Antecedents and Consequences of Impulsive Buying Behavior (A Field Study)

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ANTECEDENTS AND CONSEQUENCES OF IMPULSIVE BUYING BEHAVIOR (A

FIELD STUDY)
Thesis · February 2024

DOI: 10.13140/RG.2.2.20184.26887
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Suez Canal University
Faculty of Commerce
Department of Business Administration
ANTECEDENTS AND CONSEQUENCES OF

IMPULSIVE BUYING BEHAVIOR
(A FIELD STUDY)
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.
Design/methodology/approach: The proposed model was tested using a quantitative

research strategy, as it focused on collecting and analyzing numerical data. Survey research
was chosen as the quantitative strategy and a descriptive analysis of the phenomenon was
conducted to understand the direction of the variables. The field study was conducted in a
natural environment, without any manipulation. The study was cross-sectional and focused
on individual Egyptian consumers who shop online. A sample of 201 valid responses was
collected from a pool of 231 respondents through an online survey created by Google Forms.
SPSS and AMOS software (version 23) were used to conduct confirmatory factor analysis
(CFA), multiple regression analysis, mediation analysis, and moderation analysis while
ensuring that regression assumptions were not violated.
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.
Research implications: The study provides useful insights to retailers, managers,

academicians, and researchers, regarding the impulse buying behavior of Egyptian
consumers. Armed with this knowledge, businesses can gain a competitive edge, retailers
and managers can target impulsive buyers, especially consumers with high impulsive
buying tendency or motivated by role and value shopping motives as they are more likely
to make impulsive purchases and feel satisfied after such purchases, and managers can
develop marketing strategies that lead to increased sales and improved performance. The
study emphasizes the significance of offering new and innovative products to female
consumers, as they are highly motivated to buy such products. Additionally, Results have
implications for society and help individuals to make informed purchasing decisions.
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.
Keywords: Impulse Buying, Impulse Buying Tendency, Hedonic Shopping,

Satisfaction.
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
Table 3-1 The Measurement of Variables .................................................................................... 3-51

Table 3-2 The demographic characteristics of the sample............................................................ 3-53
Table 3-3 Fit Measures OF Study Measurement Model ............................................................... 3-54
Table 3-4 Reliability and Convergent Validity............................................................................. 3-57
Table 3-5 Discriminant Validity ................................................................................................... 3-58
Table 3-6 Descriptive Statistics .................................................................................................... 3-60
Table 3-7 Correlations .................................................................................................................. 3-63
Table 3-8 Collinearity Statistics ................................................................................................... 3-63
Table 3-9 Residuals Statistics ....................................................................................................... 3-65
Table 4-1 Multiple Regression Analysis Results .......................................................................... 4-66
Table 4-2 Mediation Analysis....................................................................................................... 4-69
Table 4-3 Moderation Analysis Results........................................................................................ 4-70
Table 4-4 Summary of Hypotheses .............................................................................................. 4-73
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.
Marketers must possess an in-depth understanding of consumer behavior in all

contexts. "All marketing decisions are based on assumptions and knowledge of consumer
behaviour." (Hawkins, Mothersbaugh & Best, 2007). The knowledge of consumer behavior
encompasses physical, mental, and emotional processes is invaluable to marketing
institutions seeking to grasp how buyers think, feel, and make product choices within a given
set of alternatives, as well as how various factors influence buyers (Alemu & Zewdie 2021).
The interest in understanding customers' buying behavior by researchers in the field of

management, in general, and in the field of marketing, has steadily increased, which formed
the nucleus for understanding the general characteristics of customers and explaining many
of the phenomena. In this regard, numerous research studies were concerned with the
impulse buying phenomenon.
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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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).
Impulse buying behavior is influenced by general factors such as shopping

environment, customer traits, product characteristics, demographic characteristics, and
sociocultural dimensions (Ünsalan, 2016; Muruganantham & Bhakat, 2013). 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).
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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.
1.2 previous Studies

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.
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,
1-3
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.
Regards the relationship between impulse buying behavior and post-purchase

satisfaction, while some studies indicate that there is no significant relationship (e.g. Diani,
Jatnika, & Yanuarti, 2021), the negative relationship was indicated in some studies (e.g. Li,
2015), and the positive relationship was indicated in other studies (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).
Regards the relationship between Impulse buying tendency and post-purchase

satisfaction, Impulse buying tendency may result in post-impulsive buying satisfaction
(Goel, et al., 2022). Based on some researchers, positive attitudes and Impulse buying
tendencies, 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. This result provides a piece
of strong evidence that impulse buying decision precedes satisfaction, with Impulse buying
tendency as an antecedent.
Regards the relationship between hedonic shopping motivations and post-

purchase satisfaction, many studies indicate that hedonic shopping motivation has a
positive impact on customer satisfaction (e.g., Atulkar & Kesari, 2017; Botti & McGill,
2011; Kempa, Vebrian, & Bendjerouaet, 2020; Lee & Kim, 2018; Ryu, Han, & Jang, 2010;
Widagdo & Roz, 2021). According to Arnold and Reynolds (2003), when hoppers are
strongly guided by hedonic motives they tend to be satisfied. Mallari et al. (2023) showed
that hedonic shopping motivations result in an increase in impulse buying tendency and life
satisfaction, impulse buying significantly mediated the relationship between hedonic
shopping motivations and life satisfaction, and the hedonic shopper makes an impulsive
purchase, which reduces his life satisfaction. Goel, et al. (2022) argued that hedonic
shopping motivations moderate the relationship between impulse buying and satisfaction.
1.3 Research Context

In this study, the relationship between antecedents and consequences of impulse
buying in the context of impulse buying in Egypt will analyzed. The main focus will be the
1-4
influence of impulse buying tendency and hedonic shopping motivations on customer

impulse buying behavior and post-impulsive buying satisfaction. All of these factors will be
examined in the business context in Egypt. It is expected that there is a relationship between
antecedents and consequences of impulse buying.
1.4 Research problem

The bulk of the empirical literature on the field of impulsive buying is based on data
collected from participants in the United States, China, and Taiwan, which calls the
generalizability of the findings into question (Redine, Deshpande, Jebarajakirthy, &
Surachartkumtonkun, 2023). Therefore, there is a need to study impulse buying in Egypt,
which lacks representation in the impulse buying literature. Moreover, there are few studies
that focus on evaluating the consumer's experience with impulse buying as a whole rather
than after a single purchase. With the inconsistency of the results of several previous studies,
this topic is interesting to study. In addition, there are not too many studies that discuss the
consequences of impulse buying behavior or the relationship between the antecedents and
consequences of this buying behavior. Therefore, there is a need for further research related
to the effect of impulse buying tendency and hedonic shopping motivations on impulse
buying moderated by gender and the relationship between these antecedents and satisfaction
mediated by impulse buying behavior with the hope that it can help explain the relationship
between variables. Hence, the current study focuses on the above contexts.
1.5 Purpose and Research Question

The purpose of this study is to create an understanding of the antecedents of impulsive
purchasing behavior and its relationship with the consequences of this purchasing behavior.
By understanding how consumers think and feel, marketers can leverage this to make
consumers impulsively buy their products. It is interesting to understand the factors that can
lead to these impulsive purchases and how consumers feel after making these purchases.
Research Question
The research includes basic research questions:
RQ: Is there a relationship between antecedents and consequences of impulse buying?
1.6 The Research Objectives

1. To analyze the relationship between impulsive buying tendency and impulse buying.
2. To analyze the relationship between hedonic shopping motivations and impulse buying.
1-5
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.
1.7 Major Areas of Contributions

Based on the above background, and the significance of impulse buying, this study
sheds light on the antecedents and consequences of impulse buying behavior in Egypt,
which is an area that hasn't received much attention. impulse buying tendency and hedonic
shopping motivations will be the main antecedent that encourages impulsive buying
behavior in this current research study, and satisfaction is the main consequence. In addition,
this study attempts to analyze the mediator role of impulse buying behavior in the
relationship between the antecedents of impulse buying behavior and satisfaction, and the
moderator role of gender in the relationship between the antecedents of impulse buying
behavior and impulse buying behavior. Furthermore, the current study will test the
measurement model by the confirmatory factor analysis, and test the hypotheses by the
regression model, we hope to provide valuable insights that can benefit both consumers and
businesses alike.
1.8 Central Terminology

A short definition of the most important terms in this study is provided in the following:
Consumer: An individual who purchases or can purchase products offered for sale by marketing
institutions to satisfy needs, wants, or desires (Nicosia, 1966).
Consumer Behavior: the study of the processes involved when individuals or groups select,
purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and
desires (Solomon, Bamossy, Askegaard, & Hogg, 2006).
Impulse Buying: A situation in which consumers feel a sudden, often powerful, and
persistent urge to buy something immediately with diminished regard for the consequences
(Rook 1987).
Impulse Buying Tendency: A consumer trait that indicates the degree to which an
individual tends to make unintended, immediate, and unreflective purchases (Rook &
Fisher, 1995).
Motivation: An inner state of arousal that provides the energy needed to achieve a goal
(Hoyer et al., 2017).
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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).
1.9 Outline Structure

The next chapter is a literature review and hypotheses development. Although the
main topic discussed is antecedents and consequences of impulsive buying behavior,
allusion will also be made to the overall picture. Chapter three covers the methodology while
Chapter four deals with the findings, the analysis, and the synthesis of the primary research.
Chapter Five 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. In Chapter Six, the conclusion, the individual research objectives will be
looked at again, stating whether they have been achieved or not.
1-7
Chapter 2:
Literature Review and Hypotheses
Development
2 Literature Review and Hypotheses Development

The literature review is a crucial aspect of academic research. Its primary objective is to
enhance existing knowledge and grasp the extent of this knowledge by identifying gaps that
require exploration. Researchers can test specific hypotheses and devise fresh theories by
thoroughly analyzing, summarizing, and synthesizing pertinent literature (Paré et al. 2015).
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.
2.1 Consumer Behavior

