Impulse buying and variety seeking: Similarities and differences

Impulse buying and variety seeking seem to emerge from similar personality traits, yet the similarities and differences in the manifestation of these behaviors have not been fully explored. Despite the common origin, research on the two constructs has diverged as definitions of the phenomena have become more elaborate. Previous research on the two constructs shows that they are classifiable as low-effort, feeling-based behaviors with hedonic undertones. A middle-range theory that provides a more comprehensive depiction of how variety seeking and impulse buying are theoretically related is necessary. One way toward such a theory is the addition of a fourth “hidden” socio-normative dimension to the three-dimensional typology of purchase behaviors that Baumgartner (2002) proposes.     

Exploring impulse buying and variety seeking by retail shoppers: towards a common conceptual framework

Abstract

Impulse buying and variety seeking are both low-effort feelings-based behaviours with similar psychological origins. However, there is little research exploring the common sociopsychological processes regulating these behaviours. This gap is addressed with a conceptual framework incorporating the discrepancy between actual and optimum stimulation levels as the driver of both the behaviours, and self-monitoring as the moderator of interpersonal influences on these. Findings from a field-survey-based study with retail shoppers show that both the behaviours are responses to exploratory urges triggered by lower stimulation levels. Moreover, high self-monitors exhibit greater impulsiveness in private and seek greater variety in public compared to low self-monitors. The paper concludes with a discussion on its conceptual and managerial contribution along with some of its limitations and directions for future research.     

A meta-analysis of consumer impulse buying

This study provides a meta-analysis of the impulse buying literature and examines common antecedents for impulse buying behavior. An exploration of the impulse buying literature results in the establishment of three overarching constructs used as independent variables: dispositional, situational, and sociodemographic variables. The Kruskal–Wallis test was used to assess which variables are shown to have the strongest effect on impulse buying and suggest that the dispositional/situational interaction variables have the strongest relationship with impulse buying followed by dispositional, situational, and sociodemographic main effects, respectively. Specific dispositional, situational, and sociodemographic constructs are explored further along with moderating effects. Implications of the findings are discussed.     

Impulse buying tendency in live-stream commerce: The role of viewing frequency and anticipated emotions influencing scarcity-induced purchase decision

Despite the prevalence of scarcity-induced sales promotion in live commerce, scholarly inquiry began to address impulsive buying recently. This research traces live-stream shopping experiences to scarcity-induced purchase decisions. Grounded in the stimulus-Organism-Response paradigm, this research examines the mediating role of viewing frequency in the relationship between past purchases and impulse buying tendency. The aim is to unravel the relationship between impulse buying tendency and scarcity-induced purchase decisions by examining the mediation of anticipated emotions. A self-administered online survey with 376 respondents using criterion-based judgment sampling techniques. The data was validated through a two-step SEM approach using SmartPLS3 package. The result supports that viewing frequency and anticipated emotions fully mediated the relationship between past purchases and future purchase decisions. This study contributes to appreciating the importance of viewing frequency in live-stream commerce strengthening the performance of impulse buying tendency and triggering anticipated emotions (regret and rejoices) in a scarcity-induced purchase decision.     

Pre- and post-purchase stage in impulse buying: The role of mood and satisfaction

The objective of this study is to investigate the influence of impulse buying tendency and pre-purchase mood on impulse buying. The study further considers the effect of impulse buying on post-purchase mood. In this context, this research examines how pre-purchase mood affects post-purchase mood, with customer satisfaction as a mediating variable. The results reveal that consumer impulse buying tendency and pre-purchase mood encourage impulse buying positively. In addition, it is found that impulse buying has no influence on post-purchase mood. Moreover, satisfaction has a partial mediator role between pre-purchase mood and post-purchase mood.     

Extending variety seeking to multi-sided platforms: Impact of new retailer listing

This study uses theories of variety seeking to examine how a new retailer listing on a multi-sided platform (MSP) affects consumer buying behavior. Using a unique dataset from an online MSP, we evaluate changes in purchase frequency with individual retailers after a new one is listed. Contrary to expectations, the results indicate that consumers increase their purchase frequency at existing retailers. Moreover, compared to consistency seekers, variety-seeking consumers show a higher positive effect as they buy even more. This result is observed for retailers in both competing and non-competing product categories. Finally, we discuss the theoretical contributions and implications for MSPs and retailers.     

