FACTORS AFFECTING ONLINE IMPULSE BUYING OF CONSUMERS IN HUE CITY
Vol. 129 No. 5A (2020), Original Article
Vol. 129 No. 5A (2020)

FACTORS AFFECTING ONLINE IMPULSE BUYING OF CONSUMERS IN HUE CITY

Original Article
https://doi.org/10.26459/hueuni-jed.v129i5A.5750
Published 2020-04-27
  • Nguyen Uyen Thuong
Nguyen Uyen Thuong
PDF

Keywords

Online impulse buying
Scarcity
Serendipity
Stimulating shopping
Relaxation shopping.

Abstract

Abstract: this study investigates the influence of independent variables, including scarcity, serendipity and trust on online impulse buying. Besides, the paper examines the moderation role of two variables (stimulating shopping and relaxation shopping) in the interaction effects between those independent variables on online impulse buying. Data are collected from a sample of 209 consumers in Hue city. Structural equation is used to test the hypothesized relationships. The results suggest that while serendipity is significantly positive impacts on online impulse purchasing, scarcity has a significant negative influence on that one. Trust impacts on online buying as proved in some previous studies, but it has an insignificant influence in the context of impulsively online purchasing. Furthermore, stimulating shopping moderate the interaction effect between independent variables (scarcity and serendipity) on online impulse buying. However, relaxation shopping is not significant with moderation effect. By examining different type of drivers, this paper enriches knowledge on online impulse buying and suggest some implications for online retail manager and online trading platforms to attract more consumers and encourage more unplanned consumption. 

Keywords: Online impulse buying, Scarcity, Serendipity, Stimulating shopping, Relaxation shopping

