Are humans rational? Exploring factors influencing impulse buying intention and continuous impulse buying intention
This study investigates the effects of consumers' impulsivity traits, option framing, product type, and cash refund promotion on consumers' online impulse buying intention. This study follows two stages to investigate factors influencing impulse buying intention and continuous impulse buyi...
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| Published in | Journal of consumer behaviour Vol. 15; no. 2; pp. 186 - 197 |
|---|---|
| Main Authors | , |
| Format | Journal Article |
| Language | English |
| Published |
London
Blackwell Publishing Ltd
01.03.2016
Wiley Wiley Subscription Services, Inc |
| Subjects | |
| Online Access | Get full text |
| ISSN | 1472-0817 1479-1838 |
| DOI | 10.1002/cb.1563 |
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| Abstract | This study investigates the effects of consumers' impulsivity traits, option framing, product type, and cash refund promotion on consumers' online impulse buying intention. This study follows two stages to investigate factors influencing impulse buying intention and continuous impulse buying intention. In Stage 1, this study investigates the influence of impulsivity traits (high/low), option framing (+OF/−OF), and product type (hedonic product/utilitarian product) in online shopping on impulse buying intention. In Stage 2, this study explores factors moderating the continuous impulse buying intention. Cash refund promotion (high/low) serves as the moderator. The experiment results demonstrated that subjects with high impulsivity traits, “subtractive option framing (−OF), and hedonic products” are more likely to engage in impulse buying intention. In addition, cash refund promotion at a higher level increases consumers' continuous impulse buying intention. The findings provide guidance for designing appropriate online promotion situation to induce consumers' impulse buying intention that favors online retailers. Copyright © 2015 John Wiley & Sons, Ltd. |
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| AbstractList | This study investigates the effects of consumers' impulsivity traits, option framing, product type, and cash refund promotion on consumers' online impulse buying intention. This study follows two stages to investigate factors influencing impulse buying intention and continuous impulse buying intention. In Stage 1, this study investigates the influence of impulsivity traits (high/low), option framing (+OF/−OF), and product type (hedonic product/utilitarian product) in online shopping on impulse buying intention. In Stage 2, this study explores factors moderating the continuous impulse buying intention. Cash refund promotion (high/low) serves as the moderator. The experiment results demonstrated that subjects with high impulsivity traits, “subtractive option framing (−OF), and hedonic products” are more likely to engage in impulse buying intention. In addition, cash refund promotion at a higher level increases consumers' continuous impulse buying intention. The findings provide guidance for designing appropriate online promotion situation to induce consumers' impulse buying intention that favors online retailers. Copyright © 2015 John Wiley & Sons, Ltd. This study investigates the effects of consumers' impulsivity traits, option framing, product type, and cash refund promotion on consumers' online impulse buying intention. This study follows two stages to investigate factors influencing impulse buying intention and continuous impulse buying intention. In Stage 1, this study investigates the influence of impulsivity traits (high/low), option framing (+OF/-OF), and product type (hedonic product/utilitarian product) in online shopping on impulse buying intention. In Stage 2, this study explores factors moderating the continuous impulse buying intention. Cash refund promotion (high/low) serves as the moderator. The experiment results demonstrated that subjects with high impulsivity traits, "subtractive option framing (-OF), and hedonic products" are more likely to engage in impulse buying intention. In addition, cash refund promotion at a higher level increases consumers' continuous impulse buying intention. The findings