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Antecedents and Consequences of Impulsive Buying Behavior (A Field Study)
Antecedents and Consequences of Impulsive Buying Behavior (A Field Study)
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Research project submitted to complete the requirements for obtaining the Degree of
MASTER
in
BUSINESS ADMINISTRATION (MBA)
Submitted By
TALAAT ABO ELMAATY IBRAHIM AHMED
Supervised By
Prof. Dr. Dr.
Amira Sayed Gad Reem Refai Ahmed
Associate Professor of Business Lecturer of business administration
Administration Faculty of Commerce - Suez Canal
Faculty of Commerce - Suez Canal University
University
2023
Abstract
Purpose: There is a need to study impulsive buying behavior in Egypt, which lacks
representation in the impulse buying literature, and given the lack of studies that focus on
evaluating the consumer’s experience with impulsive buying as a whole and not after a
single purchase. Due to the lack of studies that discuss the consequences of impulsive
buying behavior or the relationship between the antecedents and consequences of this
purchasing behavior. The purpose of this study was to create an understanding of the
antecedents of impulsive purchasing behavior and its relationship to the consequences of
this purchasing behavior. Impulse buying tendency and six dimensions of hedonic shopping
motivations (adventure, gratification, role, value, social, and idea shopping) are selected as
the antecedents and satisfaction is the consequence of impulse buying behavior.
Findings: The study's results reveal that impulse buying tendency, role shopping, and
value shopping have a significant positive impact on impulse buying. Conversely,
gratification shopping exhibits a significant negative impact. Moreover, impulse buying
serves as a partial mediator between impulse buying tendency and satisfaction, as well as
between role shopping and satisfaction. The results also demonstrate that adventure and
social shopping display a direct relationship with satisfaction. Additionally, gratification
shopping and value shopping exhibit an indirect relationship, while idea shopping appears
to be unrelated to satisfaction. The findings of the moderation analysis indicate that the
relationship between idea shopping and impulse buying is moderated by gender.
Research limitations: The study develops a research framework with one specific
variable of consumer traits and six variables of hedonic shopping motives, that trigger
I
impulse buying and post-impulsive buying satisfaction. Therefore, there is a need to
incorporate some other variables, such as utilitarian shopping motives, consumption
patterns, culture, and economic background of consumers in Egypt, and there is a need to
incorporate other consequences of impulse buying or other consequences of satisfaction so
that more affluent insights can be obtained. The study was focused on Egyptian consumers
and 200 individuals participated in the study so the result cannot be generalized for other
countries or be extrapolated to a larger population in Egypt.
Originality/value: This study, the first of its kind in Egypt, analyzes the combined effect
of impulsive buying tendency and six dimensions of hedonic shopping motives - adventure,
gratification, role, value, social, and idea shopping - on impulse buying, and the influence
of these variables on impulsive buying behavior based on gender. The investigation also
delves into post-impulsive buying satisfaction and its relationship to these factors.
II
Table of Contents
1 Introduction ................................................................................................................ 1-1
1.1 Background ........................................................................................................ 1-1
1.2 previous Studies ................................................................................................. 1-3
1.3 Research Context ................................................................................................ 1-4
1.4 Research problem ............................................................................................... 1-5
1.5 Purpose and Research Question ......................................................................... 1-5
1.6 The Research Objectives .................................................................................... 1-5
1.7 Major Areas of Contributions............................................................................. 1-6
1.8 Central Terminology .......................................................................................... 1-6
1.9 Outline Structure ................................................................................................ 1-7
2 Literature Review and Hypotheses Development ..................................................... 2-8
2.1 Consumer Behavior ............................................................................................ 2-8
2.1.1 Concept of Consumer Behavior .................................................................. 2-9
2.1.2 Factors Influencing Consumer Buying Behavior ........................................ 2-9
2.1.3 Consumer Buying Decision Process ......................................................... 2-10
2.2 Impulse Buying ................................................................................................ 2-11
2.2.1 Impulse Buying from Different Perspectives ............................................ 2-12
2.2.2 Impulse Buying Definitions ...................................................................... 2-14
2.2.3 Process of Impulse Purchasing.................................................................. 2-17
2.3 Antecedents of Impulse Buying ....................................................................... 2-20
2.3.1 Internal Factors.......................................................................................... 2-21
2.3.2 External Factors ........................................................................................ 2-29
2.4 Impulse Buying Tendency................................................................................ 2-30
2.4.1 Impulse Buying Tendency from A Psychological Perspective ................. 2-30
2.4.2 Impulse Buying Tendency from A Behavioral Perspective ...................... 2-32
2.4.3 The Relationship Between Impulse Buying Tendency and Impulse Buying
Behavior2-33
2.5 Hedonic Shopping Motivations ........................................................................ 2-34
2.5.1 The Relationship Between Hedonic Shopping Motivations and Impulse
Buying Behavior ...................................................................................................... 2-36
2.6 The Consequences of Impulse Buying Behavior ............................................. 2-37
2.7 Post-impulsive Buying Satisfaction ................................................................. 2-41
2.7.1 Factors Influencing Post-Impulsive Buying Satisfaction.......................... 2-41
2.7.2 Consequences of post-impulsive satisfaction............................................ 2-45
III
2.7.3 The Relationship Between Impulse Buying Behavior and Post-purchase
Satisfaction............................................................................................................... 2-46
2.8 The Conceptual Model ..................................................................................... 2-47
2.9 The Research Hypotheses ................................................................................ 2-48
3 Research Methodology ............................................................................................ 3-49
3.1 Introduction ...................................................................................................... 3-49
3.2 Research Approach ........................................................................................... 3-49
3.3 Research Strategy ............................................................................................. 3-49
3.4 Study Design .................................................................................................... 3-49
3.5 The Study Population and Samples .................................................................. 3-49
3.6 Data Collection Instruments ............................................................................. 3-50
3.6.1 Secondary Data ......................................................................................... 3-50
3.6.2 Primary Data ............................................................................................. 3-50
3.7 The Measurement of Variables ........................................................................ 3-51
3.8 Data Analysis Procedures ................................................................................. 3-52
3.8.1 Sample Description ................................................................................... 3-53
3.8.2 Confirmatory Factor Analysis ................................................................... 3-54
3.8.3 Validity and Reliability Analysis .............................................................. 3-57
3.8.4 Regression analysis ................................................................................... 3-59
3.8.5 Regression Assumptions ........................................................................... 3-59
4 Results...................................................................................................................... 4-66
4.1 Multiple Regression Analysis Results .............................................................. 4-66
4.1.1 Standardized Regression Coefficients (Beta)............................................ 4-67
4.1.2 Standardized Prediction Equation ............................................................. 4-68
4.2 Mediation Analysis........................................................................................... 4-68
4.3 Moderation Analysis ........................................................................................ 4-70
5 Discussion ................................................................................................................ 5-75
5.1 The Effect of Impulse Buying Tendency on Impulse Buying .......................... 5-75
5.2 The Effect of Hedonic Shopping Motivations Impulse Buying ....................... 5-75
5.3 The Relationship Between Impulse Buying Tendency and Post-Impulsive
Buying Satisfaction ..................................................................................................... 5-77
5.4 The Relationship Between Hedonic Shopping Motivations and Post-Impulsive
Buying Satisfaction ..................................................................................................... 5-77
5.5 The Moderation Role of Gender in the Relationship Between Impulse Buying
Tendency and Impulse Buying .................................................................................... 5-79
IV
5.6 The Moderation Role of Gender in the Relationship Between Hedonic Shopping
Motivations and Impulse Buying ................................................................................ 5-80
6 Conclusions.............................................................................................................. 6-81
6.1 Achieving Research Objectives ........................................................................ 6-81
6.1.1 Analysis of the relationship between impulsive buying tendency and
impulsive buying...................................................................................................... 6-81
6.1.2 Analysis of the relationship between hedonic shopping motivations and
impulse buying......................................................................................................... 6-81
6.1.3 Analysis of the mediator role of impulse buying behavior in the relationship
between the antecedents of impulse buying behavior and satisfaction ................... 6-82
6.1.4 Analysis of the moderator role of gender in the relationship between the
antecedents of impulse buying behavior and impulse buying behavior .................. 6-82
6.2 Answer to the research question ....................................................................... 6-82
6.3 Managerial Implications ................................................................................... 6-83
6.4 Limitations and Future Research Direction ...................................................... 6-83
7 References ................................................................................................................ 7-85
8 ملخص البحث............................................................................................... 8-112
V
List of Figures
Figure 2.1 Conceptual model .......................................................................................... 2-47
Figure 3.1 Initial CFA measurement model for all variables in the research model ...... 3-55
Figure 3.2 Final unstandardized CFA values for all variables in the measurement model 3-
56
Figure 3.3 standardized residual histogram .................................................................... 3-61
Figure 3.4 the linearity of study variables ....................................................................... 3-61
Figure 3.5 partial regression plots for all predictors in the regression model ................. 3-62
Figure 3.6 a plot of the studentized residuals and the studentized predicted values ...... 3-64
Figure 4.1 Standardized Prediction for the Regression Model ...................................... 4-68
Figure 4.2 the role of gender as a moderator between idea shopping and impulse buying
behavior ........................................................................................................................... 4-73
List of Tables
VI
Chapter 1: introduction
Antecedents And Consequences of Impulsive Buying Behavior
1 Introduction
1.1 Background
To achieve business success, it is crucial to have a comprehensive understanding of
customers, which requires delving deeper into their nature, tendencies, needs, wants, and
desires. This comprehension must consider various factors, including behavioral, cultural,
environmental context, and economic conditions. These factors may vary from one country
to another, affecting the variation in customers' characteristics.
The phenomenon of impulsive buying has been the subject of research in the marketing
field since the late 1930s and sparked much discussion and debate in the marketing field,
leading to numerous research studies conducted. It is noteworthy to mention the
considerable number of citations discovered on Google Scholar for several highly impactful
articles in this field. For example, Stern (1962) has accumulated over 1,960 citations, Rook
(1987) has received more than 3,800 citations, Rook and Fisher (1995) article has over 3,000
citations. This indicates the substantial influence of these works on the field and the
acknowledgment they have received from other scholars.
Retailers know that customers often buy things on impulse, and this is a major way for
retailers to generate revenue, the more impulse buying that happens, the more revenue
retailers can generate. The Impulse Spending Report (2023) reveals that shoppers are
becoming more mindful of their spending habits. While only 43% of respondents admitted
to shopping impulsively while in bed, the average respondent made just six impulse
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Antecedents And Consequences of Impulsive Buying Behavior
purchases per month. Interestingly, almost 40% of those surveyed reported a decrease in
their impulse spending, with a monthly average of $151 spent impulsively. Surprisingly,
73% of respondents acknowledged that most of their purchases were impulsive, while 36%
claimed their purchases were spontaneous. However, an encouraging 7 in 10 consumers
reported saving money by controlling their impulse shopping habits. In terms of shopping
motivations, just over a third (35%) of respondents bought items to fit in with the "in" crowd.
Comparing the results to the previous year, there was a significant increase in the number
of shoppers (58%) who said they only made impulsive purchases if an item was on sale.
Additionally, over half (53%) of shoppers always or often look for deals or coupons before
making a purchase.
Academics and practitioners have taken a keen interest in the widespread occurrence
of impulse buying. Regarding impulse buying definition, Impulse buying has been
examined by researchers who view it as a form of unplanned buying behavior. However,
impulse buying behavior has distinct characteristics that differentiate it from other types of
purchases. These characteristics include being unplanned, unintended, made quickly and on
the spot, motivated by hedonic, thoughtless, unreflective, and a reaction to stimuli
(Abdelsalam, Salim, Alias & Husain, 2020). Despite the attention it receives from retailers,
consumer groups, and researchers, impulse buying is still a concept that lacks a well-defined
theoretical framework (Amos, Holmes, and Keneson, 2014), this contradicts John and
Zacharias (2015), in the past sixty years, impulse buying concept has evolved from a
simplistic notion into a complex theoretical framework.
In the realm of studying impulse buying behavior, many marketing models have
concentrated solely on the act of purchasing, disregarding the vast amount of information
provided by other factors that influence a purchase. However, it is important to recognize
that impulse buying behavior is a multifaceted and intricate process. Marketers are
continually seeking to uncover the behavioral factors that either encourage or discourage
customers from making impulsive purchases (Iram & Chacharkar, 2017).
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Antecedents And Consequences of Impulsive Buying Behavior
Factors like money, time, and the presence of others are used by researchers as another
category which is called situational factors (Tinne, 2010; Muruganantham & Bhakat, 2013).
For internal factors, consumer-related factors, like impulsive buying tendency and pre-
purchase mood are the most widely studied factors (Ozer & Gultekin, 2015). According to
Masouleh, Pazhang, and Moradi (2012), The most important factors that must be considered
by decision-makers are gender as a demographic factor, and self-service as a situational
factor.
