Indian Journal of Marketing

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Online Impulse Buying Behaviour of Indian Small Town Consumers : Scale Development and Validation


Affiliations
1 Assistant Professor, Department of Business Administration, Manipal University Jaipur, Jaipur - Ajmer Express Highway, Dehmi Kalan, Near GVK Toll Plaza, Jaipur - 303 007, Rajasthan, India
2 Associate Professor, Department of Business Administration, Manipal University Jaipur, Jaipur-Ajmer Express Highway, Dehmi Kalan, Near GVK Toll Plaza, Jaipur - 303 007, Rajasthan, India
     

   Subscribe/Renew Journal


E-commerce companies have started betting big on small towns to look for business opportunities, having a large customer base, and focusing on making customers to buy online as much as possible. Therefore, the study aimed to explore different dimensions of customers’ impulse buying behaviour (IBB) in an online buying environment, and further validating the extracted determinants in small towns of North India. The study included a sample of 304 small town online buyers and used exploratory factor analysis (EFA) to explore the key factors, which resulted into five key determinants of IBB ; Hedonic Online Shopping Motivation, Marketing Stimulus, Impulse Buy, Impulse Buying Tendency, and Situation Stimulus. Further, confirmatory factor analysis (CFA) was performed to evaluate validity and reliability of the identified variables of IBB. The findings revealed good internal consistency among the constructs. Additionally, all measurement model fit indices were found to be under the acceptance range, which indicated no validity concerns in the measurement model. The study provided insights on the complex impulse buying behavior of small town online consumers, which completely differs from the buyers of metro cities. Therefore, the identified determinants of customers’ online IBB will benefit e-tailors by providing them a platform to understand the buying behavior of small town consumers for designing their marketing strategies to serve them better and to gain over the competition in the e-marketplace.

Keywords

Online Impulse Buying Behaviour, Small Town Consumers, Exploratory Factor Analysis, Confirmatory Factor Analysis.

Paper Submission Date : May 25, 2020 ; Paper Sent Back for Revision : April 10, 2021 ; Paper Acceptance Date : April 21, 2021 ; Paper Published Online : June 25, 2021.

User
Subscription Login to verify subscription
Notifications
Font Size

  • Agarwal, A., & Singh, M. R. (2018). The relationship between retail experience, customer satisfaction, and behavioral intention : Exploring the consumer shopping behavior in unorganized retail settings. Indian Journal of Marketing, 48(1), 9–27. https://doi.org/10.17010/ijom/2018/v48/i1/120733

  • Anderson, J. C., & Gerbing, D. W. (1992). Assumptions and comparative strengths of the two-step approach : Comment on Fornell and Yi. Sociological Methods & Research, 20(3), 321–333. https://doi.org/10.1177/0049124192020003002

  • Badgaiyan, A. J., Verma, A., & Dixit, S. (2016). Impulsive buying tendency : Measuring important relationships with a new perspective and an indigenous scale. IIMB Management Review, 28(4), 186–199. https://doi.org/10.1016/j.iimb.2016.08.009

  • Boston Consulting Group (BCG). (2018). Digital consumers spending in India: A $ 100 bn opportunity. https://media-publications.bcg.com/pdf/BCG-Google-Digital-Consumer-Spending-India-Feb-2018.pdf

  • Chandra, A., & Kumar, R. (2011). Determinants of individual investor behaviour : An orthogonal linear transformation approach (MPRA Paper No. 29722). Munich Personal RePEc Archive. http://mpra.ub.uni-muenchen.de/29722

  • Chang, H. - J., Eckman, M., & Yan, R. - N. (2011). Application of the Stimulus-Organism-Response model to the retail environment : The role of hedonic motivation in impulse buying behavior. The International Review of Retail, Distribution and Consumer Research, 21(3), 233–249. https://doi.org/10.1080/09593969.2011.578798

  • Chen, Y., & Zhang, L. (2015). Influential factors for online impulse buying in China : A model and its empirical analysis. International Management Review, 11(2), 57– 60.

