IMPACT OF ONLINE PROMOTIONAL TECHNIQUES ON ONLINE IMPULSE BUYING BEHAVIOR: STRATEGIES AND INNOVATIONS FOR CONSUMER PRODUCTS THROUGH OCEAN MODEL

Authors

  • ORANGZAB Ph.D, COMSATS University Islamabad, Vehari Campus, Pakistan Author
  • IMTIAZ HUSSAIN Mphil Scholar, COMSATS University Islamabad, Vehari Campus, Pakistan Author
  • MUHAMMAD SAJJAD Ph.D, COMSATS University Islamabad, Vehari Campus, Pakistan Author

Keywords:

Big five personality traits, Innovations, Impulse buying behavior, Online commerce, Limited time Scarcity,, Limited quantity scarcity,, Discounted price

Abstract

In current era trends of shopping are being changed towards online modes of shopping instead of the conventional ways of shopping. Conventional methods of measuring customers satisfaction for consumer products lags due to conformist techniques adapted by the marketing organizations. The underlying study rejects the orthodox techniques and focusses on online promotional trends in a strategic way by introducing innovations for consumer products by utilizing OCEAN model. In routine, the organizations introduce the innovations by focusing on the products and in its design. This study uniquely engrossed on online promotional techniques which can be utilized a strategic as well as innovative weapon to persuade the impulse buying behavior. Three school of thoughts exist about factors stimulate impulse buying (Traits school of thought, motives school of thought and marketing stimuli school of thought). Companies use different ways to attract consumers towards online impulsive shopping. Companies use discounted price, limited quantity, and limited time to attract customer for impulse buying. The purpose of this study is to find out the moderation effect of personality traits within the connection of the effect of scarcity message and discounted price on impulse buying behavior separately. The present research is contained on survey-based data collection technique. Targeted population is university staff of all universities working in territory of district Vehari and data is collected form 300 respondents through stratified random sampling technique. PLS-SEM in smart PLS 3.3 used for data analysis. The results suggest that independent variables scarcity message and discounted price have positive effect on online impulse buying behavior and found to be effective as strategic and innovative tools. Moderation effect of five personality traits was also found significant through OCEAN model. In a nutshell, the online promotional techniques for impulse buying behavior proved to be operative and can be exploited as an innovation instrument for upcoming era of consumer realm.

References

Addo, P. C., Jiaming, F., Kulbo, N. B., & Liangqiang, L. (2020). COVID-19: fear appeal favoring purchase behavior towards personal protective equipment. The Service Industries Journal, 40(7-8), 471-490.

Aggarwal, P., Jun, S. Y., & Huh, J. H. (2011). Scarcity messages. Journal of Advertising, 40(3), 19-30.

Akram, U., Hui, P., Khan, M. K., Yan, C., & Akram, Z. (2018). Factors affecting online impulse buying: evidence from Chinese social commerce environment. Sustainability, 10(2), 352.

Arora, N., Baheti, Y., and Bhatia, K. . (2018). Impulsive Buying Behavior. International Journal of Advance Research, Ideas and Innovations in Technology, 4(1), 362-365.

Arshad, S., & Ali, A. (2016). Trade-off between Inflation, Interest and Unemployment Rate of Pakistan: Revisited. Bulletin of Business and Economics (BBE), 5(4), 193-209.

Ashraf, I., & Ali, A. (2018). Socio-Economic Well-Being and Women Status in Pakistan: An Empirical Analysis. Bulletin of Business and Economics (BBE), 7(2), 46-58.

Audi, M & Ali, A. (2017). Socio-Economic Status and Life Expectancy in Lebanon: An Empirical Analysis. Archives of Business Research, 5(11), 159-170

Audi, M. & Ali, A. (2017). Environmental Degradation, Energy consumption, Population Density and Economic Development in Lebanon: A time series Analysis (1971-2014). Journal of International Finance and Economics, 17(1), 7-20.