Utilizing the Arnold and Reynolds (2003) scale to measure hedonic shopping
motivations, The direct influence of hedonic motivation on impulsive buying is shown
by Wahab, Shihab, Hanafi, and Mavilinda (2018). Hedonic shopping motivation has a
significant positive impact on impulsive buying (Gültekin, 2012; Mostafa & Elseidi, 2021;
Sri, 2018; Widagdo, & Roz, 2021; Zheng et al., 2019). From six broad categories of hedonic
shopping motivations, it was determined that adventure and gratification shopping are the
strongest predictors of impulse buying behavior (Cinjarevic, Tatic, & Petric, 2011; ERDEM
& YILMAZ, 2021; Gültekin, 2012). Idea Shopping is the strongest predictor followed by
adventure and gratification shopping in Sri (2018) study. Role shopping did not have an
impact on impulse buying behavior (Cinjarevic, Tatic, & Petric, 2011; ERDEM, &
YILMAZ, 2021; Gültekin, 2012). While social shopping did not have an impact on impulse
buying behavior in (Cinjarevic, Tatic, & Petric, 2011; Gültekin, 2012) studies, it had a
negative impact in (ERDEM, & YILMAZ, 2021) study, and it had a positive impact in Sri
(2018) study. Value shopping has a positive impact (Cinjarevic, Tatic, & Petric, 2011; Sri,
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Antecedents And Consequences of Impulsive Buying Behavior
2018), but it also has a negative impact (ERDEM, & YILMAZ, 2021), and in another study,
it did not have an impact on impulse buying (Gültekin, 2012) study.
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Antecedents And Consequences of Impulsive Buying Behavior
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Antecedents And Consequences of Impulsive Buying Behavior
3. To analyze the mediator role of impulse buying behavior in the relationship between the
antecedents of impulse buying behavior and satisfaction.
4. To analyze the moderator role of gender in the relationship between the antecedents of
impulse buying behavior and impulse buying behavior.
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Antecedents And Consequences of Impulsive Buying Behavior
Shopping Motivations: The drivers of behavior that bring consumers to the marketplace to
satisfy their internal needs (Jin & Kim, 2003).
Hedonic Shopping Motivation: A person's willingness to strive to achieve or fulfill
emotional needs (Sri, 2018).
Adventure Shopping: Shopping for stimulation, adventure, and the feeling of being in
another world (Arnold & Reynolds, 2003).
Gratification Shopping: Shopping for stress relief, shopping to alleviate a negative mood,
and shopping as a special treat to oneself (Arnold & Reynolds, 2003).
Role Shopping: Reflects the enjoyment that shoppers derive from shopping for others, the
influence that this activity has on the shoppers’ feelings and moods, and the excitement and
intrinsic joy felt by shoppers when finding the perfect gift for others (Arnold & Reynolds,
2003).
Value Shopping: Shopping for sales, looking for discounts, and hunting for bargains
(Arnold & Reynolds, 2003).
Social Shopping: The enjoyment of shopping with friends and family, socializing while
shopping, and bonding with others while shopping (Arnold & Reynolds, 2003).
Idea Shopping: Shopping to keep up with trends and new fashions, and to see new products
and innovations (Arnold & Reynolds, 2003).
Satisfaction: The consumer’s fulfillment response. It is a judgment that a product/service
feature, or the product or service itself, provided (or is providing) a pleasurable level of
consumption-related fulfillment, including levels of under- or over fulfillment to (Oliver,
2014).
Post-Impulsive Buying Satisfaction: The degree of satisfaction generated after the
consumer’s impulsive buying behavior (Li, 2015).
1-7
Chapter 2:
Literature Review and Hypotheses
Development
Antecedents And Consequences of Impulsive Buying Behavior
This chapter is structured as follows: The first part of the literature review delves into the
concepts, as well as the factors that impact consumer behavior, and the overall process of
consumer purchasing. Followed by the second part, consumer impulse buying, this part
encompasses concepts, the process by which consumers engage in impulse buying, and
antecedents of impulse buying. Followed by the third part, impulse buying tendency, and
the relationship between impulse buying tendency and impulse buying. The fourth part is
about hedonic shopping motivations and its relationship with impulse buying. The fifth part
is the consequences of impulse buying, followed by post-impulsive buying satisfaction, its
antecedents, and consequences. Finally, the theoretical model and hypotheses development.
The history of buying behavior research has extended over seventy years, well after
World War II (Applebaum, 1950; Clover, 1950; West, 1951). Because the American and
European economies shifted from a seller-oriented to a buyer-oriented economy, the school
of thought on buyer behavior emerged and focused on individual buyer behavior based on
needs and wants, and motivational, social, and cultural factors (Dinesha, 2021).
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Antecedents And Consequences of Impulsive Buying Behavior
Schiffman, Wisenblit, and Kumar (2011) define consumer behavior as the study of
consumers’ actions while searching for, purchasing, using, evaluating, and disposing of
products and services to satisfy their needs. Another approach was taken by Priest, Carter,
and Statt (2013) to define consumer behavior as the mental, emotional, and physical
activities of consumers disclosed during searching, selecting, purchasing, using, and
disposing of products and services to satisfy needs and desires. Consumer behavior is about
more than buying or acquiring, it involves answering many questions (i.e., what, whether,
why, when, how, where, how much, and how often) to understand the set of decisions that
consumers make over time (Hoyer, Macinnis, Pieters, Chan, & Northey, 2021).
Consumers are frequently subject to various types of stimuli that can significantly impact
their purchasing behavior and lead them to make specific product choices. Marketing,
Personal, Psychological, Social, and Cultural factors are the main categories of factors that
influence consumer behavior:
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Antecedents And Consequences of Impulsive Buying Behavior
1. Marketing factors: The firm’s marketing efforts related to the product, its price and
promotion, and place (Schiffman, Wisenblit, & Kumar, 2011), and other factors in the
marketing environment like physical layout, interior design, lighting, music, scent, and
cleanliness (Baker, 1987), sales promotion, and time factor.
2. Personal factors: The unique characteristics of the person that influence purchase
behavior, demographic factors i.e., age, gender, occupation, income level, lifestyle,
education, personality, and situational factors (Alemu, & Zewdie, 2021).
3. Psychological factors: beliefs, attitudes, and buying motivations that develop the
purchasing behavior, and consumer perception when selecting, organizing, and
interpreting information (Sadikoglu, 2017).
4. Social factors: The effect of other people on consumers’ purchase decisions, social
status, aspirational groups, reference groups, roles, and family (Hoyer, et al., 2021).
5. Cultural factors: Religion, nationality, consumer culture, subculture, and social class
(Schiffman, Wisenblit & Kumar, 2011).
According to Hoyer, Macinnis, and Pieters (2012), there are four interrelated broad
domains of factors that influence consumer buying behavior, the psychological core, the
process of making decisions, the consumer’s culture, and consumer behavior outcomes.
Making decisions that affect outcomes, requires engaging in processes of the psychological
core, consumers need to be motivated and have the ability and the opportunity to perceive,
and comprehend information, develop attitudes, and form memories during the decision
process. Consumer culture also affects motivations, information processing, and decision-
making. Age, gender, and social factors affect consumer values and lifestyles that influence
the decisions.
The consumer decision-making process includes three stages; the input, process, and
output. The input stage is influenced by external factors like the firm’s marketing efforts
and sociocultural influences. In the process stage, the main focus is how consumers make
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Antecedents And Consequences of Impulsive Buying Behavior
decisions, psychological factors affect how the marketing efforts and sociocultural
influences influence the recognition of a need, search for information, and evaluation of
alternatives. In the output stage, the main focus is post-decision activities especially
purchase behavior, and post-purchase evaluation (Schiffman, Wisenblit & Kumar, 2011).
Consumer behavior term refers to pre-purchase and post-purchase activities (Sadikoglu,
2017). Pre-purchase activities involve searching for items that meet the consumer's needs,
while post-purchase activities focus on the satisfaction of using the purchased item. (Alemu,
& Zewdie, 2021).
The processes that are part of the psychological core are closely related to the process of
making decisions, this area includes four stages: problem recognition, information search,
decision-making, and post-purchase evaluation (Hoyer, et al., 2021). A five-stage model of
the process was developed by marketing scholars including stages: problem recognition,
information search, evaluation of alternatives, purchase decision, and post-purchase
behavior. Consumers may pass through all five stages, or skip or reverse one of them
(Kotler, et al.,2014). Because the five-stage model captures the full range of considerations
that a consumer faces when involved with a new purchase, it can be considered a good frame
of reference (Putsis, William, & Srinivasan, 1994). A five-stage model of the process was
discussed by (Belch. & Belch, 2009) to match each stage of the model with relevant internal
psychological processes, the stages in this perspective are: Motivation, Perception, Attitude
formation, Integration, and Learning.
According to Stankevich (2017), in the first stage of the model, the consumer realizes
that he needs something, sometimes this need occurs immediately or is a very basic impulse.
Impulse buying does not match the rational decision-making model, the consumer buys
impulsively and does not search for or evaluate alternatives when the need emerges (Tinne,
2010). Solomon et al. (2006) criticized the five-stage model by saying that in many purchase
decisions, people behave irrationally, and they don't pass through the sequence of the five-
stage model, and purchase momentum or unplanned purchases driven by impulses can
occur. According to Dhar, Huber, and Khan (2007), shopping momentum occurs when a
psychological impulse enhances the second, unrelated product purchasing.
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Antecedents And Consequences of Impulsive Buying Behavior
topic remained scarce, with just one publication to 3 years ratio of papers published. A
steady growth of impulse buying research has been experienced since the millennia, with
27 publications between 2000 and 2010. Between 2010 and 2021, there has been a
significant increase in research on impulse buying because of electronic, mobile, and social
commerce channels. A total of 144 papers have been published on the topic, averaging 12
papers per year. the highest publication rate emerged in 2021 when 33 new studies were
published this year alone (Redine, Deshpande, Jebarajakirthy, &
Surachartkumtonkun, 2023).
The increase in impulse buying publication rates may be attributed to the impulse buying
facilitated and increased by using innovations, such as credit cards, telemarketing, and home
shopping networks (Rook, 1987), the innovative, creative marketing and use technologies
in the retail stores (Schiffman, et al., 2010), and advances in technology and the widespread
adoption of the free-market economic model by many countries across the globe (Vohs &
Faber, 2007). It is plausible to assume that impulse buying could become a significant area
of study in developing economies due to the shifting market trends. This trend may be
observed across different retail platforms. (Muruganantham & Bhakat, 2013). However, the
discussion about the impulsive buying phenomenon is due to technological development
and changes in lifestyles, high-income levels, different payment options, and online and
mobile purchasing alternatives. (Dawson & Kim, 2009). Another reason for the steady
growth of impulse buying research: is the growing reliance on technological tools for
marketing purposes, such as augmented reality (Chen, Ruangsri, et al., 2021). Further, due
to the COVID-19 pandemic, online impulse buying increased generating new research
publications in this field (Chiu et al., 2021).
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Antecedents And Consequences of Impulsive Buying Behavior
In many studies, the phenomenon of impulse buying has been studied from the
perspective of consumer behavior that is driven by hedonistic motivations (Kivetz &
Simonson, 2002), or goals related to seeking pleasure to fulfilling desires, which may lead
them to develop an interest in certain objects or products (Ramanathan and Menon, 2006).
The nature of impulse was explored in Wolman (1973) (cited in Rook 1987) as impulse
buying is stimulated both biochemically and psychologically. Impulse has a psychological
dimension that serves as a source of motivation and stimulation, arising from both conscious
and unconscious activity (Kalla & Arora, 2011).
Impulse is a strong, irresistible, urge, and a sudden tendency to act without deliberation
According to Freud (1911), The impulse can be attributed to unconscious desires that cannot
be controlled by conscious censorship. The unconscious desires cannot delay gratification
and it is guided by the pleasure principle, which requires tension reduction immediately,
meaning, intent to pleasure without any pain, in other words, ‘I want what I want, and I want
it NOW!’. In contrast to the unconscious desire that is guided by the pleasure principle, the
ego is guided by the reality principle, The discharge of energy is delayed until a suitable
real-world scenario arises through a mechanism that postpones it. For the sake of realistic
constraints, the ego chooses to momentarily forego pleasure.
One of the areas of focus pertains to the behavioral dimensions of impulse buying and
many studies indicate that impulse buying includes a hedonistic (Park et al., 2006) or
affective component (Piron, 1991). Rook (1987) reports that some consumers felt the
product calling them to purchase it. The impulse buying definitions which include elements
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Antecedents And Consequences of Impulsive Buying Behavior
like the hedonically complex nature and emotional conflict, refer to the emphasis on
behavioral elements of impulse buying (Kalla & Arora, 2011).
The behavioral dimensions phase of research on impulse buying has been followed by
another phase of research about the nature of impulse buying based on the product
purchased. In this path, Rook (1987) suggests that people who experience the urge to buy
on impulse, not the product. With this emphasis on people, later research studies explored
the importance of internal and external factors that lead to impulse buying and defined
impulse buying as an interplay of internal and external motivators. Hence, with time, various
dimensions have been added to the definitions of impulse buying (Kalla & Arora, 2011).
impulse buying was described by Iyer (1989) as a special case of unplanned buying.
When comparing impulse buying to planned buying, impulse buying is more arousing and
irresistible but less deliberative (Kacen & Lee, 2002). While Clover (1950) pointed out that
some products are sold on impulse, Abratt and Goodey (1990), and Zhou and Wong (2004)
suggested that in-store stimuli can increase impulse buying, it’s not quite enough and not
practical to define impulse buying based on when or where a purchase is made, or based on
specific products alone, as factors such as personal preferences and cultural variations can
greatly influence the tendency to make impulsive purchases (Verplanken & Sato, 2011).
However, Further research on the difference between 'unplanned' and 'impulsive' purchasing
suggests that considering an impulsive buy as unplanned, made solely within the store, is
not a complete assessment. Additionally, previous studies using this approach have been
subject to criticism. (Kalla & Arora, 2011).
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Antecedents And Consequences of Impulsive Buying Behavior
Impulse buying definition has evolved from decades of research on impulse buying
(Amos, et al., 2013). A comprehensive definition of impulse buying was provided by Rook
(1987), this definition includes a purchase being unplanned, difficult to control, and
accompanied by an emotional response: “Impulse buying occurs when a consumer
experiences a sudden, often powerful and persistent urge to buy something immediately.
