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MIP
41,6 Do extrinsic factors encourage
shoppers’ compulsive buying?
Store environment and
722 product characteristics
Received 23 August 2022 Rambabu Lavuri
Revised 7 May 2023
21 June 2023 Indian Institute of Management Jammu, Jammu, India, and
8 July 2023
Accepted 8 July 2023
Park Thaichon
School of Business, University of Southern Queensland, Toowoomba, Australia

Abstract
Purpose – The study examines the extrinsic variables, namely store environment, promotional activities (PA),
product features and stimulation factors that encourage compulsive purchasing in emerging markets.
Design/methodology/approach – The data were collected from customers with recent compulsive shopping
experiences at an online retail store. This study collected 469 original survey responses employing purposive
sampling and data analyzed with covariance-based structural equation modeling and used segmentation analysis.
Findings – The study results indicated that extrinsic (stimulus) factors, such as shop environment, PA and
stimulation factors positively impacted shoppers’ impulsive buying tendency (IBT), whereas product
characteristics did not affect shoppers’ IBT. Similarly, IBT (organism) influenced compulsive purchase, as did a
favorable mediating relationship between extrinsic factors (stimulus factors) and shoppers’ compulsive
purchase (response factor). Moreover, segmentation results showed that female consumers had more IBT and
compulsive buying behavior than male respondents.
Originality/value – This research adds to the corpus of information concerning impulsive and compulsive buying
behavior. As this study incorporates the Stimulus-Organism-Response paradigm, new findings emerge; using this
paradigm allows for the testing of new linkages to better understand consumers’ impulsive and compulsive behavior.
Keywords Impulsive buying, Store environment, Product characteristics, Compulsive behaviour,
Consumer stimulation, Emerging markets
Paper type Research paper

Marketing Intelligence & Planning
Vol. 41 No. 6, 2023
pp. 722-740
© Emerald Publishing Limited
0263-4503
DOI 10.1108/MIP-03-2023-0097
1. Introduction
The impact of COVID-19 on marketing has been significant, leading to notable changes in
consumer behavior and decision-making (Ang et al., 2021; Kang et al., 2021). As a result,
retailers must prioritize their understanding of customer psychology and purchasing
behavior to remain competitive in the market (Campos et al., 2022; Naeem, 2020). The
phenomenon of impulsive and compulsive purchasing behavior among shoppers has
emerged as a significant trend in the retail industry (Hassay and Smith, 1996; Lavuri, 2023).
Impulse buying is spontaneous or unplanned purchases without considering the
consequences (Chiu et al., 2022). Customers who have a high impulsive buying tendency
(IBT) are more likely to participate in impulsive behavior while shopping and make compulsive
purchases (Lavuri et al., 2023a). Compulsive purchasing is an intense, uncontrollable addiction,
urges or shopping-related behavior that results in subjective anxiety and diminished
functionality (Lavuri, 2023). Behavioral responses to an innate and unmanageable desire to
acquire, pursue, obtain, employ, or undergo an emotional state (Tarka and Kukar-Kinney,
2022). Previous research indicates that unfavorable psychological or affective states can initiate
and extend compulsive purchasing (Chiu et al., 2022). Other research indicates that anxiousness
is a significant motivator for compulsive purchasing and serves as a potent catalyst for
recurrence (Mohan et al., 2013). Therefore, understanding consumer behavior is vital to creating
marketing strategies that better suit the target audience because of each buyer’s distinct and Extrinsic
unpredictable actions (Lavuri et al., 2023b). Thus, there is a need to explore how to deal with factors &
more complexity in analyzing IBT (Goel et al., 2022) toward compulsive behavior (CB).
An IBT is a tendency that a person makes impulsive, hasty, unexpected and unconsidered
compulsive
purchases (Beatty and Ferrell, 1998). Customer emotions (positive and negative) and internal buying
and external motivating factors significantly influence IBT (Chiu et al., 2022) and impulsive
buying (Japutra et al., 2022; Lavuri et al., 2023b). Prior studies did not consider the impact of
specific extrinsic factors on IBT and compulsive buying in post-COVID-19, which is a major 723
gap in the literature. After the lockdowns, customers were reluctant to visit retail shops due to
concerns about coronavirus transmission in crowded spaces. As a result, retailers needed help
maintaining their market position due to reduced revenues and profits; and, retailers used
various tactics to entice and maintain customers to enhance their earnings and financial gains.
Therefore, we considered extrinsic factors (store environment – SE; promotional activities – PA;
product categories – PC and consumer situational factors – CSF) to understand the shopper’s CB
with the role of mediating IBT and moderating role of shopping enjoyment tendency (SET) and
materialism (MT). SET and MT have both played important roles in impulsive and compulsive
purchasing behavior (Dholakia, 2000). Shopping enjoyment is the delight gained from the
purchasing trip, and customers who appreciate shopping are more likely to make spontaneous
purchases and profit psychologically (Brunelle and Grossman, 2022). Materialistic customers
are more likely to make spontaneous purchases on the spur of the moment in order to better
their social status by obtaining more material products (Kaur et al., 2022a).
This paper explores this significant research gap in the current literature by analyzing the
effect of extrinsic factors on CB in shoppers in the post-COVID. Thus, to fill this research gap,
we address the following research questions:
RQ1. Do the SE, PC, PA and CSF (stimulus factors) positively influence IBT and CB?
RQ2. Will IBT (organism factor) has a positive mediating association with stimulus
factors and compulsive buying (response factor)?
RQ3. Do moderators (SET and MT) have a positive association between IBT and CB?
Furthermore, there has been scant research on compulsive buying using the Stimulus-
Organism-Response (SOR) model in the post-COVID. The SOR method investigates the link
between stimulus (SE, PA, PC and CSF), organism (IBT) and response (CB) factors (Fan et al.,
2020; Liu and He, 2022). This study’s results will help retailers to develop new innovative
strategies to create impulsive and compulsive buying sales. This study brings several
contributions to the existing literature in emerging markets. According to the study by
Nielsen (2016), consumers are found to be voracious when it comes to compulsive and
impulsive buying; this kind of behavior and need is required to be studied, particularly in
emerging markets. Consumers from emerging markets act as a potential solution to any
business firm thereby bringing radical and significant transformation in terms of lifestyle,
new technology and financial inclusion. This trend and the demand dominate the Indian
landscape and provide unique and excellent opportunities to the stakeholders (Darrat et al.,
2023). In addition, this study will open new frontiers in consumer purchasing behavior and
help in devising strategies for policymakers and retailers (Singh et al., 2023).