A structural equation model of impulse buying behaviour in grocery retailing

PurposeEnvironmental 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/approachThe 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.FindingsIn 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 buyingOriginality/valueFrom 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.     

Do promotion and prevention focus influence impulse buying: The role of mood regulation,shopping values,and impulse buying tendency

Earlier researchers have observed that an individual consumer's mood plays a significant role in increasing the impulsiveness, which leads to impulsive buying. The literature on shoppers' motivational traits has profoundly acknowledged the impact of these traits and mood regulation constructs on individual shopping values. The present study is a pioneer attempt proposing a comprehensive model, which incorporates three main antecedents (motivation, mood and value) of buying behaviour that influence the consumer purchasing decision. The paper empirically explores the liaison between the regulatory focus (promotion-focused and prevention-focused motivations), mood regulation (mood monitoring, mood clarity and mood repair), shopping values (hedonic and utilitarian), and impulsive buying behaviour. The outcomes suggest that two regulatory focus motives influence mood clarity. Mood repairing and mood monitoring impact hedonic shopping values, which has a substantial impact on consumers' impulsive buying tendency. The paper closes with theoretical and practical inferences, limitations, and discussion on the potential scope for future research.     

Impulse buying: A systematic literature review and future research directions

This paper performs a comprehensive analysis of academic research on impulse buying following a systematic literature review approach. Drawing on the TCCM framework suggested by Paul and Rosado-Serrano, we synthesize the impulse buying literature and develop a future research agenda. Accordingly, this review synthesizes impulse buying research in terms of theory development, context, characteristics, and methodologies to examine the development of the literature over time. This systematic review shows that impulse buying research is fragmented and still developing due to its transition from a traditional retail environment into different online channels. Furthermore, this paper proposes a conceptual framework based on the literature synthesis, presenting antecedents and mediators of impulse buying behaviour. Finally, this review identifies overlooked areas in impulse buying literature and provides insightful directions to advance research in the domain. Overall, this research effort makes a significant contribution to consumer behaviour literature, specifically to impulse buying literature.     

Personal values and impulse buying: The mediating role of hedonic shopping motivations

This research is the first to examine how personal values (resultant conservation and resultant self-enhancement) relate to impulse buying, and how hedonic shopping motivations mediate this relationship. We draw on information from a preliminary sample of 510 Portuguese respondents and a MTURK sample of 249 Americans, and use structural equations modeling to test the research model. The results from both samples denote some consistency, showing that both resultant self-enhancement and resultant conservation are indirectly related to impulse buying, highlighting a mediating role for hedonic shopping motivations.     

Customers focus and impulse buying at night markets

This study conducted a survey on impulse buying at several international night markets in Taiwan and obtained 1053 responses. The data were analysed by partial least squares structural equation modelling. The model was composed of several constructs: attitude towards impulse buying, impulse buying tendency, and variables of customer focus, including insight ability (vendors’ insight into customer needs), customer information, response and feedback, and vendor enthusiasm. The analytical results revealed that insight ability, customer information, response and feedback, and enthusiasm have direct and significant positive effects on attitude towards impulse buying. Additionally, multi-group comparisons in partial least squares analysis revealed partial but statistically significant differences in the path relationships between male customers (568) and female customers; (485); foreign (465) and domestic (588) customers, among night market visitors. This study contributes to the literature by providing a more precise overview of the influence of customer focus on impulse buying tendency within a limited time frame and a crowded space.     

Factors influencing buying behavior of Lebanese consumers towards fashion brands during economic crisis: A qualitative study

The purpose of this article is to contribute to an understanding of the impact of the Lebanese economic crisis on fashion buying behavior. It uses a qualitative approach by conducting semi-structured interviews with 29 Lebanese consumers. The study reveals that consumer fashion purchases are motivated by emotional, social, and functional drivers. It also indicates that subjective norms, such as societal and cultural values dictate buying behaviors. The findings provide further insights into social media and highlight its influence on shaping trends and making fashion products desirable. The article concludes that Lebanese consumers exhibit impulsive buying behavior, and explains how fashion brands can remain relevant amidst a wrenching economic crisis.     