The impulse to buy is hedonically complex and may stimulate emotional conflict. Also,
impulse buying is prone to occur with diminished regard for its consequences”. impulse
buying is sudden, compelling, hedonically complex buying behavior, and rapidity prevents
alternative evaluation in the decision process (Bayley & Nancarrow,1998). Rook and
Gardner (1993) defined impulse buying as unplanned, sudden decision-making and urgent
acquisition of a product. Impulse buying refers to the act of purchasing items without any
predetermined shopping objective, often driven by feelings of excitement, pleasure, and a
compelling urge to buy (Beatty & Ferrell, 1998), it is an unplanned and unintended purchase
made rapidly, on the spot, without much reflection, preceded by exposure to a stimulus and
a sudden and powerful buying urge (Beatty & Ferrell, 1998; Zheng et al., 2019). Impulse
buying was defined “as a sudden, hedonically complex purchase behavior in which the
rapidity of the impulse purchase precludes any thoughtful, deliberate consideration of
alternative or future implications” (Sharma et al., 2010).
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Antecedents And Consequences of Impulsive Buying Behavior
consumer buys an item with little or without deliberation as a result of a sudden, powerful
urge (Block & Morwitz, 1999). impulse buying involves hedonic purchase decisions made
inside a store and excludes reminder purchasing activities (Muruganantham & Bhakat,
2013). impulse buying can be defined as an action undertaken without formed consciousness
or intention before the consumer enters the store (Engel & Blackwell, 1982).
In line with Rook (1987), Dittmar and Bond (2010), and Evenden (1999), the author's
Xiao and Nicholson (2013) adopted a comprehensive definition of impulse buying: “an
unplanned and sudden buying act, in response to subjective or external stimuli, accompanied
by a powerful and persistent urge; after the purchase, the customer experiences emotional,
cognitive and/or behavior reactions, which may become the new trigger of repeated IB; a
reflection of impulsivity traits, sociocultural values and buying beliefs; both a process and
an outcome”.
It can be stated that the most important characteristic of impulse buying is that this
behavior appears as a response to a stimulus, experienced in the purchase environment and
there is a fast decision that makes a consumer feel emotional and/or cognitive reactions after
purchase (Virvilaite et. al., 2009). The literature includes different aspects related to impulse
buying such as unplanned purchases, time to make a decision; sudden and spot,
accompanied by strong feelings, reflections of consequences, reflection purchase,
thoughtful purchase, not considering needs or other alternatives, and the reaction to stimuli.
Hence, most of the impulse buying definitions focus on intention and planning, the time of
making a decision, and the emotions for the purchase (Dinesha, 2021).
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Antecedents And Consequences of Impulsive Buying Behavior
While several studies considered one or more aspects to describe impulse buying, most
studies have used all of these aspects (Prashar et al., 2015). focusing on one element of
impulse buying affecting the failure to adequately capture the phenomenon by existing
definitions (Piron, 1991). According to Xiao and Nicholson (2013), a multidisciplinary
approach is proposed to capture the ‘big picture’ and to integrate the various impulse buying
dimensions, rather than arguing on the basis of one or several dimensions.
According to Zulfiqar, Ambreen, and Bushra (2018), many of the elements are
synonymously used in the definitions of impulse buying. Because of the meaning of
unplanned purchases, the similar words unintended, thoughtless, spontaneous, and
unreflective are the elements that have been considered as unplanned purchases elements in
the different definitions. Sudden similarly, immediate has been considered as a sudden
element, due to the similar meaning. Compelling, strong, and powerful are the elements that
convey a similar meaning. Persistent urges and around-the-clock have been considered as
persistent urge element elements in the different definitions. Emotional, emotional in nature,
and emotional conflict have been categorized as emotional elements in the different
definitions. Inactiveness, usually inactive, and no deliberate search have been categorized
as the Inactiveness element in the different definitions.
According to Kang (2013), the decision process of impulse buying is described as being
unplanned, accompanied by information search, alternatives evaluation, and short decision-
making time. Therefore, impulse buyers can make the decision without any information
search, to satisfy certain needs, or make the decision after an information search, in this
case, the decision is made on impulse but the consumer passes all the stages of the decision-
making process to gain the maximum benefit from the purchase. According to Nesbitt
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Antecedents And Consequences of Impulsive Buying Behavior
(1959), impulse buying is efficient and logical, smart buyer do not plan their purchases in
advance but gain the maximum benefit from the purchase through in-store promotions.
Rook (1987), argued that we cannot classify impulse buying into irrational behavior as long
as this decision is made after the consumer passes the information search and alternatives
evaluation stage.
According to (Evans, 2008), the cognitive and affective are parallel processes that are
distinguished based on the individuals’ cognitive consciousness, the cognitive process is
conscious, slow, and deliberative whereas the affective process is unconscious, rapid,
automatic, and high capacity. Furthermore, behavior is influenced by reflective and
impulsive processes, this relationship is moderated by factors like self-control and working
memory capacity, and validated by the reflective-impulsive model (Hofmann et al.,2009).
Based on these findings, the dual approach is a promising theoretical basis for studying
impulsive buying (Nghia, Olsen, & Trang, 2022).
Considering the limited information processing, Verplanken and Sato (2011) illustrate
that consumer decisions often violate normative decision-making. while in the view of the
consumer as homo economicus, the decision maker has full access to information and
considers all relevant information in evaluating the alternatives, the consumer often engages
in simple decision-making processes rather than the information overload and complexity
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Antecedents And Consequences of Impulsive Buying Behavior
which would be required in the normative model. Such observations can be explained by a
range of descriptive models of decision-making, which all involve significant choice-
reducing processes. In this strategy, alternatives are considered one by one in the order in
which they appear to the decision maker. The evaluation in this stage is based on a
comparison to a cutoff level, The choice falls on the first option that meets the criterion.
Impulsive choices can be viewed as being driven by heuristic and perhaps more
uncomplicated evaluation processes whether or not a product stimulates a certain level of
excitement, pleasure, and desire to buy.
Considering the nature of impulse buying, the impulse buying process was described by
Kim (2003), this model omitted several steps, such as need recognition, information search,
and alternative evaluation, and this model also reclassified influencing factors to internal
and external factors. According to Kim (2003), the impulse buying process starts with the
product awareness stage when impulse buyers begin browsing without any intention to
purchase a certain item or visit a certain store, the exposure to the stimuli triggers the urge
to buy on impulse, then the stage of feel the desire to buy will start followed by making a
purchase decision without searching for information or evaluating alternatives. finally, after
the purchase on impulse in the post-purchase evaluation stage, consumers may experience
positive or negative consequences. In the impulse buying process, the consumer is
influenced by internal and external factors that trigger the impulse purchase behavior.
Considering the factors that trigger impulse buying, Kim’s (2003) model has been
modified by Tinne (2010) to omit internal and external factors and replace them with the
influencing factors namely, consumer characteristics, store characteristics, situational
factors, and product characteristics as the new influencing factors in the impulse buying
process.
According to Xiao and Nicholson (2013), impulse buying has two roles, it is a process
and an outcome. The impulse buying process includes antecedents (traits, values, and
beliefs), triggers (subjective and external stimuli), purchase actions (sudden, powerful, and
persistent urges), and post-purchase (emotional, cognitive, and/or behavioral
reactions). The outcome role of impulse buying emphasizes unintended consequences that
may trigger a subsequent cycle of impulse buying.
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Antecedents And Consequences of Impulsive Buying Behavior
Impulse buying has emotional contents like strong emotional desire (Burton et al., 2018),
and immediate gratification (Pradhan et al., 2018) that can be triggered by the store
environment, life satisfaction, self-esteem, and the emotional state of the consumer in that
time (Gogoi & Shillong, 2020). According to Rodrigues, Lopes, and Varela (2021), impulse
purchases can be influenced by an unexpected need, a visual stimulus, a promotional
campaign, and a low level of cognitive capacity when evaluating the advantages and
disadvantages of the purchase. impulse buying behavior depends on a combination of
sociodemographic, emotional, sensory, genetic, psychological, social, and cultural factors.
Most of the researchers classify the factors that have an impact on impulse buying
behavior into two categories namely internal and external factors (Wansink, 1994; Kalla &
Arora, 2011). Consumers are influenced by internal and external factors that stimulate the
impulse buying behavior. when consumers feel a desire for the products, this desire also can
be generated by internal mood or external stimuli (Ünsalan, 2016). the internal factors are
shopper-related factors and the external factors are environmental factors, and stimuli
resulting from the marketing systems (Karbasivar & Yarahmadi, 2011; Duarte et al., 2013).
Based on research that shows the practical and theoretical significance of situational factors
in many decisions made at the point of purchase (Cobb & Hoyer, 1986), factors like money,
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Antecedents And Consequences of Impulsive Buying Behavior
time, and presence of others are used by researchers as another category which called
situational factors (Tinne, 2010; Muruganantham & Bhakat, 2013).
For internal factors, consumer-related factors, like impulsive buying tendency and pre-
purchase mood are the most widely studied factors (Ozer & Gultekin, 2015). Taking a step
further, emotion-related factors were explored more. The most widely studied external
factors are environmental factors like window displays and in-store design (Gudonavičienė
& Alijošienė, 2015). According to Masouleh, Pazhang, and Moradi (2012), The most
important factors that must be considered by decision-makers are gender as a demographic
factor, and self-service as a situational factor, but experts' opinions in this study indicated
that the situational factors are the most important factor followed by personal and product-
related factors.
According to Muruganantham and Bhakat (2013), internal factors are related to the
different personality factors that denote the buyer’s internal cues to engage in impulse
buying rather than the shopping environment or stimuli. Also, some internal factors can be
called demographic and social factors (Ünsalan,2016). The emphasis in the antecedents
stage is on relevant consumer characteristics that exist before he or she enters a shopping
environment (Xiao & Nicholson, 2013), these characteristics include personality traits (e.g.,
Rook 1987; Verplanken & Herabadi 2001), sociocultural factors (e.g. Dittmar & Bond 2010;
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Antecedents And Consequences of Impulsive Buying Behavior
Kacen & Lee 2002), buying beliefs and values and general demographic factors (e.g. Coley
& Burgess 2003; Dittmar et al. 1995).
Rook and Hoch (1985) highlighted that it is people and not the product, that experience
impulse shopping. Weinberg and Gottwald (1982) initially established those impulse buyers
exhibited greater feelings of amusement, delight, enthusiasm, and joy. Chang et.al, (2011)
argued that consumers who had more positive emotional responses to the retail environment
were more likely to make impulsive purchases.
Many studies have investigated the impact of demographic variables on impulse buying,
and some of them revealed that there is a significant impact (Awan and Abbas, 2015;
Barakat, 2019; Chavosh et al., 2011; Creev & Furnham, 2019; Ekeng et al., 2012; Ugbomhe
et al., 2018), On the other hand, some studies show that there is no significant demographic
variable that can influence consumers to buy on impulse (Ali & Hasnu, 2013), According
to Ali Walzbiri (2020), no study has indicated a specific type of impulsive buying behavior
influenced by demographic factors. Other studies show that some demographic variables
have a significant impact and other variables haven't (Ghani and Jan, 2011).
Age: Research has concluded that this factor holds significant importance in accurately
predicting the occurrence of impulsive purchasing behavior. Because younger people don't
face greater risks when spending money, Impulse buying is at a higher level for age (18: 39)
and at a lower level after this age (Wood, 1998). While younger people have a higher level
of impulsivity and low self-control, older people are able to regulate their emotions and be
involved in self-control (Kacen and Lee, 2002). Age has a negative impact on impulse
buying, when consumers' age increases impulse buying decreases (Barakat, 2019; Chavosh
et al., 2011; Creev & Furnham, 2019; Dhaundiyal & Coughlan, 2016; Djafarova & Bowes,
2021; Ekeng et al., 2012). This finding can be attributed to young consumers mostly
influenced by novelty, new lifestyles, and new fashion (Awan, & Abbas, 2015).
Considering the generational cohorts, members of the Generation Y cohort spend their
cash quickly, have a general liking for purchasing, and spend impulsively more than other
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generations (Pentecost & Andrews, 2010; Xu, 2007). younger generation cohorts are more
inclined to impulse buying and have higher rates of impulse buying tendency (Amos, et al.,
2014). People of high age make fewer impulse purchases as their knowledge and experience
lead them to make decisions wisely, the knowledge and experience coming with age affects
the impulse buying amongst the consumers (Sharma, Singh, Mittal & Yadav, 2022).
Men and Women relate the material possessions differently, purchasing different items
for different reasons (Dittmar et al., 1995, 1996), Research suggests that women tend to
prefer items that are related to elemental values due to emotional and relationship reasons,
whereas men tend to prefer items that are related to leisure and finance due to functional
instrumental reasons. (Tinne, 2010). While men are often involved with work items, women
are often involved with self-expressive items (Muruganantham & Bhakat, 2013). Men and
women process information differently (Peter & Olson, 1999), and approach the task of
shopping differently (Berni, 2001; Chiger, 2001). Men prefer to get their information from
written materials, instructional videos, or computer screens (Underhill, 2000). Men respond
less to advertising and product information than women (Kempf, Laczniak, & Smith, 2006).
Based on statistical comparison: 86% of women tend to examine price tags when shopping,
while only 72% of men do so. For men, disregarding the price tag could be seen as a sign
of their masculinity. As a result, men are more likely to make purchases based on
suggestions and upgrades than women. This could be due to men's eagerness to leave the
store, leading them to agree to offers without much consideration (Underhill, 2000).
