Impulse buying tendencies among online shoppers in Sweden

Abstract

Purpose The purpose of this study is to characterize consumers with high impulse buying tendency (IBT) by comparing them with low-IBT consumers in an online shopping context. Design/methodology/approach Data were collected through a postal survey to a random sample of Swedish citizens, resulting in 144 responses, which were analysed statistically.. Findings Results indicate that high-IBT consumers, compared to those with low IBT, are on average younger, more likely to be female and more frequent online shoppers with higher levels of trust in the internet. However, they seem more likely than low-IBT consumers to abandon their online shopping carts before completing the purchase, often because of need uncertainty. Practical implications The findings can give retailers a better understanding of consumers with high IBT and thereby increase the possibility to target and communicate with them more effectively. This is an interesting opportunity as both multi-channel shopping and impulse buying behaviour is likely to become even more common in the future. Originality/value The study contributes to the understanding of impulsive consumers, as it addresses the role of situational and socio-demographic attributes of high-IBT consumers compared to low-IBT consumers. The differences in online purchases, intentions to buy fashion online, shopping cart abandonment and trust in the internet suggest that even if IBT is a relatively stable and general personal trait, the tendencies to act on buying impulses may be more context-specific.

¿Cómo funciona el autocontrol? Un análisis de la compra por impulso

“…The proposed framework extends the literature in several areas. First, the current literature fails to provide a holistic picture of impulse buying (Ek Styvén et al, 2017;Xiao & Nicholson, 2013). This failure can be attributed to the fact that the literature has not conceptualized impulse buying as a process and outcome, which has resulted in some contradictory findings (Xiao & Nicholson, 2013).…”

“…Interestingly, it has been estimated that 90% of people purchase on impulse at least occasionally (Hausman, 2000). In this regard, past research has shown that impulse purchases generate a substantial proportion of retail industry sales (Ek Styvén, Foster, & Wallström, 2017;Kacen, Hess, & Walker, 2012) and even airport purchases (Geuens, Vantomme, & Brengman, 2004). Recent industry research also supported the fact that impulse buying accounts for a sizable percentage of all purchases (Amos, Holmes, & Keneson, 2014).…”

“…1. Personality: Some people are more susceptible to impulse buying, and hence they do it whenever an opportunity arises (Ek Styvén et al, 2017;Verplanken & Sato, 2011). According to , personality has a strong influence on the desire strength.…”

The Effect of Store Environment on Shoppers Urge to Buy Impulsively: An Application of Stimulus-Organism-Response Paradigm

“…These positive emotions are found to be strongly correlated with impulse buying tendency (e.g. Kim and Eastin, 2011;Styvén, Foster, and Wallström, 2017). In addition, they further guide, and influence consumers urges to buy impulsively (e.g.…”

Research on Unplanned Purchases in the Serbian Market

“…Конкретна марка у оваквим ситуацијама постаје избор потрошача тек у продајном објекту. Према резултатима бројних истраживања непланиране куповине последњих деценија имају доминантан удео у укупној продаји предузећа (Ek Styvén et al, 2017;Kacen et al, 2012). Таква ситуација је резултат интензивних улагања у маркетинг активности којима су потрошачи изложени и мотивисани на такву врсту куповине.…”