Factors affecting online impulse buying behavior in fashion products in vietnam

ID:22130044 MASTEROFBUSINESSHon oursSUPERVISOR:Dr.LEN HATHANH... Significanceof thestudy...4 1.5.. Structureof thestudy...4 CHAPTERII:LITERATUREREVIEW...5 2.1.. Exploratoryfactoranalysis

MASTEROFBUSINESS(Hon

ours)

ID:22130044

MASTEROFBUSINESS(Hon ours)SUPERVISOR:Dr.LEN

HATHANH

Thecompletionofthisthesisisaremarkableachieveinmylife.Ithasbeenseveralmonthsandrequireda greate f f o r t fortheresearch.I wouldliketoexpressmyg r a t i t u d e toallISBstaffsthatsupportednecessarymaterialsandhelpedsummitmyp a p e r s Ialsowishtoexpressmydeeplythankyouforthesupport,patienceanden co u rag em en t f r o m myf a m i l y , myc o

l l e a g u e s a n d myc l a s s m a t e s h e l p e d metocompletingthisthesis

Especially,I w o u l d liket o g i v e mys p e c i a l t h a n k s t o D o c t o r L e N h a t H a n

h f o r supportingandguidingmewiththisresearch

(CandidateCertificate)

Icertifythattheworkinthethesisentitled“Factorsaffectingonlineimpulsebuyingb e h

a v i o r infashionproductsinVietnam”istheresultofmyownresearchandhasnotbeensubmittedforahigherdegreetoanyuniversityorinstitutionotherthanInternational Schoolo f Business(ISB)

Ialsocertifythatthethesishasbeenwrittenbyme.AnyhelpandassistancethatIh a

v e receivedinmythesishavebeenappropriatelyacknowledged

HoChiMinhCity,21December2015

TruongKimNgan

CHAPTERI:INTRODUCTION 1

1.1.Researchbackground 1

1.2 Researchobjectives 2

1.3 Researchmethodologyandscope 3

1.4 Significanceof thestudy 4

1.5 Structureof thestudy 4

CHAPTERII:LITERATUREREVIEW 5

2.1 ImpulseBuying 5

2.1.1 Definition 5

2.1.2 Classificationofimpulsebuying 7

2.1.3 Impulsebuyingmodel 8

2.2 OnlineImpulseBuying 10

2.3 Factorsaffectingonlineimpulsebuying 12

2.3.1 Impulsiveness 12

2.3.2 Electronicwordofmouth 12

2.3.3 Hedonicshoppingmotivation 14

2.3.4 Convenienceorientation 15

2.3.5 Salespromotion 16

2.3.6 Websitequality 16

2.4 Hypothesis&ResearchModel 18

2.5 Consumer’scharacteristics 19

CHAPTERIII:RESEARCHMETHODOLOGY 23

3.1 ResearchProcess 23

3.2 Qualitativeresearch 24

3.3 Quantitativeresearch 27

3.3.1 Questionnaire 27

3.3.2 Datacollectionmethod 27

3.3.3 Samplesize 28

3.3.4 Dataanalysismethod 28

CHAPTERIV:ANALYSISRESULTS 32

4.1 Sample description 32

4.2 Reliableanalysis 33

4.3 Exploratoryfactoranalysis 35

4.3.1 ExploratoryFactorAnalysisforindependentvariables 36

4.3.2 ExploratoryFactorAnalysisforonlineimpulsebuyingbehavior 41

4.4 Testingcorrelationsbetweenallconstructs 43

4.5 Testingtheresearchmodelandthehypotheses 43

4.6.1 Influenceofgender 47

4.6.2 Influenceofage 48

4.6.3 Influenceofeducation 49

4.6.4 Influenceofincome 50

4.7.Discussions 51

CHAPTERV:CONCLUSIONSANDIMPLICATIONS 53

5.1 Conclusions 53

5.2 Implications 54

5.3 Limitationsandimplications forfutureresearch 57

REFERENCES 58 REFERENCEAPPENDI

X

Table3.1:Measurementscale……… …… 26

Table4.1:DemographicCharacteristicsoftheStudy……… 32

Table4.2:Cronbach'sAlphameasuresofvariablesinthestudy……… …… 34

Table4.3:KMOandBartlett'sTest(EFAforindependentvariablesthefirst time)……… ……

36 Table4.4:TotalVarianceExplained(EFAforindependentvariablesthefirst time)……….………

37 Table4.5:RotatedComponentMatrix……… …… 38

Table4.6:KMOandBartlett'sTest(EFAforindependentvariablesthesecond time)………

39 Table4 7 : T o t a l V a r i a n c e E x p l a i n e d ( E F A f o r i n d e p e n d e n t v a r i a b l e s t h e secondtime)………

39 Table4.8:RotatedComponentMatrix……… …… 41

Table4.9:KMOandBartlett'sTest(EFAforonlineimpulsebuying behavior)………

42 Table4.10:TotalVarianceExplained(EFAforonlineimpulsebuying behavior)………

42 Table 4.11: Component Matrixa (EFA for online impulse buying behavior)……… ………

42 Table4.12:Correlations……….… 43

Table4.13a:ANOVA……… 44

Table4.13b:ModelSummary……… 44

Table4.13c:Coefficients……… 47

Table4.14a:IndependentSamplesTest(gender)……….……… 48

Table4.14b:GroupStatistics(gender)……… 48

Table4.15a:TestofHomogeneityofVariances(age)……… 48

Table4.15b:ANOVA(age)……… 49

Table4.15c:Report(age)……… 49Table4.16a:TestofHomogeneityofVariances(education)……… 49

Table4.17a:TestofHomogeneityofVariances(income)………… ……… 50

LIST OFFIGURES

Figure2.1:ChurchillandPeter’smodelofImpusebuyingprocess09

Figure2.2:ResearchModel……….…….………

19Figure3.1:ResearchProcess……….….……

………… 23Figure4.1: Histogram……… …

………43Figure4.2: ScatterDiagrams………

…….………… 46

Thisstudywillbroadenmyunderstandingaboutonlineimpulsebuyingingeneralasw e l l asinfashionproductscategory.Theresearchalsoenhancesthemainfactorsaffectingimpulsebuyingandproposeimplicationstoenhancecustomer’simpulsebuyingbehavior.T h e r e s e a r c

h e r v a l i d a t e f a c t o r s a f f e c t i n g t o o n l i n e i m p u l s i v e b u y i n g bya n a l y z i

n g d a t a c o l l e c t e d v i a a w e b

-b a s e d q u e s t i o n n a i r e s u r v e y from3 5 2 o n l i n e customers.T h e r e s u l t s indicatethatallfactorssuchas:impulsiveness,electronicswordofmouth,hedonicshoppingmotivation,convenienceorientation,salespromotion,websitequalityplaysignificantroleino n l i n e impulsebuyingbeavior

notonlyhasad i r e c t impactononlineimpulsivebuying,butalsoanindirectinfluencethroughage,gender,income….Thisgroupoffactorswillnotbeexamimedashypothesis.Thestudytakesandsimpletestingtheeffectof thisgroupfactorimpacttoonlineimpulsivebuyingbehavior.B e s i d e s , thisstudyalsopresentsaboutthemethodandresearchdesignusedinthecurrents t u d y toe x p l o r e t h e s e r e l a t i o n s h i p s T h e p r o c e d u r e toa n a l y z e thed a t a c o

l l e c t e d w i l l bementionedthisresearch.Accordingly,theprocess includestestof cronbach‘salphac o e f f i c i e n t ofreliability,EFAandregressionbySPSSsoftware

