Antecedents of Online Impulse Buying: An Analysis of Gender and Centennials’ and Millennials’ Perspectives

Abstract

Impulse buying continues to be a relevant topic for retail management, yet few studies have examined the role of online impulse buying. This study analyzes the effect of impulse buying tendency on online impulse buying behavior through the mediation of normative evaluation and the urge to buy impulsively on the Internet. As a secondary objective, we aim to identify whether gender and generation influence the model. The research was conducted in Mexico with millennials and centennials who had previously bought products on the Internet. We used quantitative, explanatory, non-experimental, cross-sectional research. We applied an electronic survey, and, for the statistical technique, we used PLS. According to the results, impulse buying tendency both directly and indirectly influences online impulse buying behavior through the mediating roles of normative evaluation and the urge to buy impulsively on the Internet. Moreover, we found that gender does not have an effect on the model. Regarding generation, two significant differences were found between centennials and millennials.

Impact of online convenience on generation Z online impulsive buying behavior: The moderating role of social media celebrity

“…An unexpected or non-essential purchasing action is known as impulse buying ( Amos et al, 2014 ; Iyer et al, 2020 ; Bandyopadhyay et al, 2021 ; Cavazos-Arroyo and Máynez-Guaderrama, 2022 ; Nigam et al, 2022 ). It is rapid and spontaneous, with little consideration of the product or the repercussions of the purchase ( Lin and Chen, 2013 ; Rezaei et al, 2016 ; Iyer et al, 2020 ).…”

An investigation of the nexus between online impulsive buying and cognitive dissonance among Gen Z shoppers: Are female shoppers different?

“…Prior literature related to how gender influences impulse buying suggest divergent results (Cavazos-Arroyo and Máynez-Guaderrama, 2022; Thangavel et al , 2021; Thomas and Varghese, 2022). Although some studies convey that women are more likely to engage in impulsiveness while buying (Imad et al , 2020; Atulkar and Kesari, 2017), others suggest no significant difference between male and female shoppers (Badgaiyan and Verma; 2014; Maraz et al , 2016).…”

Determinants of Consumer Impulse Purchase in Live Streaming Commerce in China: A Conceptual Analysis

“…Verhagen and van Dolen (2011) elucidated online impulsive buying as "a sudden and immediate online purchase with no pre-shopping intentions; it is unplanned, spontaneous, and decided on the spot". Online impulsive buying was widely investigated in general online shopping (Cavazos-Arroyo et al, 2022;Floh & Madlberger, 2013;Liao et al, 2016;Turkyilmaz et al, 2015), in social commerce (Akram et al, 2018;Alizadeh, 2019;Ju & Ahn, 2016;Xiang et al, 2016;Zafar et al, 2019), more specifically, in Facebook commerce (Zafar et al, 2020), or mobile commerce (Huang, 2017).…”