Reflective or impulsive buying or both? Evidence from the sport merchandise consumption context

Abstract

We examined the effects of reflective and impulsive intentions on product purchasing in the sport merchandise context (specifically, basketball shoes), and investigated the moderating effects of a celebrity endorsement on these relationships. We used convenience sampling to collect data from 826 basketball game attendees in Taiwan. We conducted structural equation modeling with a 2-group overall path model for data analysis. The empirical results revealed that reflective and impulsive determinants both positively predicted the intention to purchase basketball shoes. In addition, celebrity endorsement moderated the relationship between reflective and impulsive intentions to buy the product. A practical implication of our findings is that if sport marketing practitioners know that celebrity endorsement strengthens both reflective and impulsive intentions, they would develop more effective marketing strategies.

Past, Present, and Future of Impulse Buying Research Methods: A Systematic Literature Review

“…Among the studies employing self-reports, the respondent sample proved variable in size, averaging roughly 400 respondents. Rook andFisher, 1995 Kacen andLee, 2002;Jones et al, 2003;Vohs and Faber, 2007;Parboteeah et al, 2009;George and Yaoyuneyong, 2010;Sun and Wu, 2011;Hubert et al, 2013;Liu et al, 2013;Serfas et al, 2014;Chen and Wang, 2016;Das, 2016;Olsen et al, 2016;Chung et al, 2017;Khachatryan et al, 2018;De Vries and Fennis, 2019;Meng et al, 2019Weun et al, 1998Beatty and Ferrell, 1998Kacen and Lee, 2002;Adelaar et al, 2003;Chih et al, 2012;Mohan et al, 2013;Shukla and Banerjee, 2014;Bellini et al, 2017Verplanken and Herabadi, 2001Silvera et al, 2008Koff, 2014, 2017;Dhaundiyal and Coughlan, 2016;Olsen et al, 2016;Bossuyt et al, 2017;Liu et al, 2019 Overall consumer impulsiveness Liu et al, 2013;Chen et al, 2019Adelaar et al, 2003Adelaar et al, 2003Martínez-López et al, 2020 The greater part (71%) involved between 200 and 600 respondents, while larger (11%) and smaller (18%) samples were observed as well. Given the multi-faceted nature of IB, larger samples w...…”