- مبلغ: ۸۶,۰۰۰ تومان
- مبلغ: ۹۱,۰۰۰ تومان
Purpose: Environmental changes, specifically the economic crisis and the growing penetration of digital technologies, have produced significant changes in shopping habits designed to create new paradigms for impulse buying behaviour. A new scenario seems to be opening up where customers enter the store much more prepared than in the past searching for products they had planned to buy. The purpose of this paper is to explore the determinants of impulse buying in a context of more planning and preparation for shopping. Design /methodology/approach: The data were obtained using a structured questionnaire from 316 respondents interviewed instore thanks to the cooperation of a leading Italian retail chain. We conducted a two-stage approach mall-intercept survey method to collect data. Firstly, we interviewed customers before entering the store, enquiring them about the pre-shopping preparation and shopping enjoyment tendency. Secondly, we interviewed the same customers at the end of their shopping trips, asking them to indicate which purchases were unplanned. Then, shoppers answered to questions regarding their general tendency to engage in impulse buying, the urges experienced to make impulse purchases, the level of positive and negative affect experienced during the shopping trip. Findings: In the structural model tested with LISREL 8, we found that pre-shopping tendency influences directly impulse buying: confirming our hypotheses, a higher pre-shopping preparation lead to lower levels of impulse buying. Results also showed that the personality variables (shopping enjoyment tendency and impulse buying tendency) influenced impulse buying through positive affect and urge to purchase. Our research did not find support for the relationship between negative affect and urge. Finally, higher levels of urge to buy impulsively lead to higher levels of impulse buying Originality/value: From the review of past and recent literature, we have not found a model that considers the influence of pre-shopping tendency on impulse buying behaviour. This paper addresses this major gap in extant literature by including pre-shopping tendency among the individual characteristics (impulse buying tendency and shopping enjoyment tendency) taken into consideration by past contributions.
7. Limitations and future research
While our research has valuable contributions, it also has some limitations. First, some limitations are associated with the store-intercepted survey research such as measurement error and interviewer effects. Respondents may have been influenced by the presence of interviewers and then distorted in order not to appear impulsive buyers. Another concern is about pre and post-measurement design that, in particular, can lead to premeasurement effects and mortality effects (Mohan, 2013). However, this approach allowed us to capture measures at two points in time, which was critical and appropriate to the study design. Additionally, another limitation of this research is the generalizability. Our sample, interviewed in regional stores, is probably neither truly random nor necessarily representative of any larger population (Beatty and Ferrel, 1998). But, given our interest in relationships between variables rather than population descriptions, this may not be a major problem. Finally, we have decided to focus on few variables and interactions, even if we are aware that other variables could be considered in our model. For example, we did not consider some situational variables like time and money, which were found to influence positive and negative affect and, also, impulse buying (Beatty and Ferrel, 1998; Mohan et al., 2013). It would be interesting to understand which variables affect the pre-shopping preparation tendency in order to include them into the model.