Itimpliesthattheonlineretailerhavetopayattentiontoimprovetheiradvantagesc o m p e t t i t o n s u c h a s : s a l e s p r o m o t i o n -

t h e mostimportantf a c t o r a f f e c t i n g o n l i n e i m p u l s e buyingbehavior,someactionscanexpressanimpulsivenesscustomercharacteristics.Othersf a c t o r s e - W O M , website

retailerswhow a n t toencouragetheir customerstobuyimpulsivelyshouldpaygreatattentionto thesed i m e n s i o n s T h e r e s e a r c h f i n d i n g s a l s o e n g a g e w i t h s o m e l i

m i t a t i o n s i n t h e s t r e n g t h o f m e a s u r e m e n t scale,thesamplingmethodaswellasthefitnessbetweentheresearchmodela n d data.Itresultsinthevaluabledirectionsforfurtherresearchesinfuture

CHAPTERI:INTRODUCTION

Inthefirstchapter,thebackgroundofthechosenresearchsubjectwillbepresented,alongw it h problembackgroundandthepurposeofthisthesis.Finally,theresearchquestionwillb e addressedwiththeresearchobjectivesthatwillbeclarifiedclearlyinlaterparts

1.1 Researchbackground

Inthepast,consumersmustgotothestoreand

buycommoditiesdirectly.Ittakesmuchtimesandbringstheinconveniencetoconsumers,especiallywhoarefarawayfromthestore.Nowadays,astheInternethasbeendeveloping,morebuyersareenjoyingonlineshoppingb e c a u s e theInternetservicesareasaconvenientwaytoshop.Consumerscanbuygoods,evenservices, o nl in e, where makesmoreoptions fo r them.O n l i

buyingwebsites,45percentbymeansofsocialforums,19percentbywayofe-marketplacewebsites,andsixpercentviamobileapplications The mostpopularonlin

e productcategories were f a s h i o n, shoesand

Thegrowthofelectronic commercehasledtoanumberofresearchstudiesaimeda

tu n d e r s t a n d i n g

howtraditionalofflineconsumerbehaviormanifestsinane-commercedomain.Intheofflinecontexts,impulsebuyingcanaccountforbetween30and50percento f allretailsales(Hausman,2000).Giventheprominenceofimpulsebuyinginofflineretaile n v i

r o n m e n t s , i m p u l s e buyinghasbeenidentified as aphenomenonthatisalsoprevalentino n l i n e contexts(Li,H.,C.Kuo,andM.G.Russell.,1999).Understandingofimpulsebuyingi s f u r t h e r c o n f o u n d e d byth e p r e v a l e n c e o f o n l i n e r e t a i l i n g , a n easilyavailablemodef o r makingimpulsepurchases.Onlineretailingeliminatestheconstraintsoftimeandspacethato f t e n faceshoppers.AndrecentstudyfoundthatInternetshoppersaremoreimpulsivethanin-

stores h o p p e r s H o w e v e r , c o n s u m e r b e h a v i o r o n t h e I n t e r n e t isn o t w e l l u

n d e r s t o o d F u r t h e r m o r e , mosto f c o n c e p t u a l i z a t i o n s don o t a c c o u n t f o

r i m p u l s e p u r c h a s e s o n l i n e D e sp i t e

thefastgrowthofe-commerce,thenumberofstudieswereconductedaboutonlineshoppingVietnamisverylittle.Inaddition,thereisnoresearchstudyingaboutonlineimpulsebuying.T h e r e f o r e , i t isn e c e s s a r y t o c o n d

u c t a studyt o b r o a d e n t h e c o n c e p t o f i m p u l s e p u r c h a s i n g andexamineimpulsivepurchasingonlineinVietname-

commerceonlinemarket.A s mentioneda b o v e , r e s e a r c h o n i m p u l s e buyingh a s b e e n b a s e

d o n v a r i o u s c o n c e p t u a l d e finitionandmostly

focusedonin-storeretailing.Inthisresearch,researcher attempt tob r o a d e n theconceptofimpulsebuyingbehaviorandexplorethefactorsaffectimpulsebuyingo n theInternet.Withtheboomingofonlineretailing,itwouldseemappropriatetoexpandthec o n c e p t ofimpulsebuyingtoaccuratelycaptureonlineimpulsepurchasingbehavior.T h e r e fo r e , thisresearchwilltrytofigureoutthemainfactorsaffectingimpulsebuyingandp r o p o s e implicationstoenhancecustomer’simpulsebuyingbehavior

1.2 Researchobjectives

Unliketraditionalshoppingtransactions,onlinecustomersdonotneedsalesassociatesa n d cashierstocompleteatransaction.Intraditionalshoppingsetting,impulsebuyingmightb e t ri gg er ed bythep

e r s u a s i v e n e s s o f a s a l e s p e r s o n o r sa l es p r o m o t i o n , t he lay ou t o r th e

atmosphereofstore,orenticingproductarrangements.Thisiswidelyunderstoodviamanystudies.However,littleisknownabouttheidentityandnatureoffactorsthatmaytriggerorinhibitimpulsebuyingduringonlinetransactions.Questionspertainingtowhichfactorss i g n i f i c a n t effectsonimpulse

buyinginonlinesettinghavenotbeenconclusivelyanswered.A c c o r d i n g toabovediscussion,thisstudyisformulatedtoobtainfollowingobjectives:

(1) Tounderstandclearlyaboutimpulsivebuyingandonlineimpulsivebuying

(2) Toi d e n t i f y a n d t e s t v a r i o u s f a c t o r s s u c h a s i m p u l s i v e n e s s , e l e c t r o n i

c w o r d o f mouth,hedonicshoppingmotivation,convenienceorientation,salespromotion,w e b s i t e q u a l i t y t h a t m a y i n f l u e n c e o n l i n e i m p u l s e b u y i

w a s fromyoungofficersofcompanyandanotherwasfromstudentofUniversityinHoCh i M i n h T h e r e s e a r c h e r t h e n v a l i d a t e f a c t o r s a f f e c t i n g t o o n l i n e impulsiveb u y i n gbyanalyzingdatacollectedviaaweb-

basedquestionnairesurveyfrom400onlinecustomers.C o n t e n t o f q u e s t i o n n a i r e

f o c u s o n f a s h i o n p r o d u c t , t h e mostp o p u l a r o n l i n e p r o d u c t i n commercemarket