2. Theoretical underpinning
2.1 Stimulus-organism-response (SOR) framework
The SOR paradigm (Mehrabian and Russell, 1974) is a neo-behavioral technique that
describes how individuals strive to treat themselves positively or negatively in response to a
particular situation (Kaur et al., 2022a, b). It also explains the organism’s behavioral responses
MIP (R), taking into consideration the effects of external stimuli (S) on interior states (O), which aid
41,6 in the activation of cognitive or affective systems (Luo et al., 2020).
Researchers utilized the SOR conceptual framework to investigate disparities in decision-
making in a variety of situations, including service marketing (Gupta et al., 2019), purchase of
natural commodities (Konuk, 2019; Kaur et al., 2022a), sustainable luxury products (Kaur
et al., 2022b), organic beauty products (Lavuri et al., 2022a) and tourism (Kim, 2020).
Previously, the SOR model was utilized to investigate correlations between numerous
724 extrinsic circumstances and customers’ subsequent responses to buying behavior
(Anisimova et al., 2019; Lavuri et al., 2023a). The SOR concept was used in this research
for several reasons that are yet to be determined.
Firstly, this framework is used to elucidate the effect of extrinsic variables (S) on the
impulsive buying behavior (R) of consumers (Lavuri, 2023). Experiments have revealed that
the stimuli elements influence impulsive buying behavior by inducing impulse purchasing
inclinations in consumers. Extrinsic factors, such as SE, product characteristics, PA and
stimulating factors are explored (Yeboah and Owusu-Prempeh, 2017), which affect shoppers’
IBT. Such a high IBT would be stronger and more likely to have impulsiveness (Darrat et al.,
2023; Lavuri et al., 2023b; Barakat, 2019).
Secondly, concerning the state of the organism of shoppers (O), IBT is addressed, which
simultaneously affects shoppers’ CB. In recent research, it acts as a motivating factor for
impulsive and compulsive shopping behaviors (Naeem, 2020; Lavuri et al., 2022b). Lastly,
online compulsive shopping behavior is considered a response (R) to the stimulus and
organism state. Customers’ behavior is not always foreseen, and buying decisions are often
used as a pre-buy indication (Brunelle and Grossman, 2022). Hence, the SOR paradigm
suggests that obsessive shopping behavior is a better predictor of response than purchase
intention.

3. Hypotheses development
3.1 Store environment (S) → impulsive buying tendency (O): S-O
The design of the SE has a more significant impact on the customer’s feelings and could
inspire them to spend time in a store to procure items (Kumar and Kim, 2014). The store
atmosphere is of greater importance in traditional retailing because it plays a crucial role in
making good pleasure for consumers and allows them to spend more time buying more
impulsively (Husnain et al., 2019). To make customers feel more at ease, marketers could alter
the store’s layout and good store design influences consumers’ impulsive decisions (Lavuri
et al., 2022b).
A pleasant retail environment with ambient elements, including music, lighting, window
displays, ambience, fixtures, colors, perfumes and smells, are stimulating aspects that impact
impulsive behavior, and these factors stimulate impulsive tendency and influence impulsive
buying (Zhao et al., 2022). In stores, where salespeople communicate well with shoppers, it
increases their desire to purchase; buyers who interact well with salespeople will directly
impact their impulsive purchases (B€ackstr€om and Johansson, 2017). Similarly, a well-trained
salesperson can minimize stress by helping and guiding the purchase process and triggering
impulsive buying behavior (Lavuri et al., 2022b). Attributes such as friendliness, helpfulness,
dress and attitudes of salespeople and personal services reduce negative impacts on the SE
and improve impulsive shopping with a pleasant environment (Khachatryan et al., 2018; Goel
et al., 2022). Consequently, we proposed relationship between the SE, IBT and CB. We propose
the following hypothesis.
H1a. Store environment (SE) positively affects impulsive buying tendency (IBT)
H1b. Store environment (SE) positively affects compulsive buying (CB)
3.2 Characteristics of product (S) → impulsive buying tendency (O): S-O Extrinsic
The majority of things are bought impulsively, based on the items’ characteristics, size, factors &
packaging, brand and distribution of the goods (Duarte et al., 2013). Visual cues may influence
shopping habits, such as price reductions, free gifts and coupons, which can all increase
compulsive
impulse purchases (Lavuri et al., 2023b). In past studies, hedonic benefits produce more buying
impulsive purchases, as these items boost the self-image and attractiveness of shoppers
(Lucas and Koff, 2014; Madhu et al., 2022). Word of mouth, social norm enforcement,
marketing methods, advertising strategies, product discounts and product packaging 725
elements (size, color and context) all significantly impact consumer impulsiveness (Vyas,
2015). Price is a crucial factor in the food sector and influences customer preference (Quach
et al., 2023), and has an impulsive effect on shoppers (Pramezwary et al., 2021). Duarte et al.
(2013) reported that branding has a significant role in impulsive purchases because of the
message associated with the brand, such as stability, friendship and belonging, fun and
pleasure, and joy and happiness. Brand flipping and impulsive buying have a great deal of
connection, as most shoppers are shopping for various products (Lavuri, 2023). Products with
strong symbolic connotations may elicit illogical emotional responses, leading to impulsive
purchases. Apparel product features are crucial in fostering online-impulse purchasing
behavior (Park et al., 2012). This research will fill a gap in the literature by exploring the
relationship between the PA, IBT and CB. We propose the following hypothesis.
H2a. Product characteristics (PA) positively affect impulsive buying tendency (IBT)
H2b. Product characteristics (PA) positively affect compulsive buying (CB)