Consumer perceived value and impulse buying behavior on mobile commerce: The moderating effect of social influence

This study examines how the consumers' perceived values (utilitarian and hedonic values) impact their impulse buying behavior (IBB) in the mobile commerce (m-commerce) context. Moreover, we view interpersonal influence as a moderator and test its impact on the correlation between the consumers' perceived value and their IBB. Data were collected through a survey in China (n = 199). The results show that environmental stimuli significantly influence consumer perceived values (i.e., perceived utilitarian value and perceived hedonic value), and the consumers’ perception of hedonic value significantly and directly impacts their IBB. In addition, the interaction effect of perceived hedonic value and interpersonal influence significantly affects IBB. The findings provide valuable guidance for m-commerce retailers to induce consumer IBB.     

Panic buying in the COVID-19 pandemic: A multi-country examination

The global crisis of COVID-19 pandemic has ravaged the world economy and healthcare, igniting much fear, panic, and uncertainty among billions of people. As lockdowns being implemented in many places, panic buying has emerged as a reliable feature of the Coronavirus outbreak. Therefore, it is of urgent needs to examine consumers' panic buying behaviors during COVID-19 to gain a better understanding of the phenomenon and to provide managerial insights for policy-makers and marketers alike. In this study, under the theoretical guidelines of the Stimuli-Organism-Response model and the Competitive Arousal model, we investigate how in the panic situation created by the pandemic, external stimuli such as Limited Quantity Scarcity (LQS) and Limited Time Scarcity (LTS) affect the emotional arousal among people, which in turn influences consumers’ impulsive and obsessive buying behaviors. This study is conducted in a multi-country setting including the U.S., China, India, and Pakistan. Online surveys were conducted during the peak time of pandemic. Our findings show that LQS and LTS significantly increase perceived arousal in consumers, which further leads to more impulsive and obsessive buying. In addition, our results also reveal that excessive social media use intensifies the relationship between scarcity messages and perceived arousal whereas the urge to buy impulsively moderates the relationship between perceived arousal and behavioral outcomes in all selected countries except for India. Theoretical and managerial implications are discussed in details.     

Mitigating panic buying behavior in the epidemic: An evolutionary game perspective

The panic buying behavior under public health emergencies will lead to many adverse consequences, such as material waste, price fluctuation and uneven distribution of epidemic prevention materials, which will pose a threat to the social stability and economic development. In this paper, we construct a tripartite game model to explore the strategic choices of the public, merchants and the government in order to effectively respond to the panic buying behavior in the epidemic. The results demonstrate that: (1) Eight evolutionary stable strategies emerge in the panic buying events. The worst scenario can be improved by adjusting some relevant parameters. (2) The probability of the public choosing the strategy of “not involving in panic buying” depends on the potential benefits and losses of snapping up, rather than the extent of price rising. (3) The probability of merchants choosing the strategy of “not bid up price” depends on the intangible benefits. (4) The probability of the government choosing the strategy of “active supervision” depends on the supervision costs and government credibility, rather than the amount of fines. In addition, strategic suggestions to mitigate panic buying behavior are put forward from the perspective of each stakeholder.     

Understanding on-the-go consumption: A retail mix perspective

On-the-go (OTG) consumption is a growing phenomenon in the food and beverage industry. Drawing on the theory of consumption values, this study is conducted to acquire a better understanding of the influence that retail-mix elements have on OTG consumption outcomes. Specifically, this study examines the role of value for money, customer service, general assortments and healthy assortments in driving intention and satisfaction related to OTG consumption. The study also assesses the conditional value generated by the consumer's health orientation, impulsiveness and perceived time pressure. Based on a sample of 433 OTG consumers, and applying multi-group structural equation modelling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA), value for money was identified as the key driver of OTG consumption outcomes. Impulsiveness and time pressure are shown to increase the effects of value for money perceptions on OTG consumption intention, while health orientation enhances the relationship between customer service and satisfaction. This study contributes to the literature on OTG consumption, explains the managerial implications for retailers, and offers recommendations to target OTG consumers better.     