Vietnamesee-Theresearcherwilluse

MicrosoftExcelandSPSStohandlethecollecteddataandtoperformtheresearch.Then,usingSPSStotestthescalereliability(Cronbach’sAlpha),Factoranalysisto de t e r m i n e w h i c h o f a larges e t ofitemsw e

r e a ns w e r e d mosts i m i l a r l y byther e s p o n d e n t s , u s i n g M u l t i p l e R e g r e s s i o n

t o c h e c k t h e r e l a t i o n s h i p betweeni n d e p e n d e n t variables anddependentvariables

1.4 Significanceofthestudy

Thisstudywillbroadenunderstandingaboutonlineimpulsebuyingingeneralaswellasinfashionproductscategory.Furthermore,onlineretailerswouldhaveatoolthatcouldbeemployedt o e x a m i ne c

u r r e n t a n d p o t e n t i a l p a t r o n s , t h e r e b y pr ov id in g g u i d a nc e f o r s t o r e d e s i g n andmarketingcommunicationsstrategy

ChapterII:Literaturereviewandhypotheses

Inthischapter,theresearcherpresentsthefundamentaltheoriesanddefinitionofeachmentionedconceptandtheoreticalmodelingwiththeproposedhypotheses.Inthischapter,theconceptualmodelofthestudyisalsopresented

ChapterIII:ResearchMethodology

Thischaptermentionsabouttheresearchdesign,researchmethodologyandillustratetheprocessofconductingtheresearch

ChapterIV:AnalysisResults

Forthischapter,theresearchersummariesthecharacteristicsofcollectedsamplesandpresentstheresultoftheresearchafteranalyzingcollecteddata.Basedonthatresult,ther e s e

a r c h e r drawstheconclusionsfortheresearchhypothesesproposedinChapter2

ChapterV:Conclusionsandimplications

Thischapterperformsthemainresultsoftheresearch,thecontributionofthestudyinm a n a g e m

e n t theoryandpracticeaswellasthelimitationsofthestudyforfutureresearchd i r e c t i o n

Inthischapter,someliteraturesarereviewedconcerningtheimpulsebuyingandonlineimpulsebuying.Thisresearchwillcontinuebypresentingsomepopularmodelrelatedtoimpulsebuying.Finally,basedonliteratureandmodelpresented,theresearchmodelofimpulsebuyinginfashioninVietnamwillbepresented

2.1 ImpulseBuying

2.1.1 Definition

Inthetraditionaldecision-makingmodel,theconsumercarefullysearchesfori n f o r m a t i o n ontheproduct,weightstheprosandcons,andeventuallymakesaninformedd e c i s i o n Thisprocessiselaborateandthereforenotappliedforalldecisions.Itisnotacorrectportrayalf o r m a n y b u y i n g d e c i s i o n s Som

ed e c i s i o n s a r e m a d e u n d e r l o w i n v o l v e m e n t conditions.Manyo f t h e s e d e c i s i

o n s a r e a l e a r n e d r e s p o n s e t o e n v i r o n m e n t a l f a c t o r s a n d s p e c i f i c stimuli.Actionslikethesearecalledtheimpulsebuyingbehavior.Consumerengagei n impulsebuyingwhentheyfeeltheneedtobuysomethingimmediatelywithoutconcerningt h e c o n s e q u e n c e s H e r e , t h e d e c i s i o

n i s d r i v e n bye m o t i o n s t h a n byr a t i o n a l t h i n k i n g A c c o r d i n g tomanyresearchers,impulsebuyingaccountforasubstantialpercentageofthep r o d u c t turnoveracrossabroadrangeofproduct.Onestudysuggestthatimpulsivebuyera c c o u n t for1%to8%ofthepopulation,whileothersclaimthat90%ofallconsumermakeimpulsebuying.Fashionandrelatedproducts,suchasaccessoriesandshoes,areoneofthetopcategoriestobeboughtonimpulse(NguyenThiTuyetMaietal.2003)

Theimportanceofimpulsebuyinginthemarketingliteraturewasfirstidentifiedovers e v e n t yyearsagowiththeresearchofClover(1950).Andafutherofresearchershavemadeimportantcontributi

onstoourunderstandingofimpulsepurchasing A c c o r d i n g t o S t e r n ( 1 9 6 2 ),unplannedbu

yingreferstopurchasesthatwerenotplannedinadvance,andincludesimpulsebuying.Stern(1962)classifiedimpulsebuyingintof o u r types:p u r e , r e m i n d e r , suggestionandplanned.Stern’sconceptisquitesignificant,becauseeventodaymostresearchstudiesusehisconceptofimpulsepurchaseasastartingpoint.Overtime,researchersbegan

tolookatconsumercharacteristicsparallelwithproductcharacteristicsorstimuliasitwasagreed thatimpulsepurchasingisnotconfinedtoanyparticularproductorproductcategory.T h en Rook(1987)suggestsimpulsebuyingoccurs:“whenaconsumerexperiencesasudden,o f t e n p e r s i s t e n t u r

g e t o b u y s o m e t h i n g i m m e d i a t e l y T h e i m p u l s e t o b u y i s h e d o n i c a l l y complexandmaystimulateemotionalconflict.Also,impulsebuyingispronetooccurwithd i m i n i s h e

d regardforitsconsequences”.Thisdefinitionhasacquiredmuchwideracceptancet h a n theotherpreviouslydiscusseddefinitions.However,manyhaveviewedimpulsebuyingnegatively,perhapsduetothelackofperceivedbehavioralcontrolthatisassociatedwithimpulsivity.However,Piron(1991)arguesRook’sdefinitionistoonarrowsinceitimpliest h a t emotionalandcognitivereactionsmustaccompanythepurchase,becausewhetherornotcustomere x p e r i e n c e s e m o t i o n a l a n

d c o g n i t i v e r e a c t i o n s m a y d e p e n d o n t h e economic,personality,andculturalfactorsonbehalfofthecustomerandcharacteristicsandpriceonb e h a l f o f t h e p r o d u c t

