Impulse Purchase Varied by Products and Marketing Channels

Abstract

This study investigates impulse buying behaviors in both traditional store and online shopping context s. The results show that impulsive buying tendency and inv olvement with clothing products is positively assoc iated with impulse buying behavior of clothing in traditional store shopping, but not online. For computer periph erals, on the other hand, higher impulsive buying tendency and hi gher product involvement are positively associated with higher impulse buying online, but not in-store shopping. F urthermore, consumers holding hedonic attitudes tow ard clothing tend to buy more impulsively regardless of shopping channel. For computer peripherals, utilitarian att itudes are positively associated with impulse buying both in t raditional and online shopping.