Role of E-Shopping Orientation and Trust in predicting Impulsive Buying Behaviour
A Study Based on members of Generation Y in India
DOI:
https://doi.org/10.46661/rev.metodoscuant.econ.empresa.6098Keywords:
Shopping orientation, e-retail, Trust, Impulse Buying, Impulsive Buying Behaviour, Generation YAbstract
Impulse Buying and the drivers of similar consumer behaviours have captured the interest of researchers for quite some time now. The construct was first explored in the context of offline or brick and mortar stores. However, with the growing popularity of online retail stores has led to the concept being included in studies on customer behaviour, specifically in the online context. In the current study, the researchers attempt to contribute to literature on customer behaviour in the online environment by exploring the relationship between E-Shopping Orientation, Trust and Impulsive Buying Behaviour. The focus of the currents study is the members of Generation Y. The scope was limited to this specific section, given that each generation differs from the other in terms of their behaviour, needs and drivers. While the direct impact of E-shopping Orientation on Impulsive Buying Behaviour was found to be not statistically significant, the indirect effect was found to be significant. This suggests that Trust fully mediates the relationship between E-Shopping Orientation and Impulsive Buying Behaviour. In addition to contributing to literature in the area of customer behaviour, the findings also add to our understanding of a major section of the Indian customer base.
Downloads
References
Amos, C., Holmes, G. R., & Keneson, W. C. (2014). A meta-analysis of consumer impulse buying. Journal of Retailing and Consumer Services, 21(2), 86-97.
https://doi.org/10.1016/j.jretconser.2013.11.004
Bagozzi, R. P., & Yi, Y. (2012). Specification, evaluation, and interpretation of structural equation models. Journal of the Academy of Marketing Science, 40(1), 8-34.
https://doi.org/10.1007/s11747-011-0278-x
Bansal, H. S., McDougall, G. H., Dikolli, S. S., & Sedatole, K. L. (2004). Relating e‐satisfaction to behavioral outcomes: an empirical study. Journal of Services Marketing. 18(4), 290-302.
https://doi.org/10.1108/08876040410542281
Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study. Journal of Marketing, 69(4), 133-152.
https://doi.org/10.1509/jmkg.2005.69.4.133
Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169-191.
https://doi.org/10.1016/S0022-4359(99)80092-X
Bramall, C., Schoefer, K., & McKechnie, S. (2004). The determinants and consequences of consumer trust in e-retailing: a conceptual framework. Irish Marketing Review, 17(1/2), 13.
https://doi.org/10.1504/IJIMA.2004.006331
Chavosh, A., Halimi, A. B., Namdar, J., Choshalyc, S. H., & Abbaspour, B. (2011, February). The contribution of product and consumer characteristics to consumer's impulse purchasing behaviour in Singapore. In Proceedings of 2011 International Conference on Social Science and Humanity (Vol. 1, pp. 248-252).
Chen, Y. H., & Barnes, S. (2007). Initial trust and online buyer behaviour. Industrial Management & Data Systems.107(1), 21-36.
https://doi.org/10.1108/02635570710719034
Chiu, C. M., Chang, C. C., Cheng, H. L., & Fang, Y. H. (2009). Determinants of customer repurchase intention in online shopping. Online Information Review.33(4), 761-784.
https://doi.org/10.1108/14684520910985710
Dash, S., & Saji, K. B. (2008). The role of consumer self-efficacy and website social-presence in customers' adoption of B2C online shopping: an empirical study in the Indian context. Journal of International Consumer Marketing, 20(2), 33-48.
https://doi.org/10.1300/J046v20n02_04
Dhaundiyal, M., & Coughlan, J. (2016). Investigating the effects of shyness and sociability on customer impulse buying tendencies. International Journal of Retail & Distribution Management.44(9), 923-939.
https://doi.org/10.1108/IJRDM-12-2014-0166
Floh, A., & Madlberger, M. (2013). The role of atmospheric cues in online impulse-buying behavior. Electronic Commerce Research and Applications, 12(6), 425-439.
https://doi.org/10.1016/j.elerap.2013.06.001
Harris, L. C., & Goode, M. M. (2010). Online servicescapes, trust, and purchase intentions. Journal of Services Marketing.24(3), 230-243.
https://doi.org/10.1108/08876041011040631
Herabadi, A. G., Verplanken, B., & Van Knippenberg, A. (2009). Consumption experience of impulse buying in Indonesia: Emotional arousal and hedonistic considerations. Asian Journal of Social Psychology, 12(1), 20-31.
https://doi.org/10.1111/j.1467-839X.2008.01266.x
IBEF (2020). E-commerce in India: Industry Overview, Market Size & Growth| IBEF. Retrieved 25 September 2020, from https://www.ibef.org/industry/ecommerce.aspx#:~:text=The%20Indian%20E%2Dcommerce%20market,in%20internet%20and%20smartphone%20penetration.