P i r o n ( 1 9 9 1 ) d e f i n e d t h a t i m p u l s e buyinga s “ a p u r c h a s e t h a t i s u n p l an n ed, theresultofanexposuretoastimulus,anddecidedonthespot”.After8years,BeattyandFe r

r el l( 19 98 )p ro vi de da moree x t e n s i v e d e f i n i t i o n i nt h a t i mp ul seb uy in g i s c o n s i d

e r e d assudden andimmediatepurchasewithno pre-shoppingintentions eithertobuyt h e specificproductcategoryortofulfillaspecificbuyingtask.Thebehavioroccursafterexperiencinganurgetobuyandittendstobespontaneousandwithout alotofreflection.Itd o e s notincludethepurchaseofasimplereminderitem,whichisanitemthatissimplyout-o f -

s t o c k athome.SimilartoRook’sdefinitionthisdefinitiondoesnotconsidertheroleofstimuliintheimpulsepurchasedecision.Whileearlyimpulsepurchaseresearchfocusedont h e productasstimuli,itislikelythatadvertisements,articlesandwordofmouthcanactasstimuli.Futhermore,Wells,Parboteeah,andValacich(2011)revealedthatimpulsebuyingd e p e n d s onindividualcharacteristicsandenvironmentalcharacteristics.Individualc h a r a c t e r i s t i c s representthetraitsthatremainrelativelystableacrosssituations.Environmentc h a r a c t e r i s t i c s havealsobeenfoundtoinfluenceimpulsebuyinginthatanindividualmaye x p e r i e n c e theurgetobuyimpulsivelywhenheorsheisstimulatedbycertaincircumstantialf a ct o r s d u r i n g a s h o p p i n g i n t e r a c t i

o n F o l l o w i n g t h a t , M u r u g a n a n t h a m & B h a k a t ( 2 0 1 3 ) suggestedfoursetoffactorsinfluenceimpulsivebuyinginclude: (1)Externalstimuli,(2)

CulturalF a c t o r s E x t e r n a l s t i m u l i r e f e r t o marketingc u e s o r s t i m u l i t h a t a r e p l

InternalStimuli,(3)SituationalandProductRelatedFactors,(4)DemographicsandSocio-a c e d InternalStimuli,(3)SituationalandProductRelatedFactors,(4)DemographicsandSocio-a n d controlledbythemInternalStimuli,(3)SituationalandProductRelatedFactors,(4)DemographicsandSocio-arketerinInternalStimuli,(3)SituationalandProductRelatedFactors,(4)DemographicsandSocio-anInternalStimuli,(3)SituationalandProductRelatedFactors,(4)DemographicsandSocio-attempttolureconsumersintopurchInternalStimuli,(3)SituationalandProductRelatedFactors,(4)DemographicsandSocio-asebehInternalStimuli,(3)SituationalandProductRelatedFactors,(4)DemographicsandSocio-avior.ExternalStimuliarerelatedtotheshoppingandthemarketingenvironment.InternalStimuliarerelatedt o thedifferentpersonalityrelatedfactorswhichcharacterisesanindividualratherthantheshoppingenvironmentorstimuli.Internalfactorsofimpulsebuyingdenotetheindividual’sinternalcuesandcharacteristicsthatmakecustomersengageinimpulsebuying.Situationalp r e d i c t o r s o f impulsebuyingi n c l u d e t h e r e t a i l l o c a t i o n , t i m e o f s h o p p i n g , s e a s o n s andshoppinghabits.Theresearchfoundthatthecharacteristicsofconsumersandtheird e m o g r a p h i c s influencetheimpulsepurchasing.Localmarketconditionsandvariousculturalf o r c e s couldalsoimpactthewayconsumer;goforimpulsepurchasing.Impulsebuyersarel e s s likelytoconsidertheconsequencesofbuyingonimpulseandlesslikelytothoroughlye v a l u a t e theirpurchasedecisionsthanatypicalinformedshopper(Rook1987).Theyaremorew i l l i n g toacceptspontaneousbuyingideasandaremorefocusedontheimmediategratification o f p u r c h a s i n g t h e p r o d u c t I m p u l s e buyer

sa r e o f t e n d r a w n t o a m y s t e r i o u s attractionoftheproductwhichmotivatesthebuyertopurchasetheitem(Rook1987)

Thestudiesmentionedabovecontributedgreatlytoourunderstandingofimpulsebuying.A l t h o u g

h therearecertaincontroversiesrelatedcauseimpulsebuying,mostoftheresearchh a s comeupwiththefollowinggeneralpoints:

orservice,madejustb efor e apurchase

 Second,c o n s u m e r s area f f e c t e d byb o t h i n t e r n a l a n d e x t e r n a l f a c t o r s

o f impulsebuying.Im pu lse bu yi ng isa res ul to f a purchaser’si m m e d i a t e rea ct io

nt oe xte rn al stimuliandwillnotthesameduetoconsumer’scharacteristics

2.1.2 Classificationofimpulsebuying

Stern(1962)classifiedimpulsebuyingintofourtypes:pure,reminder,suggestionandp l a n n e d Consistentwiththeprecedingdefinition,apureimpulsepurchaseoccurswhenanindividualmakesanunplannedpurchaseafterexposuretoastimulus.Thistypeofimpulse

purchasei s c h a r a c t e r i z e d bya t o t a l l a c k ofplanningb e f o r e t h e p u r c h a s e o

c c u r s , a n d representsanoveltypurchasethatbreaksanormalbuyingpattern.Inanonlinecontext,acustomerwithoutanapriorishoppinggoal,anddecidingtopurchaseabookontiki.vnwouldb e consideredapureimpulsepurchase.Secondly,areminderimpulsepurchaseoccurswhenanindividualmakesapurchaseonlyafterbeingpromptedbyseeingtheproductorsomeotherr e l e v a n t cue.Theindividualdidnotplantomakeapurchaseuntilheorsherememberedap r ev io u s e x p e r i e n c e

w i t h o r a n e e d f o r t h e p r o d u c t w h e n e x p o s e d t o i t F o r i n s t a n c e , a r em i n d e r impulsepurchasewouldbeifanindividualpurchasesaperfumeafterseeingitonthewebsiteandrealizingthatheorsheisrunningoutofthatproduct.Incontrasttoareminderimpulsepurchase,asuggestiveimpulsepurchaseoccurswhenanindividualvisualizesaneedf o r aproductafterseeingitforthefirsttime(i.e.,theindividualhad

neitherpriorknowledgeo f nordesirefortheproduct).Forinstance,anunplannedpurchaseofanewproductmadeatwww.amazon.com b a s e d o n t h e r e c o m m e n d a t i o n s o f t h e w e b s i t e w o

u l d b e c o n s i d e r e d a suggestiveimpulsepurchase.Finally,aplannedimpulsepurchaseiswhenanindividualdoesn o t planapurchase,butsearchesforortakesadvantageofpromotions.Theindividualgoesinto a shopping environment with ashoppinglist, buthas theintentionofmakingpurchasesbasedoncouponsor promotions Forinstance,suchapurchasewouldresultifanindividualvisited www.nike.comonBlackFridayinsearchofgooddeals.Inthissituation,anindividualent er s ashoppingenvironmentwithlittletonoknowledgeofcertainproductsandnoexplicitintentiontobuythem,butmayverywellpurchasethembasedonthetermsofthedeal(lowprice,f r e e a c c e

s s o r i e s , e t c ) T h e c o m m o n t h r e a d a c r o s s t h e s e d i f f e r e n t typeso f impulsep u r c h a

s e s istheunplannednatureofthebehavior,wherebytheindividualbuystheproductimpulsivelyafterbeingexposedto.T h i s p a r a g r a p h a i m s t o e n h a n c e t h e k n o w l e d g e s o f impulsebuyingbaseonSternresearch

