Effect of product variety on online impulse purchase intention in customers
Vol 9, Issue 12, 2024, Article identifier:
VIEWS - 0 (Abstract) 0 (PDF)
Abstract
The effect of product variety on online impulse purchase intention in e-customers is a distinguished area of research within the domain of consumer behavior. The focus of current research is that, how the assortment of products available on online stores impact the possibility in creating the impulsive urge of buying in customers. The range of option in product categories can improve the shopping experiences as well as self-confidence of the customer. This state may trigger emotional responses such as excitement and curiosity, which can effectively drive towards creating an urge for impulse purchases. To make the research model complete and to obtain most humanistic results the current study has used hedonic motive as a mediator and made the research framework aligned with S.O.R theory. As this study is based on mediation model to observe the direct and indirect effect of Product Variety (PV) on online impulse purchase intention (OIPI), in addition, the hedonic motives (HM) indirect effect would be possible through mediating variable. For empirical analysis, the data collected from 115 respondents, which is analyzed by using SPSS software. The result suggested that product variety (PV) and hedonic motives (HM) both have strong correlations with online impulse purchase intention (OIPI), but Product Variety (PV) and hedonic motives (HM) have weak correlations among each other. It was also resulted that age, qualification, brand names, and age has no effect exploiting the urge of customers. It is concluded that all three hypotheses H1, H2, and H3 are proved.
Keywords
Full Text:
PDFReferences
1. McDonald RM, Eisenhardt KM. Parallel play: Startups, nascent markets, and effective business-model design. Administrative Science Quarterly. 2020 Jun;65(2):483-523.
2. Kimiagari S, Malafe NS. The role of cognitive and affective responses in the relationship between internal and external stimuli on online impulse buying behavior. Journal of Retailing and Consumer Services. 2021 Jul 1;61:102567.
3. Liu X, He M, Gao F, Xie P. An empirical study of online shopping customer satisfaction in China: a holistic perspective. International Journal of Retail & Distribution Management. 2008 Oct 10;36(11):919-40.
4. Lin CC, Wu HY, Chang YF. The critical factors impact on online customer satisfaction. Procedia Computer Science. 2011 Jan 1;3:276-81.
5. Murray E. Motivation and emotion prentice-Hall. Inc., Englewood Cliffs, NJ. 1964.
6. Hirschman EC, Holbrook MB. Hedonic consumption: emerging concepts, methods and propositions. Journal of marketing. 1982 Jul;46(3):92-101.
7. Baumeister RF, Newman LS. Self-regulation of cognitive inference and decision processes. Personality and Social Psychology Bulletin. 1994 Feb;20(1):3-19.
8. Schaupp LC, Bélanger F. A conjoint analysis of online consumer satisfaction1. Journal of electronic commerce research. 2005 May 1;6(2):95.
9. Melović B, Šehović D, Karadžić V, Dabić M, Ćirović D. Determinants of Millennials' behavior in online shopping–Implications on consumers’ satisfaction and e-business development. Technology in society. 2021 May 1;65:101561.
10. Babin BJ, Darden WR, Griffin M. Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of consumer research. 1994 Mar 1;20(4):644-56.
11. Lattin JM, McAlister L. Using a variety-seeking model to identify substitute and complementary relationships among competing products. Journal of marketing research. 1985 Aug;22(3):330-9.
12. Givon M. Variety seeking, market partitioning and segmentation. International Journal of Research in Marketing. 1985 Jan 1;2(2):117-27.
13. Minor M. Consumer behavior: a framework. Prentice Hall; 2001.
14. Staw BM. Intrinsic and extrinsic motivation. General Learning Press; 1976.
15. Trijp HC, Hoyer WD, Inman JJ. Why switch? product category–level explanations for true variety-seeking behavior. Journal of marketing research. 1996 Aug;33(3):281-92.
16. Raju KV. A study on various factors affecting the impulse purchase behaviour of customers in fmcg apparels. (organized retail sector in the cities of Hyderabad, Secunderabad and Vijayawada).
17. Wakefield KL, Baker J. Excitement at the mall: determinants and effects on shopping response. Journal of retailing. 1998 Sep 1;74(4):515-39.
18. Chan TK, Cheung CM, Lee ZW. The state of online impulse-buying research: A literature analysis. Information & Management. 2017 Mar 1;54(2):204-17.
19. Beatty SE, Ferrell ME. Impulse buying: Modeling its precursors. Journal of retailing. 1998 Jun 1;74(2):169-91.
20. Huang LT. Flow and social capital theory in online impulse buying. Journal of Business research. 2016 Jun 1;69(6):2277-83.
21. Mohan G, Sivakumaran B, Sharma P. Impact of store environment on impulse buying behavior. European Journal of marketing. 2013 Sep 20;47(10):1711-32.
22. Taufik, M., & Asih, D. (2024). Mediating Effect of Consumer Attitude Variables on the Influence of Store Atmosphere, Brand Awareness, and Product Variety on Purchase Intentions. International Journal of Indonesian Business Review, 3(2), 62-80.
23. Tauber EM. Marketing notes and communications: Why do people shop?. Journal of marketing. 1972 Oct;36(4):46-9.
24. Rook DW, Fisher RJ. Normative influences on impulsive buying behavior. Journal of consumer research. 1995 Dec 1;22(3):305-13.
25. Ramanathan S, Menon G. Time-varying effects of chronic hedonic goals on impulsive behavior. Journal of Marketing Research. 2006 Nov;43(4):628-41.
26. Hausman A. A multi‐method investigation of consumer motivations in impulse buying behavior. Journal of consumer marketing. 2000 Sep 1;17(5):403-26.
27. Peck J, Childers TL. If I touch it I have to have it: Individual and environmental influences on impulse purchasing. Journal of business research. 2006 Jun 1;59(6):765-9.
