دانلود رایگان مقاله انگلیسی توجه بصری، خرید تکانشگری و رفتار مصرف کننده - اشپرینگر 2018

Abstract

Buying impulsiveness is frequently triggered by point-of-sale information. In order to impact consumer behavior, this information must be visually noticed. In this study, researchers propose that consumers’ level of buying impulsiveness impacts their visual attention to point-of-sale information (i.e., signs, displays). Specifically, individuals scoring high on the buying impulsiveness scale (BIS) fixate less on point-of-sale information. This was tested in two experiments where participants’ task was to rate their purchase likelihood for ornamental plants. Both experiments demonstrate that consumers with high BIS fixate less on in-store signs but more on displays than low BIS consumers. High BIS participants’ visual attention to informational signs positively impacts their purchasing behavior while their visual attention to the displays does not. Theoretical contributions to consumer behavior literature and implications for retail marketing efforts are discussed.

5 Discussion and conclusions

In a competitive market, it is important for firms to better understand how to attract contemporary web-savvy consumers. One way firms can attract consumers, and increase sales, is to understand the role of point-of-sale information and consumer characteristics in purchasing decisions. More than half of retail purchasing decisions are unplanned (Ståhlberg and Maila 2010), so the role that buying impulsiveness plays in purchase decisions, moderated by visual attention data, makes practical and theoretical contributions. This research contributed several important findings. First, more impulsive consumers require fewer fixations on point-of-sale signs and more fixations on displays when compared to less impulsive consumers. However, additional analysis reveals that visual attention to the product display can actually reduce impulsive consumers’ purchase likelihood. Conversely, visual attention to signs positively impacts purchase likelihood. Another contribution is that when more product information is provided, visual attention (FC) is diluted from the product display rather than from other information signs, but this phenomenon is independent of buying impulsiveness. Lastly, there is a positive relationship between high BIS consumers’ fixations on alternative production signs and their purchase likelihood. This research is one of the first to address how buying impulsiveness relates to visual fixations on point-of-sale information and purchase intentions. These findings offer practical managerial implications for attracting and influencing impulsive consumers’ preferences and purchase behavior.