2.1.3 Impulsebuyingmodel

Theresearcherwillreviewsomefamousmodelinvolvesimpulsebuyingtohelpush

a v e aclearpictureoffactorsaffectingimpulsebuying

2.1.3.1 ChurchillandPeter(1998)

AccordingtoChurchillandPeter(1998),impulsebuyingbehaviorisaffectedbybothinternala n d externalfactors.ChurchillandPeter’smodelalsodescribetheimpulsebuyingprocessbyo m i t t i n g severalsteps,suchasneedrecognition,informationsearch,andalternativeevaluation.Theimpulsebuyingprocessstartswithproductawareness.Impulsebuyersbeginb r o w s i n g withouthavinganintentiontopurchaseacertainitemorvisitingacertainstore.Asconsumersbrowse,theyareexposedtothestimuli,whichtriggerscustomers’urgetobuyonimpulse.Whenimpulsebuyersfeelthedesiretobuy,theymakeapurchasedecisionwithoutsearchingforinformationorevaluatingalternatives.Then,consumersma

ye x p e r i e n c e p o s i t i v e o r n e g a t i v e c o n s e q u e n c e s byt h e p o s t

-p u r c h a s e e v a l u a t i o n a f t e r t h e -p u r c h a s e o n im-pulse.Inthis-process,consumersareinfluencedbyinternal(mood/need/desire,hedonicp l e a s u r e , cognitive/

NguyenT h i T u y e t M a i e t a l

( 2 0 0 3 ) c o n d u c t e d a n e x p l o r a t o r y studyt h a t i n c l u d e d b o t h q u a l i t a t i v e andquantitativemethodstoprovideageneralunderstandingofurbanVietnameseconsumers’impulsebuyingbehaviors.Resultsshowthatindividualism,age,andincomeares i g n i f i c a n t l y r e l a t e d t o impulsebuyingb e h a v i o r s o f Vietnamesec o n s u m e r s I n a d d i t i o n , p e r s o n a l -

u s e productsarethemostcommonimpulsepurchaseitems,despitethecollectivistn a t u r e ofconsumersinVietnam.Theauthors’findingssuggestthat,atleastwithrespecttoimpulsebuyinganddespiteculturaldifferences,consumersfromtransitionaleconomiessucha s Vietnammaysharesomecommontendenciesandbehaviorswithconsumersinadvancedeconomies

2.2 OnlineImpulseBuying

Mostofresearchsinonlineimpulsebuyingwasconductin2000swhentheinterneta n

d

e-commerceisbooming.Butthenumberofresearchinonlineimpulsebuyingisverylimitedbecauseonlinebuyingisanewfieldwithlotsofdifferencescomparedtotraditionalbuying.Precedingresearchononlineimpulsebuyinggiveusthefollowingpoints:Donthua n d Garcia(1999)foundonlineshopperstobemoreimpulsivethannon-

onlineshoppers.Thisr e s u l t ofthisresearchwasconfimedbylaterresearchofLaRose(2001)andKoski(2004)

recommendations,suggesteditems,pricepointcategories,noticeofsales,etc.Thatwouldencourageunregulatedbuying(whichincludesimpulsebuying).CostaandLaran(2003)havemodeledquantitativelyt h

e experiencesandconsequencesofinternetimpulsebuying,suggestingthatonlineen v i r

o n m en t a f f e c t s t h e l e v e l o f i m p u l s i v e n e s s , i n

-s t o r e b r o w -s i n g a n d t h e o c c u r r e n c e o f impul-sepurcha-se-s,a-swella-sarelation-shipbetweenimpulsepurchasesandpositiveemotions.Besides,Koski(2004)identifiedfivefeaturesofonlinewebsitesthatencourageimpulsebuying.One,shoppingonlineprovidesanonymity;consumerscanshopimpulsivelyw i t h o u t e m b a r r a s s m e n t T w o , t h e i n t e r n e t p r o v i d e s easya c c e s s ; c o n s u m e r s c a n makea p ur ch ase 24/7.Third,theinternetprovidesagreatervarietyofgoods.Fourth,directmarketinga n d personalizedpromotionsleadconsumerstoimpulsebuyi

10ng.Fifth,consumerscanusec r e d i t cardsonlinethatencouragesimpulsepurchases.Likewiseinamorerecentstudyon

(2011)suggestedthatimpulsebuyingdependsonindividualcharacteristicsandenvironmentalcharacteristics.Thes t u d y foundthatindividualswhofrequentlyengageinimpulsepurchasesoftensharecommonp e r s o n a l i t y traitsandcharacteristics.Individualcharacteristicsincludeage,hedonicshoppingm o t i v

a t i o n ,

self-discrepancyandimpulsiveness.Environmentfactorshavealsobeenfoundtoi n f l u e n c e impulsebuyinginthatanindividualmayexperiencetheurgetobuyimpulsivelyw h e n he orshe is

interaction.I n a d d i t i o n , C h a u d h u r i ( 2 0 1 5 ) p r o v e d t h e i m p a c t o f h e d o n

i c s h o p p i n g motivationa n d d e m o g r a p h i c characteristics(age,incomeandgender)onthecustomersintheimpulsebuyingb e h a v i o r

Theprecedingreviewssuggestedtwosetoffactorsaffectingimpulsebuyinginclude:consumer’sc h a r a c t e r i s t i c s ( a g e , i n c o m e , g e n d e r , h e d o n i c s h o p p i n g motivation,impulsiveness)a n d environment’scharacteristics(website,promotion,featuresrelatedtoo n l

i n e buying).However,mostofprecedingresearchonlyinvestigateoneortwofactorsthata f f e c t i n g i

mpulsebuying.Thereisnocomprehensivestudyonthisissue.Anotherpointisthatn o studyhavebeenconductinVietnammarket.Therefore,itisnecessarytoevaluateand

spotpurchasesandtoa c t o n t h e s e f e l t u r g e s w i t h l i t t l e d e l i b e r a t i o n o r e v a l u a t i o n o f c o

n s e q u e n c e ” ( B e a t t y an dF e r r e l l , 1998).Anotherdefinition fromstudyofRookandFisher(1995),impulse buyingte n d en cy orimpulsiveness wasdefinedas “aconsumer’stendency tobuyspontaneously, u n r e f l e c t i v e l y , immediately,andkinetically”.Impulsivenesshasreceivedconsiderableattentionfromresearchersinbothtraditionalandonlineshoppingcontexts.Wellsetal.(2001)f o u n d that impulsiveness will act as aprecursorvariableofonlineimpulsebuyingbehavior.Anothers t u d y o f Z h a n g e t a l

