

Impulse Buying
Emotions Behaviour

Hedonic Motivation

Figure 1. Theoretical Framework

4. Methods

A self-administered online survey was used in measuring the constructs with a total of 32 items
(not including demographics). The online survey consists of 5 sections. The first section of the
online survey consists of the respondent’s demographic profile such as gender, age, education
level, employment status, income distribution, and a yes/no question on “Have you purchase
any products/services online before?”. The second section consists of a total of 5 dependent
questions on online impulse buying behaviour adapted from Sun and Wu (2011). The third
section consists of 9 questions on personality adapted from Youn and Faber (2000), Vallerand,
et al (2003), and Sun and Wu (2011). The fourth section consists of 6 questions on emotions
adapted from Verplanken and Herabadi (2001), and Tuccitto, Giacobbi, and Leite (2009).
Lastly, the fifth section consists of 12 questions on hedonic motivation adapted from (Arnold,
and Reynolds, 2003). All items were adapted from the respective authors with slight
modification to suit the research context.
The questions were answered according to the 5-point Likert Scale to measure the level of
agreement or disagreement for each question, One (1) as Strongly Disagree and Five (5) as
Strongly Agree. (1) Strongly Disagree is situated on the left side and (5) Strongly Agree is
situated on the right side of the questionnaire.
After pilot test, a total of 270 online self-administered survey questionnaires were collected.
The purposive sampling method was used to filter the respondents responses based on their
previous online shopping experience, “Have you purchase any products/services online
before?” Only selected respondent that have previously purchase products or services online
are eligible to be use in the research. A total of 254 questionnaires were only usable after
making necessary filters.
The questionnaires was distributed through various online stores such as Zalora, Sephora, Sally
Fashion, and Lazada. Respondents were messaged privately through the respective online
stores in Facebook, and were asked to complete the online survey. An approximate of 50
questionnaires was collected from each online store (Zalora, Sephora, Sally Fashion, and
Lazada).

5. Results and Discussion

5.1 Demographic Profile

With a total of 254 questionnaires, 107 respondents were male (42.1%), and 147 respondents
were female (57.9%). A majority of 165 respondents were between 19-29 years old (65%), 42
respondents between 30-39 years old (16.5%), 18 respondents between 40-49 years old (7.1%),
16 respondents who were 50 years and above (6.3%), and lastly 13 respondents who were 18
years old and below (5.1%). Majority of the respondents were students with a total of 124
(48.8%), 79 respondents are employed (31.1%), 20 respondents are unemployed (7.9%), 12
respondents are housewives/househusbands (4.7%), 14 respondents are retirees (5.5%), and 5
respondents are “others” (2%) which represents self-employment jobs and freelancers. The
highest education received by the majority of the respondents is at the tertiary level (degree /
diploma) (62.6%). Majority of the monthly income that respondents are earning are at
RM1,500 and below (59.1%).

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A cross analysis was conducted between males and females on the difference of online
impulsive buying. The result shows that females are more impulsive compare to males.
According to research, studies between men and women were found to be significantly
different in terms of cognitive and affective decision process when it comes to impulsive
buying (Coley, and Burgess, 2003). Research also shows that there are gender differences in
impulsive behaviour when shopping online too (Leggatt, 2007).

5.2 Factor Analysis

Factor analysis was conducted and the items with the absolute values less than .4 were
eliminated from the factors. Absolute value .4 was chosen because of the large sample size and
variables used in this research. According to a study, absolute values greater than .3 is
considered to be significant but may subject to change according to the sample size, number of
variables and number of factors used (The University of Texas at Austin, 1995).
There are 8 questions in factor one, 10 questions in factor two, and 6 questions in factor three.
Principal Component Analysis and Varimax with Kaiser Normalization were used when
conducting the factor analysis. KMO test is used to ensure that the distribution values are
suitable for factoring. Bartlett’s Test of Sphericity shows that the test is significant (p<0.05).
Lastly, Cronbach Alpha was calculated for each factor and is found reliable from its reliability
testing (Personality = .856, Hedonic Motivation = .844, Emotion= .724).
From this result, the factor analysis shows that adventure shopping, idea shopping, and value
shopping are well aligned when measuring hedonic motivation. However, gratification
shopping does not have sufficient questions that relates gratification shopping to hedonic
motivation. Thus, gratification shopping is excluded when conducting the regression analysis.

5.3 Multiple Regression Analysis

Multiple regression analysis was used to test the relationship between the independent variable
and the dependent variables. The result explains that the 3 independent variables (personality,
emotions, hedonic motivations) have an R-square of .136. R-square is used to measure how
close the data fits into the regression line and is also known as the coefficient of determination
(Frost, 2013). According to the stated R-square, this means that the total variation can be
explained by the model is 13.6%.
The result also shows the goodness of fit of the model as the p-value is lower than the
significant level of 0.05 even with the low variance of 13.144. The reason for its low variance
is because human internal behaviour such as feelings, thoughts, and personal values and
lifestyle are difficult to measure, thus the low variance (Frost, 2013).
The regression analysis results shows that personality, emotions, and hedonic motivations has
a p-value of .000, .879, and .029 respectively. This means that personality, and hedonic
motivation are significant because p-value<0.05. Whereas, emotions is not significant because
p-value>0.05. The summary of the results can be seen in Table 1.

