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Modeling Influences on Impulse Purchasing Behaviors during Online Marketing Transactions Author(s): Xiaoni Zhang, Victor R.

Prybutok and David Strutton Source: Journal of Marketing Theory and Practice, Vol. 15, No. 1 (Winter, 2007), pp. 79-89 Published by: M.E. Sharpe, Inc. Stable URL: http://www.jstor.org/stable/40470277 . Accessed: 16/07/2013 18:38
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MODELING INFLUENCES ON IMPULSE PURCHASING BEHAVIORS DURING ONLINE MARKETING TRANSACTIONS


XiaoniZhang,VictorR. Prybutok, and David Strutton stillrepresents a comparatively marketTheonlineshopping environment new,and largely unexplored, and influences on little is understood the nature of channel. Not impulsive regarding ing surprisingly, Thispaperinvestigates these andrelated issues. onlinemarketing consumer exchanges. during purchases thatsignificant Associated results gender, subjective relationships mayexistbetween tentatively suggest in onlinemarketing behavior and actual purchase consumer intention, norms, impulsivity, purchase aredeveloped and discussed. andtheoretical environments. implications Managerial

existed Notlongago,few viableshopping through options lots or could avoid congested whichconsumers parking checkout-of-stock tiresome merchandise, lengthy trips, Atthetime, retail service levels. andindifferent outtimes, had little choicebutto slogaheadreluctantly. consumers ofWeb-savvy consumnumbers for Obviously, increasing than ever More no constraints such ers, people longer apply. e-marketers 2005.In response, onlineduring haveshopped to intended tactics areincreasingly promotional pursuing consumer Web customers into Webviewers convert (i.e., whichsuchconsumer One approach conversion). through entails be initiated conversion purposively logically might more impulsive sitesin waysthatstimulate designing has reached behavior. consumer Bythetimean e-shopper "I really shouldn't" a site,and beganthinking (purchase thatitem),truly might organizations savvye-marketing toloosenconsumers' Websites their havealready designed levels ofself-control normal 2002),so longas (Baumeister to said consumers, value are appropriate they delivering ofcourse. here recommended tacticalthrust The promotional of definitions withtraditional is consistent marketing

that Suchdefinitions longreasoned purchasing. impulse rather thanconsumer-related factors, augmented products, to induces consumers stimulus that the provide primary seminal (Stern1962).SinceStern's impulsively purchase has construct the research, impulsepurchasing emerged trait. Itis,for as a broadly social-psychological recognized consumers that most understood purchase broadly example, at least occasionally(Bellman,Lohse,and impulsively certain 1999;Donthu1999).Relatedly, Johnson purchase to inhibit are thought circumstances impulsepurchases. inwhich entail situations wouldtypically Suchconditions arebetorself-regulatory self-control consumers' responses their over ter abletogainorretain naturally arising mastery conditions In other tendencies. contrast, purchase impulsive to yieldto their are morelikely consumers existwherein and Shaver, (Roberson, buying impulses arising naturally to better able who are marketers Online Lawrence 1991). that conditions onlineconsumption between discriminate to stimulate are more(or less) likely shopping impulsive wouldclearly behaviors advantagesenjoya competitive werealso able to act thatthosesamemarketers assuming of And their based on regardless insights. likely, strategically onlineshopper thetypical howimpulsive is,there actually wouldnot that sitesponsors ifany, onlineretailing arefew, a siteanda consequent to create theopportunity welcome ProAssistant ofNorth XiaoniZhang(Ph.D.,University Texas), even moreonline that visitation encouraged experience Northern fessor ofInformation CollegeofInformatics, Systems, impulsiveness. shopper KY, zhangx@nku.edu. Heights, Highland University, Kentucky inways stores havelongbeendesigned Brick-and-mortar ProfesDrexel VictorR. Prybutok (Ph.D., Regents University), forQualityand Center In traditional sor of DecisionSciencesand Director, to encourage intended purchasing. impulse of Administration, University Collegeof Business Productivity, to hearpublic forexample, it is not uncommon, stores, North Dentn, TX,prybutok@unt.edu. Texas, availablefor about greatdeals currently announcements and Professor ofMississippi), DavidStrutton (Ph.D.,University did "blue accident Not while. a short spelight" by only andLogistics, ofMarketing Collegeof Department Chairperson, But lexicon. cultural American of the as cials part North emerge of Business Dentn, TX, Texas, Administration, University therequisite to attract or opportunity absentthe ability strutton@unt.edu.
vol. 15,no. 1 (winter andPractice, 2007),pp.79-89. Journal Theory ofMarketing reserved. Inc.Allrights 2007 M.E. Sharpe, /2006 $9.50 + 0.00. ISSN 1069-6679 DOI 10.2753/MTP1069-6679150106