( 2 0 0 6 ) f o u n d t h a t i m p u l s i v e n e s s h a s a l s o b e e n f o u n d topositivelyinfluencetheintentiontoshoponline.Wood(1998)believesthatthecoredefinitiono f impulseisweaknessofwill.Thesekindsofconsumersmakedecisionsusingunplanned,c a r e l e s s thinking,oftenfollowedbyaffectionoremotionalstatus.T h e finaldecisionsareu su a l lyagainstoptimaljudgment.Anindividualwhoratedhigherontheimpulsivenessscaleh a v e beenfoundtobemorelikelytoexperienceurgestobuyimpulsivelyandtoactontheseu r g e s (Dholakia,2000).Thesekindsofconsumersareweak-

willed(Wood).Comparedtolowimpulsivityconsumers,highimpulsivityconsumerseasilyconnectexternalinformationtointernalemotion,incurringimpulsebuying.Therefore,thisstudyassumesthathighimpulsivityconsumerswillhavemoreonlineimpulsebuyingbehaviorthanwilllowimpulsivityconsumers.Basedontheabovearguments,researcherproposethefollowingh y p o t h e s i s:

H1:Impulsivenesshaspositiveimpactononlineimpulsebuying

2.3.2 Electronicwordofmouth

d e p t h mouthspreadtonetworkspace,formingonlinewordofmouth,onlinewordofmouthisa l s o k n

researchofscholarsinthefieldofmarketing.WiththedevelopmentofInternet,word-of-o w n a s e l e c t r researchofscholarsinthefieldofmarketing.WiththedevelopmentofInternet,word-of-o n i c w researchofscholarsinthefieldofmarketing.WiththedevelopmentofInternet,word-of-o r d researchofscholarsinthefieldofmarketing.WiththedevelopmentofInternet,word-of-o f mresearchofscholarsinthefieldofmarketing.WiththedevelopmentofInternet,word-of-outh( e W O M ) T h e p researchofscholarsinthefieldofmarketing.WiththedevelopmentofInternet,word-of-o w e r

o f WOMt o i n f l u e n c e

consumers’decision-makingprocesseshaslongbeenknowntoresearchersandpractitioners;i t hasrecentlybecomeevenmoreimportantwiththeadvanceoftheinternet.Productrevieww e b s i t e s, retailers’websites, brands’websites, personalblogs, messageboardsandsocialn e t w o r k i n g sitesareallexamplesofthetypesofeWOM

makingreasonincreasing, consumersw i l l h a v e morec o u r a g e t o m a k e a buyingd

e c i s i o n C h a t t e r j e e ( 2 0 0 1 ) f i r s t p r o p o s e d thatonlinereviewsmadepossibleimpactonconsumersshoppingfromamarketingp e r s p e c t i v e Chatterjeethinksthatwithahightransparencyofnetworkinformation,consumerscanresearchanyrelevantproductinformationbasedontheirrequire,andthenmaketheirbuyingdecisions, whichtakesmoreadvantagethantraditionalwordofmouthw h e t h e r intheaccessibility,scope,sourceandtime.Andhebelievesthatonlinecommentsw i l l affectthereceiver'scognition,beliefs,attitudesandactualdecisions

Moreover,LaRose( 2 0 0 1 ) , asoneoftheearliestresearchersoftheonlineimpulsebuying,pointedoutthatproductcomments,s u g g e s t i o n s a n d p r o m o t i o n c a n promotet h e n o n -

b i n d i n g n e t w o r k p u r c h a s e QinWu(2009)confirmedthatonlinereviewsareanimportantdimensionaffectingonlineimpulsebuyingbehavior,andhealsoconfirmedthattheform,thedateandthecontentoftheo n l i n e commentswillsignificantlyimpacttheonlineimpulsebuyi

ng.Ya-pingChang(2012)suggestedthatthen u m b e r o f d e g r e e o f o n l i n e r e v i e w s m a y s t i m u l a

t e c o n s u m e r s o n l i n e impulsivebuyingwhentheyreadpositivecomments.Recently,Y.Huangetal.(2013)found

thatElectronicWord-of-Mouthtendstoincreaseconsumers’merchandiseawarenessandhassi gn i f i c a n t e f f e c t o n c o n s u

m e r b e h a v i o r So,b a s e d o n t h e a b o v e a r g u m e n t s , r e s e a r c h e r p r o p o s e thefollowinghypothesis:

fulfilled,tofeelbetterandtopamperedoneself,tokeepu p withthelatesttrends,technologicalinnovations,andfashionsinthemarket,andtogettheb e s t dealsinthemarket.Otherthanhedonicmotivation,expertsalsomentionedthatutilitarianmotivationisalsooneofthereasonscustomersinvolveinshopping.Whilehedonicmotivatione x p l a i n s m o r e a b o u t c u s t o m e r s ’ f e e l i n g s , f u n a n d p l e a

s u r e f u l f i l m e n t s w h e n shoppingf o r goodsa n d services,utilitarianmotivationexplainsmoreaboutc u s t o mers’p u r c h a s i n g decisionsthatisdeemedtobeuseful,wise,rational,andfoolishwhenshoppingf o r g o o d s a n d s e r v i c e s Customersw h o a r e i n f l u e n c e d by

u t i l i t a r i a n m o t i v a t i o n u s u a l l y p u r c h a s e goodsonaregularbasissuchasfood,clothing,toiletries,andmanyothernecessityg oods,whereascustomerswhoareinfluencedbyhedonicmotivationpurchasegoodsonlessthanaregularbasissuchasluxurygoods,andotherfunctionalgoods

Asbothhedonicandutilitarianmotivationsarebothinvolveincustomers’decisionmaking,however,inthisresearch,wewouldbeonlyfocusingonhedonicmotivationbecauseu t i l i t a r i a nmotivationhasnotbeenanareaoffocusforimpulsebuyinginpastresearchers( C i n j a r e v

i c , T a t i c , a n d P e t r i c , 2 0 1 1 ; K i m an d E a s t i n , 2 0 1 1 ) H e d o n i c motivationi s most

H3:Hedonicshoppingmotivationhaspositiveimpactononlineimpulsebuying

2.3.4 Convenienceorientation

Inthemarketingliterature,theconceptofconveniencewasintroducedbyCopeland( 1

9 2 3 ) , whoreferredtoconveniencegoodsasthosethattheconsumerpurchasesfrequentlya n d immediatelyateasilyaccessiblestores.Muchoftheliteratureonconsumerconveniencei n a t r a d i t i o

n a l r e t a i l i n g e n v i r o n m e n t h a s r e v e a l e d t w o f a c t o r s o f p r i m a r y i m p o r t a n c e i

n d e l i v e r i n g convenientservicetocustomers:timesavingandeffortminimizationefforts.Berrye t al.(2002)haveconcludedthatthegreaterthetimecostsassociatedwithaservice,thelowerthed e g r e e o f c o n s

u m e r s ’ p e r c e i v e d s e r v i c e c o n v e n i e n c e Theyh a v e f u r t h e r p o s i t e d t h a t consumerperceptionsofconveniencearenegativelyinfluencedbytheirperceptionsofthecognitive,physical,andemotionaleffortassociatedwiththeshoppingeffort

