The Mechanisms of Impulsive Buying: The Role of Retail Stimuli, Loyalty Satisfaction, and Demographic Contingencies
DOI:
https://doi.org/10.55829/923mqh17Keywords:
Impulse Buying., Loyalty Satisfaction, Service Performance, Price Perception, Retail MarketingAbstract
The impulse buying behavior trend is a significant outcome of the contemporary retail strategies, yet the psychological mechanisms of bridging the retail stimulus and the decision to buy impulsively are not integrated in a proper way. This paper is based on the “Stimulus-Organism-Response” model in analyzing the mediatory effects of Loyalty Satisfaction in the connection between Service Performance, Price Perception, Judgmental Motives and Impulse Buying behavior. Also, the demographic factors moderating effect is investigated.
The data were gathered on 432 retail consumers and were analyzed using the “Partial Least Squares Structural Equation” Modeling (PLS-SEM). The results show that Service Performance and Price Perception have a significant positive impact on Loyalty Satisfaction which has a strong positive impact on the Impulsive Buying behavior. The structural model predicts 72.8 percent of the variance in the Loyalty Satisfaction and 35.3 per cent of the variance in the Impulsive Buying. Mediation analysis supports the fact that Loyalty Satisfaction is partially transmitting the impact of retail stimuli and to impulsive buying. Moreover, moderation results show that Gender and Income have considerable impact on the association between Loyalty Satisfaction and Impulsive Buying but Age and Purchase Frequency do not reveal any significant moderating effects.
The introduction of mediation and demographic moderation within the single structural framework contributes to the expansion of the “Stimulus-Organism-Response” paradigm, and provides practical implications to the retail managers who want to stimulate the impulse buying behavior in a strategic manner.
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