Jones, M. A., Reynolds, K. E., Weun, S., & Beatty, S. E. (2003). The product-specific nature of impulse buying tendency. Journal of Business Research, 56(7), 505-511.
https://doi.org/10.1016/S0148-2963(01)00250-8
Korgaonkar, P. K. (1984). Consumer shopping orientations, non-store retailers, and consumers' patronage intentions: a multivariate investigation. Journal of the Academy of Marketing Science, 12(1-2), 11-22.
https://doi.org/10.1007/BF02729483
Laato, S., Islam, A. N., Farooq, A., & Dhir, A. (2020). Unusual purchasing behavior during the early stages of the COVID-19 pandemic: The stimulus-organism-response approach. Journal of Retailing and Consumer Services, 57, 102224.
https://doi.org/10.1016/j.jretconser.2020.102224
Ling, K. C., Chai, L. T., & Piew, T. H. (2010). The effects of shopping orientations, online trust and prior online purchase experience toward customers' online purchase intention. International Business Research, 3(3), 63.
https://doi.org/10.5539/ibr.v3n3p63
Luo, X. (2005). How does shopping with others influence impulsive purchasing?. Journal of Consumer Psychology, 15(4), 288-294.
https://doi.org/10.1207/s15327663jcp1504_3
McKnight, D. H., & Chervany, N. L. (2002). Notions of reputation in multi-agent systems: A review. In Proceedings of the 34th Hawaii International Conference on System Sciences.
McKnight, D.H., Choudhury, V., Kacmer, C., 2002. The impact of initial trust on intentions to transact with a web site: a trust building model. Journal of Strategic Information Systems 11 (3), 297-323.
https://doi.org/10.1016/S0963-8687(02)00020-3
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. the MIT Press.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
https://doi.org/10.1177/002224299405800302
Moschis, G. P. (1992). Gerontographics: a scientific approach to analyzing and targeting the mature market. Journal of Services Marketing.6(3), 17-26.
https://doi.org/10.1108/08876049210035890
Peck, J., & Childers, T. L. (2006). If I touch it I have to have it: Individual and environmental influences on impulse purchasing. Journal of Business Research, 59(6), 765-769.
https://doi.org/10.1016/j.jbusres.2006.01.014
Pieters, R. (2013). Bidirectional dynamics of materialism and loneliness: Not just a vicious cycle. Journal of Consumer Research, 40(4), 615-631.
https://doi.org/10.1086/671564
Piron, F. (1991). Defining impulse purchasing. ACR North American Advances.
Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189-199.
https://doi.org/10.1086/209105
Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22(3), 305-313.
https://doi.org/10.1086/209452
Shim, S., & Kotsiopulos, A. (1993). A typology of apparel shopping orientation segments among female consumers. Clothing and Textiles Research Journal, 12(1), 73-85.
https://doi.org/10.1177/0887302X9301200110
Styvén, M. E., Foster, T., & Wallström, Å. (2017). Impulse buying tendencies among online shoppers in Sweden. Journal of Research in Interactive Marketing.11(4), 416-431.
https://doi.org/10.1108/JRIM-05-2016-0054
Sweller, J. (2011). Cognitive load theory. In Psychology of learning and motivation (Vol. 55, pp. 37-76). Academic Press.
https://doi.org/10.1016/B978-0-12-387691-1.00002-8
Thomas, M. R., & Mathew, J. (2018). Online merchandising cues influencing the purchase intention of generation Z mediated by emotions using-SOR framework. Asian Journal of Management, 9(1), 175-182.
https://doi.org/10.5958/2321-5763.2018.00027.6
Verhoef, P. C. (2003). Understanding the effect of customer relationship management efforts on customer retention and customer share development. Journal of Marketing, 67(4), 30-45.
https://doi.org/10.1509/jmkg.67.4.30.18685
Vijayasarathy, L. R., & Jones, J. M. (2000). Intentions to shop using internet catalogues: exploring the effects of product types, shopping orientations, and attitudes towards computers. Electronic Markets, 10(1), 29-38.
https://doi.org/10.1080/10196780050033953
Williams, K. C., Page, R. A., Petrosky, A. R., & Hernandez, E. H. (2010). Multi-generational marketing: Descriptions, characteristics, lifestyles, and attitudes. The Journal of Applied Business and Economics, 11(2), 21.
Wingreen, S. C., & Baglione, S. L. (2005). Untangling the Antecedents and Covariates of E‐Commerce Trust: Institutional Trust vs. Knowledge‐Based Trust. Electronic Markets, 15(3), 246-260.
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Annie John, Jain Mathew, Sridevi Nair
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Submission of manuscripts implies that the work described has not been published before (except in the form of an abstract or as part of thesis), that it is not under consideration for publication elsewhere and that, in case of acceptance, the authors agree to automatic transfer of the copyright to the Journal for its publication and dissemination. Authors retain the authors' right to use and share the article according to a personal or instutional use or scholarly sharing purposes; in addition, they retain patent, trademark and other intellectual property rights (including research data).
All the articles are published in the Journal under the Creative Commons license CC-BY-SA (Attribution-ShareAlike). It is allowed a commercial use of the work (always including the author attribution) and other derivative works, which must be released under the same license as the original work.
Up to Volume 21, this Journal has been licensing the articles under the Creative Commons license CC-BY-SA 3.0 ES. Starting from Volume 22, the Creative Commons license CC-BY-SA 4.0 is used.
