Do Website Quality, Fashion Consciousness, and Sales Promotion Increase Impulse Buying Behavior of E-Commerce Buyers?

Wiranata, Allysha Tiffany; Hananto, Arga

doi:10.17358/ijbe.6.1.74

Cited by 54 publications

(63 citation statements)

References 33 publications

(71 reference statements)

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“…Both the investigated psychological and marketing variables have demonstrated a direct significant influence towards the clothing interest among Generation Y consumers. The findings hereby offered reinforced support on earlier literature which investigate the Notes: FI = Fashion innovativeness; SC = Self-concept; FC = Fashion consciousness; NFU = Need for uniqueness; SMM = Social media marketing; Fads = Fashion advertisement; Cint = Clothing interest; PI = Purchase intention; Att = Product attitude; Conf = Self-confidence, ns = not significant; **and *denote significant at 99% and 95% confidence level, respectively dimensions of fashion innovativeness (Park et al, 2007;Rahman et al, 2014), self-concept (Bahri-Ammari et al, 2020;Nyadzayo et al, 2020), fashion consciousness (Khan et al, 2019;Wiranata and Hananto, 2020), NFU (Latter et al, 2010;Workman and Caldwell, 2007), SMM (Scuotto et al, 2017) and fashion advertisement (Chu et al, 2019) in affecting market consumption. However, researchers including Park and Noh (2011) have suggested a contradicted view following the absent of direct causation between fashion innovativeness and creativity of advertised message on consumption intention.…”

Section: Psychological and Marketing Factorsmentioning

confidence: 99%

Cruising down millennials’ fashion runway: a cross-functional study beyond Pacific borders

Cham

Cheng

2020

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Purpose The clothing industry is one of the earmarked industries in many countries following the rising demand and consumption of clothing products among millennials. Malaysia and Thailand are known to be promising markets for this industry in the South East Asia region. The purpose of this study is to investigate the influence of psychological and marketing factors on clothing interest among Generation Y consumers, as well as the interrelationships between self-confidence, product attitude and purchase intention. The impact of nationality was also examined as a moderator on the investigated relationships. Design/methodology/approach The data was collected among Generation Y consumers using a survey questionnaire, which had successfully gathered a total of 388 usable cases from the capital cities of Malaysia (Kuala Lumpur) and Thailand (Bangkok). These cities were selected for being the largest cities in its country which contain the highest number of shopping malls, offices and Generation Y population. Data analysis was then performed using both the SPSS and AMOS software. Findings Findings obtained acknowledged the importance of both psychological (i.e. fashion innovativeness, self-concept, fashion consciousness and need for uniqueness) and marketing (i.e. social media marketing and fashion advertisement) factors towards the clothing interest among Generation Y consumers. Consequently, clothing interest would influence their product attitude, self-confidence and purchase intention, with product attitude and self-confidence as the mediators between clothing interest and purchase intention. Multigroup analysis confirmed that there are differences between Generation Y consumers in both Malaysia and Thailand, where Thai consumers hold a stricter emphasis concerning the influence of social media marketing on clothing interest and self-confidence on purchase intention. Originality/value This study is one of the very few studies that explored the minimally investigated territory on the consequential importance of clothing interest within the clothing industry, specifically, through extending the literature on the influence of psychological and marketing factors towards the individuals’ clothing interest. Moreover, this study also successfully highlighted the mediation role of product attitude and self-confidence in the relationship between clothing interest and purchase intention.