Women are more involved in shopping than men (Dholakia, 1999), They are
psychologically motivated towards buying. It is seen that women are the main and large part
of customers in the market (Graham, Stendardi, Myers, & Graham, 2002). According to
Underhill (2000), The conventional role of male shoppers is that they don't like shopping,
when they shop, they are involved in what is inherently a female activity, as a result, the
entire shopping experience from packaging design to advertising to merchandising to store
design and fixturing—is generally geared based on the female shopper. Women walk at a
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Antecedents And Consequences of Impulsive Buying Behavior
relaxed pace through stores, examining, and comparing products and values, interacting
with store staff, asking questions, trying things on, and finally making purchases. Men
always move faster, and spend less time looking through a store, too, it's hard to get them
to look at anything they hadn't intended to buy. Men often don't like to ask about things they
don't find in the store or any other questions, they hate to ask directions, if a man cannot
find the section, he will leave the store without asking for help.
According to Underhill (2000), It has been observed that there are differences in how
men and women approach technology and shopping. Women tend to seek out assistance
from sales staff, asking questions about phones and deals. Men, on the other hand, tend to
head straight to the phone displays and read the signs and brochures on their own, only
returning to the store to sign up. It has also been noted that women may require more visits
and consultations before they feel ready to make a purchase.
Research shows that gender influences impulse buying, female shoppers are more likely
to buy on impulse (Atulkar & Kesari, 2018; Barakat, 2019; Bellenger, Robertson, &
Hirschman, 1978; Chavosh et al., 2011; Coley & Burgess, 2003; Creev & Furnham, 2019;
Dittmar et al., 1995; Ekeng et al., 2012; Kollat, Willett, & Ronald, 1967; Lucas and Koff,
2014; Ozdemir & Akcay, 2019; Pendecost & Andrews, 2010; Silvera et al., 2008; Wood,
1998). Women’s impulse buying is due to emotional and relationship reasons, based on their
emotions, they look at society and relationships, but men are more practical, they look at
things that suit their personality, values, etc. (Jamal & Lodhi, 2015).
Women use shopping as a social activity. Women like to shop with friends, egging each
other on and preventing each other from inappropriate purchases. studies indicate that they
often spend more time and money when two women shop together than women alone. when
a woman with the kids, she's herding them along and keeping them entertained. while a
woman makes efficient use of her time when she is alone, a woman shopping with a man,
the man makes the woman feel anxious and rushed. If a man can be occupied, she will be a
happier, relaxed shopper, and spend more time and money (Underhill, 2000). Women are
simulative in nature especially when they meet a possessing that new, seems to be better for
the present and the future in terms of money attitudes as impulse buying is more attractive
for women (Gąsiorowska, 2003). For many women, there are psychological and emotional
aspects of shopping that are completely absent from most men (Underhill, 2000). Women
more easily buy on impulse and have a high impulse buying tendency (Verplanken &
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Antecedents And Consequences of Impulsive Buying Behavior
Herabadi, 2001). Males are stable in nature so they evaluate, analyze, and make the purchase
after thinking but women are more emotional as they look at things as identity in society
when they purchase (Dittmar & Drury, 2000).
The gender differences in impulse buying are related to the product type. For instance,
women usually buy kinds of products that do not need more searching and they probably
buy them without any plan, if a woman is in a store and she likes a piece of clothes, shoes,
handbags, jewelry, or accessories impulse buying behavior probably occurs. Conversely,
males typically purchase products that require thorough research such as high-tech gadgets,
electronic devices, and sports equipment. Additionally, these categories of products
necessitate meticulous inquiry, even if it is urgently required (Ünsalan, 2016). Grocery
industry studies have shown that supermarkets are places of high buying on impulse for both
genders and 60 to 70 percent of grocery purchases were unplanned (Underhill, 2000).
Research by Coley and Burgess (2003) concluded that women made impulse purchases
from apparel‐related product categories like shirts or sweaters, pants/skirts, coats,
underwear/lingerie, accessories, and shoes. Men made impulse purchases from product
categories related to technology and entertainment like electronics, computer software, and
music CDs or DVDs. Men often purchase hardware and sports memorabilia on impulse
more than women. Hardware is related to functional products, which are preferred by men
because this product is typically related to traditional male social roles. Sports memorabilia
is a product category related to men's activities, men are generally more interested in this
category in terms of type and variety than women. For men, utility and personal identities
are expressed with these product categories. According to Dittmar et al. (1995), These items
allow men to compensate for or fulfill a strong masculine identity or self‐concept. Women
purchase more health and beauty items, magazines, and books on impulse than men.
Other research found males more impulse buyers (Cobb & Hoyer, 1986; Ekeng et al.,
2012; Hadjali et al., 2012; Mai et al., 2003) because in traditional family’s women go
shopping and they know more store locations and products which can facilitate making
shopping lists (Mai et al., 2003; Block and Morwitz, 1999). While almost all of the women
shoppers came to the supermarket armed with lists, less than a quarter of the men did.
Women generally care about how they do well in every smallest act of purchasing, and in
their ability to select the perfect item or thing (Underhill, 2000). According to Awan and
Abbas (2015), males have money to make impulse buying decisions, but females make
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Antecedents And Consequences of Impulsive Buying Behavior
mostly planned buying decisions because they are very conscious. Men are instrumental in
nature they have the intention to spend minimum time in the market so they quickly
purchase products. Moreover, men’s impulse buying is related to money attitudes toward
the present and the current actions (Gąsiorowska, 2003).
Many factors affect impulse buying behavior which differs from men to women like
discount offers or low prices, extraordinary products, new products, or changing trends.
Women are tempted to buy on impulse if they know about sales. While women make
impulse purchase decisions quickly as compared to men, men spend more money on items
they have the urge to buy than women. Impulse buying differs significantly between men
and women. It is found that women have more daring to take risks and make decisions
(Graham, Stendardi, Myers, & Graham, 2002). While men love new and unusual products,
females like discount offers. As a result, women are more profit-oriented, and men are more
like innovations (Raj & Jacob, 2013). There are many reasons for women's impulse buying
as women are more committed to brands than men, and hedonic consumption occurs more
in women, they have more impatience, anxiety, and depression so they relax by shopping
and do impulse buying (Silvera, Lavack, & Kropp, 2008). Women are more curious to touch
products, more wish to experience products than men (Workman, 2010). Some studies show
there is a very minimal difference related to the gender role of impulse buying (Gentry,
Commuri, & Jun, 2003). Other studies show that men do not put more effort and time into
shopping than women do and don’t enjoy shopping that much (Fischer & Arnold, 1990;
Rook & Hoch, Consuming Impulses, 1985).
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Antecedents And Consequences of Impulsive Buying Behavior
Women engage in cognitive deliberation when shopping more than men. Cognitive
influence refers to women having the tendency to think through buying decisions about
possible consequences. Underhill (1999) referred this to as women being more patient and
enjoying the experience of making a good choice selection. Women participate in unplanned
buying; they often purchase items without prior intention and for other purposes.
Income: is another variable that influences impulse buying, consumers who have high
income or high disposable income tend to buy on impulse more than consumers who have
low disposable income (Barakat, 2019; Creev & Furnham, 2019; Dittmar et al., 1996; Mihic
& Kursan, 2010). Store visits only depend on consumer income, which indicates the time
consumed in the visits and the visits number to buy products whether planned or unplanned
(Tirmizi et al, 2009). With increased income consumers are more exposed to the products
and services and they are ready to buy more products which leads them to gain more
knowledge and experience about these products which could lead to impulse purchases
(Sharma et al., 2022). On the other hand, Kuzma and Black (2006) argue that less income
could increase the urge to buy on impulse, people with less income also make instant
purchases and the lack of money does not prevent them from impulse buying.
Awan and Abbas (2015) revealed that income and education have a direct relationship
with impulse buying. Consumers' education, income, and family income predict impulse
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Antecedents And Consequences of Impulsive Buying Behavior
buying (Badgaiyan & Verma, 2015; Leong et al., 2018). Internal factor like educational
experience influences the act of impulse buying (Wood, 1998). Ekeng et al (2012) revealed
that education exerts a tremendous impact on impulse buying because consumers’
educational qualification determines the higher positions in society, and indicates their
salary scale, thereby increasing their ego to planned or unplanned purchases because of their
purchasing power of money. According to Creev and Furnham (2019), while money related
to freedom, power, or love increases impulse buying, money related to security decreases
impulsive buying.
Culture as a society’s personality (Solomon, 2013) includes basic values, myths, norms,
perceptions, needs, wants, and behaviors that can be learned from members of society.
According to (Ünsalan, 2016), the dimensions of culture and power distance identified by
Hofstede et al. (2010) have an impact on consumers' buying behavior. For instance, while
people from individualistic cultures regularly ignore the potential negative consequences of
impulsive buying behavior, people from collectivistic cultures will consider these negative
consequences before making an impulse purchase, which may make them less likely to
make them. Previous research also concluded that culture has an impact on impulse buying
both at the regional and individual levels. Consumers from collectivist cultures are less
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Antecedents And Consequences of Impulsive Buying Behavior
A systematic literature review by Redine et al. (2023) attempted to explore the cultural
influences of impulse buying by utilizing the role of Hofstede's cultural dimensions in the
context of impulse buying tendencies of the population and those of an individual (Chen,
Min, & Xu, 2021; Kacen & Lee, 2002), shows that Collective consumers are more likely to
make impulsive purchases when shopping with significant others (Kacen & Lee, 2002; Lee
& Kacen, 2008). While individualist culture facilitates impulse buying in some contexts
(e.g., Vietnam), it has no significant effect in other cultural contexts (Miao et al., 2019).
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Antecedents And Consequences of Impulsive Buying Behavior
It is not just the store atmosphere or the physical environment that stimulates impulse
buying, but the sensory and psychological factors related to the type of products, the
knowledge about them, and brand loyalty (Platania et al., 2016). online shopping may be
less impulsive than shopping in physical stores because when consumers buy online the
product takes time interval to be delivered (Aragoncillo & Orús, 2018). While impulse
buying arises from sensory experiences, the internet does not have the stimulation of the
five senses capacity (Moreira et al., 2017).
The most important characteristics of the consumer are personality traits (Redine, et al.,
2023). Studies conclude that personality traits and sociocultural factors affect about 5–10%
of the variance in consumers performing behaviors (Eysenck and Eysenck 1985).
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Antecedents And Consequences of Impulsive Buying Behavior
long-term goals, personality traits, or commitment to certain values. (Verplanken, & Sato,
2011). The basic assumption made by trait theorists in psychology is that individuals differ
in terms of trait impulsivity which is relatively stable across situations. Consumers with a
high impulsivity trait score are likely to engage in impulse buying acts because they are
more reactive to spontaneous buying stimuli, manually have open shopping lists, and are
receptive to sudden and unexpected buying ideas (Xiao & Nicholson, 2013).
Impulse buying tendency can be defined as the degree to which an individual is likely to
make unintended, immediate, and unreflective purchases (Weun, et al.,1998). Individuals
with higher unreflective, immediate, spontaneous, and kinetic traits are more likely to
engage in impulse buying (Rook, 1987). this perspective only focuses on the extrovert
personality type without any dimensional basis (Rook and Fisher 1995). A dimensional
basis proposed by Puri (1996), indicates three dimensions of buying impulsiveness,
prudence dimension including self-controlled, farsighted, responsible, restrained, rational,
methodical, a planner, hedonism dimension including impulsive, extravagant, easily
tempted, and enjoys spending, and carelessness dimension.
Verplanken and Herabadi (2001) revealed that the tendency to indulge in impulsive
buying is closely linked to an individual's personality traits. According to Redine, et al.
(2023), Recent studies utilized the Big Five Model to examine the impact of personality
traits on impulse buying behavior. They concluded that neuroticism, extraversion, openness
to experience, and low conscientiousness are personality-predictive impulse buying (Leong
et al., 2017; Miao et al., 2019; Olsen et al., 2016; Thompson & Prendergast, 2015). Other
studies revealed that there are consumers' traits that strongly predict buying impulsiveness
like emotional intelligence (Park & Dhandra, 2017) and materialism (Atulkar & Kesari,
2018) as stated that materialistic people tend to waste their money on unimportant products
(Barakat, 2019), and they didn't hesitate to buy expensive products of famous brands
(Prendergast & wong, 2003).
Many studies have revealed that neuroticism or emotional instability has a positive effect
on impulse buying tendency (Badgaiyan, et al., 2016; Farid and Ali, 2018; Sofi & Najar,
2018). According to Badgaiyan, et al. (2016), individuals who experience emotional
instability, anxiety, moodiness, and irritability would score high on impulsive tendency. The
high degree of impulse buying tendency related to neuroticism can be attributed to the lack
of being emotionally or mentally stable which forces them to buy things impulsively to feel
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Antecedents And Consequences of Impulsive Buying Behavior
better (Farid & Ali, 2018). On the other hand, Barakat (2019) revealed that consumers with
a high score in emotional stability don't hesitate to buy products when they like them.
Considering the cognitive and affective facts of impulse buying tendency and the Big
Five personality model, Verplanken and Herabadi (2001) found that impulse buying
tendency is highly correlated with extraversion, conscientiousness, and autonomy. The
cognitive facet is related to a low personal need for structure, a low need to evaluate, and a
lack of conscientiousness, as a result, Impulsive buys are attributed to a lack of planning
and a lack of elaborate evaluation. The affective facet is related to a high action orientation
and a lack of autonomy, as a result, Impulsive buyers who have a high score in action
orientation trait tend to act immediately, without inhibitions, and they tend to be influenced
by others.