The success of business organizations depends on their ability to comprehend consumer
behavior (Sadikoglu, 2017). A consumer can be defined as an individual who purchases or
can purchase products offered for sale by marketing institutions to satisfy needs, wants, or
desires (Nicosia, 1966). Understanding consumer behavior is important for marketers to
comprehend how consumers think, feel, and choose between product alternatives and
brands. Additionally, marketers can study how consumers are influenced by their
environment, reference groups, family, and other factors within the marketing context
(Sadikoglu, 2017). The study of consumer behavior holds significant relevance for our
comprehension of public policy concerns and the dynamics of popular culture (Solomon,
Dahl, White, Zaichkowsky & Polegato, 2014).
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).
2-8
2.1.1 Concept of Consumer Behavior

Consumer behavior is the buying behavior of the final consumer who buys products for
personal consumption (Kotler, Armstrong, & Opresnik, 2018). According to Kotler and
Keller (2014), consumer behavior is the study of individuals, groups, and organizations'
behavior of buying and disposing of products, experiences, or ideas to satisfy their needs
and wants. Solomon, Bamossy, Askegaard, and Hogg (2006) take a similar approach to
define consumer behavior as the study of the processes involved when individuals or groups
select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs
and desires. Consumer behavior was defined by Jacoby (1976) as the acquisition,
consumption, and disposition of goods, services, time, and ideas by decision-making units.
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).
2.1.2 Factors Influencing Consumer Buying Behavior

The reasons behind our desire to consume goods and services are multifaceted and
diverse. Marketing professionals aim to fulfill consumer needs, yet the factors driving
individuals to make purchases can differ considerably. Identifying the underlying motives
behind consumer behavior is crucial in ensuring that a product meets the appropriate needs.
The traditional approach to studying consumer behavior concentrates on how products
fulfill rational needs (utilitarian motives), but the role of hedonic motives (such as the desire
for adventure or enjoyment) cannot be ignored in many purchasing choices (Solomon,
2011).
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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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.
2.1.3 Consumer Buying Decision Process

Stankevich (2017) wrote a literature review about the consumer decision-making process
to discuss a deeper understanding of this field, stating that, what is happening in the buying
process between information search and post-purchase behavior, was a "black box" for
marketers for a long time, and there is no one right answer about this question, but we can
still shed light on some processes.
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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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.
2.2 Impulse Buying

Research on the impulse buying Topic started 73 years ago when Clover (1950) academic
paper was published in 1950, from this date to 2000 the literature on the impulse buying
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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).
2.2.1 Impulse Buying from Different Perspectives

According to Rook's (1987) definition, impulse buying is a phenomenon driven by
psychological urges. Since this initial description, impulse buying research has explored
various psychological perspectives, resulting in a range of explanations that vary based on
the constructs and mechanisms used to study this behavior. While perspectives such as
personality, emotions, identity concerns, cognitive processes, self-control, and
psychopathology provide a robust account of impulse buying, they also contribute to
confusion, inconsistencies, and discrepancies in research findings (Verplanken & Sato,
2011)
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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.
Studies on psychological impulses suggest that the desire to ban something is

characterized by a feeling of urgency, spontaneity, immediacy, and an intense need to
respond quickly. (Liebert and Liebert, 1998). The impulse is characterized by a strong urge
to take action and move quickly in response to a stimulus. It is a direct reaction to the
stimulus, and therefore, it is considered reactive. When an impulse is activated, it promotes
a natural inclination to pursue immediate gratification without taking into account any
potential consequences. An individual's impulsive behavior can result in a sense of being
incapable of controlling their actions, leading to feelings of helplessness. This is commonly
accompanied by heightened emotional arousal or reactivity (Zuckerman, 1994).
psychological impulses can be described as highly emotional and very low on the
thoughtfulness of the act (Kalla & Arora, 2011).
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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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).
2.2.2 Impulse Buying Definitions

Market researchers face a challenge due to Impulse buying complex nature
(Muruganantham & Bhakat, 2013), it is a complicated and multifaceted phenomenon
(Hausman, 2000), it is the darker side of consumer behavior, as described in the literature
(Wansink, 1994), There is no clear definition for impulse buying (Dinesha, 2021).
According to Verplanken and Sato (2011), defining impulse buying can be a challenging
task. It is not just “unplanned shopping” (Stern 1962). Unplanned purchases like habitual
ones, don't solve an existing problem, are simply too, unimportant, and or don't require
planning or thinking about, may be not impulsive purchases, planned purchases like
shopping to find someone in the store, or using the shopping list may also be impulsive.
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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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).
Impulsive buying is a sudden and immediate purchase with unintentional. therefore, it is

a spur-of-themoment purchase (Mohan, Sivakumaran, and Sharma 2013). Li (2015) also
described impulse buying as buying the desired product without any pre-shopping
intentions, and unreflective due to physical and emotional factors, resulting in personal
gratification. An in-depth analysis of the impulse purchasing literature was conducted by
Piron (1991) who introduced the impulse purchasing concept that can be described as a more
precise and detailed concept, including four components: unplanned, the result of exposure
to a stimulus, on-the-spot decision, and involvement of emotion. Another concept analysis
of impulsive buying was performed by Parboteeah (2005); based on Piron (1991) to
introduce a comprehensive definition of impulse purchasing: “Impulse buying is a purchase
that is unplanned, the result of an exposure to a stimulus, and decided on-the-spot. After the
purchase, the customer experiences emotional and/or cognitive reactions”.
Impulse buying was defined by Goldenson (1984) as “a strong, sometimes irresistible

stimulus; a sudden inclination to act without deliberation”. impulse buying occurs when a
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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”.
2.2.2.1 The Main Elements of Impulse Buying Definitions

The main element of impulse buying is the unplanned buying nature (Luo, 2005), and
this element is included in all definitions of impulse purchasing (Piron, 1991). According to
Tinne (2010), The characteristics of impulse buying include unplanned purchases, so the
decision is taken on the spur of the moment, not to solve a previously recognized problem.
The exposure to the stimulus, the second characteristic of impulse buying, a piece of
clothing, jewelry, or candy can be the stimulus that makes the consumer impulsive. The
immediate nature of the behavior is the third characteristic of impulse buying, the decision
is taken without considering the consequences of the purchase. The final characteristic of
impulse buying is the emotional and/or cognitive reactions that the consumer experiences
in regard to future consequences.
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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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.
2.2.3 Process of Impulse Purchasing

It is important for marketers to understand that consumers can buy products in a planned,
partially planned, or spontaneous manner. (Blackwell, Miniard, & Engel 2012; Troilo
2015). Impulse buying is an unexpected purchase made on the basis of a strong feeling.
(Hoyer, et al.,2021). An impulsive buying decision is described as an unplanned and on-the-
spot decision that is made in response to a stimulus and typically involves both emotional
and cognitive reactions (Harmancioglu et al., 2009). it is a complex and rapid buying
decision process that prevents alternative evaluation and choices (Bayley & Nancarrow,
1998).
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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(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.
Considering the components of impulse buying, while it is strongly influenced by

pleasure and excitement (Verplanken & Herabadi, 2001), it includes cognitive processing
(Shen & Khalifa, 2012). Because, “consumers purchase goods and services and perform
consumption behaviors for two basic reasons: (1) consummatory affective (hedonic)
gratification (from sensory attributes) and (2) instrumental, utilitarian reasons.” (Batra and
Ahtola, 1990), it can be better explained by the duality approach (Nghia, Olsen, & Trang,
2022). The cognitive and affective systems included in the duality approach contribute to a
better understanding of impulse buying (Iyer et al., 2019; Verplanken and Herabadi, 2001).
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).
According to (Coley,2002), impulsivity is a very important stage of the decision-making

process. The impulsivity stage involves emotional processes, and this stage should appear
directly after the problem or need recognition stage. At this time, the transition to the
information-seeking stage depends on whether self-control takes precedence or not. If the
impulsivity is stronger, the searching for information or evaluating alternatives phases
regarding relevant consequences are completely bypassed.
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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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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2.3 Antecedents of Impulse Buying

After Rook's (1987) study, the focus on identifying the factors that have effects to
increase impulse purchases has been started by consumer behavior and marketing
researchers. Since the impulse buying process is often stimulus-driven (Rook and Fisher,
1995), and considered reactive to strong stimulation and motivation (Hoch and
Loewenstein, 1991), The reactive nature of impulsive buying requires a thorough
exploration of the various triggers for impulsive buying (Kalla & Arora, 2011).
Impulse buying behavior is influenced by general factors; shopping environment,

customer’s personal traits, products’ characteristics, demographic characteristics, and
sociocultural dimensions (Ünsalan, 2016; Muruganantham & Bhakat, 2013). According to
Beatty and Ferrell (1998) situational factors, time and money available, and individual
difference variables influence a set of endogenous variables, including positive and negative
affect.
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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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.
2.3.1 Internal Factors

Internal factors are based on the premise that impulsive buying can result from internal
stimuli such as a sudden desire to buy something without obvious external visual
confrontation. These can also be described as factors that relate to the internal thought
processes of the buyer. A sudden urge to buy something can be done without direct visual
encouragement (Shapiro, 1992). The sudden urge to buy may emanate from various
thoughts such as self-discrepancy, self-esteem, hedonic needs, mood states, self-regulatory
resource availability, autistic stimuli, social status, and subjective well-being (Kalla &
Arora, 2011). Verplanken and Sato (2011) argued that impulse buying is a result of wider
psychological functioning. Based on this perspective, many researchers have investigated
impulse buying according to psychological variables such as personality and self-regulation,
and hedonic experiences such as shopping enjoyment, emotional state, and mood
(Karbasivar & Yarahmadi, 2011).
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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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.
2.3.1.1 Sociodemographic Factors

