Investigating the Factors that Influence Online Impulsive Buying in Iran - Survey on Group Discount Websites

Document Type: Research Paper

Authors

1 Associate Prof., University of Tehran, Tehran, Iran

2 MBA, Mehr-e Alborz University, Tehran, Iran

Abstract

Online impulsive purchasing is focused on those buying processes which simply break the borders of normal logical buying process, and are done after being influenced by some internal or external stimuli in a spare of moment and without complete evaluation of products’ alternatives. This subject especially in an online context becomes a popular one among researchers in management, economy and consumer behavior fields. We also aim to count and analyze the influence of main stimulus affecting online impulsive purchases including environmental, situational, product related, individual and promotional factors by gathering 123 completed usable questionnaires from online shoppers of group discount websites. The data have been analyzed using SPSS software and finally we came to a conclusion which supports two of our main hypothesis about positive impact of individual factors and product related factors, and rejects 3 of them which were the impact of situational, environmental and promotional factors. The study is a descriptive applicable survey, and has gathered its data by accidental and convenience sampling methods from Iranian discount websites’ customers.
 

Keywords


منابع

بابایی، م. ع. (1389). بررسی رابطه ویژگی‎های شخصیتی و رفتار خرید کاربران اینترنت در ایران. فصلنامه مدیریت فناوری اطلاعات. 2 (4): 58- 39.

توفیقی، م. (1387). بررسی عوامل مرتبط با رفتار خرید مصرف‎کننده در یک محیط خرید آنلاین در ایران.

دانایی فرد، ح.؛ الوانی، س. م.؛ آذر، ع. (1388). روش‌شناسی پژوهش کمی در مدیریت: رویکردی جامع. چاپ دوم، تهران: انتشارات صفار ـ اشراقی.

شاهرضایی، م. (1391). طراحی سیستم پشتیبان تصمیم برای انتخاب تأمین‎کننده در محیط تخفیفات چندگانه: مطالعه موردی شرکت امرسان. فصلنامه مدیریت فناوری اطلاعات. 4 (12): 112- 89.

صدیق، آ. (1389). خرید ناگهانی در اینترنت. دانشگاه آزاد اسلامی واحد قزوین.

عریفی، ن. (بی تا). شناسایی تأثیر ویژگیهای مصرف کننده بر پذیرش خرید اینترنتی از دیدگاه فروشندگان بر خط. پایان‎نامه کارشناسی ارشد. دانشکده اقتصاد و علوم اجتماعی دانشگاه الزهرا.

علی عرب، ص. (1388). خرید لذت‎جویانه در برابر خرید اجباری. دانشگاه آزاد اسلامی، واحد قزوین.

Adelaar, T., Chang, S., Lancendorfer, K.M., Lee, B. and Morimoto, M. (2003). Effects of Media Formats on Emotions and Impulse Buying Intent. Journal of Information Technology, 18 (4): 247-266.

Bayley, G. and Nancarrow, C. (1998). Impulse Purchasing: a Qualitative Exploration of the Phenomenon.Qualitative Market Research: An International Journal, 1 (2): 99-114.

Beatty, S.E. and Ferrell, M.E. (1998). Impulse Buying: Modeling its Precursors. Journal of Retailing, 74 (2): 169-191.

Chien-Ju H. (2008). The Analysis of Factors that Influence Female Impulse Buying During Online Transactions. Nothingham University.

Coley, A. L. (2002). Affective and Cognitive Processes Involved in Impulse Buying.

Dholakia, U.M. (2000). Temptation and Resistance: An Integrated Model of Consumption Impulse Formation and Enactment. Psychology & Marketing, 17(11): 955-982.

Dutta, R., Jarvenpaa, S. and Tomak, K. (2003). Impact of Feedback and Usability of Online Payment Processes on Consumer Decision Making. In Proceedings of the 24th International Conference in Information Systems, S.T. March, A. Massey, and J.I. DeGross (eds.), Seattle, WA, 15-24.

Engel, J. F., Blackwell, R. D. and Miniard, P. W. (2006). Consumer Behaviour. Ohio: Thomson.

Herabadi, Astrid Gisela .(2003). Buying Impulses: A Study on Impulsesive Consumption.

Jones, M.A., Reynolds, K.E., Weun, S., and Beatty, S.E. (2003). The Product-Specific Nature of Impulse Buying Tendency. Journal of Business Research, 56 (7): 505-511.

Koufaris, M., Kambil, A., and LaBarbera, A. (2001-2002). Consumer Behavior in Web-Based Commerce: An Empirical Study. International Journal of Electronic Commerce, 6 (2): 115-138.

LaRose, R. (2001). On the Negative Effects of E-Commerce: A Socio-Cognitive Exploration of Unregulated On-Line Buying. Journal of Computer-Mediated Communication, 6 (3).

Mesiranta, N. (2009). Consumer Online Impulsive Buying. University of Tampere.

Parboteeah, D.V. (2005). A Model of Online Impulse Buying: An Empirical Study. Washington State University.

Piron, F. (1991). Defining Impulse Purchasing. Advances in Consumer Research, 18: 509-514.

Rook, D.W. and Hoch, S.J. (1985). Consuming Impulses. Advances in Consumer Research, 12: 23-27.

Sinha, I. and Smith, M.F. (2000). Consumers’ Perceptions of Promotional Framing of Price. Psychology & Marketing, 17(3): 257-275.

Stern, H. (1962). The Significance of Impulse Buying Today. Journal of Marketing, 26 (2): 59-62.

Tversky, A and Kahneman, D. (1974). Judgment under Uncertainty: Heuristics and Biases. Science, 185: 1124-1131.

Tversky, A and Kahneman, D. (1981). The Framing of Decisions and the Psychology of Choice. Science, 211: 453-458.