Convenienceo r i e n t a t i o n i s d e f i n e d a s c o n s u m e r s ’ a t t i t u d e s o r p e r c e p t i o n s

t o w a r d s savingtimeandeffortrelatedtoplanning,buyingorusingproductsorservices.Accordingt

oF i t c h (2004),thereisanincreasingimportanceofconvenienceorientationintheconsumer’sbuyingbehaviorandstore patronage.The Internet servesasa convenientshoppingchannel,a n d canbeseenasanalternativeimpulsivechannel.Theincreasedconvenienceinonlineshoppingcomparedtotraditionalbricka n d mortarshoppingisadvantageoustom a n y shoppers,suchconveniencemayalsoencourageimpulsebuying.Although,therearemanystudiesconductedtoexaminetheimpactofconvenienceo r i e n t a t i o n o n buyingb e h a v i o r( F i t c h , 2004;Jonesetal.,2003),but,justafewstudiesconsidertheimpactofconvenienceorientationonimpulsebuying.Moreover,thereisnostudywasconductintheonlinecontext.S t u d y

o f HansenandOlsen(2015)hasprovedasignificantdirectinfluenceofconvenienceo r i e n t a t

i o n onimpulsebuyinginonlinecontext.Therefore,itisnecessary toexaminether e l a t i

o n s h i p b e t w e e n c o n v e n i e n c e o r i e n t a t i o n a n d o n l i n e i m p u l s e buying.Weh a v e t h e followinghypothesis:

2.3.5 Salespromotion

Accordingtomanyresearchers(Dholakia,2000;SandyDawsonandMinjeongKim,2 0 0 9

; PeterHultenandVladimirVanyushyn,2014),salespromotionisanimportantexternalstimulustotriggerimpulsebuyinginthecontextofe-

commerce.Onlineretailersprovided i v e r s e salespromotions,suchasfreegifts,discounts,orfreeshippingtoattractshopperstot h e i r websites.Inonlineshopping,itisverylikelythatashopperhasnoknowledgeofcertainproductsandnoexplicitintentiontobuythem,butmayverywellbuythem,havingbeenstimulatedbythetermsofthedeal.Apromotionservesasanimmediateeconomicincentivet o purchaseaproduct.Mostonlineshopperstendtobelievethatproductpricesinonlinestoresa r e oftenlowerthan inphysicalretail Promotions areimportant toinformconsumersofthea v a i l a b i l i t y ofaproduct,togeneratepublicawarenessofthemarketingactivitiesofaretailer,toencouragerevisitstotheretailer,andtoincreasebuyingbehavior

Ina d d i t i o n , t h e i n t e r n e t o f f e r s moreo p p o r t u n i t i e s f o r t h e r e t a i l e r t

o t a r g e t mores p e c i f i c a l l y certaincustomerswithdirectmarketingandwithmorepersonalizedpromotions( e g bysendingane-mailsuggestingcertainnewitems based on thepurchasehistoryofthecustomer).Inaddition,theconsumercanfaceabanneradandbeimmediatelytransportedto

t h e sitesellingtheproduct.Ithasbeensuggestedthatthismightincreaseimpulsebuyin

controlofwhatmarketingmessagestheys e e , sotheeffectoftheincreasedpossibilitiesofmarketingpromotionsanddirectmarketingo n

i m p u l s e buyingisstillcontroversial.Thus,inthisstudy,researchereagertoexaminetheimpactofsalespromotiononimpulsebuyingwiththefollowinghypothesis:

H5:Salespromotionhaspositiveimpactononlineimpulsebuying

2.3.6 Websitequality

Cuesfromtheenvironment

havealsobeenfoundtoinfluenceimpulsebuyinginthata n individualmayexperiencetheimp

ulsebuyingwhenheorsheisstimulatedbycertainci r c u m s t a n t i a l factorsduringashoppinginteraction(YounandFaber,2000).Inatraditional

shoppingcontext,marketersmanipulateatmosphericcuesinretailsettingstotriggerimpulsep u r c h a

s e s ( R o o k andFisher,1995).Similarly,inanonline context,severalresearchershaveexaminedthecharacteristicsoftheonlineenvironmentthatleadtoimpulsepurchases(e.g.,

A d e l a a r

etal.,2003;Kukar-Kinneyetal.,2009;Parboteeahetal.,2009).Suchenvironmentalc u e s oftenmanifestthemselvesasvarious websitecharacteristics thatinfluence theconsumer’sb e h a v i o r E r o g l u

ppingtask,wewillrefertothemasTask-relevantcues.ExamplesofTask-relevantc u e s includemerchandise description andnavigation aids thatdirectly facilitatetheconsumer’stask.PriorresearchhasidentifiedTask-

relevantcuesthatlikelyplayamajorrolei n anonlinecontext.Forexample,thetoppriorityofanyonlineuserwhencompletingonlinetransactionshasbeenfoundtobesecurity.Downloadd e l a y isa l s o animportantWebcharacteristicbecauseWebusersareunwillingtowaitformorethana fewsecondsforar e s p o n s e fromawebsite.Inthepre-

purchasestage,easeofnavigationiscrucialindeterminingwhichwebsitesusersnormallycommittoorabandon.Therearevariouswebc h a r a c t e r i s t i c s thatcanbeclassifiedasTask-relevantcues.Theintentionofthisreviewisnotto offeranexhaustivelistofTask-

relevantcuesbuttosuggestthatwebsiteshavethesecues,andtheymayvaryinhowtheyarepresentedtoandperceivedbyonlineusers

Incontrast,Mood-relevantcuesarecrucialincreating“anatmospherethathasthep o t e n t i a l t o makethes

h o p p i n g e x p e r i e n c e morep l e a s u r a b l e ” , b u t a r e “ r e l a t i v e l y inconsequentialtothecompletionoftheshoppingtask”(Erogluetal.,2001).Thus,Mood-

r e l e v a n t cuescanbeusedtocreateamoodatawebsitetoinfluenceanonlineuser’semotionand , ulti

mately,hisorhershoppingbehavior.Inotherwords,whilethesecuesdonotdirectlya f f e c t thefulfillmentofashoppingtask,theymayincreasethehedonicvalueoftheonline