The characteristics of consumers and their demographic factors influence impulse buying
behavior (Kollat & Willett, 1967), various cultural forces and local market conditions could
also influence the consumers' way to go for impulse buying (Vohs & Faber, 2007).
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).
Gender: Retailers often use gender as a demographic variable to categorize customer

behavior. (Chiger, 2001; Marks, 2002; Otnes & McGrath, 2001). For a considerable length
of time, researchers have been documenting variances in shopping preferences based on
gender differences, concluding that the shopping behavior of women and men differs on
many levels.
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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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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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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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).
Considering the gender‐related differences in terms of affective and cognitive

components of impulse buying, Coley and Burgess (2003) argue that: Women often
experience an irresistible urge to buy more than men, women use the browsing method to
determine the products that they wish to buy, and women always buy an item they really
like more than men. Early research concludes that women may be experiencing a greater
urge to buy due to they are more likely to engage in purchasing activity than men (Kollat
and Willett, 1967). There is a significant gender difference in terms of positive buying
emotion, women experience positive buying emotions more than men, and women report
feeling excitement or a thrill when making a purchase more than men. This finding supports
Dittmar et al. (1995) finding, that mood and enjoyment are more related to women than
men.
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A significant gender difference existed in terms of mood management, women engage in

impulse buying to manage their mood and eliminate stress than men, and they exhibit regret
or mixed feelings of pleasure and guilt after making an impulse purchase. According
to (Peter and Olson, 1999), Women are more aware and more concerned with their moods
and as a result, they are more able and more motivated to change or maintain their feelings
and moods than men (Peter and Olson, 1999). Women exhibit a greater tendency to be
influenced by affective states than men. Previous research has shown that women tend to
shop from an affective mindset (Dittmar et al., 1995; Underhill, 1999).
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.
From a socioeconomic perspective, Individuals with relatively low levels of household

income tend to enjoy immediate gratification such as daily savings rather than deferred
gratification (Akyuz, 2018; Muruganantham & Bhakat, 2013). According to Mihic and
Kursan (2010), income have a significant correlation with instant buying, and consumers
with less income manually have shopping list resulting in less impulse buying than
consumers with high income.
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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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: considering the warranted differences of impulse buying in terms of culture,

Impulse buying behavior based on a Western point-of-view is inappropriate for
comprehensive understanding. While the Western individualist focus is the self, individual
needs and desires, and hedonistic pleasure that encourages impulse buying behavior, the
Eastern-collectivist focus is the self, interdependence, emotional control and moderation,
and group needs and desires that discourage impulse buying behavior as it is described in
the West. The findings of many studies demonstrate that cultural differences are a significant
factor and need to be taken into account in consumer behavior theories (Kacen & Lee, 2002).
Rook (1987) stated that impulse buying is a universal phenomenon, but local market
conditions and various cultural factors influence how consumers buy on impulse. previous
researchers (Dittmar et al., 1995; Donovan et al., 1994; Rook & Gardner, 1993; Rook &
Fisher, 1995; Weun et al., 1998) have investigated the impact of factors like mood,
emotions, trait impulsiveness, norms, and self-identity on consumer impulse buying
behavior, but none of them have looked at cultural influences such as collectivist and
individualist tendencies, or independent-interdependent self-concept (Kacen & Lee, 2002).
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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dependent on trait buying on impulse than consumers from individualist cultures.

Collectivists’ impulsive buying behavior was not influenced by the independence of a
person but the impulse buying behavior of individualists was influenced by the
independence of a person (Badgaiyan & Verma, 2014; Kacen & Lee, 2003). According to
Kacen and Lee (2003:), Asian consumers, collectivist culture consumers, make fewer
impulse purchases than individualist consumers from Caucasia because shopping is a major
free-time activity in many East Asian countries.
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).
According to Amos et al (2014), meta-analysis results suggest that North American

consumers have higher levels of impulse buying behavior when compared to European and
Asian, respectively. This finding supports Kacen and Lee (2002) when they argue that the
more individualistic Western cultures the greater impulse buying behavior than existed in
Eastern cultures. This meta-analysis results also suggest that impulse buying behavior
requires further cultural exploration as warranted.
According to Barakat (2019), individualism has a significant negative impact on

impulsive buying tendency. Past research has investigated individualism/collectivism
(Kacen & Lee, 2002) and power distance beliefs (Zhang et al., 2010) regarding impulse
buying behavior. Amos et al (2014) argue that these constructs do not fully explain the
differences found between regions of the world. While the results show that impulse buying
behavior is a substantial phenomenon in Asia, there is no substantial difference in effect size
was found.
2.3.2 External Factors

According to Applebaum (1951), impulse buying occurs in the store after the consumer
is stimulated by the store environment. Retailers realize the importance of the impulse
buying phenomenon, and through store layouts, product packaging, and in-store
promotions, they have tried to get consumers to be impulsive in stores (Dholakia, 2000).
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According to Wood (2005), retailers should understand consumer society (consumers'

purchasing experience and characteristics of the shopping environment) and discretionary
income, rather than only care about the purchasing behavior in the retail environment.
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).
2.4 Impulse Buying Tendency

Impulse buying tendency can be considered a manifestation of general impulsiveness
(Siorowska, 2011; Dholakia, 2000; Punj, 2011; Sharma et al., 2010). Rook (1987) defines
“consumer impulsivity as a lifestyle trait.” This supports the notion developed by Omar and
Kent (2001) that individuals' impulse buying tendency can be conceptualized as a consumer
trait. Therefore, it can be defined as a uni-dimensional construct that embodies shoppers'
tendencies to think and shop in identifiable and distinctive ways. Impulse buying tendency
is a consumer trait that indicates the degree to which an individual tends to make unintended,
immediate, and unreflective purchases (Rook and Fisher, 1995). Mohan, Sivakumaran, and
Sharma (2013) defined impulse buying tendency as the tendency to make unplanned
purchases and to buy spontaneously, with little or no deliberation or consideration of the
consequences. Impulsive buying tendency has also been considered an automatic response
to novel stimuli due to biological tendencies (Sharma et al., 2010).
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).
2.4.1 Impulse Buying Tendency from A Psychological Perspective

Several studies have found support for the relationship between this consumer trait and
impulse buying (Beatty and Ferrell, 1998). There may be persistent individual differences
in the tendency toward impulsive buying (Verplanken and Herabadi 2001). If this is true,
the tendency to impulse buy should be related to other stable individual differences, such as
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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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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”.
2.4.2 Impulse Buying Tendency from A Behavioral Perspective

Sharma et al. (2014) revealed that consumer impulsiveness has a three-dimensional
construct including cognitive, affective, and behavioral dimensions. Behavior is the function
of personality, values and beliefs, sociocultural factors, and experience (Foxall 1996). The
results of the studies from a behavioral perspective indicate that demographic factors
influence how likely an individual is to engage in impulse buying (Awan & Abbas, 2015;
Barakat, 2019; Chavosh et al., 2011; Creev & Furnham, 2019; Ekeng et al., 2012; Ugbomhe
et al., 2018). Barakat (2019) investigated the impact of consumers' demographic
characteristics on their impulse buying tendency and revealed that gender, age, and income
were significant predictors of impulsiveness. Women's impulse buying tendency is more
than men. Young consumer's impulse buying tendency is more than old consumers. High-
income consumers have more tendency to impulsive buying than low-income consumers.
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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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.
Demonstrating the positive significant impact of impulse buying tendency can be

attributed to
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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2. The unreflective thinking related to this trait is considered to be driven by a desire

for immediate gratification (Siorowska, 2011).
Also, it has been reported by many studies that consumers high in impulse buying
tendency scores were more likely to be affected by marketing stimuli and tended to respond
more frequently to urges to buy on impulse (Beatty and Ferrell, 1998; Foroughi et al., 2013).
With the results of the positive significant impact of impulse buying tendency, marketers
have to look at the various factors that are related to impulse buying tendency, to instigate
impulse buying behavior (Badgaiyan & Verma, 2014). According to (Atulkar & Kesari,
2018), The immediate purchase behavior of the consumer for various product categories on
offer helps retailers stimulate positive emotions and impulse buying. The impulse buying
tendency is considered a generalized consumer trait, which may be more appropriate for the
escalation of specific product categories in the market.
2.5 Hedonic Shopping Motivations

Motivation or desire is a critical factor that affects the effort to engage in behaviors and
make decisions. Motivation is defined as “An inner state of arousal that provides the energy
needed to achieve a goal.” consumers’ motivations make them ready to act and focused on
the objective at hand (Hoyer et al., 2017). Motivation causes the act in a particular way to
achieve a goal. Motivation includes forces such as the biological, emotional, social, and
cognitive that activate human behavior (Cherry, 2023). Motivations are “forces instigating
behavior to satisfy internal need states” (Westbrook & Black, 2002). Shopping motivations,
then, could be defined as “the drivers of behavior that bring consumers to the marketplace
to satisfy their internal needs” (Jin & Kim, 2003).
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).
Studies that investigated shopping motivations in various shopping settings identified

motivations in different ways such as product motivations vs experiential motivations
(Dawson et al., 1990), utilitarian vs hedonic shopping motivations (Babin et al., 1994; Ha,
2020), extrinsic vs intrinsic (Lotz et al., 1999), and price-oriented, stimulation-oriented vs
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advice-oriented (Groeppel-Klein et al., 1999), shopping for product acquisition and

shopping to enjoy the activity (Jin, & Kim, 2003). According to Jin and Kim (2003), Product
acquisition shopping motives are equal to product-oriented, utilitarian, and extrinsic
shopping motivations, shopping to enjoy the activity refers to seeking pleasure and this
shopping motivation is similar to the experiential, hedonic, or recreational, intrinsic, and
stimulation-oriented shopping motives.
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).
Hedonic shopping motivations elicit recreation, joy, self-expression, and entertainment

(Arnold & Reynolds, 2003; Nguyen, Nguyen, & Barrett, 2007), they allow consumers to
perceive shopping as a positive experience, full of fun, and cause pleasure (Kim, 2006;
Hoyer, et al., 2021). In addition, it changes the consumer's mood because it keeps him away
from stress and daily routine activities (Evangelista, Low, & Nguyen, 2019).
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.
2.5.1 The Relationship Between Hedonic Shopping Motivations and Impulse