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Section: Psychological and Marketing Factorsmentioning

confidence: 99%

Cruising down millennials’ fashion runway: a cross-functional study beyond Pacific borders

Cham

Cheng

2020

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“…The results of the study are also similar to the inferences made by Loxton et al (2020) whereby, it was concluded that consumer behaviour during the COVID-19 crisis tends to be consistent with the actions seen during historical shock events. Addo et al (2020), Kim (2020) and Wiranata and Hananto (2020) found similar consumer behaviour patterns during COVID-19 in case of United States. Garrett (2020) also discovered that COVID-19 had a significant impact on individuals, and that customers in the United States resorted to impulse purchases during the crisis.…”

Section: Stocking and Impulse Buying Behaviourmentioning

confidence: 57%

“…In moments of uncertainty, customer behaviour theories show how people try to achieve a sense of control by acquiring products and by indulging in panic buying (Yuen et al, 2020). Impulse purchasing behaviour has increased significantly in the United States and other parts of the world as a result of COVID-19 pandemic (Kim, 2020;Wiranata and Hananto, 2020;Addo, 2020). Garrett (2020) also found that COVID-19 has had a huge effect on individuals, and that consumers in the United States engaged in impulse buying during this crisis situation.…”

Section: Impulse Buying Behaviourmentioning

confidence: 99%

Impact of COVID-19 crisis on stocking and impulse buying behaviour of consumers

Gupta¹,

Nair

Radhakrishnan

2021

IJSE

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PurposeThe current study investigates how consumers are reacting to the COVID-19 pandemic. The study aims to explain consumers' stockpiling and impulse buying behaviour during the current crisis.Design/methodology/approachBased on the scope and focus of this study, our primary data collection tool was an online survey questionnaire that was sent to 1,000+ people and the results were computed from 417 responses received. The study employed Exploratory Factor Analysis to substantiate the construct validity of the constructs. Unidimensionality, validity and reliability of the model were assessed using confirmatory factor analysis. The effect of the COVID crisis on consumer stocking and impulse buying behaviour was investigated using structural equation modelling.FindingsThe findings show that the COVID pandemic did have a significant impact on consumer behavioural patterns indicated by the stocking and impulse buying behaviour of consumers.Practical implicationsThese results have consequences for policymakers and practitioners in terms of adjusting inventory and response policies, especially in terms of efficient supply chain management processes and actively reaching out to customers to reduce their fear and anxiety levels, which contribute to such panic activity.Originality/valueThis paper adds value to the literature on consumer behaviour during COVID-19 pandemic in case of Indian consumers. The findings of the paper will help in doing a comparison of the said behaviour of consumers in other parts of the world. The paper also helps in explaining the underlying theories elucidating such behaviour of consumers.

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“…Several studies have been carried out regarding the use of websites as promotional media, including research focused on evaluating the quality of websites created and used as promotional media (Aydin and Kahraman, 2012). The same thing is stated: website media is very effective for promoting and marketing the evaluation of products being sold (Wiranata and Hananto, 2020). Other researchers stated that the website is a means to optimize promotion in small businesses (Simmons et al, 2011).…”

Section: Introductionmentioning

confidence: 91%

Design of Web-Based Promotion

et al. 2021

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The purpose of this study is to determine customer satisfaction by looking at the variables of interaction quality, system quality, and usability. This is done so that Chocolatier Dessert, as one of the desserts and snacks retailers, can compete and grow, so a website is designed to promote the goods produced. The method used the waterfall method, which works on the essence of a system that is done sequentially or linearly. The data was collected by distributing a list of questions to 50 respondents. The data collected was then processed using the SPSS application to test its validation and reliability. It is done to measure customer satisfaction and the variables that influence it. The results show that promoting the chocolatier through the website was very effective where the interaction quality and information system variables affected customer satisfaction, while usability did not. From the results of this study, it can be seen to maintain customer satisfaction. It is necessary to pay attention to the interaction system and information systems in promoting the Chocolatier Dessert.

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Do Website Quality, Fashion Consciousness, and Sales Promotion Increase Impulse Buying Behavior of E-Commerce Buyers?

Cited by 54 publications

References 33 publications

Cruising down millennials’ fashion runway: a cross-functional study beyond Pacific borders

Cruising down millennials’ fashion runway: a cross-functional study beyond Pacific borders

Impact of COVID-19 crisis on stocking and impulse buying behaviour of consumers

Design of Web-Based Promotion

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