3.3 Promotional activities (S) → impulsive buying tendency (O): S-O

Retailers’ promotional strategies have a considerable influence on the shopper’s IBT
(Pramezwary et al., 2021). Furthermore, retailers also concentrate on the impulsive behavior
of shoppers by offering PA such as promotions in stores (Parmar et al., 2020). Likewise,
promotional tools such as the point of sale, price promotions, celebrities’ endorsement,
sampling, coupons, demo shows and sweepstakes are helpful for retailers to stimulate
impulsive tendencies in shoppers (Parmar et al., 2020; Lavuri et al., 2022b). Loyalty programs,
discounts and rebates had a strong influence on the impulsive propensity of shoppers (Parsad
et al., 2021). Effective promotion strategies are more likely to facilitate impulse purchases
among consumers than those that do not have such programs. The availability of
promotional vouchers, discounts and the allure of deferred gratification may heighten an
individual’s inclination toward impulsive online purchasing behavior. Hedonic motives and
price primarily drive the phenomenon of impulsive buying among consumers. Therefore,
individuals favor impulsive buying behavior motivating them to explore and engage in such
purchases (Pramezwary et al., 2021). We propose the following hypothesis.
H3a. Promotional activities (PA) positively affect impulsive buying tendency (IBT)
H3b. Promotional activities (PA) positively affect compulsive buying (CB)

3.4 Stimulation factors (S) → impulsive buying tendency (O): S-O

PC, specialization, product brand, price, time, money, location, SE and atmosphere,
salesperson’s behavior, hedonic buying and situational factors are the stimulation factors
that directly influence the IBT of shoppers (Parmar et al., 2020). Likewise, noneconomic
variables such as pleasure, fantasy, motivation and emotional gratification can lead to
impulsive purchasing behavior among consumers (Sahai et al., 2019). A shopper’s feelings/
moods, such as excitement and enjoyment, have significant elements that stimulate
impulsive buying (Lavuri, 2023). Individuals with high shopping characteristics appear to
MIP browse longer and are known to be more likely to purchase impulsively. A shopper’s income
41,6 level and the availability of credit have increased the impulsive capacity of shoppers in the SE
(Parsad et al., 2021; Japutra et al., 2022). Stimulating aspects are essential in the marketplace
because under certain market circumstances when there is intense rivalry and all sorts of
businesses compete for business advancement, encouraging impulsive purchases in the
consumer products market may provide a significant competitive advantage. Various factors
that influence market specialists have the potential to enhance sales of commodities and
726 incite consumers to engage in impulsive buying behavior (Lavuri et al., 2023b). Therefore, we
proposed relationship between the SF, IBT and CB. Therefore, hypotheses such as.
H4a. Stimulation factors (SF) positively affect impulsive buying tendency (IBT)
H4b. Stimulation factors (SF) positively affect compulsive buying (CB)

3.5 Mediating role: impulsive buying tendency (O) → compulsive buying (R): O-R
Faber and Christenson (1996) defined CB as chronic, repeated buys that have become the
primary response to stressful activities or feelings, and it is becoming challenging to avoid
and inevitably results in negative consequences. It has behavioral and cognitive elements,
potentially causing impaired behavior. Singh et al. (2023) stated that compulsive buying is
seen as an alluring, persistent, repetitive shopping behavior that is difficult to prevent and
inevitably contributes to adverse effects (Lavuri et al., 2023a).
Individuals who exhibit IBT are characterized by low self-esteem, heightened depressive
and anxious symptoms, adverse emotional states, and the tendency to develop compulsive
disorders (Sheth, 2020). Consumers who suffer from compulsive shopping behavior engage in
more impulse purchases and negatively impact the market due to excessive and unregulated
purchasing (Flight et al., 2012) because these consumers have optimistic emotional feelings,
and short-term benefits and incentives encourage shoppers to make very compulsive
purchases (Lavuri et al., 2023a). Impulsiveness is the manifestation of an inability to regulate
one’s desires and it is a form of control disorder that results in impulse purchase tendency
(Gogoi, 2020), and shoppers with IBT are more likely to engage in compulsive shopping, this
is a form of control disorder in impulsive purchasing (Lavuri et al., 2022b). Depressed buyers
have a proclivity toward compulsive purchasing (Gogoi, 2020). Therefore, we proposed
relationship between the IBT and compulsive buying behaviors.
H5. Impulsive buying tendency mediates the association between store environment,
promotional activities, product features and consumer stimulation factors and
compulsive buying