According to Xiao and Nicholson (2013), “some studies have also shown that people
with a lack of perseverance (e.g., deliberate, lack of control, absorption) and a lack of
premeditation (e.g., disregard for the future) are more likely to perform an impulse buying
act (e.g., Camerer et al. 2005; Girard et al. 2003; Pentecost and Andrews 2010; Youn and
Faber 2000). Other similar dimensions to have emerged in the literature are under either one
or another of these main dimensions”.
Dittmar et al. (1996) and Dittmar and Bond (2010) demonstrate the relationship between
impulse buying tendency and sociocultural factors. The study by Jyoti and Verma (2014)
examined the effect of five intrinsic factors i.e., personality, culture, materialism, shopping
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Antecedents And Consequences of Impulsive Buying Behavior
enjoyment tendency, and impulsive buying tendency on impulsive buying behavior the
result showed impulsive buying tendency had a significant positive relationship with
impulsive buying behavior. According to Xiao and Nicholson (2013), Intercultural models
include individualism and collectivism, power distance, independent and interdependent
self-construal, shopping with others, normative factors, and gender differences all yield
stronger explanations of group-level outcomes than individual disposition alone. The social
meaning of external stimuli in the environment, direct and indirect experiences, and cultural
expectations influence consumer impulse buying tendency. Barakat (2019) concluded that
there is a significant and negative relationship between individualism and impulsive buying
tendency. this can be attributed to individualistic consumers depending on themselves in
making their buying decisions so, they don't surge to buy products. Collectivistic consumers
tend to consider others' opinions and buy impulsively when they go shopping with other
people.
2.4.3 The Relationship Between Impulse Buying Tendency and Impulse Buying
Behavior
A positive relationship between impulse buying tendency and impulse buying behavior
was indicated by many studies (Ahmad et al., 2019; Amos et al., 2014; Badgaiyan & Verma,
2014; Beatty & Ferrell, 1998; Chavosh et al., 2011; Dawson & Kim, 2009; Herabadi et al.,
2009; Jones et al., 2003; Kacen and Lee, 2002; Mohan, Sivakumaran, & Sharma, 2013; Park
and Lennon, 2006; Parsad, Prashar, & Sahay, 2017; Saad, & Metawie, 2015; Sharma et al.,
2010; Verplanken & Herabadi, 2001). This finding was in the line with findings of Rook
and Fisher (1995) who mentioned that people high on the impulsivity trait usually bought
more frequently on impulse than others. Atulkar and Kesari (2018) argue that the impulse
buying tendency is strongly associated with impulse buying behavior, and this relationship
remains consistent with most of the product categories. The study also observes that
consumers with high impulse buying tendencies tend to make immediate and spontaneous
purchase decisions on perceiving impulse from environmental cognitions.
1. People with high scores in impulse buying tendency have more lack of control than
people with lower impulsive buying tendency (Foroughi et al., 2013; Dawson and
Kim, 2009; Youn and Faber, 2000).
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Antecedents And Consequences of Impulsive Buying Behavior
According to Westbrook and Black (2002), there are three fundamental reasons for
shopping behavior to arise; product acquisition, obtaining the product is accompanied by
the satisfaction of non-product-related needs, or achieving a goal not related to product
acquisition. The shopping experience cannot be fully explained based on traditional product
acquisition (Bloch & Richins, 1983) because there are emotional aspects to shopping
motives other than a function or product acquisition (Jin, & Kim, 2003).
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Antecedents And Consequences of Impulsive Buying Behavior
All shopping motivations can contain both hedonic and utilitarian elements (Arnold, &
Reynolds, 2003) but some motivations are more utilitarian or hedonic in nature (Westbrook,
& Black, 2002). While consumers are typically driven by utilitarian and hedonic motivations
(Babin, Darden & Griffen, 1994; Cardoso, & Pinto, 2010), Hedonic shopping motivation
may overcome the utilitarian one (Koo et al., 2015).
Shopping motivations are rooted in shoppers’ internal state of needs (Jin, & Kim, 2003).
Needs can be psychological needs such as emotion, satisfaction, prestige, and other
subjective feelings that appear to meet excessive social, aesthetic, and lifestyle demands
(Widagdo, & Roz, 2021). These psychological needs also occur due to a person’s emotional
response, sensory pleasure, and dreams (Cinjarevic, Tatic, & Petric, 2011). Needs can be
hedonic in nature; hedonic needs reflect our inherent desires for sensory pleasure. If the
desire to satisfy hedonic needs is intense enough, it can inspire fantasizing about specific
goods, simultaneously pleasurable and discomforting (Hoyer et al., 2017). The higher‐order
needs reported in consumer reports are the need for novelty, variety, and surprise
(Hirschman, & Holbrook, 1982). In addition, emotional support needs could be satisfied by
the shopping experience according to several qualitative studies (Cobb & Hoyer, 1986;
Rook, 1987).
According to Arnold and Reynolds (2003), There are six broad categories of hedonic
shopping motivations Each of these motivations is briefly described below: Adventure
shopping: shopping for stimulation, adventure, and the feeling of being in another world.
Gratification shopping: shopping for stress relief, shopping to alleviate a negative mood,
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and shopping as a special treat to oneself. Role shopping: reflects the enjoyment that
shoppers derive from shopping for others, the influence that this activity has on the
shoppers’ feelings and moods, and the excitement and intrinsic joy felt by shoppers when
finding the perfect gift for others. Value shopping: shopping for sales, looking for
discounts, and hunting for bargains. Social shopping: the enjoyment of shopping with
friends and family, socializing while shopping, and bonding with others while shopping.
Idea shopping: shopping to keep up with trends and new fashions, and to see new products
and innovations.
Impulse buying was found to satisfy a number of hedonic desires (Piron, 1991; Rook,
1987). Hausman (2000) offers conceptual and empirical support for the relationship
between hedonic shopping motivations and impulse buying behavior, and concludes that
consumers engage in impulse buying to satisfy hedonic desires and consumers who are more
impulsive are more likely to shop for hedonic reasons. Park et al. (2012) argue that
consumers are more likely to behave impulsively when they have a hedonic desire to fulfill
personal satisfaction, pleasure, fantasy, and social and emotional satisfaction. Hirschman
and Holbrook (1982) argue that consumers with hedonic motivation in shopping can be
impulsive. A significant direct connection between hedonic motive to Impulse buying was
indicated by Tambuwun (2016).
Utilizing the Arnold and Reynolds (2003) scale to measure hedonic shopping
motivations, The direct influence of hedonic motivation on impulsive buying is shown by
Wahab, Shihab, Hanafi, and Mavilinda (2018), This direct influence explained based on
hedonic motivation makes consumers tend to shop to meet emotional satisfaction, so they
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Antecedents And Consequences of Impulsive Buying Behavior
are easily tempted by stimuli that make consumers behave impulsively. In addition,
consumers with hedonic motivation could be a kind of personal pleasure.
Mostafa and Elseidi (2021) study supports the positive relationship between hedonic
shopping motivation and shoppers’ impulse buying tendency, and reveals that “consumers
who buy things spontaneously, without thinking and according to how they feel at the
moment of purchase are usually guided by emotions elicited from several hedonic shopping
motivations that include and not limited to entertainment, joy, gratification, fun and
pleasure”, The study indicates that the urge to buy impulsively is a result of shopping for
the sake of adventure; to minimize stress and keep away from daily routine; searching for
deals and discounts; and staying knowledgeable about the latest trends in the market.
Hedonic shopping motivation has a significant positive impact on the urge to buy
impulsively (Mostafa & Elseidi, 2021; Zheng et al., 2019). Hedonic motivations have a
significant positive impact on impulse buying (Gültekin, 2012; Widagdo & Roz, 2021), the
same result is shown by Sri (2018) without including the role shopping variable in this study.
From six broad categories of hedonic shopping motivations, It was determined that:
1. Adventure and gratification shopping are the strongest predictors of impulse buying
behavior (Cinjarevic, Tatic, & Petric, 2011; ERDEM & YILMAZ, 2021; Gültekin,
2012).
2. Idea Shopping is the strongest predictor followed by adventure and gratification
shopping in Sri (2018) study.
3. Role shopping did not have an impact on impulse buying behavior (Cinjarevic, Tatic, &
Petric, 2011; ERDEM, & YILMAZ, 2021; Gültekin, 2012).
4. While social shopping did not have an impact on impulse buying behavior in
(Cinjarevic, Tatic, & Petric, 2011; Gültekin, 2012) studies, it had a negative impact in
(ERDEM, & YILMAZ, 2021) study, and it had a positive impact in Sri (2018) study.
5. Value shopping has a positive impact (Cinjarevic, Tatic, & Petric, 2011; Sri, 2018), but
it also has a negative impact (ERDEM, & YILMAZ, 2021), and in another study, it did
not have an impact on impulse buying (Gültekin, 2012) study.
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consequences, this doesn't neglect the fact that there are consequences faced by consumers
in the post-purchase stage. These consequences could be positive results (Hausman, 2000)
or negative problems (Rook, 1987; Dittmar et al., 1995, 1996, 2004), and their impact could
be in the short-term, medium-term, or extend to the long-term (Redine, et al., 2023). For
impulse buyers, some consequences following impulse purchases could be salient or tend
to weaken and then be triggered by other consequences (MAI, et al., 2013). In the near
future, both the positive and negative consequences of impulsive buying include cognition,
emotion, and behavior dimensions that could provide additional triggers to start the
impulsive buying cycle again (Xiao & Nicholson, 2011, 2013). For long-term consumers
could adopt coping strategies when dealing with negative consequences (Darrat et al., 2016;
Nguyen, & Rose, 2006; Spiteri, 2020).
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8. Non-problem impulse buyers have a greater desire to own and use things than do overly
impulsive and compulsive buyers (d’Astous 1990; Gardner and Rook 1988; O’Guinn
and Faber 1989).
9. Incremental impulse buyers plan to make up for the financial loss of the previous
shopping trip (Xiao & Nicholson, 2011; Yi and Baumgartner 2011).
The post-purchase phase of impulse buying was investigated based on many researchers'
academic disciplines (psychologists vs marketers) and many perspectives, as a result, there
are positive and negative views and consequences for consumers' impulse buying behavior
(Redine, et al., 2023). For instance, while psychologists view impulse buying as harmful
(Lawrence & Elphinstone, 2021), from a lenient perspective marketers consider impulse
buying behavior generally harmless and even benign (Olsen et al., 2021). On the other hand,
while some researchers assumed the behavior of impulse buying as something irrational and
immature, impulse buying is associated with a self-realization activity (Rook & Fisher,
1995) and could be viewed as intelligent and efficient shopping (Nesbitt 1959; Nisbett &
Kanouse, 1968). The irrational view tends to predict negative consequences, while the
second view tends to predict the emergence of positive consequences based on the
experience, which takes to pleasure and satisfaction (Hausman, 2000).
From a cultural perspective, while individualist people tend to ignore the prediction of
the negative consequences, in this way, the main focus is on the positive consequences based
on personal feelings and goals, Collectivist people take into account the negative
consequences of personal actions, in this way, they tend to suppress the trait or behavior of
impulse buying (Kacen & Lee, 2002). From an Islamic perspective, According to Azmi and
Musadik (2018), impulsive buying behavior, which leads to negative effects such as
financial difficulties, emotional trauma, self-destruction, and a miserable life, is completely
unacceptable and rejected in the Islamic faith. However, Normal impulse buying, such as
reminder Impulse buying and suggested impulse buying, is permissible because reminder
impulse buying does not lead to negative and dangerous effects.
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Antecedents And Consequences of Impulsive Buying Behavior
The negative consequences include a wide range of financial, emotional, temporal, and
functional or even environmental outcomes (e.g. Dittmar et al., 1995, 1996, 2004; Rook,
1987; Zafar et al., 2021b) such as financial problems, dissatisfaction, and lower self-esteem,
regret, immaturity, a sign of wastefulness, emotional dissonance, return intention,
embarrassment, dissonance, negative affect, self-image problems, guilt, self-recrimination,
self-anger, mischievous, frustrated, depressed, misery, shame, hostility, else’s disapproval,
less actual using for purchased items, mental disengagement, resignation and blaming others
(Bayley & Nancarrow, 1998; Boonchoo & Thoumrungroje, 2017; Chen, Chen, & Lin,
2020; Cook & Yurchisin, 2017; Faber & Vohs, 2004; Hoch & Loewenstein, 1991; McElroy
et al., 1994; O’Guinn & Faber, 1989; Risqiani, 2015; Rook, 1987; Saleh, 2012; Wood, 1998;
Xiao & Nicholson, 2013; Zhang & Shrum, 2009).
The positive consequences include positive emotions and feelings (Beatty & Ferrell,
1998; Santini, et al., 2019; Xiao & Nicholson, 2013), satisfaction, intense enthusiasm, the
feeling of supervising a successful deal, high and immediate gratification, self-indulgent,
getting a special treat or reward, positive post-purchase consonant, enjoyment of the
novelty, getting a good deal, excited and impatient about taking something home to use, try,
or consume, planning to undo the monetary and mental loss (Xiao & Nicholson, 2013),
Shopping well-being (Nghia, Olsen, & Trang, 2022), positive mood (Gardner & Rook,
1988), happiness (Handayani, et al., 2018), pleasure (Togawa, et al., 2020), life satisfaction
(Olsen et al., 2021), and loyalty (Lin, Chen, Wang, & Lin, 2018; Thanh, Mai, & Khang,
2016).
