Institutional Repository
Technical University of Crete
Technical University of Crete
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| URI: | http://purl.tuc.gr/dl/dias/3764F973-53EB-483A-BA6C-6CECDE742D39 | ||
| Year | 2020 | ||
| Type of Item | Master Thesis | ||
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| Bibliographic Citation | Emmanouil Spyridakis, "Impulsive online shopping behaviour ", Master Thesis, School of Production Engineering and Management, School of Electrical and Computer Engineering,Technical University of Crete, Chania, Greece, 2020 https://doi.org/10.26233/heallink.tuc.87355 | ||
| Appears in Collections |
The continuous growth of e-commerce over the last years has led to the emerging phenomenon of the consumers’ online impulse buying. This has been the focus of a significant number of researches that are aiming to analyze the factors that prompt impulsive behavior during online browsing and affect consumers’ purchase choices at the most. The phenomenon is interesting because it is not only triggered by a wide range of internal psychological factors but is also influenced by external, market- related incentives.Impulse buying is a consumer tendency which spontaneously and unexpectedly leads to buying behavior and is an important sales driver for both brick-and-mortar and online businesses. Impulse purchases differ from regular ones as they happen without pre-planning. Both researchers and companies are trying to figure out the psychological underpinnings of offline and online impulse behavior as well as the temptations that will eventually boost sales. Factors that motivate online impulse buying are among others sales and promotions, free shipping, apps and websites with a cohesive environment and design that offer easy and quick checkout.This paper aims to analyze the impact of the aforementioned factors on the impulsiveness of shoppers’ online behavior as well as to create the framework of impulse buying using established SOR “Stimulus-Organism Response” models. A statistical study takes place with the use of a questionnaire, including the presentation of the socio-demographic profile of the respondents, with the objective to explore in-depth the factors that affect online impulse buying behavior and investigate consumers’ actual behavioral perspective.In its first module, the study presents the sense of the online impulsive buying behavior as well as the factors that have the most impact on it and the analysis of the SOR model. A comparison to the regular buying behavior is also included.In the second part the development of the questionnaire is presented along with the extracted results and respective findings.In the final section there are ways displayed that can further trigger impulsive shopping behavior in e-commerce and present how marketers and companies can benefit from it.
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