3.6 Moderating role of shopping enjoyment tendency (SET) and materialism (MT)
The propensity for shopping enjoyment is described as the experience of gratification derived
from shopping; happiness and pleasure are two emotions shoppers experience when
purchasing something (Babin et al., 1994). Shoppers make purchases for various reasons,
including hedonistic and utilitarian ones (Lavuri et al., 2023a). Consumers who like shopping are
more likely to make unplanned purchases and get significant psychological benefits, because
individuals with different levels of SET may exhibit diverse shopping behaviors (Lavuri et al.,
2023a). Similarly, SET is closely related to emotional experiences during the shopping process
(Lavuri, 2023). Consumers with a high SET may experience positive emotions like excitement,
pleasure or satisfaction when shopping, whereas those with a low SET may have a more
neutral or even negative emotional response (Lavuri, 2023). By considering this variable as a
moderator, we can better understand how consumers with different shopping enjoyment
tendencies respond to specific variables or interventions such as IBT and CB.
 MT reflects the underlying motivation to acquire and possess material goods (Tantawi, Extrinsic
2023). Individuals high in MT are more likely to seek fulfillment, status and self-worth factors &
through material possessions (Ruvio et al., 2014). More materialistic consumers tend to make
more impulsive purchases on the spur of the moment as they constantly seek to improve their
compulsive
social standing by acquiring more material goods (Lavuri et al., 2023b), thus, MT amplifies buying
the effects of impulsive and compulsive buying tendencies (Tantawi, 2023). The materialistic
customer is more inclined to make impulsive purchases (Lavuri, 2023), whether for a low-
priced item or a high-priced item, based on environmental thoughts and behaviors 727
(Lavuri, 2023).
Individuals with higher levels of MT may be more susceptible to impulsive buying
triggers, such as sales promotions or limited-time offers, as they place a higher value on
acquiring possessions (Pradhan et al., 2018). Additionally, their materialistic values drive
them to engage in compulsive buying behaviors to achieve satisfaction or compensate for
other unmet needs (Japutra et al., 2022). Thus, it can assess how materialistic values
strengthen the relationship between impulsive or compulsive buying and other variables.
This research will provide a more comprehensive understanding of consumer behavior by
incorporating shopping enjoyment tendencies and MT as moderators. These variables allow
for examining individual differences in emotional responses, motivations and values that
shape consumer decision-making processes. Moreover, these moderators can provide
insights into the boundary conditions and contingencies that influence the relationships
between impulsive and compulsive buying and other relevant factors.
H6. Shopping enjoyment tendency has a positive moderating association between the
impulsive buying tendency and compulsive buying
H7. Materialism has a positive moderating association between the impulsive buying
tendency and compulsive buying

4. Methods
4.1 Research context and design
To examine the proposed hypotheses (Figure 1), this study employed a purposive sampling
method to recruit compulsive retail shoppers. This study chose Indian customers to
investigate their impulsive and compulsive buying habits in the growing market. The data
were collected from customers with recent compulsive shopping experiences at an online
retail store. The data collection was done at major retailers and via an online survey based on
their previous online compulsive shopping experiences. The online survey was sent to
participants who indicated that they are interested in taking part in this study at the major
retailers. The participants are living in four metro cities of India such as Hyderabad, Chennai,
Delhi and Bangalore. Indian retail marketing is one of the fastest-growing finance sectors
worldwide (IBEF, 2020). India is one of the leading emerging economies and is expected to
reach 27.95 lakh crore INR in consumption by 2025 (IBEF, 2020). The study data were
collected during the second week of September 2022 and the third week of November 2022.
We employed screening questions to select retail shoppers with CB, such as Do you have
impulsive tendencies (yes/no)? (Lavuri et al., 2023b) and What kinds of items are most likely to
have impulsive tendencies? (1 – Household products, 2 – Clothes and apparel, 3 – Electronic
appliances, 4 – Beauty and personal care products and 5 – Food items) (Lavuri et al., 2023a).
The rules were stringent to ensure that only relevant and qualified participant shoppers were
included.
Over 667 questionnaires were sent for data collection, and 469 (70%) were deemed
acceptable for the final research. This proportion is higher than the minimum acceptable
MIP
41,6

728

Figure 1.
Original framework

response rate of 20% (Hair et al., 2015). 52.5% of the respondents surveyed were male, and
47.5% were female. 31.6% of the participants were between the ages of 25 and 30 years, 26%
were 31–40 years age group, 24.5% were below 24 years and 17.9% were 41 years and above.
The results also demonstrated that 31.1% of the respondents were private employees, 22.6%
were government employees, 22.2% were students, 12.8% were business people and 11.3%
were homemakers. Recently, 27% (n 5 131) of respondents purchased electronic gadgets
compulsively; 19% (n 5 89) clothes and apparel; 18.8% (n 5 62) household products; 16.2%
(n 5 76) food items and 18.1% (n 5 85) beauty and cosmetic goods.

4.2 Measurements
We used pre-validated items to design a structured questionnaire to test the proposed
hypotheses. The pilot research assessed 94 shoppers using a questionnaire to check
reliability and validity. This study has adopted a 5-point Likert scale, ranging from “strongly
agree (1) to strongly disagree (5)”.
Concerning extrinsic factors, a 3-item SE scale was adopted from Mohan et al. (2013) study
(The store layout stimulates me toward impulsive shopping (SE1), the store’s atmosphere
creates a positive mood toward my shopping (SE2) and the salesperson’s assistance and
guidance influenced my purchase (SE3)). Similarly, three items of PC (Product features and
quality influenced me more impulsive purchases (PC1), product prices influenced more
purchases (PC2) and brand and packaging influenced my purchases more (PC3)) scale were
adopted from Lucas and Koff (2014) study. Three items of the PA (Discounts or offers
influence my purchase behavior more (PA1), point of purchase schemes influence my purchase
behavior (PA2) and coupons influence my purchase behavior (PA3)) scale were adopted from
Parmar et al. (2020) study. Three items of CSF (Shopping enjoyment will influence my purchase
behavior (SF1), leisure time will influence my purchases (SF2) and having extra money will
influence my purchases (SF3)) scale were adopted from Badgaiyan et al. (2016) study.
Concerning meditating/organism factors, five items of IBT (On the off chance that I
have money left by the end of the day, I want to spend it (IBT1), If I see something of interest
to me, I buy it (IBT2), I just want to buy things and do not care what I buy (IBT3), I am
impulsive buyer (IBT4) and I buy things from time to time because they look good on other Extrinsic
people (IBT5)) scale were adopted from Mohan et al. (2013) study. Regarding response factors &
factors, four items of CB (I sometimes feel a great urge to acquire something (CB1),
Shopping is a great way to relax and ignore my issues (CB2), At the first moment, I would
compulsive
like to go to a store and purchase anything without reason (CB3) and I’ve felt a little bad buying
after purchasing something that appeared unreasonable (CB4)) were adopted from Darrat
et al. (2016) study. Three items of SET scale (Shopping is a joyful and delightful hobby for
me (SET1), I get joy from purchasing something appealing (SET2), I like to buy it at a place 729
that has a peaceful and pleasant atmosphere (SET3)) were adopted from Atulkar and
Kesari (2018) study, and three items of MT scale (I prefer to spend on items that make me
happy (MT1), A positive mindset always drives me to buy more (MT2) and I adore
possessing products that make others happy (MT3)) were adopted from the Atulkar and
Kesari (2018) and Lavuri (2023) studies.