Online personalized recommended product quality and e-impulse buying: A conditional mediation analysis

Consumer lifestyle and purchasing behavior have been significantly transformed over the past few years. At present, internet technologies make it possible for consumers to order goods and services on a go or in real-time without physically visiting traditional store outlets. This phenomenon calls for a change in marketing strategy to be able to reach consumers wherever they are. Accordingly, online marketing techniques such as personalized product/service recommendation, which makes products available to consumers, optimizing their interests and buying experience, are primal to market development.Therefore, this study examines whether or not online consumers' (1) E-impulse buying (EIB) behavior is influenced by personalized recommended product quality (RPQ), (2) affective image (IMAGE) of, and satisfaction (SAT) with recommended products mediate the RPQ-EIB link, and (3) online review stimulus (ORS) moderated the direct RPQ-EIB and indirect PRQ-EIB through affective image and satisfaction. Data was collected from consumers on five (5) online shops in China (N = 947). The Results showed that (i) RPQ had significant positive influence on EIB, (ii) the RPQ-EIB relation was partly explained by consumers' affective image of, and satisfaction with recommended products, and (iii) the direct and indirect relations between RPQ and EIB were sensitive to consumers’ ORS. Theoretical and practical implications, limitations and direction for future studies were also discussed in this study.     

The Big Five dyad congruence and compulsive buying: A case of service encounters

This research examines how the Big Five personality congruence between buyers and sellers influences compulsive buying in a dyadic service encounter. We gathered 904 buyer-seller data and computed personality congruence using the difference score technique. The study findings manifested that buyer-seller congruence in agreeableness and openness increases compulsive buying behavior, whereas buyer-seller congruence in neuroticism decreases this behavior. Further analysis showed that pleasure enhancement dampens the negative impact of neurotic congruence on compulsive buying. In contrast, stimulation enhancement strengthens the positive influence of open-minded congruence on compulsive buying. Conclusively, compulsive buyers exhibit varying buying behaviors based on their personality congruence (incongruence) with their corresponding sellers'. Hence, marketing managers should create similar (dissimilar) buyer-seller pairs to boost firms' sales.     

Green apparel buying behaviour: A study on Indian youth

Changes in demographics and availability of global clothing brands have brought several changes in Indian apparel industry. Green or organic clothing brands are becoming popular among Indians and likely to contribute to the revenues of apparel sector. Global and national apparel manufacturers have introduced organic clothing lines to cater to ecological conscious consumers. The purpose of this research was to examine the effect of consumer susceptibility to interpersonal influence (CSII), past green behaviour, green peer influence and green apparel knowledge on Indian youth's green apparel buying behaviour. A mix of convenience and random sampling was used for data collection. The sample (n = 981) comprised of youth of age group 18–24 years. Structural equation modelling was used to test the hypothesized relationships. Findings suggest that past green behaviour influenced green apparel buying behaviour. Green peer influence and green apparel knowledge had no impact on green apparel buying behaviour. Moreover, CSII had no influence on green apparel buying behaviour. The findings differ from earlier studies that suggest influence of social norms and peer group had an effect on green buying behaviour. Practical implications of the present study are discussed.     

Divergence in Variety Seeking: An Exploratory Study Among International Travelers in Asia

ABSTRACT

Variety seeking is a tendency in consumer behavior in which the consumer alternates between different makes of the same item in the quest for diversity. Variety seeking and exploratory behaviors help explain tourists’ consumption behavior and choice-making methods. Some studies have focused on the choice of food, restaurants, theme parks, travel activities, or destinations, but only a few have taken place within an international context. In this study, the influence of variety seeking and exploratory buying on travelers’ consumption behavior within an international context is analyzed. In essence, Asian travelers are compared with Western travelers. Several factors, which help explain divergence in variety seeking, are included in the analysis. The results demonstrate that variety seeking and an exploratory tendency have a significant relationship with travelers’ consumption behavior (for both Asian and Western travelers). In general, customers who have a high tendency for variety seeking are less loyal; however, there is no discernible difference between Asian and Western tourists in this regard.