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Abstract
The study provides a strong evidence of the relationship between buying traits, perceived risk, and buying emotions. It substantiate arousal and pleasure and dominance have significant relationship with impulsive buying behavior. Perceived risk was judged to have a negative relation with impulsive buying intention whereas it had no relation with Impulsive buying behavior. Arousal, which was active with buying intentions, and impulsive buying was seen insignificant with moderating regression results. Buying impulsive trait was found to be a significant moderator of pleasure, dominance, perceived risk and buying intention. The study is expected to contribute towards the body of knowledge by building a model that incorporates affective, cognitive, and individual factors related to impulsive buying.
Keywords: Arousal, Buying Intention, Dominance, Impulsive Buying Behavior, Impulsive Buying Trait, Pleasure, Perceived Risk
INTRODUCTION
Consumer behavior may be driven by impulse. A purchase may often not be a function of reasoned action but be triggered by a more direct and immediate influence. In particular, impulsive buying entails a sudden urge to buy something without intention or plan at an earlier time. Scientists like Hoch and Loewenstein (1991), Rook and Fisher (1995), Dittmar, Beattie and Friese (1995), Bayley and Nancarrow (1998), McGoldrick, Betts and Keeling (1999), Hausman (2000), Dholakia (2000), Koski (2004), Parboteeah (2005) and others perform theoretic and empiric research on consumer impulsive purchasing behavior. This study states that impulse purchases will not pick the first brand they spotted in the shopping mall. Rather these kinds of consumers make decisions using unplanned, careless thinking, often followed by affection or emotional status. Impulse buying behavior represents a longstanding enigma for consumer and marketing researchers, and many efforts have been made to conceptualize and measure it (Kollat and Willett 1969; Rook 1987). Wood (1998) believes that the core definition of impulse is weakness of will. Impulsive behavior has a long history of being associated with immaturity, primitivism, foolishness, "defects of the will," lower intelligence, and even social deviance and criminality (Bohm-Bawerk, [1898] 1959; Freud, 1911; Mill, 1909). More recently, impulsive behavior has been characterized as specious thinking (Ainslie, 1975), which leads to myopic and inconsistent behavior (Stigler and Becker, 1977; Strotz, 1956). The effects of mood and emotions (Donovan et al., 1994; Rook and Gardner, 1993), trait impulsiveness (Rook...