provide guidance for designing appropriate online promotion situation to induce consumers' impulse buying intention that favors online retailers. Copyright John Wiley & Sons. Reproduced with permission. An electronic version of this article can be accessed via http://www.interscience.wiley.com This study investigates the effects of consumers' impulsivity traits, option framing, product type, and cash refund promotion on consumers' online impulse buying intention. This study follows two stages to investigate factors influencing impulse buying intention and continuous impulse buying intention. In Stage 1, this study investigates the influence of impulsivity traits (high/low), option framing (+OF/-OF), and product type (hedonic product/utilitarian product) in online shopping on impulse buying intention. In Stage 2, this study explores factors moderating the continuous impulse buying intention. Cash refund promotion (high/low) serves as the moderator. The experiment results demonstrated that subjects with high impulsivity traits, "subtractive option framing (-OF), and hedonic products" are more likely to engage in impulse buying intention. In addition, cash refund promotion at a higher level increases consumers' continuous impulse buying intention. The findings provide guidance for designing appropriate online promotion situation to induce consumers' impulse buying intention that favors online retailers. [web URL: http://onlinelibrary.wiley.com/doi/10.1002/cb.1563/abstract] |
| Author | Wang, Ruo-Yu Chen, Yi-Fen |
| Author_xml | – sequence: 1 givenname: Yi-Fen surname: Chen fullname: Chen, Yi-Fen email: Correspondence to: Yi-Fen Chen, Department of International Trade, Chung Yuan Christian University, No. 200, Chung Pei Road, Chung Li District, Taoyuan City 32023, Taiwan., fen1307@gmail.com organization: Department of International Trade, Chung Yuan Christian University, No. 200, Chung Pei Road, Chung Li District, 32023, Taoyuan City, Taiwan – sequence: 2 givenname: Ruo-Yu surname: Wang fullname: Wang, Ruo-Yu organization: Department of International Trade, Chung Yuan Christian University, No. 200, Chung Pei Road, Chung Li District, 32023, Taoyuan City, Taiwan |
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International Journal of Research in Marketing 28(2): 155-165. 2006; 70 1990; 11 2002; 12 1993; 20 1978; 5 1994; 66 2011; 10 2010; 63 2009; 12 2004; 31 2010; 27 1998; 19 2000; 17 1995; 69 2013; 12 1952; 60 1995; 22 2002; 88 2008; 25 1982; 9 1997; 16 2001; 18 2011; 28 1996; 5 1985; 12 1991; 106 2003; 40 2012; 65 2011; 215 1979; 16 1987; 14 2010; 32 1986; 93 2015; 18 1995; 16 1982; 30 1999; 28 1999; 26 2006; 15 2005; 42 1998; 25 1997; 72 2013; 39 2010; 47 1979; 47 2000; 37 1981; 211 1986; 23 1973; 28 2002; 66 1997; 34 1992; 29 1962; 26 1981; 18 2015 2014 1998; 74 2005; 15 1998; 76 e_1_2_8_28_1 Madhavaram SR (e_1_2_8_34_1) 2004; 31 e_1_2_8_24_1 e_1_2_8_26_1 e_1_2_8_49_1 e_1_2_8_3_1 e_1_2_8_5_1 e_1_2_8_7_1 e_1_2_8_9_1 e_1_2_8_20_1 e_1_2_8_43_1 e_1_2_8_22_1 e_1_2_8_45_1 e_1_2_8_62_1 e_1_2_8_41_1 e_1_2_8_60_1 e_1_2_8_17_1 e_1_2_8_19_1 e_1_2_8_13_1 e_1_2_8_36_1 e_1_2_8_59_1 e_1_2_8_15_1 e_1_2_8_38_1 e_1_2_8_57_1 e_1_2_8_32_1 e_1_2_8_55_1 e_1_2_8_11_1 e_1_2_8_53_1 e_1_2_8_51_1 e_1_2_8_30_1 e_1_2_8_29_1 e_1_2_8_25_1 e_1_2_8_46_1 e_1_2_8_27_1 e_1_2_8_48_1 Rook DW (e_1_2_8_47_1) 1985 e_1_2_8_2_1 e_1_2_8_4_1 e_1_2_8_6_1 e_1_2_8_8_1 e_1_2_8_21_1 e_1_2_8_42_1 e_1_2_8_23_1 e_1_2_8_44_1 e_1_2_8_63_1 e_1_2_8_40_1 e_1_2_8_61_1 e_1_2_8_18_1 e_1_2_8_39_1 e_1_2_8_14_1 e_1_2_8_35_1 e_1_2_8_16_1 e_1_2_8_37_1 e_1_2_8_58_1 e_1_2_8_10_1 e_1_2_8_31_1 e_1_2_8_56_1 e_1_2_8_12_1 e_1_2_8_33_1 e_1_2_8_54_1 e_1_2_8_52_1 e_1_2_8_50_1 |
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| Snippet | This study investigates the effects of consumers' impulsivity traits, option framing, product type, and cash refund promotion on consumers' online impulse... |
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| SubjectTerms | Consumers Electronic commerce Frame analysis Impulse buying Impulsivity Personality traits Refunds Sales promotions Shopping Studies |
| Title | Are humans rational? Exploring factors influencing impulse buying intention and continuous impulse buying intention |
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