4.3 Data analysis

The suggested research model was evaluated using SPSS v23 and AMOS v22 software.
Covariance-based structural equation modeling was used to test the hypotheses. This model
is appropriate for testing theory-based models and adhering to the assumptions of
multicollinearity and normality (Pitardi and Marriott, 2021) and we used the segmentation
analysis to compare male and female impulsive buying.

4.4 Demographic variable as the control variable

Sociodemographic characteristics influence shoppers’ purchasing power. Previous research
studies have shown that sociodemographic factors such as gender, age, employment and
income level significantly impact buyers’ buying behavior (Jane et al., 2003). Shoppers’
greater income levels had a strong beneficial influence on their purchasing intentions.
Nonetheless, the inclination varies by age group (Lavuri, 2023). Customers have different
preferences, interests and expectations (Lavuri et al., 2023b). As a result, gender, age, income
level and occupation do not control compulsive purchasing, but education does.

5. Analysis and results

5.1 Common method bias (CMB) and nonresponse bias
We used the Harman single-factor test to filter the data for CMB. A 26.36% total variance was
explained by a single factor, while the single-factor variance was under 50%. Data normality
was confirmed using Kurtosis and Skewness tests, and our findings were within the
suggested range of 1. Predictor factor (variance inflation factor) values are less than 3, and the
dataset is not multicollinear; therefore, there is no common method (Lavuri et al., 2022a).
Due to potential discrepancies between the responses of early and late participants, the
nonresponse bias test is a crucial criterion for interpreting survey data (Chen and Paulraj,
2004; Armstrong and Overton, 1977). In keeping with this pattern, we divided our data in half
by the date it was received (Chen and Paulraj, 2004). Using t-tests to compare the two groups,
we observed no statistically significant differences (p 5 0.27). Therefore, we came to the
conclusion that nonresponse bias was not a major problem in our study.

5.2 Reliability and validity

AMOS 23v was used to perform confirmatory factor analysis to evaluate all components
under consideration using the Maximum Likelihood Technique. The measurement model
was used to examine the model’s reliability and validity. The results of measurement
model fitness indices are Chi-square/degree of freedom (X2/df) 5 2.437; RMSEA 5 0.047;
MIP GFI 5 0.916; AGFI 5 0.909; CFI 5 0.958; TLI 5 0.949; IFI 5 0.958; RFI 5 0.916 and
41,6 NFI 5 0.931 and as an outcome of the analysis, it was determined that all indices met or
exceeded commonly recognized norms (Lin and Wu, 2004). Average variance extraction
(AVE), Cronbach’s alpha (CA) and composite reliability (CR) tests were performed to
assess the model’s reliability and validity. As a result, FL (>0.7), CR (>0.6), AVE (>0.5)
and CA (>0.7) are all more than the threshold value (Hair et al., 2015), confirming
convergent validity (Table 1). It was discovered that the square root of the AVE of each of
730 the constructs in the study is larger than the squared correlation of the constructs,
implying that convergent validity was confirmed in all instances (Hair et al., 2015)
(Table 2).

5.3 Hypotheses testing

The results of structural equation modeling indicate the Chi-square values 5 2.527;
NFI 5 0.907; GFI 5 0.911; TLI 5 0.919; RMSEA 5 0.049; IFI 5 0.928; AGFI 5 0.902;
RFI 5 0.902 and CFI 5 0.928. All the data findings were confirmed to be adequately fit in
accordance with the suggested level (Hair et al., 2015). As per this study’s results, proposed
extrinsic variables (SE, PC, PA and SF) explained 44.6% of the variation in IBT and 51.5% of

Factor Composite Cronbach’s

Measurement items loading reliability (>0.6) Average variance extraction (>0.5) alpha (>0.7)

Store environment (SE)

SE1 0.863 0.891 0.733 0.891
SE2 0.895
SE3 0.809
Product characteristics (PC)
PC1 0.759 0.843 0.643 0.815
PC2 0.753
PC3 0.808
Promotional activities (PA)
PA1 0.856 0.817 0.598 0.837
PA2 0.71
PA3 0.833
Customer stimulation factors (CSF)
CSF1 0.802 0.885 0.72 0.884
CSF2 0.839
CSF3 0.903
Impulsive buying tendency (IBT)
IBT1 0.84 0.924 0.708 0.924
IBT2 0.81
IBT3 0.845
IBT4 0.854
IBT5 0.86
Compulsive buying (CB)
CB1 0.859 0.916 0.587 0.916
CB2 0.831
Table 1. CB3 0.905
Reliability and validity CB4 0.83
results Source(s): Created by authors
the variance in CB. The study findings indicated that the research hypotheses H1a to H5 were Extrinsic
accepted, whereas H2a and H2b were rejected at p < 0.05 and p < 0.001. The study results factors &
reported that SE (H1a) (β 5 0.132, p < 0.001), PA (H3a) (β 5 0.160, p < 0.001) and CSF (H4a)
(β 5 0.149, p < 0.05) had a significantly positive impact on the IBT toward CB; similarly, SE
compulsive
(H1b) (β 5 0.101, p < 0.001), PA (H3b) (β 5 0.091, p < 0.001), CSF (H4b) (β 5 0.168, p < 0.05) and buying
IBT (H5) (β 5 0.156, p < 0.001) had a significant impact on the CB. At the same time, PC (H2a)
(β 5 0.068, p > 0.001) and PC (H2b) (β 5 0.077, p > 0.001) had no significant impact on IBT
and CB (Table 3). 731