28. Arnold MJ, Reynolds KE. Hedonic shopping motivations. Journal of retailing. 2003 Jan 1;79(2):77-95.
29. Herabadi AG, Verplanken B, Van Knippenberg A. Consumption experience of impulse buying in Indonesia: Emotional arousal and hedonistic considerations. Asian Journal of Social Psychology. 2009 Mar;12(1):20-31.
30. Dhar R, Simonson I. Making complementary choices in consumption episodes: Highlighting versus balancing. Journal of Marketing Research. 1999 Feb;36(1):29-44.
31. Hoch SJ, Bradlow ET, Wansink B. The variety of an assortment. Marketing Science. 1999 Nov;18(4):527-46.
32. Hart C, Rafiq M. The dimensions of assortment: A proposed hierarchy of assortment decision making. Int. Rev. of Retail, Distribution and Consumer Research. 2006 Jul 1;16(3):333-51.
33. Kahn BE, Wansink B. The influence of assortment structure on perceived variety and consumption quantities. Journal of consumer research. 2004 Mar 1;30(4):519-33.
34. Morales A, Kahn BE, McAlister L, Broniarczyk SM. Perceptions of assortment variety: The effects of congruency between consumers’ internal and retailers’ external organization. Journal of Retailing. 2005 Jan 1;81(2):159-69.
35. Lancaster K. The economics of product variety: A survey. Marketing science. 1990 Aug;9(3):189-206.
36. Kahn BE, Wansink B. The influence of assortment structure on perceived variety and consumption quantities. Journal of consumer research. 2004 Mar 1;30(4):519-33.
37. Reibstein DJ, Youngblood SA, Fromkin HL. Number of choices and perceived decision freedom as a determinant of satisfaction and consumer behavior. Journal of Applied Psychology. 1975 Aug;60(4):434.
38. Borle S, Boatwright P, Kadane JB, Nunes JC, Galit S. The effect of product assortment changes on customer retention. Marketing science. 2005 Nov;24(4):616-22.
39. Horváth C, Adıgüzel F. Shopping enjoyment to the extreme: Hedonic shopping motivations and compulsive buying in developed and emerging markets. Journal of Business Research. 2018 May 1;86:300-10.
40. Kato R, Hoshino T. Unplanned purchase of new products. Journal of Retailing and Consumer Services. 2021 Mar 1;59:102397.
41. Koch J, Frommeyer B, Schewe G. Online shopping motives during the COVID-19 pandemic—lessons from the crisis. Sustainability. 2020 Dec 8;12(24):10247.
42. Menon S, Kahn B. Cross-category effects of induced arousal and pleasure on the internet shopping experience. Journal of retailing. 2002 Mar 1;78(1):31-40.
43. Fiore AM, Jin HJ, Kim J. For fun and profit: Hedonic value from image interactivity and responses toward an online store. Psychology & Marketing. 2005 Aug;22(8):669-94.
44. Horváth C, Adıgüzel F. Shopping enjoyment to the extreme: Hedonic shopping motivations and compulsive buying in developed and emerging markets. Journal of Business Research. 2018 May 1;86:300-10.
45. Donovan RJ, Rossiter JR, Marcoolyn G, Nesdale A. Store atmosphere and purchasing behavior. Journal of retailing. 1994 Sep 1;70(3):283-94.
46. Greener S. Business research methods. BookBoon; 2008.
47. Gray DE. Doing research in the real world. SagePublisher: 2004
48. Sekaran U. Research methods for business: A skill building approach. Wiley: 2003
49. Singh HP, Tailor R. Estimation of finite population mean using known correlation coefficient between auxiliary characters. Statistica. 2005;65(4):407-18.
50. Etikan I, Musa SA, Alkassim RS. Comparison of convenience sampling and purposive sampling. American journal of theoretical and applied statistics. 2016 Jan 5;5(1):1-4.
51. Rattray J, Jones MC. Essential elements of questionnaire design and development. Journal of clinical nursing. 2007 Feb;16(2):234-43.
52. De Winter JC, Dodou D. Five-point Likert items: t test versus Mann-Whitney-Wilcoxon. Practical assessment, research & evaluation. 2010;15:1-2.
53. Edwards P, Roberts I, Clarke M, DiGuiseppi C, Pratap S, Wentz R, Kwan I. Increasing response rates to postal questionnaires: systematic review. Bmj. 2002 May 18;324(7347):1183.
54. Amin, B. Z., & Amin, P. (2013). A conceptual framework to understanding online consumer buying behavior. International Journal of Online Marketing (IJOM), 3(1), 47-63.
55. Taufik, M., & Asih, D. (2024). Mediating Effect of Consumer Attitude Variables on the Influence of Store Atmosphere, Brand Awareness, and Product Variety on Purchase Intentions. International Journal of Indonesian Business Review, 3(2), 62-80.
56. Asri, M. M., & Andadari, R. K. (2023). The Influence of Psychological Factors on Consumer Purchasing Decisions in the New Normal Era with Age and Education Level as Moderating Variables. International Journal of Economics Development Research (IJEDR), 4(2), 846-865.
57. Santo, P. E., & Marques, A. M. A. (2022). Determinants of the online purchase intention: hedonic motivations, prices, information and trust. Baltic Journal of Management, 17(1), 56-71.
58. Dey, D. K., & Srivastava, A. (2017). Impulse buying intentions of young consumers from a hedonic shopping perspective. Journal of Indian business research, 9(4), 266-282.
DOI: https://doi.org/10.59429/esp.v9i12.3263
(0 Abstract Views, 0 PDF Downloads)
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Rao Bakhat Yawar, Selvan Perumal, Safwan Marwin Abdul Murad
This work is licensed under a Creative Commons Attribution 4.0 International License.