Buying Behavior
The literature includes many indicators related to the relationship between hedonic
shopping motivations and impulse buying. Impulse buying is closely linked to hedonic
consumption and sensory stimulation (Beatty & Ferrell, 1998; Rook, 1987). Hedonic
consumption is considered a factor affecting the impulse buying behavior of consumers
(Kerse, Meta-Analysis Study). Santini et al. (2019) Confirm that the purchasing act is a way
of decreasing the stress level and improving the humor, as a consequence, it can generate
impulse buying. All of the pleasure with the purchase and hedonic value has a positive
relation with impulse buying.
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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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.
2.6 The Consequences of Impulse Buying Behavior

While some definitions of impulse buying behavior (e.g., Rock, 1987) include that
consumer indulge in impulse buying without taking into account any potential
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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).
The new cycle of impulse buying is expected based on:
1. The significant association between impulse buying and post-purchase decision-

making (Santini, et al., 2019), as stated, Impulse buyers tend to repeat impulse buying
in the future (Fenech, 2002; Lai, 2010).
2. Impulse buyers tend to rationalize their behavior (Bayley & Nancarrow, 1998;
Dholakia, 2000).
3. The probability of impulsive behavior enactment is greater for positive cognitive
evaluation or the consonant consumer impulsiveness condition (Dholakia,2000).
4. Impulse buyers are quick to excuse themselves but negative emotion and poor self-
image can create the need to seek temporary psychological relief, again through
impulsive buying (Bayley & Nancarrow, 1998).
5. Impulse buyers are less sorry and feel less remorse (George & Yaoyuneyong, 2010)
6. Impulse buyers enjoy and become excited when getting a good deal, novelty, and
surprise (Gardner & Rook 1988). The satisfaction associated with a purchase has a
greater influence on future behavior, and there is little indication that there are any
compelling motives to reduce impulsive shopping (Rook, 1987; Udell, 1964).
7. Impulsive buyers have a strong need for excitement and experience an emotional boost
from repeated and persistent buying behaviors (O'Guinn & Faber, 1989; Verplanken &
Sato, 2011).
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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.
Inconsistent findings were determined through a literature survey as impulsive buying

behavior has a negative relationship with many factors in some studies, has a positive effect,
or has no effect in other studies. Impulse buying does not affect post-purchase mood (Ozer
& Gultekin, 2015), loyalty, negative emotions (Santini, et al., 2019), regret, or guilt (MAI,
et al., 2013).
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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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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.
2.7 Post-impulsive Buying Satisfaction

While the main focus in pre-purchase activities is searching for items that may satisfy a
consumer's need, the main focus in post-purchase activities is satisfaction with the items
purchased. Studying consumer issues including satisfaction is important for both marketers
and researchers to understand consumers' behavior and thoughts (Alemu & Zewdie, 2021).
According to Oliver (2014), The formal definition of satisfaction: “Satisfaction is 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.”
Satisfaction refers to the customer's evaluation of a product or service based on its

meeting needs and expectations. (Bitner & Zeithaml,2003). According to Widagdo and Roz
(2021), customer satisfaction can be defined as a measurement that determines how happy
or dissatisfied a customer is after purchasing a company's products, services, and
capabilities. According to Söderlund and Rosengren (2004), consumer satisfaction is a
comparison of the gap between pre-consumption expectations and post-consumption
performance. It is influenced by comparing a customer's short-term emotional reaction to
the performance of a particular service (Noronha & Rao, 2017). Taking the same approach,
post-impulsive buying satisfaction can be defined as “the degree of satisfaction generated
after the consumer’s impulsive buying behavior” (Li, 2015), or the Customer evaluation and
feeling about the impulse buying experience in general (Thanh, Mai, & Khang, 2016).
2.7.1 Factors Influencing Post-Impulsive Buying Satisfaction

• Demographic characteristics and product type: Females have a low tendency to be
satisfied with the clothing products they have purchased (Diani, Jatnika, & Yanuarti,
2021). Impulse buyers from the older age group regret expensive impulse purchases
more than cheap ones, while younger impulse buyers regret inexpensive impulse
purchases more (Joukanen, 2019). Regret has a negative effect on satisfaction (Inman et
al. 1997).
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• The dimensions of impulsive buying: While the dimensions of a spontaneous desire

to buy, psychological conflict, low cognitive evaluation, and negative consequences of
neglect do not have a statistically significant relationship with consumer satisfaction,
the dimension of psychological imbalance shows a negative relationship with consumer
satisfaction, that is, the higher the level of psychological imbalance, the lower the level
of consumer satisfaction (Diani, Jatnika, & Yanuarti, 2021).
• 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 buying experience: A pleasant shopping atmosphere provides satisfaction for

some impulsive buyers. The satisfaction obtained from the shopping process is greater
than the satisfaction with the goods purchased (Hadayani, et al., 2018). Impulsive buying
does not occur as a result of a specific search to satisfy specific needs, so satisfaction
comes from the act of shopping itself (Hausman, 2000). based on the “bottom-up
spillover theory of life satisfaction”, the pleasure of shopping contributes to general life
happiness and well-being (Sirgy 2012).
• Social patterns: Culture has an impact on post-impulsive buying satisfaction. While

collectivists' satisfaction increased when they were in the presence of others at the time
of purchase, individualists' satisfaction was not influenced by the presence of others.
Across cultures, shopping with family and friends is likely to influence post-purchase
satisfaction (Lee & Kacen, 2008).
• 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).
• Perceived usefulness: Satisfaction is influenced by perceived usefulness (Liao &

Cheung, 2008). The usefulness of a product or behavior has a direct effect on behavioral
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intention, repeat behavior, and satisfaction (Pikkarainen, et al., 2004) and can also be
applied to impulse buying behavior (Spiteri, 2020).
• Management strategies and product innovations: Improving management strategies

and product innovations to ensure post-purchase effects do not lead to negative effects
of impulse buying on customer satisfaction. By having a high rate of impulse buying,
the company's performance will be increased and when the process is done properly,
customer satisfaction will also eventually be achieved (Princes, 2019).
• Personality characteristics: Extraversion, openness, and agreeableness personality

characteristics have a negative impact on satisfaction. These individuals make wrong
decisions during impulse buying. Openness people cannot control their impulses which
results in misleading decisions that cause displeasure later. Emotional stability and
conscientiousness have a positive and significant impact on satisfaction after impulse
buying which shows that these people make good decisions, which makes them satisfied
even after buying (Maqsood & Javed, 2019).
• 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).
• Negative emotions: Negative emotions discourage satisfaction (Jones et al.,

2010). According to Li (2015), Guilt had a significant negative impact on post-
impulsive buying satisfaction. According to Gelbrich (2009), The emotional
components of dissonance (e.g., anger and helplessness) have a negative impact on
consumer satisfaction.
• 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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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).
• Cognitive factors: Satisfaction level can be influenced by cognitive and affective

factors and processes (Kim & Mattila, 2010). According to Hausman (2000), When
cognitive efforts increase to reach accurate decisions, both dissatisfaction with the
process increases and decision accuracy declines (Hausman, 2000). Consumers tend to
prefer alternatives that would maximize their levels of satisfaction (Schiffman & Kanuk,
2004). Cognitive dissonance negatively affects consumer satisfaction (Lin, et al., 2018;
Park, Cho, & Rao, 2012; Shao & Shao, 2011; Sharifi & Esfidani, 2014; Yap & Gaur,
2014). Cognitive dissonance is considered an antecedent to satisfaction (Shao and Shao
2011; Park, Cho, & Rao, 2012).
• 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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• Self-image: Self-image has a positive and significant effect on customer satisfaction

(Mayasari & Arimbawa, 2019, February; Park & Lee, 2005). It has been found that self-
image not only increases consumer satisfaction but also increases consumer-brand
relationships (Mayasari & Arimbawa, 2019, February).
• 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.
• Hedonic shopping motivations: Many studies indicate that hedonic shopping

motivation has a positive impact on customer satisfaction (e.g., Atulkar & Kesari, 2017;
Botti & McGill, 2011; Kempa, Vebrian, & Bendjerouaet, 2020; Lee & Kim, 2018; Ryu,
Han, & Jang, 2010; Widagdo & Roz, 2021). According to Arnold and Reynolds (2003),
when hoppers are strongly guided by hedonic motives they tend to be satisfied.
Satisfaction is a direct indicator of the shopper's motivational power (Westbrook &
Black, 2002). Mallari et al. (2023) showed that hedonic shopping motivations result in
an increase in impulse buying tendency and life satisfaction, impulse buying
significantly mediated the relationship between hedonic shopping motivations and life
satisfaction, and the hedonic shopper makes an impulsive purchase, which reduces his
life satisfaction. Goel, et al. (2022) argued that hedonic shopping motivations moderate
the relationship between impulse buying and satisfaction.
2.7.2 Consequences of post-impulsive satisfaction

• Customer loyalty: There is a positive relationship between customer satisfaction and
customer loyalty (Thanh, Mai, & Khang, 2016). Customer satisfaction positively
influences attitudinal and behavioral loyalty (Lin, et al., 2018; Liu, Guo, Lee, 2011; Park,
Cho, & Rao, 2012; Sharifi & Esfidani, 2014).
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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.
• Post-purchase mood: Satisfaction has a partial mediator role between pre-purchase

mood and post-purchase mood (Ozer, & Gultekin, 2015). Many studies show that
satisfaction influences post-purchase mood (Gardner & Rook, 1988; Hill and Gardner,
1987). This can be explained by mood maintenance and perceptions of mood congruence
(Murray et al., 2010).
• Future purchases: The post-impulsive buying satisfaction may influence potential

future purchases of the same brand or product. Therefore, companies should target profit
gained through customer satisfaction through impulsive buying rather than high-pressure
selling tactics. Otherwise, customers may be dissatisfied. In this case, it can be argued
that resources devoted to directing consumers into impulsive purchasing are being
wasted. In this regard, companies should be more consumer-oriented (Ozer, L., &
Gultekin, B. (2015). According to Tsiros and Mittal (2000), Satisfaction has a direct
impact on repurchase and complaint intentions, while regret affects repurchase intentions
directly and complaint intentions indirectly through satisfaction.
• Firm performance: when post-impulsive buying satisfaction increases, the firm

performance will increase also (Princes, 2019).
2.7.3 The Relationship Between Impulse Buying Behavior and Post-purchase