5.4 Mediation and moderation analysis

We investigate the mediating impact of an IBT associating the stimulus factor (SE, PA, PA
and CSF) and response factor (CB). AMOS 23.0 Version was utilized in the bootstrap
procedure to explore the mediating effect (Hayes, 2018); therefore, using a bootstrapping
method with a total of 20,000 subsamples, we calculated the 95% confidence interval after
correcting for bias in the indirect effect. The results showed that IBT strongly impacted the
CB both directly (H5a: β 5 0.102, t 5 1.223, p < 0.001) and indirectly (H5b: β 5 0.217, t 5 1.057,
p < 0.001). When the direct and indirect effects of the IBT on the CB were compared, the
results showed that the IBT had a significant effect on the CB through its indirect effects,
while its direct effects were comparatively low; for the reason that SE, PC, PA and CSF all
played essential roles in increasing customer IBT toward CB.
Concerning the moderation effect, we used Model 6 in PROCESS macro to analyze the
moderating roles of SET and MT on the mediation effects of IBT. The research includes
bootstrapping the effects 20,000 times, yielding interaction terms, and associated 95%
confidence intervals (Hayes, 2017). We assigned standardized values to the four components
of IBT, SET, MT and CB and calculated and verified the interaction variable values (Butcher

Constructs SE PC PA CSF IBT CB

SE (0.856)
PC 0.426** (0.802)
PA 0.430** 0.534** (0.773)
**
CSF 0.431 0.471** 0.563** (0.849)
IBT 0.078** 0.020 0.072* 0.150* (0.841)
CB 0.094** 0.086* 0.168** 0.084** 0.050** (0.766) Table 2.
Note(s): p < 0.001: **; p < 0.05: * Results of discriminant
Source(s): Created by authors validity

Hypotheses Path Effect Estimate t-value p Supported

H1a SE → IBT → CB Indirect 0.132 1.897 <0.001 Yes

H1b SE → CB Direct 0.101 1.682 <0.001 Yes
H2a PC → IBT → CB Indirect 0.068 0.618 >0.001 No
H2b PC → CB Direct 0.077 0.891 >0.05 No
H3a PA → IBT → CB Indirect 0.160 2.252 <0.001 Yes
H3b PA → CB Direct 0.091 1.906 <0.001 Yes
H4a CSF → IBT → CB Indirect 0.149 2.534 <0.05 Yes
H4b CSF → CB Direct 0.168 1.561 <0.05 Yes Table 3.
Source(s): Created by authors Hypotheses results
MIP et al., 2017). The findings revealed that consumers with a high SET had a stronger moderation
41,6 association with IBT and CB (High: β 5 0.201, t 5 0.981, p < 0.001) than those with a low SET
(Low: β 5 0.114, t 5 1.045, p < 0.001). As a result, consumers with high SET demonstrated
intense compulsive purchasing behavior. Similarly, the consumer with high MT (High:
β 5 0.151, t 5 1.523, p < 0.05) had a strong moderation relationship with IBT and CB, then
those with low MT (Low: β 5 0.138, t 5 1.416, p < 0.05). Consequently, customers with high
SET and MT demonstrated more compulsive purchasing behavior, and these two variables
732 acted as effective mediators between the IBT and CB (Table 4 and Figure 2).

5.5 Control variables

The results of the control variables demonstrated that education (β 5 0.110, p < 0.001)
significantly controlled consumers’ compulsive buying. At the same time, age (β 5 0.029,
p > 0.001); gender (β 5 0.128, p > 0.001); income level (β 5 0.025, p > 0.001) and occupation
status (β 5 0.095, p > 0.05) had no controlling consumers compulsive buying.

Hypotheses Path Effect Estimate t-value p Supported

Mediation analysis of impulsive buying tendency

H5a IBT → CB Direct 0.102 1.223 <0.001 Yes
H5b SE, PC, PA, CSF Indirect 0.217 1.057 <0.001 Yes
→ IBT → CB
Moderation analysis of shopping enjoyment tendency (SET) and materialism (MT)
H6 IBT → SET → CB SET High 0.201 0.981 <0.001 Yes
SET Low 0.114 1.045 <0.001 Yes
H7 IBT → MT → CB MT High 0.151 1.523 <0.05 Yes
MT Low 0.138 1.416 <0.05 Yes
Table 4. Note(s): Control variable results: Age ( 0.029; p > 0.05); Gender (0.128; p > 0.01); Income level (0.044;
Mediation and p > 0.05); Education (0.110; p < 0.05); Occupation (0.095; p > 0.05)
moderation analysis Source(s): Created by authors

Figure 2.
Moderation analysis
5.6 Segmentation analysis Extrinsic
This research divided the sample into two groups based on gender (male and female) and factors &
defined pathways at various levels to evaluate impulsive buying from a gender viewpoint. As
indicated in Table 4, the research models of impulsive consumption show a good fit for the
compulsive
data. To further confirm the differences in each structural path between the two groups of buying
consumers, the structural models were separated for the two subsamples, using the Chi-
square difference test for the effect of gender users. Finally, an unconstrained model that
simultaneously fit two consumption groups was run, and the paths of interest were fixed to be 733
invariant in all groups to arrive at a constrained model (Cunningham et al., 2010). However,
the difference in the overall Chi-square test was significant; only two of the nine models
exhibited significant Chi-square variation between males and females. The findings for male
respondents revealed that pathways such as SE —> CB and PA—> CB showed considerable
Chi-square variation. Similarly, female respondents’ findings suggested that pathways such
as PC —> IBT —> CB and PC —> CB had a substantial Chi-square variance (Table 5).