Websitequality,thus,dependsonthepresenceofthesevariouscharacteristics.Allw e b s i t e s containTask-relevantandMood-

relevantcuesatdifferinglevels.Assuch,awebsitet h at providesenvironmentalcues(i.e.,bothhighandlowtask-

relevantcues)atahighqualityl e v e l constitutesanonlineinterfaceofhighquality,whileawebsiteofpoorerqualityincludesl o w e r q u a l i t y e n v i r o n m e n t a l c u e s Highq u a l i t y e n v i r o n m e n t a l c

relaventcuesandMood-relavantcues).Thefollowinghypothesisareproposed:

H1:Impulsivenesshaspositiveimpactononlineimpulsebuying

H2:Electronicswordofmouthhaspositiveimpactononlineimpulsebuying.H 3 : Hedonicshoppingmotivationhaspositiveimpactononlineimpulsebuying.H 4 : Convenienceorientationhaspositiveimpactononlineimpulsebuying

H5:Salespromotionhaspositiveimpactononlineimpulsebuying

H6:T a s k - r e l e v a n t - c u e s ( w e b s i t e q u a l i t y ) h a s

p o s i t i v e i m p a c t o n online impulsebuying

H1 H2 H3 H4 H5 H6 H7

H7:M o o d r e l e v a n t

-c u e s ( w e b s i t e quality)h a s p o s i t i v e impa-cto n o n l i n e impulsebuying

Thisstudywillalsoexaminetheinfluenceofotherfactors(age,gender,income…)toonlineimpulsebuyingbehavior.Basedonaboveliteraturereviews,therelationshipbetweenf a c t o r s affectimpulsebuyingbehaviorisbrieflydescribedinthefollowingfigure:

Figure 2.2: Research Model

2.5 Consumer’scharacteristics

Thisstudywillalsoexaminetheinfluenceofotherfactors(age,gender,income…)toonlineimpulsebuyingbehavior.Thisgroupoffactorswillnotbeexamimedashypothesis.T h e

s t u d y takesandsimpletesting theeffectofthis groupfactorimpacttoonlineimpulsivebuyingbehavior

2.5.1 Gender

Genderisfoundasanimportantcauseforimpulsebuying(Chien-Wen,2010;Lai,2 0 1 0 ; Pentecost&Andrews, 2010;Chavoshaetal.,2011;Bashiretal.,2013).Literature

identifiesinconsistentresultsontheeffectofgenderonimpulsebuying.Therearestudiesthatd e c l a r e womenasmoreimpulsiveinbuyingthanmen(Priyanka&Rooble,2012;Kollat&Willett,1967;Dittmaretal.,1995;Melnikas&Smaliukiene,2007;Jalees,2009;Virvilaiteeta l , 2009).Ontheotherhand,somefindingssuggestthatmenshowmoreimpulsebuyingthanwomendobecausewomencarefullyplantheirpurchases(Cobb&Hoyer,1986;Maietal.,2 0 0 3 ) Stilltherearefewwhofoundnosignificantrelationshipbetweengenderandimpulsebuying(Bellengeretal.,1978;Gutierrez,2004;Ghanietal.,2011).Thisresearchfocusonf a s h i o n productwiththe m aj or it y ofc lie nts are women.T h e

r e f o r e , researcheriseagerto examinethedifferencebetweengenderstoadvanceknowledgeaboutonlineimpulsebuying

2.5.2 Age

Ageisanindividualcharacteristicthathasbeenfoundtoinfluenceimpulsebuying,w

h e r e b y youngerpeopletendtobemoreimpulsivethanolderpeople(Bellengeretal.,1978).Y o u n g p e o

p l e u s e t h e I n t e r n e t f o r a c t i v i t i e s l i k e s c h o o l w o r k a n d s o c i a l i z i n g F o rmanyadolescentsthesedays,onlineshoppingisarapidlygrowingphenomenon.Today'smultitudeo f onlineaccesspointsandoften, parentalencouragement, allowadolescentstoexploreandt o learnasonlineshoppers.Moreover,youngpeopleembracetechnologiesingeneral(e.g.,cellphones,tablet,socialnetworks).Notsurprisingly,today'syouthareskilledonlineconsumers.Inthecontextofonlineshopping,thestudyofHillandBeatty(2011)showthei n fluenceofagetoimpulsebuyingwherebyyoungpeopletendtomakemoreonlineimpulseshoppingthanelderlydo.Therefore,researcherwillalsoexaminethedifferencebetweenageg r o u p toadvanceknowledgeaboutonlineimpulsebuying

2.5.3 Income

Previousstudiessuggestthathigherincomelevelisoneofnumerousfactors,whichaccountsforadvancestageofimpulsivepurchasingcomparingAmericatomanycountriesoft h e w o r l d ( A

b r a t t & G o o d e y 1 9 9 0 ) T h e i m p u l s e b u y i n g i s f o u n d a s a s u p e r i o r f o r t h e consumerswhocanafford it.“Incomelevelpositivelyinfluencesonconsumers”impulsep u r c h a s i n g b e h a v i o r ( W e l l s , F a r l e y & A r m s t r o n g 2 0 0 7 ) C o n s u m

e r w h o w a n t s tobuyp r o d u c t s isdependentonhis/

herincome.Theconsumerswithhigherincomelevelareless

sensitivethanconsumerswithlowerincomeandconsumerswithhigherincomewouldmostlyinvolveintoImpulsivepurchase(Butkeviciene,Stravinskiene&Rutelione2008).Accordingt o precedingarguments,itisreasonabletoexaminetheimpactofincometoonlineimpulsebuyinginthisstudy

Summary

Inthischapter,someliteraturesarereviewedconcerningtheimpulsebuying,onlineimpulsebuyingandfactorsaffectingonlineimpulsebuying.Accordinglyt h e existingr e s e a r c h e

s employedvarious ap pr oa ches tomeasureimpulsive b uy in g bycustomer.However,theonlineimpulsebuyingappliedthedevelopmentwhichisspecificallydesignedf o r thisparticularcontextbuthasnottestedinpreviousyet.Therefore,thisresearchmeasuredbys i x c o m p o n e n t s s u c h a s :

i m p u l s i v e n e s s , e l e c t r o n i c w o r d o f m o u t h , h e d o n i c s h o p p i n g motivation,convenienceorientation,salespromotion,websitequality,especiallyinfashionV i e t n a m market.Therelationshipamongtheseconceptwillbeexplainmoredetailinthisc h a p t e r Firstofall,theresearchergivethewholepictureaboutimpulsebuyingbasedonpresent theoreticalfoundations.Thenthisresearchwillbepresentedthedevelopingimpulsebuyinginonlinemarketandfashionproduct.Followingtheseopinions,aresearchmodelissetupwithsevenhypotheses:

H1:Impulsivenesshaspositiveimpactononlineimpulsebuying

H2:Electronicswordofmouthhaspositiveimpactononlineimpulsebuying.H3:Hedonicshoppingmotivationhaspositiveimpactononlineimpulsebuying.H 4 : Convenienceorientationhaspositiveimpactononlineimpulsebuying