Satisfaction
Inconsistent findings were determined through literature, some studies indicate that there
is no significant relationship between impulsive buying and consumer satisfaction (e.g.,
Diani, Jatnika, & Yanuarti, 2021).
The negative relationship between impulse buying behavior and post-purchase

satisfaction was indicated in some studies (e.g., Li, 2015). According to Rook and Fisher
(1995), Impulsive behavior often results in post-purchase dissatisfaction. The more
impulsive buying, the higher dissatisfaction, and regret (Zeelenberg & Pieters 2004).
Impulse buyer dissatisfaction and regret appear more frequently and are core components
of impulse buying (Xiao & Nicholson, 2013).
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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).
2.8 The Conceptual Model
Figure 2.1 Conceptual model
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2.9 The Research Hypotheses

For this research, to answer the study’s questions, they were formulated in the form
of hypotheses so that they were subject to statistical analysis. These hypotheses were as
follows:
H1: Impulse buying tendency has a significant effect on impulse buying behavior.
H2: Adventure shopping has a significant effect on impulse buying behavior.
H3: gratification shopping has a significant effect on impulse buying behavior.
H4: Role shopping has a significant effect on impulse buying behavior.
H5: Value shopping has a significant effect on impulse buying behavior.
H6: Social shopping has a significant effect on impulse buying behavior.
H7: Idea shopping has a significant effect on impulse buying behavior.
H8: Impulse buying behavior mediates the relationship between Impulse buying tendency
and satisfaction.
H9: Impulse buying behavior mediates the relationship between adventure shopping and
satisfaction.
H10: Impulse buying behavior mediates the relationship between gratification shopping
and satisfaction.
H11: Impulse buying behavior mediates the relationship between role shopping and
satisfaction.
H12: Impulse buying behavior mediates the relationship between value shopping and
satisfaction.
H13: Impulse buying behavior mediates the relationship between social shopping and
satisfaction.
H14: Impulse buying behavior mediates the relationship between idea shopping and
satisfaction.
H15; The relationship between Impulse buying tendency and Impulse buying behavior is
Significantly different between males and females.
H16: The relationship between adventure shopping and Impulse buying behavior is
H17: The relationship between gratification shopping and Impulse buying behavior is
H18: The relationship between role shopping and Impulse buying behavior is Significantly
different between males and females.
H19: The relationship between value shopping and Impulse buying behavior is
H20: The relationship between social shopping and Impulse buying behavior is
H21: The relationship between idea shopping and Impulse buying behavior is Significantly
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Chapter 3:
Research Methodology
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.
3.5 The Study Population and Samples

The study population consists of all Egyptian online consumers. The final sample,
encompassing 201 valid responses, was derived from a pool of 231 respondents. The
demographic characteristics of the respondents in this study are included in Table 3.2, It is
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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).
3.6 Data Collection Instruments

3.6.1 Secondary Data
The data were acquired from various sources, including published articles, market
research, reports, websites, and books. These sources were consulted to develop hypotheses
and construct the proposed model pertaining to the study's variables.
3.6.2 Primary Data
The researcher gathered this data by distributing a questionnaire to the target population
of the study, which consisted of Egyptian online consumers. The researcher focussed on
questionnaires as this aligned well with the quantitative approach. The age group 15 years
and above was approached by an online survey distributed on Facebook, messenger, and
WhatsApp to submit their responses, particularly concerning their responses towards
antecedents and consequences of impulse buying as a source of desired information. The
researcher collected data by using the Internet so each respondent read the questions and
recorded his or her own answers and the respondent was requested to answer the same group
of questions in the same order. The platform used for collecting the data is Google Forms
and the questionnaire is designed to find answers to the research questions: Is there a
relationship between antecedents and consequences of impulse buying? The questionnaire
consists of five main sections. The first section consists of questions regarding impulse
buying tendency and the second consists of questions regarding hedonic shopping
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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.
3.7 The Measurement of Variables

Except for the demographic variables, the Five-point Likert scale (1 = strongly not
Agree, 5 = Strongly Agree) was used to measure all study variables. The scale for measuring
impulsive buying tendency adapted from Badgaiyan and Verma (2014) was used in this
study. The original scale consists of eight items in total with four items measuring the
affective component of impulsive buying tendency while the other four measuring the
cognitive part of the trait. However, in accordance with the proposed hypotheses of this
study, the questionnaire utilized five items. Hedonic shopping motivations were assessed
using three five-point Likert scale items that were adapted from Arnold and Reynolds
(2003). From 23 items for this scale, the questionnaire utilized 18 items including items of
adventure shopping, gratification shopping, role shopping, value shopping, social shopping,
and idea shopping. A two-item scale, adopted from Mattila and Wirtz (2008), was used to
measure impulse buying behavior. A three-item scale, adopted from Thanh, Mai, and Khang
(2016), was used to measure customer satisfaction with impulse purchases.
Table 3-1 The Measurement of Variables
Table 3.1: The Measurement of Variables

Construct Code Measurement items No. Source
Impulsive IBT1 Most of my purchases are planned in 5 adapted
Buying advance. (Reverse coded). from
Tendency IBT2 Before I buy something I always carefully Badgaiyan
consider whether I need it. (Reverse and
coded) Verma
IBT3 I sometimes buy things because I like (2014).
buying things, rather than because I need
them.
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IBT4 I buy what I like without thinking about

consequences
IBT5 It is fun to buy spontaneously
Adventure AS1 To me, shopping is an adventure. 3 adapted
Shopping AS2 I find shopping stimulating. from
AS3 Shopping makes me feel like I am in my Arnold
own universe. and
Gratification GS1 When I'm in a down mood, I go shopping 3 Reynolds
Shopping to make me feel better. (2003)
GS2 To me, shopping is a way to relieve stress.
GS3 I go shopping when I want to treat myself
to something special.
Role RS1 I like shopping for others because when 3
Shopping they feel good, I feel good.
RS2 I enjoy shopping for my friends and family
RS3 I enjoy shopping around to find the perfect
gift for someone.
Value VS1 For the most part. I go shopping when 3
Shopping there are sales.
VS2 I enjoy looking for discounts when I shop.
VS3 I enjoy hunting for bargains when I shop.
Social SS1 To me, shopping with friends or family is 3
Shopping a social occasion.
SS2 Shopping with others is a bonding
experience.
SS3 I shop with my friends or family to
socialize.
Idea IS1 I shop to keep up with the trends. 3
Shopping IS2 I shop to see what new products are
available.
I shop to experience new things.
Impulsive IB1 I ended up spending more money in my 2 Adopted
Buying purchases than I originally set out to from
spend. Mattila
IB2 I bought more than what I had planned to and Wirtz
buy. (2008).
Customer CS1 I often have good feelings when buying a 3 Adopted

Satisfaction product on impulse. from
CS2 Buying things on impulse brings me much Thanh,
pleasure. Mai, and
CS3 In general, I have nothing to complain Khang
about our impulse purchases. (2016).
3.8 Data Analysis Procedures
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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.
Table 3-2 The demographic characteristics of the sample
Table 3.2: The demographic characteristics of the sample

Gender
Frequency Percent Valid Percent Cumulative Percent

Male 151 75.1 75.1 75.1
Female 50 24.9 24.9 100.0
Total 201 100.0 100.0
Age
15 to less than 25 years 11 5.5 5.5 5.5
45 year and above 32 15.9 15.9 100.0
Total 201 100.0 100.0
Education level
read and write 1 0.5 0.5 0.5
high school 33 16.4 16.4 16.9
bachelor’s degree 100 49.8 49.8 66.7
Postgraduate 67 33.3 33.3 100.0
Total 201 100.0 100.0
Income level
less than 2000 LE 11 5.5 5.5 5.5
2000 - less than 3000 LE 6 3.0 3.0 8.5
3000 - less than 4000 LE 17 8.5 8.5 16.9
4000 - less than 5000 LE 28 13.9 13.9 30.8
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5000 - less than 6000 LE 26 12.9 12.9 43.8

6000 LE and above 113 56.2 56.2 100.0
Total 201 100.0 100.0
3.8.2 Confirmatory Factor Analysis

The Confirmatory Factor Analysis was performed using the AMOS (version 23). All
study variables were subjected to the analysis, and fit indices were obtained. The analysis
results and the reference values of Fit indices are presented in Table 3.3.
Table 3-3 Fit Measures OF Study Measurement Model
Table 3.3: Fit Measures OF Study Measurement Model
Measure Estimate Threshold Interpretation
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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Figure 3.1 Initial CFA measurement model for all variables in the research model
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Figure 3.2 Final unstandardized CFA values for all variables in the measurement model
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Table 3-4 Reliability and Convergent Validity
Table 3.4: Reliability and Convergent Validity

Variables/ Standardized Factor Cronbach
Items CR AVE MSV
Constructs Loadings Alpha
IBT5 .517
IBT4 .551
Impulse
IBT3 .595 .717 .737 .361 .267
Buying Tendency
IBT2 .684
IBT1 .642
AS3 .796
Adventure
AS2 .798 .757 .763 .525 .397
Shopping
AS1 .550
GS3 .565
Gratification
GS2 .884 .771 .801 .581 .397
Shopping
GS1 .801
RS3 .560
Role Shopping RS2 .757 .732 .744 .498 .382
RS1 .779
VS3 .607
Value Shopping VS2 .775 .778 .780 .545 .132
VS1 .816
SS3 .851
Social Shopping SS2 .823 .861 .861 .674 .382
SS1 .790
IS3 .850
Idea Shopping IS2 .792 .779 0.79 .563 .222
IS1 .583
Impulse Buying IB2 .905
.907 .907 .830 .262
Behavior IB1 .917
CS3 .586
Customer
CS2 .869 .791 .804 .583 .274
satisfaction
CS1 .807
3.8.3 Validity and Reliability Analysis

