Influence of Sales Promotion on Impulse Buying: A Dual Process Approach

Mandolfo, Marco; Bettiga, Debora; Lamberti, Lucio; Noci, Giuliano

doi:10.1080/10496491.2022.2060415

Cited by 15 publications

(5 citation statements)

References 56 publications

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“…This implies that there is a significant influence of sales promotion on respondents' impulsive buying behavior, with a positive coefficient indicating that the impact tends to be positive. This is consistent with previous studies, which found a significant influence of sales promotion on impulsive buying behavior Chauhan et al, 2023;Mandolfo et al, 2022;Robin et al, 2022).…”

Section: Impulsive Buying Behaviorsupporting

confidence: 93%

The Impact of BTS-GOJEK Sales Promotion on Impulsive Buying Behavior among Indonesian ARMY (BTS Fanbase)

Bryan

Alvin

2023

oaijss

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Gojek is a start-up company known for its accessibility, facilitated by a practical mobile application that allows users to book various services easily. These services include transportation, food delivery, same-city package delivery, and bill payments through the e-money feature, Gopay. Promotional events involving a collaboration with BTS, a popular K-pop group, have been found to significantly influence impulsive buying behavior in the community. Through the BTS collaboration, Gojek effectively enhances its brand image, particularly among BTS fans, resulting in increased transactions on the Gojek platform. This effect can be attributed to the combination of the collaboration with BTS, attractive promotional offers such as discounts and cashbacks, which successfully capture the attention of the public and prompt impulsive buying behavior. Additionally, Gojek distributes limited edition BTS collaboration merchandise, which further garners the attention of ARMY, the passionate fanbase of BTS. The findings demonstrate the substantial impact of BTS GOJEK event promotion on impulsive buying behavior among Indonesian ARMY, shedding light on the efficacy of collaborative promotional strategies in influencing consumer decisions.

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Section: Impulsive Buying Behaviorsupporting

confidence: 93%

The Impact of BTS-GOJEK Sales Promotion on Impulsive Buying Behavior among Indonesian ARMY (BTS Fanbase)

Bryan

Alvin

2023

oaijss

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“…This model of relationship explanation offers a theoretical framework for studying the correlates of impulsive buying behavior. Previous studies used diverse factors affecting impulsive buying; yet, they fall into personal including positive emotional response (Danish Habib & Qayyum, 2018) and hedonic motivation , and environmental perspectives, e.g., store ambiance (Setiawan & Sri Ardani, 2022), and promotional activities (Mandolfo et al, 2022;Zhang et al, 2022).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Impulse buying has been studied from several viewpoints (Mandolfo & Lamberti, 2021;Verplanken & Sato, 2011), including socio-demographics (Desai, 2018;Ugbomhe et al, 2021), environmental stimuli (Rasheed et al, 2017;Zhang et al, 2022), personal-psychological (Sun et al, 2021;Wang, X., et al, 2022), marketing strategies (Mandolfo et al, 2022).…”

Section: Introductionmentioning

confidence: 99%

The role of positive emotional response in the relationship between store atmosphere, sales promotion, hedonic shopping motivation, and impulsive buying in Indonesia’s largest department store

2023

KJSS

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Impulsive buying behavior has attracted many studies, yet there is an inconsistent result of factors determining impulse buying, particularly when consumers' environment is involved. This study investigates the effects of store atmosphere, sales promotion, and hedonic shopping motivation on impulse buying mediated by a positive emotional response. The sample of this study was 175 consumers of Indonesia's largest department store who have at least visited the store once. Data were collected using Google Forms online questionnaires and analyzed with the PLS-SEM method. The results show that sales promotion and hedonic shopping motivation directly affect the positive emotional response. Positive emotional response directly influences impulsive buying and significantly mediates the effects of sales promotion and hedonic shopping motivation on impulse buying. The store atmosphere did not affect the positive emotional responses of consumers and impulsive buying behavior. This study suggests the cruciality of positive emotional response in improving impulsive buying and, thus, such should not be ignored in consumer behavior studies. Practically, business practitioners should maintain consumers' positive emotions to gauge their impulse buying tendency, leading to improved sales.

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Section: Introductionmentioning

confidence: 99%

“…The literature on a comprehensive investigation of the specific cognitive appraisal dimension on impulse buying is limited. In addition, more exploration is needed to detect specific cognitive appraisal dimensions that are relatively salient, considering particularly online impulse buying, such as desirability and urgency (Mandolfo et al, 2022). We aim to IJRDM 51,12 close these gaps by comparing the online impulse buying in two countries in the context of website/app characteristics (cognitive appraisal dimension) backed up with varying effects of sales promotion and payment options.…”

Section: Introductionmentioning

confidence: 99%

Online impulse buying and cognitive appraisal theory: two countries comparison

Kursan Milaković,

Ahmad

2023

IJRDM

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PurposeWith the rapid growth of the Internet and the wide acceptance of e-commerce, online impulse buying is rising; however, the consumer motivation to buy impulsively within the digital setting calls for continuous exploration. Through the lens of cognitive appraisal theory, the authors aim to explore the relevance of web quality factors (cognitive processes) and hedonism (emotional response) for online impulse buying in the cross-cultural context of India and Croatia. The study also attempts to investigate the varying effects of sales promotion and payment options (cognitive processes) on the relationship between hedonism and online impulse buying.Design/methodology/approachThe researchers in the present study have adapted the refined eTailQ scale along with factors like hedonism, sales promotion and payment options determining impulse buying—the measurement instrument comprised of a highly structured questionnaire covering consumers' attitudes and opinions regarding the explored concepts. A total of 526 responses were generated in the data collection process, wherein 264 were from India and 262 were from Croatia.FindingsThe results reveal that not all web quality determinants affect impulse buying similarly. Web informativeness significantly, but negatively, impacts impulse buying only regarding Croatian consumers, while customer service influences impulse buying in the Indian market. Web layout and privacy do not influence impulse buying. However, besides hedonism's direct impact on impulse buying in both countries, the results show that the influences of web layout and privacy on impulse buying are mediated via hedonism. Given the varying effects, this study shows that, unlike the payment options, only sales promotion represents a significant moderator that enhances the relationship between hedonism and impulse buying in both countries.Originality/valueThis study utilises cognitive appraisal theory to compare the effects in two countries through cognitive appraisals, emotional responses, and situational factors for explaining online impulse buying behaviour. The study also offers practical managerial implications.

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Influence of Sales Promotion on Impulse Buying: A Dual Process Approach

Cited by 15 publications

References 56 publications

The Impact of BTS-GOJEK Sales Promotion on Impulsive Buying Behavior among Indonesian ARMY (BTS Fanbase)

The Impact of BTS-GOJEK Sales Promotion on Impulsive Buying Behavior among Indonesian ARMY (BTS Fanbase)

The role of positive emotional response in the relationship between store atmosphere, sales promotion, hedonic shopping motivation, and impulsive buying in Indonesia’s largest department store

Online impulse buying and cognitive appraisal theory: two countries comparison

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