Table 1. Hypothesis Results

Hypothesis p-value Results

H1: Personality is positively related to impulse buying when
p < 0.05** Supported
shopping online.
H2: Emotions is positively related to impulse buying when
p > 0.05 Not Supported
shopping online.
H3: Hedonic motivation is positively related to impulse
P < 0.05* Supported
buying when shopping online.
*p-value<0.05, **p-value<0.01

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5.4 Stepwise Regression Analysis

Lastly, stepwise regression was used to obtain a more parsimonious final regression model.
According to the results, the independent variables of personality, and hedonic motivation has
a p-level of .000, and .025 respectively. Which means that personality, and hedonic motivations
is significant because p-value<0.05. The results show that there is no issue of multi-collinearity
as the tolerance is more than 0.1, and the Variation Inflation Factor (VIF) is less than 10.
The findings shows that personality has a stronger relationship with online impulse buying with
a beta of .478, whereas hedonic motivation is the second strongest with a beta of .225; meaning
that for every unit increase of personality, online impulse buying will increase by .478 holding
other variables constant, and for every unit increase of hedonic motivations, online impulse
buying will increase by .225 holding other variables constant. Unfortunately, emotions have
no significant relationship with online impulse buying. The final regression model is listed in
Table 2.

Table 2. Final Regression Model

y = β0 + β1X1 + β2X2 + β3X3 + …. + βnXn
Given that:
y = Dependent variable (Predicted)
βn = coefficients
Xn = Independent variable(s)
Final Regression Formula:
Online Impulse Buying = .442 + .478 (Personality) + .225 (Hedonic Motivations)

6. Conclusions

Based on the results, individual’s personality is positively related to anonline impulse buying
behaviour . Obsessive passion, stress reaction, and materialism are the impulsive personality
traits that represent an impulse buyer. An impulsive buyer’s personality influenced the way
they manage their stress, and the way they perceived themselves through identity seeking and
the goods/services they possess. This also concludes that the following traits are identified and
related to personality traits according to the Trait Factor Theory and supports the arguments of
Youn and Faber (2000), Wang and Yang (2008), Sun and Wu (2011), and Mowen (2000).
Hence, companies can encourage impulse buying through online by personalizing their
goods/services by offering a variety of product offerings and choices. The different product
offerings and choices reflects the different personalities that each customer has which increases
the probability of an impulse buyer to purchase online. Companies can also sell premium
goods/services or strategize their goods/services to be perceived as more expensive by
customers.
Next, individual’s hedonic consumption is positively related to an online impulse buying
behaviour. Hence, this shows that hedonic customers are more likely to purchase online on
impulse when shopping in order to fulfil their self-fulfilling and pleasure seeking desires
through shopping stimulation, special offers, promotions and discounts, and the urge to keep
up with the latest market trend. The result supports the arguments of Činjarević and Petrić
(2011) that idea shopping, value shopping, and adventure shopping influences impulse buying.
Therefore, companies can encourage impulse buying through online by providing value-for-
money or extra benefits for online customers such as free gifts or promotional packages.
Companies can also provide frequent discounts and sale promotions to encourage impulse
buying. Lastly, companies should also be innovative and creative with their goods/services
offerings displayed on their website to encourage frequent online browsing on their websites.
The more frequent customers visits their websites, the higher the tendency of customers to
purchase their goods/services on impulse.
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However, individual’s emotions is not positively related to an online impulse buying

behaviour. In reference of the PANAS (Positive And Negative Affect Schedule) concept by
Tuccitto, Giacobbi, and Leite (2009), it is mentioned that positive and negative emotions
influences impulse buying, however, emotions does not take place in the online context of
impulse buying. As this research deals with both positive and negative emotions, the result may
vary because different customers may possess positive feelings or negative feelings, and may
sometimes possess both feelings simultaneously or sometimes none at all. According to
Ramanathan and Williams (2007), it is expected that emotions may vary across different
customers due to different traits of impulsivity versus prudence. Thus, the different mixed
emotions in impulse buying may “lead to differences in subsequent, postindulgence choices”
(Ramanathan, and Williams, 2007). In fact, not all impulse buyers are emotional when it comes
to online impulse buying. Instead, research also shows that gender plays a part when it comes
to emotions. According to Coley and Burgess (2003), gender differences influences different
emotional affect when it comes to impulse buying. The study shows that females are more
likely to engage in an impulsive behaviour under the influence of affective states (mood
management, urge to buy, positive affects) compared to males. Moreover, males are less likely
to be emotionally influenced when it comes to impulse buying because males are more certain
on what they want to purchase, whereas females are more likely to browse and purchase on
impulse (Levitt, 1996). As this research is conducted in Malaysia, the different cultre context
may be one of the factors that also influence the results of this research. Thus, a separate
research on emotions and online impulse buying should be conducted in the future.

Acknowledgements

First of all, I would like to thank my research project supervisor, Gan Chin Chuan, for all the
support and guidance provided throughout the duration of this research project. Also, I would
like to thank Sunway University Business School for providing me the opportunity and funding
to do something I have never dreamt of accomplishing. Last but not least, to my parents, Chow
Pheng and Chuah Ghee Leng, you had made me for who am I today! Thank you very much for
being such a great support in my education life! Thank you for all the blessings in life!

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