Impulse Purchase Varied by Products and Marketing Channels

This study investigates impulse buying behaviors in both traditional store and online shopping contexts. The results show that impulsive buying tendency and involvement with clothing products is positively associated with impulse buying behavior of clothing in traditional store shopping, but not online. For computer peripherals, on the other hand, higher impulsive buying tendency and higher product involvement are positively associated with higher impulse buying online, but not in-store shopping. Furthermore, consumers holding hedonic attitudes toward clothing tend to buy more impulsively regardless of shopping channel. For computer peripherals, utilitarian attitudes are positively associated with impulse buying both in traditional and online shopping.