The inconsistency of findings determined from the literature could presented in two
opposing views. One shows impulse buying behavior is more likely related to negative
consequences (Cobb & Hoyer, 1986; Rook & Fisher, 1995; Weinberg & Gottwald, 1982),
and few positive consequences could surface (Rook, 1987). The second view considers
impulse buying a beneficial way of shopping (Chan, Cheung, & Lee, 2017; Pornpitakpan,
Yuan, & Han, 2017), and a few of negative evaluations could surface (Rook & Fisher, 1995).
These views could combine if impulsive buying behavior is studied in the long term rather
than the short and medium term. According to MAI, et al. (2013), For many impulse buyers,
while some positive feelings seem to be often short-lived, some negative consequences seem
not to be serious after the purchase act, and some feelings seem to be more salient or weak.
Therefore, some negative consequences may surface when consumers face problems with
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Antecedents And Consequences of Impulsive Buying Behavior
the product, price, or strong disapproval from others. According to Rook and Fisher (1995),
a single occurrence of impulse buying does not usually result in negative consequences but
the repeated occurrence of this behavior. According to Redine et al. (2023), There is a
scarcity of long-term consequences studies, and future studies need to investigate the long-
term consequences of impulse buying.
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Antecedents And Consequences of Impulsive Buying Behavior
• Time elapsed since purchase: The feeling of pleasure becomes stronger over time after
obtaining the product. Therefore, consumers are likely to show stronger satisfaction after
a long time has passed since the purchase than immediately after the purchase. (Togawa
et al., 2020).
• The opinions of others: family and friends play an important role in the decision-
making process and in post-purchase satisfaction (Joukanen, 2019; Lee & Kacen, 2008;
MAI, et al., 2013). For impulse buyers, in the pre-purchase stage, there is limited
information to base their expectations, if a friend or family member is present at the
point of purchase, the discussion often starts (Joukanen, 2019) to reduce the level of
uncertainty associated with product performance (Lee & Kacen 2008).
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Antecedents And Consequences of Impulsive Buying Behavior
intention, repeat behavior, and satisfaction (Pikkarainen, et al., 2004) and can also be
applied to impulse buying behavior (Spiteri, 2020).
• The perceived image of the brand: A high perceived image of the brand was found to
have a negative impact on post-impulsive buying satisfaction. When the quality of a
brand is artificially increased by the store environment, after purchasing, the consumer
feels disappointed when returning home in the absence of impulsive factors at that time,
resulting in consumer dissatisfaction (Maqsood & Javed, 2019).
• Positive emotions: While some studies show that happiness is a consequence of impulse
buying (Alba & Williams, 2013; Handayani, et al., 2018; Sekar & Uthayakumar, 2018),
other studies show that happiness had a significant positive impact on post-impulsive
buying satisfaction (Li, 2015; Maqsood & Javed, 2019).
• Consumer mood: Positive consumer mood can affect customer satisfaction positively
(Kim & Mattila, 2010; Meng, 2010; Ozer & Gültekin, 2015). According to Ozer and
Gültekin (2015), when consumers' positive mood is higher, the level of satisfaction will
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Antecedents And Consequences of Impulsive Buying Behavior
increase. In contrast, customers' mood after purchase becomes more positive compared
to their mood before purchase. Therefore, what improves post-purchase mood is not
impulsive buying behavior, but the level of customer satisfaction. Gardner and Rock
(1988) state that the reason individuals feel better after an impulsive purchase stem
mainly from the product's benefits and mood change. Mixed-emotion response state has
an important mediating effect on the relationship between impulse buying and post-
impulsive buying satisfaction (Li, 2015).
• Quality and price of the product: High quality of the product along with other
motivating factors can be effective for post-impulsive buying satisfaction. An
individual's sense of price does not operate in impulsive buying and hence there is a
positive effect of product price on consumer satisfaction with impulsive buying. After
rush buying, consumers' budget gets upset. Budget disruption has a negative but
nonsignificant effect on satisfaction after impulsive purchasing (Maqsood & Javed,
2019).
• Lifestyle fashion: lifestyle fashion has a positive and significant effect on customer
satisfaction (Mayasari & Arimbawa, 2019, February; Muchsin, 2017). According to
Mayasari and Arimbawa (2019, February), every improvement in lifestyle will be
followed by an increase in customer satisfaction.
• Sales promotion: Sales promotion has a positive and significant impact on customer
satisfaction. This shows that consumers will buy clothes from the store when the
promotions offered are in line with their needs and as expected because more sales
promotions offered to consumers, the higher the level of customer satisfaction with the
clothes purchased or worn (Mayasari & Arimbawa, 2019, February).
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• Impulse buying tendency: The Impulse buying tendency may result in post-impulsive
buying satisfaction (Goel, et al., 2022). Based on some researchers, positive attitudes
and Impulse buying tendency, have a meaningful part in the formation of post-impulsive
buying satisfaction (Chen et al., 2012; Ha, Janda, & Muthalyet, 2010; Pavlou &
Fygenson, 2006). Goel, et al. (2022) empirically confirm that, in online purchases,
impulse buying behavior mediates the relationship between Impulse buying tendency
and satisfaction. According to Goel, et al. (2022), The Impulse buying tendency in itself
would not result in satisfaction. but consumers enjoy psychological satisfaction and they
get only intrinsic satisfaction. This result provides a piece of strong evidence that
impulse buying decision precedes satisfaction, with Impulse buying tendency as an
antecedent.
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• Future impulse buying: Spiteri (2020) shows that negative post-purchase experience
results in post‐purchase regret, which in turn curtails future impulse buying. In contrast,
a positive post‐purchase experience reinforces impulse buying.
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Antecedents And Consequences of Impulsive Buying Behavior
In other studies, it was found that impulse buying is positively related to satisfaction (e.g.,
Maqsood & Javed, 2019; Mayasari, & Arimbawa, 2019, February; Park & Park, 2013;
Shafiq, et al., 2022; Suryawardani, Sastika, & Hanifa, 2017; Thanh, Mai, & Khang, 2016;
Widagdo, & Roz, 2021; Yong, Lay, & Wei, 2021, December). This positive association is
in line with the results of a critical review of journals, conducted by Kalla and Arora (2011),
which stated that impulse buying has a positive impact on customer satisfaction with certain
conditions and emotions. Some scholars assert that chronic impulse buying is a sign of an
individual's dysregulation and causes financial stress, and the positive evaluation of
environmental stimuli replaces the negative aspect of impulsive buying (Fenton-O’Creevy,
Dibb, S., & Furnham, 2018).
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Chapter 3:
Research Methodology
Antecedents And Consequences of Impulsive Buying Behavior
3 Research Methodology
3.1 Introduction
This chapter provides an overview of the research approach, the research strategy, the
study design, the research population and sample, data collection instruments, the
measurement of variables, and data analysis procedures.
3.2 Research Approach
In order to test the research hypotheses, the deduction approach has been chosen as the
most appropriate method. The researcher believes that this approach is suitable because it
will allow for the testing of the proposed model designed specifically for this study using a
quantitative research strategy. Additionally, the researcher will provide a detailed
explanation of the results obtained after analyzing the collected data.
3.3 Research Strategy
In this study, a quantitative research strategy was employed due to its emphasis on the
quantification of data collection and analysis, as well as its deductive orientation. Among
the various quantitative strategies, the researcher chose "survey research" to obtain a
numeric description of the respondents' opinions. This approach was deemed the most
suitable given the study's purpose and timeline. The advantage of using survey research is
that participants can complete the questionnaires at their own convenience, potentially
making them feel more at ease than in a face-to-face interview.
3.4 Study Design
The purpose of this study is to conduct a descriptive analysis of a phenomenon, with an
estimated understanding of the direction of variables. The field study takes place in a non-
contrived, normal environment. Due to time constraints in completing the dissertation, the
time horizon for the study is cross-sectional. This design is ideal for identifying the
prevalence of a phenomenon, situation, attitude, etc. Cross-sectional studies are also cost-
effective and easy to plan, making them particularly useful for researchers with limited time.
The unit of analysis in this study is individuals among Egyptian consumers.
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seen that 75.1% of the participants (151 people) are males while 24.9% (50 people) are
females. Considering the age of the participants, 5.5% of the participants (11 people) are in
the age group of 15 to less than 25 years, while 29.9% (60 people) are in the age group of
25 to less than 35 years, 48.8% (98 people) are in the age group of 35 to less than 45 years,
15.9% (32 people) are in the age group 45 year and above. Considering the educational
status of the participants, 0.5% (1 person) of the participants read and write, while 16.4%
(33 people) with a high school degree, 49.8% (100 people) with a bachelor's degree or
graduate, 33.3% (67 people) with a postgraduate degree. Regarding the monthly income of
the participants, the highest was "6000 LE and above" with 56.2% (113 people), followed
by " 5000 to less than 6000 LE " income with 12.9% (26 people), " 4000 to less than 5000
LE" income with 13.9% (28 people), " 3000 to less than 4000 LE" income with 8.5% (17
people), " 2000 to less than 3000 LE" income with 3% (6 people), " less than 2000 LE"
income with 5.5% (11 people).
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Antecedents And Consequences of Impulsive Buying Behavior
motivations. The third section includes questions regarding impulse buying behavior. The
fourth section includes questions regarding customer satisfaction. The final section concerns
background questions about the informants including age, gender, educational status, and
respondent’s monthly income level. All of the questions in the form were marked as
obligatory, which means that the informants were not able to skip any of them, or in other
words, everyone should answer all of the questions. The questionnaire was created using
translation and back translation from English to Arabic and vice versa; The research
supervisors then compared this with the original questionnaire to assess the clarity and
interpretability of the questionnaire and to discuss and suggest improvements.
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The data was analyzed using SPSS and AMOS (version 23) in a four-step process. The
first step involved validating the factor structure, confirmatory factor analysis (CFA),
through AMOS. The second step involved testing the multiple regression analysis after
ensuring that regression assumptions were unviolated using SPSS. The third step involved
testing the mediation analysis via AMOS, followed by the fourth step to test the moderation
analysis using SPSS.
3.8.1 Sample Description
The final sample, encompassing 201 valid responses, was derived from a pool of 231
respondents. Thirty eliminated responses as they were deemed invalid based on two criteria. The
first criterion was a zero-standard deviation, indicating that the respondent provided the same
answer for all questionnaire items. The second criterion was low engagement, wherein the
respondent provided the same Answer for two reversed Items.
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CMIN 544.518 -- --
DF 314 -- --
CMIN/DF 1.734 Between 1 and 3 Excellent
CFI .901 >0.95 Acceptable
SRMR .075 <0.08 Excellent
RMSEA .061 <0.06 Acceptable
PCLOSE .023 >0.05 Acceptable
AMOS Plugin, Model Fit Measures by Gaskin and Lim (2016), was applied to obtain
the Fit Indices that appeared in Table 3.3. The result of CFA shows that the measurement
model had acceptable model Fit Indices, CMIN (Chi-square) = 544.518, Degrees of freedom
(DF) = 314, CMIN/DF = 1.734, Goodness-of-Fit Index (GFI) = 0.901, Standardized Root
Mean Residual (SRMR) = .075, Root Mean Square Error of Approximation (RMSEA)
=.061, PClose=.023.
The graphical representation of the CFA for the measurement model, in which the
relationships between all the variables in the research model, is shown in Figure 3.1,
followed by the final calculated measurement model in Figure 3.2, followed by the results
of testing the reliability, convergent validity, and discriminant validity in Tables 3.4 and
3.5.
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Antecedents And Consequences of Impulsive Buying Behavior
Figure 3.1 Initial CFA measurement model for all variables in the research model
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Antecedents And Consequences of Impulsive Buying Behavior
Figure 3.2 Final unstandardized CFA values for all variables in the measurement model
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Antecedents And Consequences of Impulsive Buying Behavior
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Antecedents And Consequences of Impulsive Buying Behavior
Extracted (AVE) value explained for convergent validity is expected to be above (0.50)
except (IMBT) and (ROS) is less than 0.50. Malhotra and Dash (2011) argue that the
commonly utilized criterion of average variance extracted (AVE) may be overly rigorous
and that Convergent Validity can be established effectively through the use of construct
reliability (CR) alone. Another evidence of convergent validity is that the Maximum Shared
Variance is less than the respective Average Variance Extracted for all variables.
Utilizing Fornell and Larcker (1981) criteria, the classical approach to establish
Discriminant Validity using the Master Validity Tool by Gaskin and Lim (2016). Table 4
values obtained from this AMOS Plugin show that the square root of (AVE) value in the
crosswise bold and other values are the correlations between study variables. The Fornell &
Larcker (1981) criteria is that the square root of the AVE value should be higher than any
values in its row and column. As seen in Table 3.5, all study variables have good
discriminant validity.
Table 3-5 Discriminant Validity
ROS
IMB
IMB
VAS
CUS
SOS
IDS
ADS
T
B
IMBT .601
ADS .318 .724
**
GRS .404 .630 .762
*** ***
ROS .177 .468 .411 .705
† *** ***
VAS -.048 .320 .131 .279 .738
** **
SOS .171 .412 .254 .618 .364 .821
† *** ** *** ***
IDS .256 .471 .457 .410 .224 .307 .750
** *** *** *** * ***
IMBB .511 .222 .186 .271 .144 .250 .178 .911
*** ** * ** † ** *
CUS .517 .524 .424 .402 .106 .271 .349 .433 .764
*** *** *** *** ** *** ***
Significance of Correlations: † p < .100, * p < .050, ** p < .010, *** p < .001
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Antecedents And Consequences of Impulsive Buying Behavior
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Antecedents And Consequences of Impulsive Buying Behavior
2. Test the linearity of the variables and the linearity of regression partial correlations.
3. Test the absence of collinearity using collinearity diagnostics.
4. Test the independence, homoscedasticity, and absence of outliers on the errors after
conducting the regression analysis.
