A Study on the Types of Impulse Purchasing According to TV Home Shopping and Live Commerce: Focusing on the Reduction of Cognitive Dissonance Experience

Moon, Byoung Joo; Jung, Sung Gwang; Cheon, Kyoung

doi:10.15830/kjm.2022.37.2.21

Cited by 1 publication

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“…Since impulse buying is not planned but improvisational, it is generally expected to cause a negative consumer evaluation after a purchase. However, some prior studies show that impulse buying results in positive consumer evaluations [ 8 ]. Indeed, although purchasing impulsively leads consumers to fail to consider other alternatives or future influences, doing so is not innocuous but acceptable in society [ 9 , 10 ].…”

Section: Literature Reviewmentioning

confidence: 99%

Effect of Space Order on Impulse Buying: Moderated by Self-Construal

Shi,

Joo

2023

Behavioral Sciences

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Objective: Impulse buying is a recognized phenomenon as consumers have abundant shopping opportunities. We investigate whether orderly space encourages consumers to buy impulsively and whether this relationship is moderated by self-construal. Specifically, we hypothesize that consumers show greater impulse buying intentions when space is orderly than disorderly. We also hypothesize that when interdependent self-construal is primed, the effect of orderly space on consumers’ increased impulse buying intentions will be attenuated. Background: Our hypotheses are based on the research about emotions that consumers experience while they shop in a retail store. When the store is orderly, consumers experience pleasure. In contrast, disorganized shelves, unsorted merchandise, and messy clothing racks evoke negative emotions. A recent study shows consumers’ positive emotional responses to a retail environment result in heightened impulse buying. Methods: Two experiments were carried out to test the two hypotheses. Experiment 1 employed a 2 (space order: orderly vs. disorderly) between-subjects design. Participants randomly received one of the two store images and were asked to indicate their impulse-buying intentions. Experiment 2 employed a 2 (space order: orderly vs. disorderly) × 2 (self-construal: independent vs. interdependent) between-subjects design. Participants were randomly given one of the two store images and one of the two self-construal priming tasks to measure their impulse buying intentions. Results: As hypothesized, Experiment 1 demonstrated that participants exerted stronger impulse-buying intentions in an orderly space. Experiment 2 also showed that when participants were primed by interdependent self-construal, their impulse buying intentions did not differ, regardless of whether the space was orderly. Implications: Our findings provide insights for offline store managers. To nudge visitors to buy impulsively, managers should organize their spaces orderly. However, the effect of space order on consumers’ impulse buying will disappear when consumers’ interdependent self-construal is activated. Our findings contribute to the academic research into the factors that lead consumers to buy impulsively.

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Section: Literature Reviewmentioning

confidence: 99%