Master-Validity Tool by Gaskin and Lim (2016), AMOS Plugin, was in the confirmatory
factor analysis step to test composite reliability (CR), convergent and discriminant validity.
All items' standardized factor loading values in Table 3.4 are above (0.50), which indicates
convergent validity according to Anderson, Babin, Black, and Hair (2019) guidelines.
The Cronbach alpha and composite reliability (CR) values for all variables are above
(0.70). That is, all of the study variables had good reliability. The Average Variance
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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
Table 3.5: Discriminant Validity

GRS
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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3.8.4 Regression analysis

A statistical package for social science SPSS (Version 23) was used in this step to analyze
the data. Regression analysis was conducted to analyze the relationship between 7 IV and 1
DV variables included in the multiple regression model. Impulse buying tendency and six
dimensions of hedonic shopping motivations (adventure, gratification, role, value, social,
and idea shopping) are IV variables, and impulse buying behavior is the DV variable.
3.8.5 Regression Assumptions
A series of procedures must be conducted before employing the regression analysis to
ensure that the gathered data is appropriate for executing the regression analysis. The
regression assumptions that must be met to avoid Type I or Type II error in the results, and
to ensure there is no over- or under-estimation of significance or effect size; the reliability
of measurement, normality, linearity, and homoscedasticity of regression model variables,
errors-based (residuals) tests of linearity and homoscedasticity assumptions can be vailed in
this regard (Osborne & Waters, 2002).
According to Grajales, Kurkiewicz, and Williams (2013), there is a misconception
related to some regression assumptions. That is, the normality assumption means normally
distributed errors for any combination of values on the IV variables, and the linearity
assumption means that the DV is assumed to be a linear function of the parameters (β1, β2,
β3... βp) but not necessarily a linear function of the IV variables.
The regression assumptions can tested in terms of the residuals (errors) from a regression
model, The linearity assumption implies the means of zero for all conditional distributions
of the residuals, and normality and the homoscedasticity assumptions translate into
equivalent assumptions about the distributions of the residuals, and independence means
that the residuals are uncorrelated with each other when all these assumptions were
unviolated, the residuals are independently and identically distributed and come from the
same distribution (Darlington & Hayes, 2017).
The statistical tests that must performed to ensure that the regression model is useful; the
errors are independent, normally distributed, have a mean of zero, and have a constant
variance (Render & Stair, 2016).
Based on the above, the researcher tested the regression assumptions according to the
following tests:
1. Test the normality assumption on the variables before conducting the regression
analysis and on the errors after conducting the regression analysis.
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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
Table 3.6: Descriptive Statistics

Mean Std. Deviation Skewness Kurtosis
Impulse buying tendency 1.7563 .68686 .948 .681
Adventure shopping 3.0766 1.08418 .009 -1.034
Gratification shopping 1.7744 .83270 .777 -.391
Role shopping 2.1723 .71360 -.175 -.827
Value shopping 2.5334 .74529 -.685 -.432
Social shopping 3.2376 1.14580 -.208 -.936
Idea shopping 2.6641 1.04783 .305 -.703
Impulse buying behavior 3.0577 1.15967 -.183 -1.004
Satisfaction 1.7402 .74222 .671 -.387
N =201
The linearity assumption: All of these study variables were included in the Matrix
Scutter/Dot to examine the relationship between them, and the results in Figure 3.4 realized
that all of the study variables are in a linear function with each other. The partial regression
plots used to verify linearity in the data, the visualization of Figure 3.5 states that all
variables in the regression model are in a linear function. Based on these tests, the linearity
assumption was unviolated.
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Figure 3.3 standardized residual histogram
Figure 3.4 the linearity of study variables
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Figure 3.5 partial regression plots for all predictors in the regression model
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Absence of collinearity assumption: two collinearity diagnostics were used to

investigate that there is no high correlation between any of the predictors. The Tolerance
and the variance inflation factor (VIF) for all predictors were used in this investigation. The
results in Table 3.8 indicate that all values of Tolerance are above (0.10) and all values of
variance inflation factor below (10). Based on Hair et al (2019) cut-off criteria for tolerance
(0.10) and VIF (10), there is no high correlation between any of the predictors in the
regression model.
Table 3-7 Correlations
Table 3.7: Correlations

IMBT ADS GRS ROS VAS SOS IDS IMBB
IMBT 1
ADS .392** 1
GRS .475** .717** 1
ROS .235** .563** .480** 1
VAS -.047 .376** .157* .342** 1
SOS .204** .475** .293** .709** .422** 1
IDS .312** .553** .527** .488** .267** .357** 1
IMBB .590** .256** .211** .313** .165* .278** .204** 1
CUS .610** .602** .488** .472** .129 .313** .408** .484**
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
Table 3-8 Collinearity Statistics
Table 3.8: Collinearity Statistics

Tolerance VIF
Impulse buying tendency .726 1.378
Adventure shopping .359 2.784
Gratification shopping .398 2.511
Role shopping .393 2.544
Value shopping .722 1.384
Social shopping .440 2.275
Idea shopping .614 1.628
Independence of errors: The Durbin-Watson test was conducted to examine the

independence of the errors, and the result exhibits a value of (1.980) for this test, this value
is close to (2). According to Lomax and Hahs-Vaughn (2012), values of (2) indicate
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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
Absence of outliers: Absence of outliers was evidenced by:

1. Observing Figure 3.6 indicates that the residuals were distributed around zero and falling
between (±3) units, according to Pituch and Stevens (2016) cases with values between
(±3) don’t need to be investigated as possible outliers.
2. Table 3.9 related to residual statistics based on our regression analysis indicates that the
minimum value of studentized residuals is (-2.844) and the maximum value is (2.357).
there are no cases considered potential outliers if there are no values of studentized
residuals below -3 or above +3 (Lomax & Hahs-Vaughn, 2012; Pituch & Stevens,
2016).
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Absence of influential cases: The absence of influential cases was investigated by

examining Cook’s distance, in Table 3.9 the minimum value for Cook’s distance is (0,000)
and the maximum value is (0.042). according to Pituch and Stevens (2016). a common
criterion for detecting influential cases is (1).
Absence of high leverage cases: High leverage cases were examined by the computation
of the p-values for the Squared Mahalanobis (MD ) values, the result exhibited that there is
2
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
Table 3.9: Residuals Statistics

Minimum Maximum Mean Std. Deviation
Predicted Value 1.2158 5.6067 3.0577 .76346
Std. Predicted Value -2.413 3.339 .000 1.000
Standard Error of Predicted Value .077 .310 .172 .043
Adjusted Predicted Value 1.2407 5.6692 3.0580 .76276
Residual -2.52757 2.09464 .00000 .87290
Std. Residual -2.844 2.357 .000 .982
Stud. Residual -2.901 2.390 .000 1.004
Deleted Residual -2.62827 2.15372 -.00036 .91241
Stud. Deleted Residual -2.958 2.420 .000 1.009
Mahal. Distance .518 23.345 6.965 3.989
Cook's Distance .000 .042 .006 .008
Centered Leverage Value .003 .117 .035 .020
Dependent Variable: Impulse Buying Behavior, N=201
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Chapter 4: Results
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
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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4.1.1 Standardized Regression Coefficients (Beta)

impulse buying tendency (β = .664, t = 10.434, p < .001) had the Strongest predictive
relationship to the impulse buying behavior, followed by role shopping (β = .239, t = 2.769,
p <.010), followed by gratification shopping (β = -.197, t = -2.292, p < .050), followed by
value shopping (β =.173, t = 2.718, p < .010), followed by idea shopping (β = -.038, t = -
.553, p > .050), then adventure shopping (β = -.036, t = -.398, p> .050), and then social
shopping (β = -.011, t = -.139, p > .050).
Based on regression analysis results, the hypotheses H1: Impulse buying tendency has a
significant effect on impulse buying behavior, H3: gratification shopping has a significant
effect on impulse buying behavior, H4: Role shopping has a significant effect on impulse
buying behavior, H5: Value shopping has a significant effect on impulse buying behavior,
are supported.
Standardized regression coefficients (Beta) are interpreted as the predicted change in
impulse buying behavior in standard deviation units per standard deviation unit increase or
decrease on the predictor, holding the remaining predictors constant.
• For every one standard score (i.e., z-score) unit increase on impulse buying tendency,
there is a predicted increase of (.664) standard score units on impulse buying
behavior.
• For every one standard score (i.e., z-score) unit increase on adventure shopping, there
is a predicted decrease of (.036) standard score units on impulse buying behavior.
• For every one standard score (i.e., z-score) unit increase on gratification shopping,
there is a predicted increase of (.197) standard score units on impulse buying behavior.
• For every one standard score (i.e., z-score) unit increase on role shopping, there is a
predicted increase of (.239) standard score units on impulse buying behavior.
• For every one standard score (i.e., z-score) unit increase on value shopping, there is a
predicted increase of (.173) standard score units on impulse buying behavior.
• For every one standard score (i.e., z-score) unit increase on social shopping, there is a
predicted decrease of (.011) standard score units on impulse buying behavior.
• For every one standard score (i.e., z-score) unit increases on idea shopping, there is a
predicted decrease of (.038) standard score units on impulse buying behavior.
Impulse buying tendency, gratification shopping, role shopping, and value shopping are the
only four significant predictors in the model.
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4.1.2 Standardized Prediction Equation