5. The absence of influential cases was investigated by examining Cook’s distance.
6. High-leverage cases were examined by the computation of the p-values for the
Squared Mahalanobis (MD2).
The normality assumption: All of the Skewness and Kurtosis values for study variables
in Table 3.6 are in the acceptable range ±2 according to George and Mallery (2020),
Skewness and Kurtosis for standardized residual is (.118, -.365), and the visualization of
regression standardized residual histogram in Figure 3.3 exhibits a minor deviation from the
normal distribution. Based on these results, all variables in the regression model
approximate a normal distribution.
Table 3-6 Descriptive Statistics
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Antecedents And Consequences of Impulsive Buying Behavior
Figure 3.5 partial regression plots for all predictors in the regression model
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Antecedents And Consequences of Impulsive Buying Behavior
uncorrelated errors, and values less than (1) or greater than (3) indicate a likely assumption
violation.
The homoscedasticity assumption: visualization of a plot of the studentized residuals
values on the Y axis and the studentized predicted values on the X axis indicates that the
variation in residuals is constant across the predicted. The plot in Figure 3.6 may exhibit a
discernible pattern, that is, an indication of the heteroscedastic errors.
The Breusch-Pagan test for heteroskedasticity was conducted to ensure accuracy, the
square of residuals is DV, and all predictors are IV in the regression model for this test. The
result indicates that the R square is (.032), and the p-value is (.508). Based on these results
there is no statistical evidence for heteroscedastic errors, and the homoscedasticity
assumption for the regression model is met.
Figure 3.6 a plot of the studentized residuals and the studentized predicted values
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Antecedents And Consequences of Impulsive Buying Behavior
no one case below (α = 0.001), no cases have to be removed from the data because the
recommend significance level is (p<0.001) based on Tabachnick and Fidell (2013) for
identifying high leverage cases in the model.
Table 3-9 Residuals Statistics
3-65
Chapter 4: Results
Antecedents And Consequences of Impulsive Buying Behavior
4 Results
4.1 Multiple Regression Analysis Results
Inferential regression assumptions were tested and none of them was violated, Table 4.1
illustrates the regression analysis results.
Table 4-1 Multiple Regression Analysis Results
H. Standardized p-
IV T status
NO. Coefficients Beta value
H1 Impulse buying tendency .664 10.434 .000 Supported
H2 Adventure shopping -.036 -.398 .691 Not Supported
H3 Gratification shopping -.197 -2.292 .023 Supported
H4 Role shopping .249 2.769 .006 Supported
H5 Value shopping .173 2.718 .007 Supported
H6 Social shopping -.011 -.139 .889 Not Supported
H7 Idea shopping -.038 -.553 .581 Not Supported
Dependent variable = Impulse buying behavior, R= .658, R Square= .433, Adjusted R Square =.413, F (7,200)
= 21.091, p < .001
The Multiple R (Multiple Correlation) in Table 4.1 provides an index of the relationship
between the impulse buying tendency and hedonic shopping motivations and the impulse
buying behavior in the regression model. Multiple R (.658) indicates the large effect size
of predictors on the dependent variable according to Cohen's (1988) interpretation. When
squared, Multiple R = (.658) = (.433), the resulting R-square indicates that (43.3%) of the
2
variation in impulse buying behavior is accounted for by impulse buying tendency and
hedonic shopping motivations.
The R-square (.433) also indicates the appropriate sample size and the number of
predictors in the regression model. The adjusted R-square (.413) is a modification of the R-
square based on (7) predictors and sample size (201), Shrinkage = (R-square - adjusted R-
square) = (.433 - .413) = (.020), slight shrinkage value indicates that this ample size is
considered appropriate for the number of predictors.
The analysis of variance was used to test the statistical significance of the R-square
(.433). The test results indicate statistical significance [F(7,200)= 21.091, p<.001], suggesting
that the R-square is significantly greater than zero, and not all of the regression coefficients
are equal to (0.0) according to the interpretation of Lomax and Hahs-Vaughn (2012).
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4-68
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NOT
H9 ADS>IMBB>CUS .292*** .295*** -.004
Supported
NOT
H10 GRS>IMBB>CUS -.125 -.100 -.025*
Supported
NOT
H12 VAS>IMBB>CUS -.032 -.056 .025*
Supported
NOT
H13 SOS>IMBB>CUS -.094* -.093* -.001
Supported
NOT
H14 IDS>IMBB>CUS .013 .016 -.004
Supported
*<.05, **<.01, ***<.001
The result shows that impulse buying behavior is partially mediating the relationship
between impulse buying tendency and satisfaction as total effect (β = .500, p = < .001),
direct effect (β = .398, p < .001), and indirect effect (β=.102, P <.05) are statistically
significant, impulse buying behavior is partially mediating the relationship between role
shopping and satisfaction as total effect (β = .308, p < .010), direct effect (β = .272, p <
.010), and indirect effect (β=.035, P<.05) are statistically significant.
The mediation analysis results indicate that there are two independent variables in direct
relation to Satisfaction. Adventure shopping total effect (β = .292, p < .001) and direct
effect (β = .295, p < .001) are statistically significant while the indirect effect (β=-.004, P
>.05) is not statistically significant, social shopping total effect (β = -.094, p < .050), and
direct effect (β =-.093, p < .050) are statistically significant while the indirect effect (β=-
.004, P >.05) is not statistically significant.
The results of mediation analysis indicate that there are two independent variables in
indirect relation to satisfaction. Gratification shopping total effect (β = -.125, p > .050) and
direct effect (β =-.100, p > .050) are not statistically significant while the indirect effect (β=-
.025, P <.05) is statistically significant, Value shopping total effect (β = -.032, p > .050),
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Antecedents And Consequences of Impulsive Buying Behavior
and direct effect (β =-.056, p > .050) are not statistically significant but the indirect effect
(β=.025, P <.05) is statistically significant.
The mediation analysis results indicate that the idea shopping total effect (β = .013, p >
.050), direct effect (β =.016, p > .050), and indirect effect (β=--.004, P > .05) are not
statistically significant, regarding this independent variable there is no relation to
satisfaction.
Based on mediation analysis results, the supported hypotheses are H8 - Impulse buying
behavior mediates the relationship between Impulse buying tendency and Satisfaction, and
H11- impulse buying behavior mediates the relationship between role shopping and
Satisfaction.
Model 2 b SE T p
ADS > IMBB (b1) -.156 .230 -.677 .499
Gender > IMBB (b2) -1.064 .621 -1.715 .088
X*W > IMBB (b3) .339 .175 1.939 .054
Overall model R = .084, MSE = 1.251, F = 6.025, p < .050
2
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Antecedents And Consequences of Impulsive Buying Behavior
Model 3 b SE T p
GRS > IMBB (b1) -.196 .325 -.605 .546
Gender > IMBB (b2) -.832 .548 -1.517 .131
X*W > IMBB (b3) .378 .235 1.612 .108
Overall model R = .057, MSE = 1.287, F = 3.969, p < .050
2
Model 4 b SE T p
ROS > IMBB (b1) .305 .333 .917 .360
Gender > IMBB (b2) -.192 .581 -.331 .741
X*W > IMBB (b3) .150 .244 .614 .540
Overall model R = .103, MSE = 1.225, F = 7.517, p < .001
2
Model 5 b SE T p
VAS > IMBB (b1) .522 .341 1.534 .127
Gender > IMBB (b2) .802 .704 1.140 .256
X*W > IMBB (b3) -.221 .267 -.830 .408
Overall model R = .038, MSE = 1.313, F = 2.626, p < .050
2
Model 6 b SE T p
SOS > IMBB (b1) .144 .212 .677 .499
Gender > IMBB (b2) -.202 .537 -.352 .726
X*W > IMBB (b3) .104 .160 .653 .515
Overall model R = .083, MSE = 1.252, F = 5.918, p < .050
2
Model 7 b SE T p
IDS > IMBB (b1) -.253 .238 -1.062 .289
Gender > IMBB (b2) -.907 .553 -1.642 .102
X*W > IMBB (b3) .383 .184 2.080 .039
Overall model R = .066, MSE = 1.275, F = 4.668, p < .050
2
Impulse buying tendency (IMBT): the overall model was significant (F (3, 197) = 36.441,
p < .001), accounting for 35.7% of the overall variance in Impulse buying behavior (R2 =
.357, MSE = .878). However, the interaction (Gender X IMBT) was not significant (F (1, 197)
=.265, p =.607), and the R2 increases due to interaction (R2-chng = .001). Based on these
values, Gender was a non-significant moderator of the link between impulse buying
tendency and impulse buying behavior.
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Antecedents And Consequences of Impulsive Buying Behavior
Adventure Shopping (ADS): the overall model was significant (F (3, 197) = 6.025, p <
.050), accounting for 8.40% of the overall variance in Impulse buying behavior (R2 = .084,
MSE = 1.251). However, the interaction (Gender X ADS) was not significant (F (1, 197)
=3.759, p =.054). The R2 increases due to interaction (R2-chng = .017). Based on these
values, Gender was a non-significant moderator of the link between adventure shopping and
impulse buying behavior.
Gratification Shopping (GRS): the overall model was significant (F (3, 197) = 3.969, p <
.050), accounting for 5.70% of the overall variance in Impulse buying behavior (R2 = .057,
MSE = 1.287). However, the interaction (Gender X GRS) was not significant (F (1, 197)
2 2
=2.600, p =.108). The R increases due to interaction (R -chng = .012). Based on these
values, Gender was a non-significant moderator of the link between gratification shopping
and impulse buying behavior.
Role Shopping (ROS): the overall model was significant (F (3, 197) = 7.517, p < .001),
accounting for 10.30% of the overall variance in Impulse buying behavior (R2 = .103, MSE
= 1.225). However, the interaction (Gender X ROS) was not significant (F (1, 197) =.377, p
=.504). The R2 increases due to interaction (R2-chng = .002). Based on these values, Gender
was a non-significant moderator of the link between role shopping and impulse buying
behavior.
Value Shopping (VAS): the overall model was significant (F (3, 197) = 2.626, p < .050),
accounting for 3.80% of the overall variance in Impulse buying behavior (R2 = .038, MSE
= 1.313). However, the interaction (Gender X VAS) was not significant (F (1, 197) =.688, p
=.408). The R2 increases due to interaction (R2-chng = .003). Based on these values, Gender
was a non-significant moderator of the link between value shopping and impulse buying
behavior.
Social Shopping (SOS): the overall model was significant (F (3, 197) = 5.918, p < .050),
accounting for 8.30% of the overall variance in Impulse buying behavior (R2 = .083, MSE
= 1.252). However, the interaction (Gender X SOS) was not significant (F (1, 197) =.426, p
=.515). The R2 increases due to interaction (R2-chng = .002). Based on these values, Gender
was a non-significant moderator of the link between social shopping and impulse buying
behavior.
Idea Shopping (IDS): the overall model was significant (F (3, 197) = 4.668, p < .050),
accounting for 6.60% of the overall variance in Impulse buying behavior (R2 = .066, MSE
= 1.275). However, the interaction (Gender X IDS) was significant (F (1, 197) =4.333, p
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Antecedents And Consequences of Impulsive Buying Behavior
=.039). The R2 increases due to interaction (R2-chng = .021). Based on these values, Gender
was a significant moderator of the link between idea shopping and impulse buying behavior.
Based on the moderator analysis, the moderating role of gender was evidenced only in
the relationship between idea shopping (IDS) and impulse buying behavior (IMBB). Test
of conditional effects of idea shopping (IDS) at gender as a moderator shows that females
have a higher impulse buying behavior (b=.513, SE= .162, t=3.168, p=.002) in comparison
to Males (b=.130, SE= .087, t=1.448, p=.138). Therefore, the supported hypothesis is H21-
The relationship between idea shopping and Impulse buying behavior is significantly
different between males and females.
Figure 4.2 the role of gender as a moderator between idea shopping and impulse buying behavior
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Antecedents And Consequences of Impulsive Buying Behavior
4-74
Chapter 5: Discussion
Antecedents And Consequences of Impulsive Buying Behavior
5 Discussion
This chapter aims to present the results of the research hypotheses and discuss them in
light of the findings of previous studies, in addition to the researcher’s diligence in
interpreting the study results.
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Antecedents And Consequences of Impulsive Buying Behavior
between gratification shopping and impulse buying behavior, while gratification shopping
is the second strongest predictor of impulse buying behavior and has a positive impact in
many studies (e.g., Cinjarevic, Tatic, & Petric, 2011; ERDEM & YILMAZ, 2021; Gültekin,
2012). This result is also unique to the Egyptian consumer, as shopping to relieve stress,
shopping to relieve negative moods, and shopping as a special reward for the individual. It
does not lead to impulsive buying but rather reduces it. However, the results of this study
indicate that this effect is neither low nor large.
The results of this study support H4: Role shopping has a significant effect on impulse
buying behavior, and indicates a positive relationship (β = .239, p <.010) between role
shopping and impulse buying behavior, while role shopping did not have an impact on
impulse buying behavior in many studies (e.g., Cinjarevic, Tatic, & Petric, 2011; ERDEM,
& YILMAZ, 2021; Gültekin, 2012). This result indicates that the Egyptian consumer, when
they shop for the enjoyment derived from shopping for others, and the desire for excitement
and intrinsic joy that they feel when finding the perfect gift for others, leads to impulsive
purchasing and also increases it by a significant percentage.