  • Cheng, E. W. (2001). SEM being more effective than multiple regression in parsimonious model testing for management development research. Journal of Management Development, 20(7), 650–667. https://doi.org/10.1108/02621710110400564

  • Churchill Jr., G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64–73. https://doi.org/10.2307/3150876

  • Cooper, R. B., & Zmud, R. W. (1990). Information technology implementation research : A technological diffusion approach. Management Science, 36(2), 123–139. https://doi.org/10.1287/mnsc.36.2.123

  • Dameyasani, A. W., & Abraham, J. (2013). Impulsive buying, cultural values dimensions, and symbolic meaning of money: A study on college students in Indonesia's capital city and its surrounding. International Journal of Research Studies in Psychology, 2(3), 35–52. https://doi.org/10.5861/ijrsp.2013.374

  • Darpy, D. (2002). Le report d'achatexpliqué par le trait de procrastination et le potentiel de procrastination (Postponement of purchase explained by the procrastination trait and the potential for procrastination). Recherche et Applications en Marketing (French Edition), 17(2), 1–21. https://doi.org/10.1177/076737010201700201

  • Dawson, S., & Kim, M. (2009). External and internal trigger cues of impulse buying online. Direct Marketing : An International Journal, 3(1), 20–34. https://doi.org/10.1108/17505930910945714

  • Dawson, S., & Kim, M. (2010). Cues on apparel web sites that trigger impulse purchases. Journal of Fashion Marketing and Management: An International Journal, 14(2), 230–246. https://doi.org/10.1108/13612021011046084

  • Dholakia, U. M. (2000). Temptation and resistance : An integrated model of consumption impulse formation and enactment. Psychology & Marketing, 17(11), 955–982. https://doi.org/10.1002/1520-6793(200011)17:11<955::AID-MAR3>3.0.CO;2-J

  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104

  • Foroughi, A., Buang, N. A., Senik, Z. C., & Hajmisadeghi, R. S. (2013). Impulse buying behavior and moderating role of gender among Iranian shoppers. Journal of Basic and Applied Scientific Research, 3(4), 760–769.

  • Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of Interactive Marketing, 20(2), 55–75. https://doi.org/10.1002/dir.20061

  • Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th ed.). Prentice-Hall.

  • Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (2003). Multivariate data analysis (5th ed.). Pearson Education, India.

  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2013). Multivariate data analysis. Pearson New International Edition. Pearson Higher Education.

  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th ed.). Prentice Hall.

  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R.E. (2010). Multivariate data analysis : A global perspective. Prentice-Hall.

  • 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

  • Hinkin, T. R. (1995). A review of scale development practices in the study of organizations. Journal of Management, 21(5), 967–988. https://doi.org/10.1177/014920639502100509

  • India Brand Equity Foundation. (IBEF). (2019, June). Indian e-commerce industry report. https://www.ibef.org/industry/ecommerce-presentation

  • IndianRetailer.com. (2012). Top 20 e-retailers. https://www.indianretailer.com/magazine/2012/august/Top-20-E-retailers.m58-1-1

  • Khwaja, A. (2018, May 31). Tier II, III cities drive e-commerce in India. Deccan Herald. https://www.deccanherald.com/opinion/panorama/tier-ii-iii-cities-drive-e-commerce-india-672765.html

  • Kumar, A., & Anjaly, B. (2017). How to measure post-purchase customer experience in online retailing ? A scale development study. International Journal of Retail & Distribution Management, 45(12), 1277–1297. https://doi.org/10.1108/IJRDM-01-2017-0002

  • Kumar, M. R., & Narayanan, A. G. V. (2016). Effect of impulse buying on socioeconomic factors and retail categories. Indian Journal of Marketing, 46(9), 24–34. https://doi.org/10.17010/ijom/2016/v46/i9/101039

  • 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), 63–76. https://doi.org/10.5539/ibr.v3n3p63

  • McIver, J. P., & Carmines, E. G. (1981). Unidimensional scaling (Vol. 24). Sage Publications.