https://doi.org/10.26459/hueuni-jed.v129i5A.5750
PDF

References

  1. References
  2. Akram, U., Hui, P., Khan, M., Yan, C. & Akram, Z. (2018), Factors Affecting Online Impulse Buying: Evidence from Chinese Social Commerce Environment, Sustainability, 10(2), 352. https://doi.org/10.3390/su10020352.
  3. Amaldoss, W. & Jain, S. (2005), Pricing of Conspicuous Goods: A Competitive Analysis of Social Effects, Journal of Marketing Research, 42(1), 30–42. https://doi.org/10.1509/jmkr.42.1.30.56883.
  4. Arnold, M. J. & Reynolds, K. E. (2003), Hedonic shopping motivations, Journal of Retailing, 79(2), 77–95. https://doi.org/10.1016/S0022-4359(03)00007-1.
  5. Beatty, S. E. & Ferrell, M. E. (1998), Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169–191. https://doi.org/10.1016/S0022-4359(99)80092-X.
  6. Bellotti, V., Price, B., Rasmussen, P., Roberts, M., Schiano, D. J., Walendowski, A., . . . Partridge, K. (2008), Activity-based serendipitous recommendations with the Magitti mobile leisure guide. In M. Czerwinski (Ed.), Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (p. 1157), New York, NY: ACM. https://doi.org/10.1145/1357054.1357237.
  7. Bich Dang (2018, December 7), Vietnam E-commerce forecasted to reach 2.5 billion USD by 2020 Retrieved from https://forbesvietnam.com.vn/kinh-doanh/thuong-mai-dien-tu-viet-nam-du-bao-dat 25-ti-do-la-my-nam-2020-4085.html. (In Vietnamese)
  8. Brock, T. C. (1968), Implications of Commodity Theory for Value Change. In A. G. Greenwald, T. C. BROCK & T. M. Ostrom (Eds.), Social psychology, Psychological foundations of attitudes (pp. 243–275), New York: Academic Press. https://doi.org/10.1016/B978-1-4832-3071-9.50016-7.
  9. Chandon, P., Wansink, B. & Laurent, G. (2000), A Benefit Congruency Framework of Sales Promotion Effectiveness, Journal of Marketing, 64(4), 65–81. https://doi.org/10.1509/jmkg.64.4.65.18071.
  10. Fornell, C. & Larcker, D. F. (1981), Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research, 18(1), 39. https://doi.org/10.2307/3151312.
  11. Granados, N., Gupta, A. & Kauffman, R. J. (2010), Research Commentary—Information Transparency in Business-to-Consumer Markets: Concepts, Framework, and Research Agenda, Information Systems Research, 21(2), 207–226. https://doi.org/10.1287/isre.1090.0249.
  12. Grange, C., Benbasat, I. & Burton-Jones, A. (2019), With a little help from my friends: Cultivating serendipity in online shopping environments, Information & Management, 56(2), 225–235. https://doi.org/10.1016/j.im.2018.06.001.
  13. Hair, J. F., Black, W., Babin, B. J. & Anderson, R. E. (2010), Multivariate data analysis: A global perspective (7. ed., global ed.), Upper Saddle River, NJ: Pearson.
  14. Hayes, A. F. (2018), Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (Second edition), Methodology in the social sciences, New York, London: The Guilford Press, Retrieved from https://ebookcentral.proquest.com/lib/potsdamuni/detail.action?docID=5109647.
  15. Hsu, C. L., Lin, J. C. C. & Chiang, H. S. (2013), The effects of blogger recommendations on customers’ online shopping intentions, Internet Research, 23(1), 69–88. https://doi.org/10.1108/10662241311295782.
  16. Kemp, S. & Bolle, F. (1999), Preferences in distributing scarce goods, Journal of Economic Psychology, 20(1), 105–120. https://doi.org/10.1016/S0167-4870(98)00045-2.
  17. Kim, B. & Han, I. (2009), The role of trust belief and its antecedents in a community-driven knowledge environment, Journal of the American Society for Information Science and Technology, 60(5), 1012–1026. https://doi.org/10.1002/asi.21041.
  18. Kim, S. B., Sun, K. A. & Kim, D. Y. (2013), The Influence of Consumer Value-Based Factors on Attitude-Behavioral Intention in Social Commerce: The Differences between High- and Low-Technology Experience Groups, Journal of Travel & Tourism Marketing, 30(1-2), 108–125. https://doi.org/10.1080/10548408.2013.751249.
  19. Liu, Y., Li, H. & Hu, F. (2013), Website attributes in urging online impulse purchase: An empirical investigation on consumer perceptions, Decision Support Systems, 55(3), 829–837. https://doi.org/10.1016/j.dss.2013.04.001.
  20. Lynn, M. (1989), Scarcity Effects on Desirability: Mediated by Assumed Expensiveness? Articles and Chapters, Retrieved from https://scholarship.sha.cornell.edu/articles/178.
  21. McCay-Peet, L. & Toms, E. G. (2011), The serendipity quotient, Proceedings of the American Society for Information Science and Technology, 48(1), 1–4. https://doi.org/10.1002/meet.2011.14504801236.
  22. Ozen, H. & Engizek, N. (2014), Shopping online without thinking: being emotional or rational? Asia Pacific Journal of Marketing and Logistics, 26(1), 78–93. https://doi.org/10.1108/APJML-06-2013-0066.
  23. Pavlou, p. & Fygenson, M. (2006), Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory of Planned Behavior, MIS Quarterly, 30(1), 115. https://doi.org/10.2307/25148720.
  24. Portal of Thua Thien Hue province (2018), Retrieved from https://thuathienhue.gov.vn/vi-vn/Thong-tin-kinh-te-xa-hoi/cid/BC720E2C-8122-493C-8850-531999ECDD6F. (In Vietnamese)