6. Discussion
The research study highlights factors that encourage compulsive buying of Indian shoppers
and IBT acting as mediating roles. The results showed that SE had a positive impact on IBT
(H1a) and CB (H1b), and this result supported the studies of Mohan et al. (2013). Retailers have
taken major precautions about COVID-19, and the safety of the retail SE affects the
consumer’s feelings, encouraging impulsive purchases. Besides lighting and colors, the
placement of goods in the shop considerably influences customer purchasing behavior.
Salespersons that are pleasant to deal with have a good impact on impulsive purchases, and it
predicted that the salesperson’s appreciation would encourage impulsive purchasing.
Considering that consumers, when begin to choose their goods, often get confused. If
personnel are courteous and assist the customers with product selection at that moment, this
typically leads to impulsive purchases (Atulkar and Kesari, 2018). These results might be
helpful for retail management in both scenarios, whether they are starting a new setup or
current merchants looking to upgrade their obsolete retail setup. Likewise, PC had no
significant on the IBT (H2a) and CB (H2b). Previous research findings show that product
characteristics are highly associated with impulsive purchasing tendencies (Atulkar and
Kesari, 2018).
In the uncertain situation, customers did not exhibit impulsive purchasing tendencies
because the products are more costly; customers prefer branded items and disregard quality.

Relationship Male (n 5 246) p-value Female (n 5 223) p-value

SE → IBT → CB 0.117 p < 0.001 0.122 <0.05

SE → CB 0.092 p > 0.001 0.109 <0.05
PC → IBT → CB 0.162 p < 0.001 0.097 >0.05
PC → CB 0.114 p < 0.001 0.133 >0.05
PA → IBT → CB 0.181 p < 0.05 0.227 <0.001
PA → CB 0.166 p > 0.05 0.199 <0.001
CSF → IBT → CB 0.108 p < 0.001 0.174 <0.001
CSF → CB 0.241 p < 0.001 0.303 <0.001
IBT → CB 0.161 p < 0.001 0.265 <0.05
Goodness-of-fit indices X2/df 5 2.021; GFI 5 0.955; X2/df 5 2.547; GFI 5 0.971;
AGFI 5 0.972; TLI 5 0.962; AGFI 5 0.982; TLI 5 0.991; Table 5.
CFI 5 0.976; RMSEA 5 0.035 CFI 5 0.994; RMSEA 5 0.022 Segmentation analysis
Source(s): Created by authors (male and female)
MIP This result is supported by Cham et al. (2018). PA had a beneficial influence on shoppers’ IBT
41,6 (H3a) and CB (H3b), as proven by research by Iyer et al. (2020). It assumed that advertising
practices, such as discounts, offers and points of purchase, impact shoppers’ shopping
behavior, even in an epidemic situation. It is a kind of impulsive buying trigger that is filling
up as advertising boosts, and retailers boost the compulsive buying trend of shoppers.
Retailers provide discounts on various commodities using novel promotional strategies that
may encourage unexpected purchases; a commission-based compensation plan should
734 motivate employees so that each team member strives to find new ways to please customers.
Stimulation factors like trendiness, availability of time and shopping enjoyment
significantly affected shoppers’ IBT (H4a) and CB (H4b) phenomena. Moreover, it supports
Beatty and Ferrell’s (1998) study, which concluded that consumer mode is one of the most
influential determinants of impulsive behavior. Furthermore, Lavuri (2023) found that an
enjoyable mood and arousal enabled purchasers to shop for impulses. Buying leisure is the
characteristic feature of a consumer, in keeping with Mohan et al. (2013), who knows the affinity
to find dynamically beguiling and has a great time gaining more entertainment than others.
Mediation results revealed that the IBT had a statistically favorable association between
the stimulus (SE, PC, PA and CSF) and response (CB) factors (H6a), and this finding was
corroborated by Mohan et al. (2013) and Iyer et al. (2020) research. Impulsive purchasing
contributes to the formation of compulsive purchasing over time (Roberts and Manolis, 2012).
It is a solid urge to possess the desired thing with little restriction to refuse. Impulse
purchasing is a strong desire to make an instant, unexpected purchase (Yeboah and Owusu-
Prempeh, 2017). Similarly, moderation results revealed that SET (H6) and MT (H7) had a
robust moderating effect between IBT and CB, and these results were supported by Atulkar
and Kesari (2018) and Lavuri et al. (2023b) studies. More materialistic consumers tend to have
more positive views on purchasing and are willing to shell out more money for both low- and
high-priced brands. Consumers who place a premium on what others perceive of them place a
disproportionate amount of value on the opinions of other people and feel that having the
product would improve their social standing and sense of self-worth.
Segmentation analysis results demonstrated that the invariance tests for various gender
groupings offer intriguing results. Female respondents showed that they had higher beta
values than male respondents. Factors such as SE, PC, PA and CSF had a significant impact
on the male’s IBT, and PC and CSF had a strong impact on the CB, but SE and PA did not
impact the male’s CB. Regarding female findings, SE, PC and CSF significantly impacted the
female IBT and CB, but PA did not impact the IBT and CB. Finally, segmentation analysis
concluded that female respondents had shown more IBT and CB when compared to male
respondents.

