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Impulse buying tendencies among online shoppers in Sweden
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- Ek Styvén, Maria, 1969- (author)
- Luleå tekniska universitet,Industriell Ekonomi
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- Foster, Tim (author)
- Luleå tekniska universitet,Industriell Ekonomi
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- Wallström, Åsa (author)
- Luleå tekniska universitet,Industriell Ekonomi
- (creator_code:org_t)
- Emerald Group Publishing Limited, 2017
- 2017
- English.
- In: Journal of Research in Interactive Marketing. - : Emerald Group Publishing Limited. - 2040-7122. ; 11:4, s. 416-431
- Journal article (peer-reviewed)
Abstract
Subject headings
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- Purpose: The purpose of this study is to characterize consumers with high impulse buying tendency (IBT) by comparing them with low-IBT consumers in an online shopping context.Design/methodology/approach: Data were collected through a postal survey to a random sample of Swedish citizens, resulting in 144 responses, which were analysed statistically.Findings: Results indicate that high-IBT consumers, compared to those with low IBT, are on average younger, more likely to be female and more frequent online shoppers with higher levels of trust in the internet. However, they seem more likely than low-IBT consumers to abandon their online shopping carts before completing the purchase, often because of need uncertainty.Practical implications: The findings can give retailers a better understanding of consumers with high IBT and thereby increase the possibility to target and communicate with them more effectively. This is an interesting opportunity as both multi-channel shopping and impulse buying behaviour is likely to become even more common in the future.Originality/value: The study contributes to the understanding of impulsive consumers, as it addresses the role of situational and socio-demographic attributes of high-IBT consumers compared to low-IBT consumers. The differences in online purchases, intentions to buy fashion online, shopping cart abandonment and trust in the internet suggest that even if IBT is a relatively stable and general personal trait, the tendencies to act on buying impulses may be more context-specific.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Keyword
- Impulse buying tendency
- trust
- shopping cart abandonment
- online shopping
- consumer behaviour
- Industriell marknadsföring
- Industrial Marketing
Publication and Content Type
- ref (subject category)
- art (subject category)
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