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External and internal trigger cues of impulse buying online

External and internal trigger cues of impulse buying online Purpose – The purpose of this paper is to investigate the internal and external factors of impulse buying in online shopping. Design/methodology/approach – Two pretests were conducted; Pretest 1 to identify external impulse trigger cues on web sites and Pretest 2 to evaluate the content validity of the findings from Pretest 1. Based on the pretests, a web experiment and survey were conducted to explore the effect of different external impulse trigger cues on impulse‐buying behavior online and also to examine how internal factors of impulse buying (impulse‐buying tendency (IBT), affective and cognitive state, normative evaluation) are related to online impulse‐buying behaviors. Findings – No significant differences were found among the types of external impulse trigger cues, however a positive correlation was found between a person's IBT and online impulse‐buying behavior, and between a person's affective state and online impulse‐buying behavior. A negative correlation was found between a person's cognitive state and actual online impulse‐buying behavior. And last, a significant positive correlation was found between a person's normative evaluation and actual online impulse‐buying behavior. Research limitations/implications – This study extends the Consumption Impulse Formation Enactment model into an online shopping context. Marketers can use this information to assess their own web sites in terms of what external stimuli to present on their web sites to trigger impulse buying. Originality/value – Given the prevalence of impulse buying in online shopping and the importance of impulse purchases to a retailer's profit, this study provides useful insights into impulse‐buying behavior in an online setting. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Direct Marketing: An International Journal Emerald Publishing

External and internal trigger cues of impulse buying online

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Publisher
Emerald Publishing
Copyright
Copyright © 2009 Emerald Group Publishing Limited. All rights reserved.
ISSN
1750-5933
DOI
10.1108/17505930910945714
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to investigate the internal and external factors of impulse buying in online shopping. Design/methodology/approach – Two pretests were conducted; Pretest 1 to identify external impulse trigger cues on web sites and Pretest 2 to evaluate the content validity of the findings from Pretest 1. Based on the pretests, a web experiment and survey were conducted to explore the effect of different external impulse trigger cues on impulse‐buying behavior online and also to examine how internal factors of impulse buying (impulse‐buying tendency (IBT), affective and cognitive state, normative evaluation) are related to online impulse‐buying behaviors. Findings – No significant differences were found among the types of external impulse trigger cues, however a positive correlation was found between a person's IBT and online impulse‐buying behavior, and between a person's affective state and online impulse‐buying behavior. A negative correlation was found between a person's cognitive state and actual online impulse‐buying behavior. And last, a significant positive correlation was found between a person's normative evaluation and actual online impulse‐buying behavior. Research limitations/implications – This study extends the Consumption Impulse Formation Enactment model into an online shopping context. Marketers can use this information to assess their own web sites in terms of what external stimuli to present on their web sites to trigger impulse buying. Originality/value – Given the prevalence of impulse buying in online shopping and the importance of impulse purchases to a retailer's profit, this study provides useful insights into impulse‐buying behavior in an online setting.

Journal

Direct Marketing: An International JournalEmerald Publishing

Published: Mar 27, 2009

Keywords: Buying behaviour; Internet shopping

References