7. Implications
7.1 Theoretical implications
The research fills a critical void in the literature in this part by revealing several theoretical
advances, followed by managerial ramifications in retail purchasing behavior. An extended
SOR framework provides a valuable lens to understand the initial triggers and subsequent
responses and address the complexities and dynamics of impulsive and compulsive buying
behavior. The current research expands the S-O-R theoretical structure by investigating the
impact of extrinsic factors (stimuli) that promote compulsive buying (response) via mediating
IBT (organism) in emerging markets. External stimuli (SE, PC, PA and CSF) in the shopping
environment triggered impulsive and compulsive buying behaviors; and these stimuli attract
individuals’ attention and activate their desire to make unplanned or excessive purchases.
This research provides a novel literature for academicians and marketing professionals to
comprehend the involvement of SE, PC, PA and CSF variations in the compulsive purchasing
behavior of shoppers. The findings offer a fresh perspective on consumer purchasing Extrinsic
behavior by integrating cognitive and social interaction values into impulsive and factors &
compulsive purchases, and these results can be utilized in the field of consumer
psychology to enhance our understanding of shoppers’ preferences. Adding the IBT
compulsive
(organism) factor to the SOR theory and proving a strong connection between the stimulus buying
and response variables. Thus, this result allows for a deeper understanding of the internal
dynamics that shape individual responses, ultimately contributing to a more comprehensive
understanding of consumer behavior. 735
The study employed two novel constructs as moderators such as SET and MT. The
findings indicate a significant moderating effect of these two factors on the relationship
between the organism and response variables. The present study builds upon the existing body
of research by providing further insights into the potential relationship between IBT, SET, MT
and compulsive buying behavior. Thus, this extended SOR theory provides a holistic
perspective by considering the interplay between external stimuli, internal processes and
individual responses. It recognizes that consumer behavior is influenced not only by external
factors but also by the characteristics and processes within the individual. This holistic
approach provides a more comprehensive understanding of consumer responses and behavior.

7.2 Managerial implications

This study addresses a significant gap in the existing literature and provides insights into the
management implications of impulsive behavior and CB in the retail industry. Furthermore, it
facilitates the development of marketing plans and strategies by marketers and practitioners
in the emerging retail industry. The present study employs extrinsic variables (SE, PA, PC
and CSF) to understand consumers’ IBT and compulsive buying in the aftermath of the
pandemic. The results indicate that impulsive buying conduct plays a pivotal role in
comprehending compulsive shopping conduct, particularly in post-pandemic settings. The
most reliable predictor of impulsive retail purchases is the tendency to engage in compulsive
buying. Therefore, the predictive power of retail compulsive purchases can be best assessed
through the use of IBT. The research also looks at customers’ demographics (control factors)
and impulsive purchases. The COVID-19 panic instills fear of scarcity in clients, heightening
perceived arousal levels and leading to impulsive and compulsive spending (Naeem, 2020).
The study underlines both managerial and social implications derived from the study. The
study provides advantages to marketing managers and retailers by enabling them to uphold
a superior in-store atmosphere and augment the favorable perception of the SE. The presence
of appealing shop styles, eye-catching window displays, clear directional signage, pleasant
scents, engaging sounds and knowledgeable salespersons can stimulate impulsive
tendencies and compulsive buying behavior among shoppers, leading them to exceed their
intended expenditure (Alavi et al., 2016; Mason et al., 2022). Managers can mitigate the
adverse impact of crowding by providing additional training to their staff to exhibit
heightened amiability during peak periods, which may lead to an increase in impulsive and
compulsive buying behavior.
Secondly, the study may help offline retailers to implement PA that maximize consumer
purchasing opportunities to boost their profit margins. This research aids shops in
developing marketing plans to draw in and keep customers, fostering long-lasting
relationships with them by enhancing their hedonic experience (Tarka et al., 2022).
Furthermore, sometimes shoppers also feel bad about such a fast and expensive decision
because impulsive and compulsive shopping behaviors do not always end with satisfaction
and lead customers to negative post-purchase feelings (Lavuri, 2023). This can be avoided
and overcome through frequent interactions with consumers regarding their likes and
dislikes.
MIP Next, the results from the study demonstrated that 60.1% of shoppers purchased
41,6 products online; therefore, the results illustrated the implications from an e-commerce point
of view. There is a need for social media channels that impact consumers’ perceptions and
influence targeted marketing scenarios. E-commerce has proven to be one of the major
contributors to increasing online sales. It is, therefore, imperative for companies dealing
with fashion brands to effectively manage their social media channels to increase sales.
E-commerce has now evolved into S-commerce (social commerce) (Lim et al., 2019) which
736 helps consumers to interact with firms, provide suggestions for new products or services,
and engage with their friends, relatives, etc. through a platform that creates a self-
responsibility among the society (Japutra et al., 2022). The firms and the organizations in a
way take competitive advantage to strengthen their customer relationship and increase
their profits. In addition, the interpersonal connections get strengthened thereby enhancing
the cultural stimulus of the society as culture plays an important role in building the
emotions and psychology of the customers. It is, therefore, the sole responsibility of the
stakeholders, such as the government, policymakers, budding entrepreneurs and
customers to build and increase awareness regarding social literacy through PA, devise
policies and awareness programs, provide benefits and incentives for the engagement
for better and sustainable development of the society (Kaur et al., 2022b; Naeem, 2020).

8. Conclusion, limitation and future directions

The study concludes that the extrinsic/stimulus factors such as SE, PA and CSF positively
impacted consumers’ IBT in Indian shoppers. Simultaneously, PC did not impact IBT.
Similarly, concerning the mediating effect of IBT, it had a positive association between
extrinsic/stimulus factors and shoppers’ compulsive buying. The geographical scope of the
research was confined to India. The study has a few major limitations as follows: The study
used non-probability sampling, which means that the analysis results are not necessarily
generalizable. The current research approach may be expanded to other nations to improve
the generalizability of the study’s results since the data were acquired exclusively from
Indian customers. Future research may include either experimental or longitudinal
examinations of impulsive and compulsive shopping habits, as opposed to the cross-
sectional design of the present study. The current study focuses on extrinsic factors affecting
compulsive buying with the mediating role of IBT. Future work could consider personality
factors, psychological factors, socio-visual merchandising factors and impulsive buying.
A particular form of the product should be studied to understand the compulsive buying
behavior of shoppers. Furthermore, an extension to examine the impulsive and compulsive
purchase habits of various demographic customers. Future studies might concentrate on a
variety of social and cultural issues, psychological characteristics, altruism, obsessive online
and offline spending and so on. Finally, future research might look at different countries and
include anthropological or cultural elements.

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Corresponding author
Park Thaichon can be contacted at: park.thaichon@usq.edu.au

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