  • Mehta, N., & Chugan, P. K. (2013). The impact of visual merchandising on impulse buying behavior of consumer : A case from Central Mall of Ahmedabad India. Universal Journal of Management, 1(2), 76–82. https://doi.org/10.13189/ujm.2013.010206

  • Mittal, S., Chawla, D., & Sondhi, N. (2016). Impulse buying tendencies among Indian consumers : Scale development and validation. Journal of Indian Business Research, 8(3), 205–226. https://doi.org/10.1108/JIBR-09-2015-0101

  • Mohan, G., Sivakumaran, B., & Sharma, P. (2013). Impact of store environment on impulse buying behavior. European Journal of Marketing, 47(10), 1711–1732. https://doi.org/10.1108/EJM-03-2011-0110

  • Munusamy, J., Lau, B., & Shankar, C. (2010). Impulse buying behavior in shopping malls : A Malaysian perspective. Lambert Academic Publishing.

  • Muruganantham, G., & Bhakat, R. S. (2013a.). An empirical study of impulse buying behavior in online bookstores. International Journal of Online Marketing, 3(3), 1–17. https://doi.org/10.4018/ijom.2013070101

  • Muruganantham, G., & Bhakat, R. S. (2013b.). A review of impulse buying behavior. International Journal of Marketing Studies, 5(3), 149–160. https://doi.org/10.5539/ijms.v5n3p149

  • Nunnally, J. C. (1978). Psychometric theory (2nd ed.). McGraw-Hill.

  • Nunnally, J. C., & Bernstein, I. H. (1967). McGraw-Hill series in psychology. Psychometric theory. McGraw-Hill.

  • Ozen, H., & Engizek, N. (2014). Shopping online without thinking : Being emotional or rational ? Asia Pacific Journal of Marketing and Logistics, 26(1), 78–93. https://doi.org/10.1108/APJML-06-2013-0066

  • Parakh, A., Bindal, S., & Saldanha, A. (2016). Impulse buying behavior in adolescents. Imperial Journal of Interdisciplinary Research, 2(4), 273–279.

  • Parsad, C., Prashar, S., & Tata, V. S. (2017). Understanding nature of store ambiance and individual impulse buying tendency on impulsive purchasing behaviour : An emerging market perspective. Decision, 44(4), 297–311. https://doi.org/10.1007/s40622-017-0168-2

  • Peter, J. P. (1981). Construct validity : A review of basic issues and marketing practices. Journal of Marketing Research, 18(2), 133–145. https://doi.org/10.1177/002224378101800201

  • Piron, F. (1991). Defining impulse purchasing. In, R. H. Holman & M. R. Solomon (eds.), NA - Advances in consumer research (Vol. 18, pp. 509–514). Provo, UT : Association for Consumer Research.

  • 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

  • Rook, D. W., & Gardner, M. P. (1993). In the mood : Impulse buying’s affective antecedents. Research in Consumer Behavior, 6(1), 1–28.

  • Sharma, P., Sivakumaran, B., & Marshall, R. (2010). Impulse buying and variety seeking : A trait-correlates perspective. Journal of Business Research, 63(3), 276–283. https://doi.org/10.1016/j.jbusres.2009.03.013

  • Sirhindi, A. S. (2010). Critical review of in-store and online impulse purchase behavior (Doctoral dissertation). Oklahoma State University, Oklahoma.

  • Sun, T., & Wu, G. (2011). Trait predictors of online impulsive buying tendency : A hierarchical approach. Journal of Marketing Theory and Practice, 19(3), 337–346. https://doi.org/10.2753/MTP1069-6679190307

  • Thakur, A., Shabnam, & Kaur, R. (2017). An empirical study on consumer trust in online shopping in Punjab. Indian Journal of Marketing, 47(2), 47–59. https://doi.org/ 10.17010/ijom/2017/v47/i2/110027

  • Thompson, R., Barclay, D. W., & Higgins, C. A. (1995). The partial least squares approach to causal modeling : Personal computer adoption and use as an illustration. Technology Studies: Special Issue on Research Methodology, 2(2), 284–324.

