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Impulse buying tendencies among online shoppers in Sweden
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.ORCID iD: 0000-0002-4397-6965
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.ORCID iD: 0000-0001-5899-4747
2017 (English)In: Journal of Research in Interactive Marketing, ISSN 2040-7122, Vol. 11, no 4, p. 416-431Article in journal (Refereed) Published
Abstract [en]

Purpose: The purpose of this study is to characterize consumers with high impulse buying tendency (IBT) by comparing them with low-IBT consumers in an online shopping context.

Design/methodology/approach: Data were collected through a postal survey to a random sample of Swedish citizens, resulting in 144 responses, which were analysed statistically.

Findings: Results indicate that high-IBT consumers, compared to those with low IBT, are on average younger, more likely to be female and more frequent online shoppers with higher levels of trust in the internet. However, they seem more likely than low-IBT consumers to abandon their online shopping carts before completing the purchase, often because of need uncertainty.

Practical implications: The findings can give retailers a better understanding of consumers with high IBT and thereby increase the possibility to target and communicate with them more effectively. This is an interesting opportunity as both multi-channel shopping and impulse buying behaviour is likely to become even more common in the future.

Originality/value: The study contributes to the understanding of impulsive consumers, as it addresses the role of situational and socio-demographic attributes of high-IBT consumers compared to low-IBT consumers. The differences in online purchases, intentions to buy fashion online, shopping cart abandonment and trust in the internet suggest that even if IBT is a relatively stable and general personal trait, the tendencies to act on buying impulses may be more context-specific.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2017. Vol. 11, no 4, p. 416-431
Keywords [en]
Impulse buying tendency, trust, shopping cart abandonment, online shopping, consumer behaviour
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-64981DOI: 10.1108/JRIM-05-2016-0054Scopus ID: 2-s2.0-85032223967OAI: oai:DiVA.org:ltu-64981DiVA, id: diva2:1130267
Projects
Kundens kanal(k)val
Funder
Swedish Retail and Wholesale Development Council
Note

Validerad;2017;Nivå 2;2017-10-25 (andbra)

Available from: 2017-08-08 Created: 2017-08-08 Last updated: 2018-04-10Bibliographically approved

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Ek Styvén, MariaFoster, TimWallström, Åsa

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