Ŷ=β1X1 + β2X2 + β3X3 + β4X4 + β5X5 + β6X6 + β7X7
Ŷ=βIMPTXIMBT + βADSXADS + βGRSXGRS + βROSXROS + βVASXVAS + βSOSXSOS + βIDSXIDS
Ŷ=.664XIMBT - 0.036XADS - 0.197XGRS + 0.239XROS + 0.173XVAS - 0.011XSOS - 0.038XIDS
Figure 4.1 Standardized Prediction for the Regression Model
4.2 Mediation Analysis

The mediation analysis was conducted by treating Impulse buying tendency and six
dimensions of hedonic shopping motivations as independent variables, satisfaction as the
dependent variable, and impulse buying behavior as the mediator. Based on the guidelines
of Baron and Kenny (1986), classical approach and bootstrap procedures (2000 samples),
and bias-corrected bootstrap confidence interval (90%), The mediation analysis was
performed, and the results are provided in the following Table.
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Table 4-2 Mediation Analysis
Table 4.2: Mediation Analysis
H. Total Direct Indirect

Path Remarks
No. Effects Effects Effects
H8 IMBT>IMBB>CUS .500*** .398*** .102* Supported
NOT
H9 ADS>IMBB>CUS .292*** .295*** -.004
Supported
NOT
H10 GRS>IMBB>CUS -.125 -.100 -.025*
Supported
H11 ROS>IMBB>CUS .308** .272** .035* 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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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.
4.3 Moderation Analysis

Gender was tested as a simple moderator of the relation between impulse buying
tendency and impulse buying behavior using “Model 1” in Hayes PROCESS Macro
(version 4.2). Impulse buying behavior was entered into the PROCESS Macro as the
outcome variable (Y). impulse buying tendency was entered as the independent variable (X)
variable. The two groups of gender were coded (Male = 1 & Female = 2) and entered as the
moderator variable (W) variable. The same steps were repeated using one by one from
hedonic shopping motivations separately as the independent variable (X). A 5000 bias-
corrected bootstrap sampling was requested, and the results are in the following table.
Table 4-3 Moderation Analysis Results
Table 4.3: Moderation Analysis Results

Model 1 b SE T p
IMBT > IMBB (b1) 1.193 .309 3.862 .000
Gender > IMBB (b2) -.046 .421 -.110 .912
X*W > IMBB (b3) -.105 .204 -.515 .607
Overall model R = .357, MSE = .878, F = 36.441, p < .001
2
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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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
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
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
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
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
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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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),
= 1.313). However, the interaction (Gender X VAS) was not significant (F (1, 197) =.688, p
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),
= 1.252). However, the interaction (Gender X SOS) was not significant (F (1, 197) =.426, p
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),
= 1.275). However, the interaction (Gender X IDS) was significant (F (1, 197) =4.333, p
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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
Figure 4.2 the role of gender as a moderator between idea shopping and impulse buying behavior
Table 4-4 Summary of Hypotheses
Table 4.4: Summary of Hypotheses

H. Statement Status
No.
H1 Impulse buying tendency has a significant effect on impulse buying Supported
behavior
H2 Adventure shopping has a significant effect on impulse buying Not
behavior Supported
H3 gratification shopping has a significant effect on impulse buying Supported
behavior
H4 Role shopping has a significant effect on impulse buying behavior Supported
H5 Value shopping has a significant effect on impulse buying behavior Supported
H6 Social shopping has a significant effect on impulse buying behavior Not
Supported
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H7 Idea shopping has a significant effect on impulse buying behavior Not

Supported
H8 impulse buying behavior mediates the relationship between Supported
Impulse buying tendency and satisfaction
H9 impulse buying behavior mediates the relationship between Not
adventure shopping and satisfaction Supported
H10 impulse buying behavior mediates the relationship between Not
gratification shopping and satisfaction Supported
H11 impulse buying behavior mediates the relationship between role Supported
shopping and satisfaction
H12 impulse buying behavior mediates the relationship between value Not
shopping and satisfaction Supported
H13 impulse buying behavior mediates the relationship between social Not
H14 impulse buying behavior mediates the relationship between idea Not
H15 The relationship between Impulse buying tendency and Impulse Not
buying behavior is Significantly different between male and female Supported
H16 The relationship between adventure shopping and Impulse buying Not
behavior is Significantly different between male and female Supported
H17 The relationship between gratification shopping and Impulse Not
buying behavior is Significantly different between male and female Supported
H18 The relationship between role shopping and Impulse buying Not
H19 The relationship between value shopping and Impulse buying Not
H20 The relationship between social shopping and Impulse buying Not
H21 The relationship between idea shopping and Impulse buying Supported
behavior is Significantly different between male and female
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Chapter 5: Discussion
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.
5.1 The Effect of Impulse Buying Tendency on Impulse Buying

The results of this study support H1: Impulse buying tendency has a significant effect
on impulse buying behavior and indicates a positive relationship (β = .664, p < .001)
between impulse buying tendency and impulse buying behavior. In fact, the positive
relationship between the trait of impulsive buying tendency and the actual behavior has been
acknowledged in many studies (e.g., 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 & Lennon, 2006; Parsad, Prashar, & Sahay, 2017; Saad, & Metawie, 2015;
Sharma et al., 2010; Verplanken & Herabadi, 2001). This study's finding revealed that
impulse buying tendency had the Strongest predictive relationship to impulse buying
behavior and consumers with high scores on this trait tend to make immediate and
spontaneous purchase decisions on perceiving impulse. This is explained based on Atulkar
and Kesari (2018). Rook and Fisher (1995) explained that people high on the impulsivity
trait usually bought more frequently on impulse than others.
5.2 The Effect of Hedonic Shopping Motivations Impulse Buying

The results of this study do not support H2: Adventure shopping has a significant
effect on impulse buying behavior but indicates an insignificant negative relationship (β
= -.036, p> .050) between adventure shopping and impulse buying behavior, while this
hedonic shopping motivation is the strongest predictor of impulse buying behavior in many
studies (e.g., Cinjarevic, Tatic, & Petric, 2011; ERDEM & YILMAZ, 2021; Gültekin,
2012). Such a result is unique to the Egyptian consumer, as shopping for the sake of
stimulation, adventure, and the feeling of being in another world does not lead to impulsive
buying but rather reduces it. However, the results of this study indicate that this effect is
weak and not statistically significant.
The results of this study support H3: gratification shopping has a significant effect
on impulse buying behavior, and indicates a negative relationship (β = -.197, p < .050)
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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.
5.3 The Relationship Between Impulse Buying Tendency and Post-

Impulsive Buying Satisfaction
H8: Impulse buying behavior mediates the relationship between Impulse buying
tendency and satisfaction was supported by this study's results. 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. The relationship
between impulse buying tendency and post-impulsive buying satisfaction was empirically
demonstrated to be mediated by impulse buying behavior which is intuitive and replicates
the findings of previous studies (e.g., Joel et al., 2022). This study finding is consistent with
the Betty & Ferrell (1998) model that the impulse buying tendency leads to impulse buying
after experiencing a strong need to buy a product, consumer satisfaction can be studied. This
study's finding indicates that impulse buying tendency has a meaningful part in the
formation of post-impulsive buying satisfaction and this is consistent with previous studies
(e.g., Chen et al., 2012; Ha, Janda, & Muthalyet, 2010; Pavlou & Fygenson, 2006). In
addition, this result provides a piece of strong evidence for Goel, et al. (2022) who argue
that impulse buying decision precedes satisfaction, with Impulse buying tendency as an
antecedent.
5.4 The Relationship Between Hedonic Shopping Motivations and Post-

Impulsive Buying Satisfaction
H9: Impulse buying behavior mediates the relationship between adventure
shopping and satisfaction not supported by this study's findings but the direct relation (β
= .295, p < .001) between adventure shopping and satisfaction was indicated by the results
of this study. This positive direct relationship confirms that when shoppers are strongly
guided by hedonic motives like shopping for the sake of stimulation, adventure, and the
feeling of being in another world they tend to be satisfied. This is in line with Arnold and
Reynolds (2003).
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H10: Impulse buying behavior mediates the relationship between gratification

shopping and satisfaction not supported by this study's findings but the indirect relation
(β=-.025, P <.05) between gratification shopping and satisfaction was indicated by the
results of this study. This negative indirect relationship confirms that when shoppers shop
to relieve stress, to relieve negative moods, and shopping as a special reward for the
individual, in this way, if impulsive buying occurs their satisfaction level will be decreased
a little bit. This is not in line with many studies (e.g., Arnold & Reynolds, 2003; Kesari &
Atulkar, 2016, 2017) that observed gratifying shoppers involve themselves in the shopping
process to remove the strain from their daily routine stressful activities and create emotional
bonding with the retail stores, and these will be enhancing satisfaction level. The result also
does not support Kesari and Atulkar (2017) who showed the significant positive effects of
gratification on customer satisfaction.
H11: Impulse buying behavior mediates the relationship between role shopping
and satisfaction is supported by this study's findings which showed that impulse buying
behavior is partially mediating the relationship between role shopping and satisfaction as a
total effect (β = .308, p < .010), direct effect (β = .272, p < .010), and indirect effect (β=.035,
P<.05) are statistically significant. This study's findings explain that a significant part of this
satisfaction is shaped by the role-shopping motive rather than the impulsive buying process
itself. In addition, this finding can be explained as when shoppers are faced with 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, they tend to buy on impulse and be
satisfied after this buying behavior. This is in line with Arnold and Reynolds (2003), who
argue that when shoppers are strongly guided by hedonic motives like role shopping, they
tend to be satisfied.
H12: Impulse buying behavior mediates the relationship between value shopping
and satisfaction not supported by this study's findings but the indirect relation (β=.025, P
<.05) between value shopping and satisfaction was indicated by the results of this study.
This positive indirect relationship confirms that when shoppers shop for sales, look for
discounts, and hunt for bargains, in this way, their satisfaction level will be enhanced a little
bit after the occurrence of impulse buying behavior. This is in line with Kesari and Atulkar
(2017) who show that enjoying discounts and low prices from purchases increases sensory
involvement and enhances satisfaction.
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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.
5.5 The Moderation Role of Gender in the Relationship Between