  25. Rice, S. & Keller, D. (2009), Automation reliance under time pressure, Cognitive Technology, 14, 36–44.
  26. Rook, D. W. (1987a), The Buying Impulse, The Journal of Consumer Research, 14, 189–199. Retrieved from https://www.psych.ualberta.ca/~msnyder/p486/read/files/R1987.pdf.
  27. Rook, D. W. & Fisher, R. J. (1995), Normative Influences on Impulsive Buying Behavior, Journal of Consumer Research, 22(3), 305. https://doi.org/10.1086/209452.
  28. Rook, D. W. & Hoch, S. J. (1985), Consuming Impulses, ACR North American Advances, NA-12.
  29. Savills Vietnam (2017), Vietnam's Retail: Growth, Retrieved from http://pdf.savills.asia/asia-pacific-research/vietnam-research/spotlight/spotlight-vietnamretail-evolution-vi-0911.pdf. (In Vietnamese)
  30. Savills Vietnam (2019), 2020 Vision - Market Brief 2019, Retrieved from https://pdf.savills.asia/asia-pacific-research/vietnam-research/quarterly-market-reports---english/vietnam-brief-2019h2e.pdf.
  31. Simon Kemp (2017), Digital in Southeast Asia in 2017, Retrieved from https://wearesocial.com/special-reports/digital-southeast-asia-2017.
  32. Stern, H. (1962), The Significance of Impulse Buying Today, Journal of Marketing, 26(2), 59. https://doi.org/10.2307/1248439.
  33. Retail Magazine (2018), Vietnam's E-commerce market value to reach more than 58 trillion VND by 2020. Retrieved from http://tapchibanle.org/2018/07/gia-tri-thi-truong-e-commerce-viet-nam-se-dat-hon-58-nghin-ty-dong-vao-nam-2020/. (In Vietnamese)
  34. Vietnam Finance Magazine (2018), Vietnam's retail market continues to attract foreign investors, Retrieved from http://tapchitaichinh.vn/tai-chinh-kinh-doanh/tai-chinh-doanh-nghiep/thi-truong-ban-le-viet-nam-tiep-tuc-hut-nha-dau-tu-ngoai-136027.html. (In Vietnamese)
  35. Teubner, T. & Graul, A. (2020), Only one room left! How scarcity cues affect booking intentions on hospitality platforms, Electronic Commerce Research and Applications, 39, 100910. https://doi.org/10.1016/j.elerap.2019.100910.
  36. To, P. L., Liao, C. & Lin, T. H. (2007), Shopping motivations on Internet: A study based on utilitarian and hedonic value, Technovation, 27(12), 774–787. https://doi.org/10.1016/j.technovation.2007.01.001.
  37. Toms, E. G. (2000), Serendipitous Information Retrieval, Retrieved from http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.21.1021.
  38. Verhagen, T. & van Dolen, W. (2011), The influence of online store beliefs on consumer online impulse buying: A model and empirical application, Information & Management, 48(8), 320–327. https://doi.org/10.1016/j.im.2011.08.001.
  39. Vietnam E-commerce Association (2019), Report of E-commerce Index, Retrieved from http://www.vecom.vn/tai-lieu/bao-cao-chi-thuong-mai-dien-tu-viet-nam-2019. (In Vietnamese)
  40. Westbrook, R. A. & Black, W. C. (1985), A motivation-based shopper typology, Journal of Retailing,61(1), 78–103.
  41. Wu, I. L., Chen, K. W. & Chiu, M. L. (2016), Defining key drivers of online impulse purchasing: A perspective of both impulse shoppers and system users, International Journal of Information Management, 36(3), 284–296. https://doi.org/10.1016/j.ijinfomgt.2015.11.015.
  42. Wu, Y., Xin, L., Li, D., Yu, J. & Guo, J. (2020), How does scarcity promotion lead to impulse purchase in the online market? A field experiment, Information & Management, 103283. https://doi.org/10.1016/j.im.2020.103283.
  43. Xiao, B. & Benbasat, I. (2007), E-Commerce Product Recommendation Agents: Use, Characteristics, and Impact, MIS Quarterly, 31(1), 137. https://doi.org/10.2307/25148784.
  44. Yu, C. & Bastin, M. (2017), Hedonic Shopping Value and Impulse Buying Behavior in Transitional Economies: A Symbiosis in the Mainland China Marketplace. In J. M. T. Balmer & W. Chen (Eds.), Journal of brand management: advanced collections, Advances in Chinese brand management, 20, 316–330, London: Palgrave Macmillan. https://doi.org/10.1057/978-1-352-00011-5_14.
  45. Zhang, Y. C., Séaghdha, D. O., Quercia, D. & Jambor, T. (2012), Auralist: Introducing serendipity into music recommendation, In E. Adar, J. Teevan, E. Agichtein & Y. Maarek (Eds.), Proceedings of the Fifth ACM International Conference on Web Search and Data Mining, February 8–12, Seattle, Washington, USA (p. 13), New York: ACM. https://doi.org/10.1145/2124295.2124300.
  46. Kline, R. B. (2011), Principles and practice of structural equation modeling (3. ed.), Methodology in the social sciences, New York, NY: Guilford.
  47. Statista (2019), Age distribution of internet users in Vietnam as of May 2019, Retrieved from https://www.statista.com/statistics/262216/age-distribution-of-internet-network-users-in-vietnam/.
  48. Portal of Thua Thien Hue province (2018), Retrieved from https://thuathienhue.gov.vn/vi-vn/Hanh-chinh-du-dia-chi/cid/A1B853ED-DA58-4837-9B94-9EB6A0E33B7C. (In Vietnamese)
  49. Hue city web portal (2020), Retrieved from http://www.huecity.gov.vn/TrangChu/NewCatID/193. (In Vietnamese)