approvedecision-making: a model and empirical application
Tibert Verhagen1(a) and Willemijn van Dolen (b)
a) Knowledge, Information and Networks rearch group, Faculty of Economics and Business Administration, VU University Amsterdam.
b) Department of Management, University of Amsterdam Business School.
Abstract:
This study is one of the first to provide insight into the relationships between the online store and consumer impulsive decision-making. We develop a model and show how online store merchandi, ea of u (high task-relevant cues), enjoyment and style (low task relevant cues) relate to online impul buying. The model is tested using survey data from 532 customers of a Dutch online store. The results show significant effects of merchandi, enjoyment and online store style, mediated by consumers’ emotions and browsing behavior. The study adds to the literature by enhancing our understanding of online impul buying and by asssing the impact of the online store beyond rational decision-making ttings.
吃杏仁的好处Keywords: impulsive decision-making, emotions, online store, high task-relevant cues, low task-relevant cues.
Acknowledgements: The authors show their gratitude to Marianne van Leeuwen (Sisteract) for enabling the data collection.
1 Send correspondence to Tibert Verhagen,VU University Amsterdam, Faculty of Economics and Business Administration, Knowledge, Information and Networks-rearch group, De Boelelaan 1105, room 3A-22, 1081 HV Amsterdam, The Netherlands, E-mail: tverhagen@feweb.vu.nl
decision-making: a model and empirical application
1. Introduction
Consumers increasingly engage in impulsive online decision-making. Triggered by an easy access to products [31], instant ordering (e.g., 1-Click ordering ), lack of social pressures, and abnce of delivery efforts [26], impul purchas are assumed to account for about 40% of all online expenditures [44]. As insight into consumer buying behavior is vital for e-commerce practitioners, it becomes important to understand the nature of online impul decision-making and address the role of online store characteristics therein.
倒酒礼仪Despite the relevance of impulsive decision-making, there is remarkably little rearch into the influence of online store characteristics on impulsive buying behavior [35]. The vast majority of online consumer rearch views purcha decision-making as a rational process, bad on cognitive problem solving and information processing (cf. [10]). From this perspective, decision-making usually is en as quence of belief formation, attitude formation, intention formation, and actual purcha behavior. Captured into models such as the theory of reasoned action (TRA) [3] and the technology acceptance model (TAM) [16], rearchers applied this quence of effects to study the influence of online store beliefs such as online store merchandi, website style [45], ea of u and enjoyment [56] on rational buying behavior. While the studies add to our knowledge on the impact of the online store on rational buying, they fail to provide insight into situations where decision-making is spontaneous, unreflective, dominated by emotions, and immediate [41], that is, in impul buying situations.
The major goal of this paper is to address how and to what extent online store characteristics influence consumer impulsive decision-making. Answering the questions ems vital to develop a more complete picture of the influence of the online store on consumer decision-making. Drawing upon the literature on consumer behavior and online retailing, we construct and empirically test a mo
del relating the online store characteristics merchandi, ea of u, enjoyment, and website style to consumer impul buying. By introducing the model, we intend to make four contributions. First, we aim to enhance our understanding of the impul buying process. Conceptual foundations are discusd and incorporated in the propod model. Second, using traditional theory on impulsive buying behavior [7] as backbone, we test the applicability of this theory in online buying ttings. This contribution can be en as contextual extension (cf. [9]). Third, being a core element of impulsive decision-making, we explicitly address the role of emotions in online ttings. Knowledge about the role of emotions in online environments is scarce [14, 22]. Fourth we validate the influence of four common online store characteristics on online impulsive decision-making. As such, we asss the impact of the online store on consumer decision-making beyond rational buying ttings.
The rest of this paper is organized as follows. In ction 2, we discuss the concept of impulsive decision-making and provide a review of available works on online impul buying. In ction 3, we develop hypothes and introduce our rearch model. Section 4 describes our rearch methodology, while ction 5 reports on the empirical results of this study. In ction 6 we discuss our findings and arrive at conclusions. We clo with limitations and recommendations in ction 7.
2. Theoretical Background
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2.1 The buying impul
Impul buying occurs when people experience a sudden urge to buy a product, without engaging in extensive cognitive evaluation and prepurcha deliberation [15, 40, 54]. The urge to buy is often irresistible [7, 28], and consumers may therefore feel temporarily out of control and pay less attention to behavioral conquences [40]. As affective rather than cognitive process dominate impul buying [54], the decision-making usually is short and rather spontaneous in nature [31]. The affective nature of impulsive decision-making also implies that consumers may experience ambivalence towards the purcha, since immediate gratification (plea) and long term conquences (reality) may pull the consumers in two directions [40].
Typically, impulsive buying occurs at the spot, that is, in the shopping environment. The instantaneous nature of impul buying implies that ‘the only available information, aside from internal or memory-ba information, is the external information available in the shopping environment’ [31, p. 266]. Therefore, one might assume that in-store information plays a substantial role in consumer impulsive decision-making, and may even have more influence than in planned buying situations [31]. In-store elements that have been associated with impul buying include product lection, store atmospherics [50], product pricing [43], promotions, easy payments [58], and
word-of-mouth [31]. By adding to the affective state of consumers, the elements may trigger impulsive behavior [7, 50].
When comparing the impul buying process to contemplative buying process (cf. [10, 24]), two core elements characterize impul buying [50]. First, the impul buying process is unplanned and lacks deliberation. Although not all unplanned purchas are impulsive; unplanned purchas might be rational [54] and什么是闪点
may be decided later on, possibly away from the store as stimulus [37, p. 342]; the vice versa is true, that is, the impul buying process is unplanned. This implies that consumers do not engage in extensive deliberation and evaluation [40], nor do they apply cognitive process to consider costs, benefits or conquences [39, 50]. As such, the impul buying process is unintended and does not lead to the formation of cognitive-structured attitudes or intentions [7, 50]. Second, emotions dominate the impul buying process. By emotions we refer to “a mental state of readiness that aris from cognitive appraisals of events or thoughts; has a phenomenal tone; is accompanied by physiological process; is often expresd physically (e.g. gestures, posture, facial features); and may result in specific actions to affirm or cope with the emotion, depending in its nature and meaning for the person having it” [6, p. 184]2. Although impulsive buying does not completely preclude inform
猴哥儿ation processing, emotions play a key role in the impul buying process [54] and may directly lead to impul buying action [7, 37, 39]. While many conceptualizations on emotions exist, most conceptualizations distinguish emotions into positive and negative affect (e [30]). Positive emotions such as pleasure and excitement may stimulate people rewarding themlves [7] and have them fulfill their need for instant gratification by buying the product [58]. Negative emotions, like feelings of depression or sadness, on the other hand, may also stimulate impul buying since buying the product helps consumers to feel better [39].
In line with the above conceptualization, and following the works of [7] and [39], online impul purchasing is defined in this study as ‘A sudden and immediate online purcha with no pre-shopping intentions, which occurs after experiencing an
2 This definition discriminates emotions from moods. Moods do not have an object or referent, are not directly coupled with action tendencies or explicit actions, and are longer lasting and lower in intensity [6].盛开的鲜花