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and Practice 80 Journal Theory ofMarketing

in onlineretaileventuates consumer attention (as often stores encounter lessopportunity naturally ingsettings), and to prompt 2003; (Coley Burgess unplanned purchases in Lee 2002; Weinberg and Gottwald 1982).Studies this ofgender areahaveexplored theeffects differences, layout, and self-control, consumer emotions product categories, andcultural other constructs. effects, among Significantly, no studies thesameconstructs' effects in existaddressing onlineshopping settings. Marketers shouldlearnmoreabout how and whyimpulsivepurchasing mightbe stimulated duringonline To narrow thegap in our current buyer-seller exchanges. how and understanding regarding whymoreimpulsive purchases mightarise-or be stimulatedduringonline this tested the interactions, study buyer-seller technology model (TAM).Specialattention was allocated acceptance toward betweeniminvestigating possiblerelationships consumer in behavior and online pulsive gender shopping environments. Whileseveral obviousreasons existsuggestapparently with exist to online ingwhy gender disparities may respect in the context of themost this research, impulse purchases, derive from another manifest that bepivotal may tendency, lowsfrom other, differences, naturally arising, gender-based butnotlimited schematic to,taskorientation, including, and thatis, planning, perceived task-specific self-efficacyThe potential roleand computer technology proficiency. of these factors are and implications directly indirectly in thispaper. investigated
RESEARCH OBJECTIVE directions. This core male trait foling,mentendtonotaskfor

ofprospective exercise dominant norms subjective shoppers inonline effects on impulse settings significant purchasing Norhaveresearchers havenotbeenconclusively answered. discriminate consumers whether investigated gender might withrespect durto their behaviors impulsepurchasing online interactions. The research ing specific marketing ofthispaperentailed andtentatively objectives addressing each introduced above. answering question DEVELOPING A THEORETICAL FRAMEWORK Impulse Purchasing Behaviors: Definition and Role are akin to unplannedpurchasing Impulsive purchases behaviors. occur whenever consumers a They experience suddenurgeto buy something absent subimmediately, stantive additional and actbasedon theurge evaluation, Asa construct, is thought (Rook1987). impulse purchasing to capture a relatively trait consumer thatproenduring duces urgesor motivations to buy products or services, absent muchregard for actualneed.Morethantwo-fifths of consumers be (Rookand Fisher may impulsive buyers certain consumers findimpulses more 1995).Obviously, difficult to resistthan do others.For such consumers, as well as satisfaction, with pleasure, maybe associated impulse purchasing. Researchers fromdifferent have assessed disciplines therolethattheimportance of impulsive behavior plays as an ingredient in thebroader mosaicof humanbehavior.Wolman(1973)was first to frame as a impulsiveness traitgenerated in response to a stimulus. psychological Decadesago,marketers theeffect that beganinvestigating or in-store locations exercise product arrangements might on impulse behaviors It has since be(Cox 1964). purchase comestandard for retailers toarrange promotional practice certain itemssuchas candies, or magazinesnear snacks, checkout in efforts to entice consumers into points impulse emanate from purchases. Impulse purchases generally purchasescenarios thatfeature emotional activation, higher lesscognitive andlargely reactive behavior control, (Weinalso tend to 1982).Impulse bergand Gottwald purchasers be moreemotionalized thannonpurchasers. Given theongoing ofthedigital development economy, and the shopping conveniences delivered being through one might reason that moreimpuldigitalized exchanges, siveindividuals online. maybe moreproneto shopping ClickZ(2004), forexample, that differences exist reports betweenmenand womenwithrespect to themanner in