Impulse Buying Tendency and Impulse Buying
H15: The relationship between Impulse buying tendency and Impulse buying behavior
is Significantly different between males and females not supported by this study's findings.
The results indicate that gender was a non-significant moderator of the link between impulse
buying tendency and impulse buying behavior. This means that no difference was visible in
relation to the influence of impulse buying tendency on impulsive buying behavior. This is
consistent with previous studies (e.g., Atulkar & Kesari, 2018; Badgaiyan & Verma, 2014)
that show impulse buying tendency was found to have a similar effect on men and women
impulsive buying. This is not in line with some studies (e.g., Verplanken & Herabadi, 2001)
that showed women more easily buy on impulse and have a high impulse buying tendency.
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5.6 The Moderation Role of Gender in the Relationship Between

Hedonic Shopping Motivations and Impulse Buying
H16: The relationship between adventure shopping and Impulse buying behavior is
Significantly different between males and females, H17: The relationship between
gratification shopping and Impulse buying behavior is Significantly different between males
and females, H18: The relationship between role shopping and Impulse buying behavior is
Significantly different between males and females, H19: The relationship between value
shopping and Impulse buying behavior is Significantly different between males and
females, and H20: The relationship between social shopping and Impulse buying behavior
is Significantly different between males and females, not supported by this study findings.
This means that there is no difference was visible in relation to the influence of adventure,
gratification, role, value, and social shopping motivations on impulsive buying behavior.
This is in line with previous studies (e.g., SAUFI, Inten & Sulhaini, 2022) that show hedonic
shopping value was found to have a similar effect on men's and women's impulsive buying.
H21: The relationship between idea shopping and Impulse buying behavior is
Significantly different between males and females, supported by this study's findings.
This means that there is a difference was visible in relation to the influence of idea shopping
motivation on impulsive buying behavior. This is not in line with previous studies (e.g.,
SAUFI, Inten & Sulhaini, 2022) that show hedonic shopping value was found to have a
similar effect on men's and women's impulsive buying. The results of the current study
indicate that when it comes to the effects of idea shopping, females have a higher impulse
buying behavior (b=.513, p=.002) in comparison to males (b=.130, p=.138). This is in line
with Gąsiorowska (2003) who finds that impulse buying is more attractive for women
especially when they meet a possessing that new, seems to be better for the present and the
future. For idea shopping motive, females have a higher impulse buying behavior in
comparison to males this is in line with Silvera, Lavack, and Kropp (2008) who revealed
that hedonic consumption occurs more in women and so they do impulse buying.
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Chapter 6: Conclusions
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.
6.1 Achieving Research Objectives

6.1.1 Analysis of the relationship between impulsive buying tendency and impulsive
buying
Impulse buying tendency has a significant positive effect on impulsive buying behavior.
This means that the stronger a person's impulse buying tendency, the stronger the impulse
buying. Impulse buying tendency had the strongest predictive relationship to impulse
buying behavior and consumers with high scores on this trait tend to buy more frequently
on impulse than others.
6.1.2 Analysis of the relationship between hedonic shopping motivations and
impulse buying
From six broad categories of hedonic shopping motivations, It was determined that role
shopping followed by value shopping are the strongest predictors that increase the
occurrence of impulse buying behavior, while gratification shopping is the strongest
predictors that decrease the occurrence of this behavior. This means the shopping behavior
of the Egyptian consumer is characterized by their preference for buying items that bring
joy to others, their excitement in finding the perfect gift, and their tendency to seek out sales
and discounts, and this preference helps to indulge in impulsive purchases. Additionally,
some consumers shop to relieve stress or negative moods, while others view shopping as an
individual reward. It has been suggested that this behavior does not necessarily lead to
impulsive buying, but rather may help to reduce it.
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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.
6.2 Answer to the research question

The research answered the question, is there a relationship between antecedents and
consequences of impulse buying? through the analysis of the empirical data and confirm
that there is a relation between antecedents of impulse buying behavior (impulse buying
tendency and hedonic shopping motivations) and post-impulsive buying satisfaction.
Impulse buying tendency followed by role shopping followed by adventure shopping
was found to form the main parts and help to enhance post-impulsive buying satisfaction,
while social shopping was found to reduce it. The occurrence of impulse buying with
impulse buying tendency or role, or value shopping motives as antecedents helps to enhance
post-impulsive buying satisfaction, while the occurrence of impulse buying with
gratification shopping motive as antecedents helps to reduce post-impulsive buying
satisfaction.
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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.
6.3 Managerial Implications

This study provides valuable insights into the influence of impulsive buying tendencies
and six dimensions of hedonic shopping motives on Egyptian consumers' impulsive buying
behavior and post-purchase satisfaction. By understanding these variables, retailers can
create and deliver promises to consumers and develop marketing strategies that effectively
use positive responses, resulting in increased sales and improved retail store performance.
The implications of the study also guide retail managers in designing sales promotion
programs that target impulsive buyers using events, offers, discounts, rewards, gifts, and
promotional prices. In addition, managers must carefully design retail store environments
for consumers with high impulsive buying tendencies and role- and value shopping motives,
as they are more likely to make impulsive purchases and feel satisfied after such purchases.
The study emphasizes the significance of offering new and innovative products to
female consumers, as they are highly motivated to buy such products. Providing such
products could boost female consumers' positive emotional response towards impulsive
purchases, more than male consumers. Additionally, the study highlights the importance of
fulfilling consumers' needs and motivations. The results of this study have significant
implications for society as consumer consumption patterns and shopping behaviors are
greatly influenced by cultural and societal contexts. Armed with this knowledge, individuals
can make more informed and appropriate purchasing decisions, free from the influence of
impulsive buying tendencies and hedonic shopping motives. Finally, this research adds
value to the field of retail marketing by providing insightful information about Egyptian
consumers' impulsive buying behavior, which can help businesses gain a competitive edge
in the market.
6.4 Limitations and Future Research Direction

Although research is conducted with the utmost care, it is important to acknowledge that
inherent limitations exist, which may be addressed by future researchers. The study was
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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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7-111
‫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
‫‪8-112‬‬
‫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.‬‬
‫‪8-113‬‬
‫جــامــعــة قناة السـويـس‬
‫كليـــة التجــارة‬
‫قــســم إدارة األعمال‬

‫(دراسة ميدانية)‬
‫مشروع بحث مقدم الستكمال متطلبات الحصول على درجة الماجستير المهني‬
‫في‬
‫إدارة األعمال‬
‫إعداد‬
‫طلعت أبوالمعاطى إبراهيم أحمد‬
‫تحت إشراف‬
‫الدكتور‬ ‫األستاذ الدكتور‬

‫ريم رفاعي أحمد‬ ‫أميرة سيد جاد‬
‫مدرس إدارة األعمال‬ ‫أستاذ إدارة األعمال المساعد‬
‫كلية التجارة ‪ -‬جامعة قناة السويس‬ ‫كلية التجارة ‪ -‬جامعة قناة السويس‬
‫‪2023‬‬
‫‪View publication stats‬‬

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ANTECEDENTS AND CONSEQUENCES OF IMPULSIVE BUYING BEHAVIOR (A

Thesis · February 2024

Talaat Abo Elmaaty Ibrahim Ahmed Reem Refai

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ANTECEDENTS AND CONSEQUENCES OF

Design/methodology/approach: The proposed model was tested using a quantitative

Research implications: The study provides useful insights to retailers, managers,

Keywords: Impulse Buying, Impulse Buying Tendency, Hedonic Shopping,

Table 3-1 The Measurement of Variables .................................................................................... 3-51

Marketers must possess an in-depth understanding of consumer behavior in all

The interest in understanding customers' buying behavior by researchers in the field of

Impulse buying behavior is influenced by general factors such as shopping

1.2 previous Studies

Regards the relationship between impulse buying behavior and post-purchase

Regards the relationship between Impulse buying tendency and post-purchase

Regards the relationship between hedonic shopping motivations and post-

1.3 Research Context

influence of impulse buying tendency and hedonic shopping motivations on customer

1.4 Research problem

1.5 Purpose and Research Question

1.6 The Research Objectives

1.7 Major Areas of Contributions

1.8 Central Terminology

1.9 Outline Structure

2 Literature Review and Hypotheses Development

2.1 Consumer Behavior

2.1.1 Concept of Consumer Behavior

2.1.2 Factors Influencing Consumer Buying Behavior

2.1.3 Consumer Buying Decision Process

2.2 Impulse Buying

2.2.1 Impulse Buying from Different Perspectives

Studies on psychological impulses suggest that the desire to ban something is

2.2.2 Impulse Buying Definitions

Impulsive buying is a sudden and immediate purchase with unintentional. therefore, it is

Impulse buying was defined by Goldenson (1984) as “a strong, sometimes irresistible

2.2.2.1 The Main Elements of Impulse Buying Definitions

2.2.3 Process of Impulse Purchasing

Considering the components of impulse buying, while it is strongly influenced by

According to (Coley,2002), impulsivity is a very important stage of the decision-making

2.3 Antecedents of Impulse Buying

Impulse buying behavior is influenced by general factors; shopping environment,

2.3.1 Internal Factors

2.3.1.1 Sociodemographic Factors

Gender: Retailers often use gender as a demographic variable to categorize customer

Considering the gender‐related differences in terms of affective and cognitive

A significant gender difference existed in terms of mood management, women engage in

From a socioeconomic perspective, Individuals with relatively low levels of household

Culture: considering the warranted differences of impulse buying in terms of culture,

dependent on trait buying on impulse than consumers from individualist cultures.

According to Amos et al (2014), meta-analysis results suggest that North American

According to Barakat (2019), individualism has a significant negative impact on

2.3.2 External Factors

According to Wood (2005), retailers should understand consumer society (consumers'

2.4 Impulse Buying Tendency

2.4.1 Impulse Buying Tendency from A Psychological Perspective

2.4.2 Impulse Buying Tendency from A Behavioral Perspective