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.