The Role of Sales Promotion in inducing Impulse Purchases

Amara, Rim Ben; Kchaou, Abir Sahraoui

doi:10.17722/ijme.v3i1.125

Cited by 10 publications

(9 citation statements)

References 14 publications

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“…The result of this research shows that sales promotion has a positive influence significantly toward hedonic shopping marked by the T-statistics value 9.707. The result confirms the study of [10,14] which means that sales promotion done by online fashion shopping is effective in triggering the respondent's hedonic shopping value in this research.…”

Section: Discussionsupporting

confidence: 90%

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Sales Promotion, Hedonic Shopping Value, and Impulse Buying on Online Consumer Websites

2020

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The phenomenon in the increasing fashion business is caused by online shopping activity, especially in fashion products. In this research, shopping activity is focused on online shopping. Online shopping is also called internet shopping, electronic shopping, online buying, or buying through the internet. Online shopping has become the newest trend for Indonesian as an alternative to buying a product or service. Advertisement and trend are able to influence consumers in doing or deciding to buy. This is the reason people buy excessively unplanned as needed. This research purpose is to observe the sales promotion influence toward impulse buying with hedonic shopping value as intervening to fashion online shopping consumers in Surabaya. This research uses 99 respondents, and the data analysis uses the Partial Least Square (PLS) model. The result shows that sales promotion and hedonic shopping value have significant positive influence on impulse buying. Moreover, hedonic shopping value as variable intervening has an influence between sales promotion to impulse buying.

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Section: Discussionsupporting

confidence: 90%

“…Amara and Kchaou have the same opinion where sales promotion has a positive influence significantly toward impulse buying [14]. This means the quality and attractiveness of the sales promotion program increase the consumer's impulse buying.…”

Section: The Relation Of Sales Promotion Toward Impulse Buyingmentioning

confidence: 88%

Sales Promotion, Hedonic Shopping Value, and Impulse Buying on Online Consumer Websites

2020

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“…Third, this study provides empirical support for previous theoretical studies by responding to their calls for investigating the moderating effects of self-control in different consumer behavioral contexts (Kchaou and Amara, 2014;Dhandra, 2020). In particular, our study incorporates self-control as an anticipated factors, and uncovers its moderating effects on impulse buying mechanisms.…”

Section: Conclusion Findingssupporting

confidence: 69%

“…Third, our study reveals the moderating effects of self-control on the relationship between expected inaction regret and impulse purchases for Internet products. While prior studies have delved into self-control in the impulse buying context (Parboteeah et al, 2009;Amos et al, 2014;Kchaou and Amara, 2014;Dhandra, 2020), little attention has been paid to the role of self-control concerned with expected inaction regret. Therefore, our empirical results can further enhance our understanding regarding the anticipated effects of self-control in the context of online impulse buying.…”

Section: Theoretical Contributionsmentioning

confidence: 99%

Does Product Semantics Matter in Stimulating Impulse Buying Behavior for Internet Products?

Huang

Cai

2021

Front. Psychol.

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Design-driven innovation has become the source of the third-dimensional innovation driving force behind technology and outside the market, aiming to explore breakthrough innovation in product semantics for Internet products. This research tries to define the concept of product semantics and construct a consumer purchase decision model for Internet products with product semantic perception as the antecedent variable. In addition, how product semantics could stimulate consumers' expected regret and impulse purchase for Internet products is explained. The research finds that product semantic perception significantly affects consumers' expected inaction regret, which promotes their impulse purchase intention for Internet products; and expected inaction regret partially mediates between product semantic perception and impulse purchase intention. Self-control ability of consumers negatively moderates the relationship between their expected inaction regret and impulsive purchase intention for Internet products. Thus, the “non-use function” design of product semantics can effectively meet and lead the spiritual and cultural needs in hedonistic Internet shopping for consumers.

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“…The Perceived perishability and perceived scarcity has positive and significant effects on attitudes towards promotional programs and impulsive shopping behavior held by fashion retailers (Cook & Yurchisin, 2016) and during the flash sale programs (Vanissa et al, 2020). The perceived low price has a significant effect on attitude towards sales promotion (Amara & Kchaou, 2014;Badgaiyan & Verma, 2015;Omid, 2016;Muna et al, 2017) and impulsive buying behavior (Amanah & Pelawi, 2015). Thus, it can be hypothesized that:…”

Section: Sales Promotionmentioning

confidence: 99%

The Stimulus Of Impulse Buying Behavior On E-Commerce Shopping Festival: A Moderated-Mediated Analysis

Yulianto

Sisko

Hendriana

2021

JBMR

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Studies on impulsive buying signify sales promotion and hedonic shopping motivation as antecedents of impulsive buying behavior during the shopping festival. The availability of different payment methods, such as credit cards and cash on delivery, can make consumers more impulsive. Despite the potential effect of payment methods on impulsive buying behavior, only a few studies are looking at this variable. Hence, this study aims to examine the moderated-mediation effect of attitude toward shopping festivals and cash-on-delivery payment methods in the relationship between sales promotion, hedonic shopping motivation, and impulsive buying behavior. Purposive sampling was applied to select samples that resulted in 210 valid responses. Data were analyzed using PLS-SEM that indicated an indirect effect of the perceived low price on impulsive buying behavior through attitude toward sales promotion during online shopping festivals. Other elements related to sales promotion such as perceived perishability and scarcity did not affect attitude toward sales promotion and impulsive buying behavior. In contrast, hedonic shopping motivation had a direct effect on the impulsive buying behavior and an indirect effect via attitude towards sales promotion. Our finding only supported the moderating role of cash on delivery payment method in the relationship between hedonic shopping motivation and impulsive buying behavior. These findings provide insights to businesses in applying for sales promotion and utilizing customers’ hedonic shopping motivation to maximize their sales during the shopping festival.

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The Role of Sales Promotion in inducing Impulse Purchases

Cited by 10 publications

References 14 publications

Sales Promotion, Hedonic Shopping Value, and Impulse Buying on Online Consumer Websites

Sales Promotion, Hedonic Shopping Value, and Impulse Buying on Online Consumer Websites

Does Product Semantics Matter in Stimulating Impulse Buying Behavior for Internet Products?

The Stimulus Of Impulse Buying Behavior On E-Commerce Shopping Festival: A Moderated-Mediated Analysis

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