factors influencing impulse buying during an online purchase

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1、ElectronCommerceRes(2007)7:367379DOI10.1007/s10660-007-9011-8FactorsinfluencingimpulsebuyingduringanonlinepurchaseScottA.Jeffrey·RebeccaHodgePublishedonline:24October2007©SpringerScience+BusinessMedia,LLC2007AbstractUsingactualpurchasingbehaviorbyvisitorstoaHighSchoolReunionwebstore,thi

2、sstudyexaminesthefactorsthatleadtoanincreasedwillingnessbyon-lineconsumerstopurchaseimpulseitems.Consistentwithmentalaccountingandthepsychophysicsofprices,wefindthatpeoplespurchaseoftheimpulseitemincreaseswiththetotalamountspentonotheritems.WealsofindthatlinkingaUS$1donationtotheimpulsei

3、tem,therebyprovidingareasontopurchase,increasesthefrequencyoftheimpulsepurchase.KeywordsImpulsebuying·E-commerce·Reasonbasedchoice·MentalaccountingBetween1945and1959impulsepurchases,thosepurchaseswhichashoppermakesbutdidnotplaninadvance,rosefrom38.2percentto50.9percentofthetotalpur-cha

4、sesinsupermarkets[1].Inthelate1970sresearchersfoundthatimpulsepurchasesaccountedforbetween27and62percentofpurchasesindepartmentstores[2].Morerecently,AnnieSeeley,aFoodCommissionnutritioniststatedthatseventypercentofconfectionaryisboughtonimpulse[3,p.23].AmoreextremeresultwasfoundbytheP

5、OPAI(pointofpurchaseindustrybody)whichindicatedthat75percentofbuyingdecisionsaremadein-store[4].Sincealargeportionofspendingcanbecat-egorizedasunplannedorimpulse,understandingthepsychologicaldriversofthisbehaviorisofcriticalimportance.S.A.Jeffrey()DepartmentofManagementSciences,Univer

6、sityofWaterloo,200UniversityAve.West,Waterloo,ONN2L3G1,Canadae-mail:sajeffre@engmail.uwaterloo.caR.HodgeE-XYNWebSolutions,P.O.Box1042,Guelph,ONN1H6N1,Canadae-mail:becky@e-xyn.com368S.A.Jeffrey,R.HodgePreviousresearchonimpulsepurchasinghasledtoimprovementsinpoint-of-saledisplaysattheche

7、ckout,betterlocationofproductsonshelves,andanincreaseinunderstandingofproductpackagingandbundlingtoappealtotheimpulsedrive.Whiletherehasbeensignificantresearchonimpulsepurchasingintraditionalbrickandmortarstores,verylittleresearchexistsonimpulsepurchasesine-commerce.Thisisanimportantg