Audi, M. Ali, A. & Roussel, Y. (2021). Aggregate and Disaggregate Natural Resources Agglomeration and Foreign Direct Investment in France. International Journal of Economics and Financial Issues, 11(1), 147-156.

Audi, M., & Ali, A. (2016). A Causality and Co-integration Analysis of Some Selected Socio-Economic Determinants of Fertility: Empirics from Tunisia. Bulletin of Business and Economics (BBE), 5(1), 20-36.

Badgaiyan, A. J., & Verma, A. (2014). Intrinsic factors affecting impulsive buying behaviour—Evidence from India. Journal of Retailing and Consumer Services, 21(4), 537-549.

Baumeister, R. F. (2002). Yielding to temptation: Self-control failure, impulsive purchasing, and consumer behavior. Journal of consumer research, 28(4), 670-676.

Chang, H. J., Yan, R.-N., & Eckman, M. (2014). Moderating effects of situational characteristics on impulse buying. International Journal of Retail & Distribution Management, 42(2), 298-314.

Chen, J. V., Su, B.-c., & Widjaja, A. E. (2016). Facebook C2C social commerce: A study of online impulse buying. Decision Support Systems, 83, 57-69.

Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of retailing, 77(4), 511-535.

Chung, N., Song, H. G., & Lee, H. (2017). Consumers’ impulsive buying behavior of restaurant products in social commerce. International Journal of Contemporary Hospitality Management, 29, 709-731.

Cobb, C. J., & Hoyer, W. D. (1986). Planned versus impulse purchase behavior. Journal of retailing.

Dholakia, U. M. (2000). Temptation and resistance: An integrated model of consumption impulse formation and enactment. Psychology & Marketing, 17(11), 955-982.

Digman, J. M. (1990). Personality structure: Emergence of the five-factor model. Annual review of psychology, 41(1), 417-440.

Doost, H. T. N., Mazaheri, M. A., & Talebi, H. (2013). The relationship between personality characteristics and parenting styles with video-computer plays’ dependency. Journal of Social Sciences (COES&RJ-JSS), 2(4), 207-214.

Ellison, W. D., Rosenstein, L., Chelminski, I., Dalrymple, K., & Zimmerman, M. (2016). The clinical significance of single features of borderline personality disorder: Anger, affective instability, impulsivity, and chronic emptiness in psychiatric outpatients. Journal of personality disorders, 30(2), 261-270.

Fitri, F. R. (2018). The influence of web quality and sales promotion toward impulse buying behavior with openness personality as moderating variable. Jurnal Akuntansi, Manajemen dan Ekonomi, 20(1), 48-55.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.

Haider, A., & Ali, A. (2015). Socio-economic determinants of crimes: a cross-sectional study of Punjab districts. International Journal of Economics and Empirical Research, 3(11), 550-560.

Hair, J., Anderson, R., Babin, B., & Black, W. (2010). Multivariate data analysis: A global perspective (Vol. 7): Pearson Upper Saddle River. In: NJ.

Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.

Hasim, M., Hassan, S., Ishak, M., & Razak, A. (2020). Factors influencing gen-Y in Malaysia to purchase impulsively: A mediating effect of perceived enjoyment. International Journal of Innovation, Creativity and Change, 11(5), 385-396.

Hoch, S. J., & Loewenstein, G. F. (1991). Time-inconsistent preferences and consumer self-control. Journal of consumer research, 17(4), 492-507.

Hogan, J., Barrett, P., & Hogan, R. (2007). Personality measurement, faking, and employment selection. Journal of Applied Psychology, 92(5), 1270.

Hultén, P., & Vanyushyn, V. (2014). Promotion and shoppers' impulse purchases: the example of clothes. Journal of Consumer Marketing.

Husnain, M., Qureshi, I., Fatima, T., & Akhtar, W. (2016). The impact of electronic word-of-mouth on online impulse buying behavior: The moderating role of Big 5 personality traits. J Account Mark, 5(190), 1-10.

Iyer, E. S. (1989). Unplanned Purchasing: Knowledge of shopping environment and. Journal of retailing, 65(1), 40-57.

