دانلود مقاله با موضوع مطالعه شیوع خرید بی رویه و اجباری در میان مصرف کنندگان
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موضوع به انگلیسی:A study of the prevalence of
impulsive and compulsive buying
among consumers in the apparel
and accessories market
بخشی از متن:
Abstract
Purpose – This paper aims to examine the presence of impulsive and compulsive buying among
consumers. It studies the various factors that affect and moderate the impulsiveness and compulsiveness of
buying.
Design/methodology/approach – Literature review resulted in four constructs – social media influence,
social media preferences, hedonic motivation and shop in COVID-19. On conducting factor analysis in
statistical package for the social sciences, the variables were divided under the influence of social media,
social commerce, electronic word of mouth (EWOM) of social commerce, hedonic happiness, hedonic fun and
shopping in times of COVID-19. Structural equation modeling is conducted in AMOS (statistical software) for
a diagrammatic representation of the relationship between the variables. Regression analysis is used to reaffirm
the above relationship. Testing of hypotheses is done with the help of the chi-square test.
Findings – All six latent variables are significantly related to impulsive and compulsive buying. However,
the regression analysis shows social media influence as the strongest predictor for impulse buying and
hedonic happiness for compulsive buying. Also, the presence of the pandemic COVID-19 leads to impulsive
buying as well as compulsive buying in the apparel and accessory segment.
Practical implications – Marketers should capitalize on spontaneous buying in both forms – impulsive
buying and compulsive buying. Social media influencers, as well as more consumer engagement on social
media, can promote impulsive buying. However, compulsive buyers will be more attracted towards great instore
experiences or hedonically driven advertisements, as they do not just shop for buying the product; they
shop for the experience of shopping.
Originality/value – This study uncovers the difference in factors that affect impulsive and compulsive
buying. Though both behaviours seem points of the same scale, they are inherently different and can be
predicted with socialmedia influence and hedonic happiness.
Keywords EWOM, Social commerce, COVID-19, Compulsive buying, Impulsive buying,
Social media influence, Social media, Hedonism