  • Tomar, V. S., Sharma, A., & Pandey, N. (2018). Perceived benefits of online shopping: Scale modification and validation. Indian Journal of Marketing, 48(12), 7–22. https://doi.org/10.17010/ijom/2018/v48/i12/139553

  • Verhagen, T., & Van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information & Management, 48(8), 320–327. https://doi.org/10.1016/j.im.2011.08.001

  • Verma, H., & Singh, S. (2018). Interpretive structural modelling for e-impulse buying : An Indian study. International Journal of Electronic Marketing and Retailing, 9(3), 288–306. https://doi.org/10.1504/IJEMR.2018.092698

  • Wells, J. D., Parboteeah, V., & Valacich, J. S. (2011). Online impulse buying : Understanding the interplay between consumer impulsiveness and website quality. Journal of the Association for Information Systems, 12(1), 32–56. https://doi.org/10.17705/1jais.00254

  • Yu, C., & Bastin, M. (2010). Hedonic shopping value and impulse buying behavior in transitional economies : A symbiosis in the Mainland China marketplace. Journal of Brand Management, 18(2), 105–114. https://doi.org/10.1057/bm.2010.32

  • Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341–352. https://doi.org/10.1086/208520


Abstract Views: 386

PDF Views: 1




  • Online Impulse Buying Behaviour of Indian Small Town Consumers : Scale Development and Validation

Abstract Views: 386  |  PDF Views: 1

Authors

Anuradha Agarwal
Assistant Professor, Department of Business Administration, Manipal University Jaipur, Jaipur - Ajmer Express Highway, Dehmi Kalan, Near GVK Toll Plaza, Jaipur - 303 007, Rajasthan, India
Bhawna Chahar
Associate Professor, Department of Business Administration, Manipal University Jaipur, Jaipur-Ajmer Express Highway, Dehmi Kalan, Near GVK Toll Plaza, Jaipur - 303 007, Rajasthan, India
Narender Singh Bhati
Assistant Professor, Department of Business Administration, Manipal University Jaipur, Jaipur - Ajmer Express Highway, Dehmi Kalan, Near GVK Toll Plaza, Jaipur - 303 007, Rajasthan, India

Abstract


E-commerce companies have started betting big on small towns to look for business opportunities, having a large customer base, and focusing on making customers to buy online as much as possible. Therefore, the study aimed to explore different dimensions of customers’ impulse buying behaviour (IBB) in an online buying environment, and further validating the extracted determinants in small towns of North India. The study included a sample of 304 small town online buyers and used exploratory factor analysis (EFA) to explore the key factors, which resulted into five key determinants of IBB ; Hedonic Online Shopping Motivation, Marketing Stimulus, Impulse Buy, Impulse Buying Tendency, and Situation Stimulus. Further, confirmatory factor analysis (CFA) was performed to evaluate validity and reliability of the identified variables of IBB. The findings revealed good internal consistency among the constructs. Additionally, all measurement model fit indices were found to be under the acceptance range, which indicated no validity concerns in the measurement model. The study provided insights on the complex impulse buying behavior of small town online consumers, which completely differs from the buyers of metro cities. Therefore, the identified determinants of customers’ online IBB will benefit e-tailors by providing them a platform to understand the buying behavior of small town consumers for designing their marketing strategies to serve them better and to gain over the competition in the e-marketplace.

Keywords


Online Impulse Buying Behaviour, Small Town Consumers, Exploratory Factor Analysis, Confirmatory Factor Analysis.

Paper Submission Date : May 25, 2020 ; Paper Sent Back for Revision : April 10, 2021 ; Paper Acceptance Date : April 21, 2021 ; Paper Published Online : June 25, 2021.


References





DOI: https://doi.org/10.17010/ijom%2F2021%2Fv51%2Fi5-7%2F161647