John, O. P., & Srivastava, S. (1999). The Big-Five trait taxonomy: History, measurement, and theoretical perspectives (Vol. 2): University of California Berkeley.

Judge, T. A., Higgins, C. A., Thoresen, C. J., & Barrick, M. R. (1999). The big five personality traits, general mental ability, and career success across the life span. Personnel psychology, 52(3), 621-652.

Kacen, J. J., Hess, J. D., & Walker, D. (2012). Spontaneous selection: The influence of product and retailing factors on consumer impulse purchases. Journal of Retailing and Consumer Services, 19(6), 578-588.

Kacen, J. J., & Lee, J. A. (2002). The influence of culture on consumer impulsive buying behavior. Journal of consumer psychology, 12(2), 163-176.

Kassarjian, H. H. (1971). Personality and consumer behavior: A review. Journal of marketing research, 8(4), 409-418.

Kim, A. J., & Johnson, K. K. (2016). Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook. Computers in Human Behavior, 58, 98-108.

Kollat, D. T., & Willett, R. P. (1967). Customer impulse purchasing behavior. Journal of marketing research, 4(1), 21-31.

Ku, G., Malhotra, D., & Murnighan, J. K. (2005). Towards a competitive arousal model of decision-making: A study of auction fever in live and Internet auctions. Organizational Behavior and Human decision processes, 96(2), 89-103.

Lakhal, S., Frenette, É., Sévigny, S., & Khechine, H. (2012). Relationship between choice of a business major type (thing-oriented versus person-oriented) and Big Five personality traits. The International Journal of Management Education, 10(2), 88-100.

Leong, L.-Y., Jaafar, N. I., & Sulaiman, A. (2017). Understanding impulse purchase in Facebook commerce: does Big Five matter? Internet Research, 27(4), 786-818.

Liao, H., & Chuang, A. (2004). A multilevel investigation of factors influencing employee service performance and customer outcomes. Academy of Management journal, 47(1), 41-58.

Lukowicz, K., & Strzelecki, A. (2020). User Statisfaction on Social Media Profile of E-sports Organization. Marketing and Management of Innovations, 2020(4), 61-75.

Mattila, A. S., & Wirtz, J. (2001). Congruency of scent and music as a driver of in-store evaluations and behavior. Journal of retailing, 77(2), 273-289.

McCrae, R. R., & Costa Jr, P. T. (2008). Empirical and theoretical status of the five-factor model of personality traits. 1, 273-294.

Mondak, J. J. (2010). Personality and the foundations of political behavior: Cambridge University Press.

Mowen, J. C., & Spears, N. (1999). Understanding compulsive buying among college students: A hierarchical approach. Journal of consumer psychology, 8(4), 407-430.

Muruganantham, G., & Bhakat, R. S. (2013). A review of impulse buying behavior. International Journal of Marketing Studies, 5(3), 149.

Myszkowski, N., Storme, M., & Tavani, J. L. (2019). Are reflective models appropriate for very short scales? Proofs of concept of formative models using the Ten‐Item Personality Inventory. Journal of personality, 87(2), 363-372.

Nagadeepa, C., Selvi, J. T., & Pushpa, A. (2015). Impact of sale promotıon technıques on consumers’ impulse buyıng behavıour towards apparels at Bangalore. Asian Journal of Management Sciences & Education, 4(1), 116-124.

Park, E. J., Kim, E. Y., & Forney, J. C. (2006). A structural model of fashion‐oriented impulse buying behavior. Journal of Fashion Marketing and Management: An International Journal.

Park, E. J., Kim, E. Y., Funches, V. M., & Foxx, W. (2012). Apparel product attributes, web browsing, and e-impulse buying on shopping websites. Journal of Business Research, 65(11), 1583-1589.

Park, H.-H., & Noh, M.-J. (2012). The influence of innovativeness and price sensitivity on purchase intention of smart wear. Journal of the Korean Society of Clothing and Textiles, 36(2), 218-230.