H5: Value shopping has a significant effect on impulse buying behavior, which was
supported by this study's results. In addition, a positive relationship (β =.173, p < .010)
between value shopping and impulse buying behavior was indicated. This finding is in line
with many studies (e.g., Cinjarevic, Tatic, & Petric, 2011; Sri, 2018). This result indicates
that Egyptian consumers when they shop for sales, look for discounts, and hunt for bargains,
in this way, they indulge in impulsive purchasing and this also increases that buying
behavior.
H6: Social shopping has a significant effect on impulse buying behavior not
supported by this study's results. In addition, a negative relationship (β = -.011, t = -.139, p
> .050) between social shopping and impulse buying behavior was indicated. This finding
is in line with the ERDEM and YILMAZ (2021) study and not in line with many studies
(e.g., Cinjarevic, Tatic, & Petric, 2011; Gültekin, 2012; Sri, 2018). This study result
indicates that Egyptian consumers while enjoying shopping with friends and family,
socializing while shopping, and bonding with others while shopping, don't indulge in
impulsive purchasing but also decrease that behavior by an insignificant percentage.
The results of this study do not support H7: Idea shopping has a significant effect on
impulse buying behavior, and indicates a negative relationship (β = -.038, p > .050)
between idea shopping and impulse buying behavior, while idea shopping is the strongest
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predictor of impulse buying behavior and has a positive impact in Sri (2018) study. This
study result indicates that Egyptian consumers shop to keep up with trends and new fashions
and to see new products and innovations, all this doesn't indulge them in impulsive
purchasing but also decreases that behavior by an insignificant percentage.
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Antecedents And Consequences of Impulsive Buying Behavior
H13: Impulse buying behavior mediates the relationship between social shopping
and satisfaction not supported by this study's findings but the direct relation (β =-.093, p <
.050) between social shopping and satisfaction was indicated by the results of this study.
This negative direct relation explains that consumers while enjoying shopping with friends
and family, socializing, and bonding with others while shopping, don't indulge in impulsive
purchasing but also these will decrease their satisfaction level. This is in line with the
findings of Kesari and Atulkar (2017) who show social value shopping has negative
significant effects on customer satisfaction, contrary to the results of Arnold and Reynolds
(2003).
H14: Impulse buying behavior mediates the relationship between idea shopping
and satisfaction not supported by this study's findings. The results indicate that the idea-
shopping motive is not related to satisfaction. This means that consumers shop to keep up
with trends and new fashions and to see new products and innovations, their level of
satisfaction will not change whether they engage in impulsive buying or not, contrary to the
results of Arnold and Reynolds (2003) and Kesari and Atulkar (2017) Results that show
negative effects for idea shopping on customer satisfaction. According to Kesari and
Atulkar (2017), Many shoppers enjoy learning about the latest fashion trends and exploring
the wide variety of products available in retail stores. However, they may not always follow
through with a purchase, even if they feel curious and positively inclined towards a
particular item.
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Chapter 6: Conclusions
Antecedents And Consequences of Impulsive Buying Behavior
6 Conclusions
The aim of this study was to comprehend the relationship between antecedents and
consequences of impulse buying. The antecedents and consequences of impulse buying
were elaborated based on the literature in Chapter 2, and the outcomes of this research were
presented and discussed in Chapter 5. It is pertinent to recognize that only 200 individuals
participated in the study, which implies that the findings cannot be extrapolated to a larger
population. Moreover, this research is limited to Egypt, and impulse buying may
substantially differ in other regions of the world. Nevertheless, the results provided a
generalized overview of what impulse buying may look like in Egypt. There were definite
patterns to be observed.
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6.1.3 Analysis of the mediator role of impulse buying behavior in the relationship
between the antecedents of impulse buying behavior and satisfaction
When it comes to the impulse buying tendency and role shopping motive as antecedents,
the occurrence of impulse buying behavior helps to enhance post-impulsive buying
satisfaction, while with gratification shopping and value shopping motives, impulse buying
will reduce post-impulsive buying satisfaction. This means, If Egyptian consumers have a
tendency to buy on impulse or if they enjoy buying things that bring happiness to others,
they are likely to experience higher levels of satisfaction after making a purchase.
Conversely, if their preference is to seek out sales and discounts, if they shop to alleviate
negative emotions or stress, or if they view shopping as a personal reward, their satisfaction
after impulsive purchases will be reduced.
6.1.4 Analysis of the moderator role of gender in the relationship between the
antecedents of impulse buying behavior and impulse buying behavior
The impact of impulse buying tendency, adventure, gratification, role, value, and social
shopping motivations on impulse buying behavior doesn't relate to gender differences, while
the impact of idea shopping motive is related to gender differences as females are more
likely to indulge in impulse buying with the idea shopping as antecedent. This means that if
Egyptian female preference is to keep up with trends and new fashions and to see new
products and innovations, they will indulge in impulsive purchasing more than men.
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Antecedents And Consequences of Impulsive Buying Behavior
Impulse buying tendency had the strongest predictor of impulse buying behavior
followed by role shopping followed by value shopping motivation, while gratification
shopping motive does not lead to impulsive buying but rather reduces it. The relationship
between the antecedents of impulse buying and impulse buying is not affected by gender
differences except females are more likely to indulge in impulse buying with the idea-
shopping motive as antecedent.
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Antecedents And Consequences of Impulsive Buying Behavior
focused on the overall experience of impulse buying and post-impulsive buying satisfaction
for Egyptian consumers, so the result cannot be generalized for other countries, as the
differences in culture, buying behavior, purchasing power, and economic conditions. The
study develops a research framework with one specific variable of consumer traits and six
variables of hedonic shopping motives, that trigger impulse buying and post-impulsive
buying satisfaction. Therefore, there is a need to incorporate some other variables, such as
utilitarian shopping motives, consumption patterns, culture, and economic background of
consumers in Egypt, so that more affluent insights can be obtained. Future researchers could
conduct a comparative study between different countries to investigate the impulse buying
behavior of the consumer. In this study, the moderating effect of gender was conducted on
the proposed relationship between antecedents of impulse buying and impulse buying. So,
the future researcher could focus on the moderating effect of gender on all proposed
relationships and focus on some other moderating factors, such as age, income, and
education. There are some other consequences of satisfaction and there are some
consequences of impulse buying, which future researchers can focus on. There are 200
individuals who participated in the study, which implies that the findings cannot be
extrapolated to a larger population. Future researchers could reconsider the number of
informants to participate in my study in order to gain a better understanding of impulse
buying behavior in Egypt. The questionnaire does not provide any definition of impulsive
buying to the informants and most of them probably do not know more about the concept.
Future researchers could reconsider the interpretation of the meaning of this buying behavior
to the informants participating in the study in order to gain a better understanding of
impulsive buying behavior in Egypt. The researcher collected data from relatives and friends
on social networks. This may have affected the results of the study. Therefore, in future
studies, it is recommended to seek help from a specialized party to collect data to obtain
better results.
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Chapter 7: References
Antecedents And Consequences of Impulsive Buying Behavior
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الملخص العربي
مقدمات وعواقب سلوك الشراء االندفاعي
8ملخص البحث
الغرض :هناك حاجة لدراسة سلوك الشراء االندفاعي في مصر ،والتي تفتقر إلى التمثيل في أدبيات الشراء
االندفاعي ،ونظرا لعدم وجود دراسات تركز على تقييم تجربة المستهلك مع الشراء االندفاعي ككل وليس بعد عملية
شراء واحدة ،ونظرا ً لقلة الدراسات التي تناقش عواقب سلوك الشراء االندفاعي أو العالقة بين مقدمات وعواقب هذا
السلوك الشرائي .كان الغرض من هذه الدراسة هو فهم مقدمات سلوك الشراء االندفاعي وعالقتها بعواقب هذا السلوك
الشرائي .تم اختيار الميل الى الشراء االندفاعي واألبعاد الستة لدوافع التسوق المتعية )التسوق للمغامرة ،والتسوق لإلبهاج،
والتسوق لألدوار ،والتسوق للقيمة ،والتسوق االجتماعي ،والتسوق لألفكار( كمقدمات ،كما تم اختيار الرضا كأحد عواقب
لسلوك الشراء االندفاعي.
التصميم/المنهجية/المنهج :تم اختبار النموذج المقترح باستخدام استراتيجية البحث الكمي ،لتركزها على جمع
وتحليل البيانات الكمية .كما تم اختيار البحث المسحي كاستراتيجية كمية وتم إجراء تحليل وصفي للظاهرة لفهم اتجاه
المتغيرات .أجريت الدراسة الميدانية في بيئة طبيعية دون أي تالعب .كانت الدراسة مقطعية وركزت على المستهلكين
المصريين الذين يتسوقون عبر اإلنترنت .تم جمع عينة مكونة من 201إستجابة صالحة من مجموعة مكونة من 231
مشار ًكا من خالل استطالع عبر اإلنترنت تم إنشاؤه بواسطة .Google Formsتم استخدام برنامج SPSSوAMOS
)اإلصدار (23إلجراء تحليل العامل التوكيدي ) ،(CFAوتحليل االنحدار المتعدد ،وتحليل الوساطة ،وتحليل الدور
المعدل بعد التأكد من عدم انتهاك افتراضات االنحدار.
النتائج :كشفت نتائج الدراسة أن الميل للشراء االندفاعي ،والتسوق لألدوار ،والتسوق للقيمة ،لهما تأثير إيجابي ذو
تأثيرا سلبيًا ذو داللة احصائية .عالوة
ً داللة إحصائية على الشراء االندفاعي .على العكس من ذلك ،يُظهر التسوق لإلبهاج
على ذلك ،فإن الشراء االندفاعي يعمل كوسيط جزئي بين الميل للشراء االندفاعي والرضا ،وكذلك بين التسوق لألدوار
والرضا .وتظهر النتائج أيضًا أن التسوق للمغامرة والتسوق االجتماعي يظهران عالقة مباشرة بالرضا .باإلضافة إلى
ذلك ،يظهر التسوق لإلبهاج والتسوق للقيمة عالقة غير مباشرة ،في حين يبدو أن التسوق لألفكار ال عالقة له بالرضا.
تشير نتائج تحليل الدور المعدل إلى أن العالقة بين التسوق لألفكار والشراء االندفاعي يتم التحكم فيها حسب الجنس.
إطارا بحثيًا يحتوي على متغير واحد محدد لصفات المستهلك وستة متغيرات لدوافع
ً قيود البحث :تطور الدراسة
التسوق المتعية ،التي تؤدي إلى الشراء االندفاعي والرضا فيما بعد الشراء االندفاعي .ولذلك ،هناك حاجة إلى دمج بعض
المتغيرات األخرى ،مثل دوافع التسوق النفعية ،وأنماط االستهالك ،والثقافة ،والخلفية االقتصادية للمستهلكين في مصر،
كما أن هناك حاجة إلى دمج عواقب أخرى للشراء االندفاعي أو غيرها من عواقب الرضا بحيث يمكن الحصول على
رؤى أكثر ثراء .ركزت الدراسة على المستهلكين المصريين وشارك فيها 200فرد ،لذلك ال يمكن تعميم النتيجة على
بلدان أخرى أو استقراءها على عدد أكبر من السكان في مصر.
اآلثار البحثية :توفر الدراسة رؤى مفيدة لتجار التجزئة والمديرين واألكاديميين والباحثين فيما يتعلق بسلوك الشراء
االندفاع ي للمستهلكين المصريين .بالتسلح بهذه المعرفة ،يمكن للشركات أن تكتسب ميزة تنافسية ،ويمكن لتجار التجزئة
والمديرين استهداف المشترين المندفعين ،وخاصة المستهلكين الذين لديهم ميل شراء اندفاعي كبير أو مدفوعون بدوافع
التسوق لألدوار وللقيمة حيث أنهم أكثر عرضة للقيام بعمليات شراء اندفاعي والشعور بالرضا بعد هذه المشتريات كما
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مقدمات وعواقب سلوك الشراء االندفاعي
يمكن للمديرين تطوير استراتيجيات التسويق التي تؤدي إلى زيادة المبيعات وتحسين األداء .وتؤكد الدراسة على أهمية
تقديم منتجات جديدة ومبتكرة للمستهلكات ،حيث أن لديهن دافعية كبيرة لشراء هذه المنتجات .باإلضافة إلى ذلك ،فإن
النتائج لها آثار على المجتمع وتساعد األفراد على اتخاذ قرارات شراء مستنيرة.
األصالة/القيمة :تحلل هذه الدراسة ،وهي األولى من نوعها في مصر ،التأثير المشترك للميل الى الشراء االندفاعي
وستة أبعاد لدوافع التسوق المتعية -المغامرة ،واإلبهاج ،والتسوق لألدوار ،وللقيمة ،والتسوق االجتماعي ،وتسوق األفكار
-على الشراء االندفاعي ،وتأثير هذه المتغيرات على سلوك الشراء االندفاعي حسب الجنس .كما يتطرق التحقيق أيضًا
إلى الرضا فيما بعد الشراء االندفاعي وعالقته بهذه العوامل.
الكلمات المفتاحية :الشراء االندفاعي ،الميل إلى الشراء االندفاعي ،التسوق المتعي ،الرضا.
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جــامــعــة قناة السـويـس
كليـــة التجــارة
قــســم إدارة األعمال
مشروع بحث مقدم الستكمال متطلبات الحصول على درجة الماجستير المهني
في
إدارة األعمال
إعداد
تحت إشراف
2023