The research of thisstudy was to identify and objective test various factors that influence may impulse purchasing online transactions. Unliketraditional during shopping onlineconsumers do not need sales associtransactions, atesor cashiers to complete a transaction. In traditional be triggered shopping settings, impulse purchases might ofa salesperson or salespromotion, bythepersuasiveness thelayout oratmosphere ofa store, orenticing arproduct Thisis widely understood. And, rangements. traditionally, marketers haveactedbasedon suchinsight in their efforts to "manage" impulse purchasing. Butlittle is known abouttheidentity andnature offactors that or inhibit may trigger impulse purchasing during onlinetransactions. to whether variQuestions pertaining ous Webdesigns, themanner in whichproducts are presented theperceived usefulness ofWebsites, orthe online,

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Winter 2007 81

While which they shoponlinefor holiday-type purchases. online,femaleconsumers shop in moreof a generally less and are fashion, impulsive, buymoreahead planned mentendto emerge onoftimewhileonline.In contrast, theChristmas twoor fewer weeks before linein fullforce shopwiththegoal ofquickly they holidays. Uponarrival, their needs (andperhaps satisfying purchasing impulsively) Morahan-Martin and 2001). (Schumacher enter site's home customers When anyretail prospective at least three basic choices. encounter invariably page, they choice encountered is the first Duringthe transaction, The choice entails second whether tousethesearch engine. The third to choosea featured whether product. deciding links. to use thecategory relates to whether factor that not the be Often, determining pricemay on e-commerce consumer purchases prompts impulsive must Websites that asserts sites. well-designed Spool(1999) He likewise links. more alsofeature navigation meaningful search links these engines. outperform navigation suggests driver of the to purchases impulse According Spool, biggest users to a siteencourages towhich follows from thedegree the site's search links rather than engine. navigate category andconsistent Search TheWebhasevolved engines rapidly. MoreWebdesignfeatures. are nowstandard Weblayout in be managed features certain ofthese over, might design that impulse purchases. encourage ways

TAM as a key metric thedecision toemploy study Finally, thegeneral that consumers who followed from proposition to new technoltherefore are more use) (and likely accept to be exposedto reminder, ogy to shop are morelikely as a result of their and pureimpulsestimuli suggestion, on This Web sites the Internet. to various premise exposure of an impulse is consistent withPiron's(1991)definition actionthat results from an unplanned involving purchase stimulus. to) a specific (exposure tothereliresearchers haveattested Theefforts ofvarious TAM of the and (Adams, original validity ability construct and Prasad1999).In this Nelson,and Todd 1992;Agarwal oneoverarching applications prior goalwastoextend study, theoretical TAM inways useful that oftheoriginal generated The for marketers. andpractical purpose marketing insights factors ofseveral wastoallowtheinfluence ofthis extension of consumvarious should drive that aspects theoretically ers'onlinebehavior intention, (i.e.,impulsivity, purchase Internet-based andpurchase marketing during frequency) to be addressed empirically. exchanges summarizes the research Table 1 identifies constructs, definitions and research working support, provides prior in tested thecurrent for eachTAMconstruct study. acrosssevhas been conducted research Considerable the dynamics in an effort to understand eral disciplines thedegreeto whichconsumers thatinfluence adoptand these information use Throughout systems. voluntarily TAMfeauseful. TAMhas proven endeavors, consistently Technology Acceptance Model: Definition, andalso inpsychological tures a solidfoundation research, Development, and Modification constructs. relevant several technological clearly captures and social of both Critical this with associated research the technology acceptance aspects study objective Executing in the model. are rooted influence theonline addresses willrequire use ofa validmodelthat theory and one exthat one modification This With this eachsideofthe from transaction proposed study dyad. buyer-seller one to TAM. be introduced tension for theTAM(Davis1986)wasadopted inmind, Specifically, independent requirement varione mediating consumer variableto online side of the each use.TAM impulsivity^and dyad buyer-seller permits TAMshouldcapadded.Thismodified that online itisgenerally be explicated. able-gender-were Moreover, recognized andbehaviors tureuser(i.e.,consumer) that intentions, traits, be characterized is, identitybya double may shoppers as rea newshopping users"(Koufaris toward (i.e.,theInternet as wellas "computer are "shoppers" technology they TAM in modified this dimension Each tail or rewhileattracting outlet). captured that, 2002).Thisobservation implies consumer withtraditional within is consistent that remains isa function decision-making customers primarily taining should consumer attitudes that and the models a tool that also themarketing premise domain, technology provides behaviors. influence intentions while influence the to fulfill in their efforts marketers intentions, can assist or impede research thisstudy's will permit TAM to These additions consumers understand to that It follows task. why selling TAM in this be to fashion, ateaseor orfeel store return toan online Bymodifying pursued. objective sufficiently might and useful which from nowexists must examine a platform researchers from that theoretically topurchase enticed site, be can actionable store and a a site as both Web with a regardinteractions developed insights managerially shoppers' influence that factors of the this and indeed TAM impulse identity precise facilitates, ing permits, system. technology environments. in onlineshopping examination. purchasing typeofconsumer