Rahmanov, F., Mursalov, M., & Rosokhata, A. S. (2021). Consumer Behavior in Digital Era: Impact of COVID-19. Marketing and Management of Innovations, 2021(2), 243-251.

Rook, D. W. (1987). The buying impulse. Journal of consumer research, 14(2), 189-199.

Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of consumer research, 22(3), 305-313.

Shim, D., & Altmann, J. (2016). How marginally does impulse buying intention change in social commerce? nonparametric regression approach. Global Media Journal, 14(27), 1-13.

Silvera, D. H., Lavack, A. M., & Kropp, F. (2008). Impulse buying: the role of affect, social influence, and subjective wellbeing. Journal of Consumer Marketing, 25, 23-33.

Sajid, A. & Ali, A. (2018). Inclusive Growth and Macroeconomic Situations in South Asia: An Empirical Analysis. Bulletin of Business and Economics (BBE), 7(3), 97-109.

Sofi, S. A., & Najar, S. A. (2018). Impact of personality influencers on psychological paradigms: An empirical-discourse of big five framework and impulsive buying behaviour. European Research on Management and Business Economics, 24(2), 71-81.

Soldz, S., & Vaillant, G. E. (1999). The Big Five personality traits and the life course: A 45-year longitudinal study. Journal of Research in Personality, 33(2), 208-232.

Srivastava, M., & Rai, A. K. (2018). Mechanics of engendering customer loyalty: A conceptual framework. IIMB management review, 30(3), 207-218.

Tang, Q., Zhao, X., & Liu, S. (2016). The effect of intrinsic and extrinsic motivations on mobile coupon sharing in social network sites. Internet Research, 26(1), 101-119.

Verplanken, B., & Herabadi, A. (2001). Individual differences in impulse buying tendency: Feeling and no thinking. European Journal of personality, 15(1), 71-83.

Vohs, K. D., & Faber, R. J. (2007). Spent resources: Self-regulatory resource availability affects impulse buying. Journal of consumer research, 33(4), 537-547.

Wahyudi, S. (2017). Pengaruh Price Discount terhadap Impulse Buying. Valuta, 3(2), 276-289.

Wanberg, C. R., & Kammeyer-Mueller, J. D. (2000). Predictors and outcomes of proactivity in the socialization process. Journal of Applied Psychology, 85(3), 373.

Weerathunga, A., & Pathmini, M. (2015). Impact of Sales Promotion on Consumer’s Impulse Buying Behaviour (IBB); Study in Supermarkets in Anuradhapura City. Paper presented at the International Research Symposium Rajarata University of Sri Lanka.

Wu, W. Y., Lu, H. Y., Wu, Y. Y., & Fu, C. S. (2012). The effects of product scarcity and consumers' need for uniqueness on purchase intention. International journal of consumer studies, 36(3), 263-274.

Wu, Y., Xin, L., Li, D., Yu, J., & Guo, J. (2021). How does scarcity promotion lead to impulse purchase in the online market? A field experiment. Information & Management, 58(1), 103283.

Yildirim, K., Saygili, M., & Yalcintekin, T. (2021). The Determinants of Purchase Intention and Willingness to Pay for Cosmetics and Personal Care Products. Marketing and Management of Innovations, 2021(2), 11-24.

Youn, S., & Faber, R. J. (2000). Impulse buying: its relation to personality traits and cues. ACR North American Advances.

Zaltman, G. (2003). How customers think: Essential insights into the mind of the market: Harvard Business Press.

Downloads

Published

2021-12-01

Issue

Section

Articles

How to Cite

ORANGZAB, HUSSAIN, I. ., & SAJJAD, M. . (2021). IMPACT OF ONLINE PROMOTIONAL TECHNIQUES ON ONLINE IMPULSE BUYING BEHAVIOR: STRATEGIES AND INNOVATIONS FOR CONSUMER PRODUCTS THROUGH OCEAN MODEL. Bulletin of Business and Economics (BBE), 10(4), 1-12. https://bbejournal.com/BBE/article/view/81

Similar Articles

1-10 of 313

You may also start an advanced similarity search for this article.