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and Practice 82 Journal Theory ofMarketing

Table 1 Involved in the Study Constructs of Summary


Constructs Actual Purchase Intention ImpulsiveBuying(Impulsivity) Subjective Norms Prior Research Baumeister (2002) Mathieson (1991) Piron(1991) Fishbeinand Ajzen (1975) Definitions The number of times a person did online transactionsduringthe past six months. Intentionto make an online purchase. An unplanned action that resultsfrom(exposure to) a specific stimulus. Person's perception of how others thinkhe or she should behave, and his or her motivationto comply with the expectations of these referents. ^

Relationships Hypothesized
will thatimpulsivity themodelhypothesizes Specifically, intenwith(orpromote) associated be positively purchase differences that tion.Themodelalso hypothesizes gender and thepurchase willexist intention, impulsivity, regarding Themodified ofconsumers. behaviors theactualpurchase in this ofTAMthatis evaluated version paperis depicted 1. in Figure ovalshapeis intended constructs In Figure 1,thegender varias a moderating function should that tospecify gender actual ablefor intention, norms, purpurchase subjective The research and consumer chasebehaviors, impulsivity. therolethat 1 explores in Figure modelshown may gender in consumers' to differences in contributing purchase play in onlinesettings, behavior andactualpurchase intention with to differences contribution as wellas gender's respect constructs. and social influence to otherpsychological in our model were Some of the relationships presented works in prior tested 2003; Zhang, (Zhangand Prybutok within thecontext not but Koh and 2003, 2006) Prybutok, the For 1. in as oftherelationships posited Figure example, andpurchase consumer between impulsivity relationship and wasproposed intention Prybutok, Koh(2006) byZhang, themoderatto include their extends work butthis finding consumer between the on of effect relationship gender ing in The current intention. and work, impulsivity purchase thatare on thoserelationships focuses contrast, primarily role the In to most pertinent marketing. addition, potential is explored. variable as moderator ofgender norms" as "subjective identified The TAMconstruct who are most that a "person's assesses people perception he shouldor shouldnotperform to himthink important andAjzen1975, inquestion" thebehavior (Fishbein p. 195). norms Asa measurement construct, encompass subjective the whether of individuals' people important judgments in ofthebehavior ordisapprove in their liveswillapprove families oftheir theopinions totrust tend People question.

tovaluethese tend andfriends. opinions they Consequently, decisions. whenmaking consumption highly to relate action(TRA)attempts ofreasoned The theory intento their norms and subjective attitudes individuals' norms and Ajzen1975).Subjective tionsto act (Fishbein intentions. behavioral a influence should person's clearly heldandopinions values toTRA, byinespoused According thebehavto influence tend referents dividuals' important as a means useful TRA has individuals. iorsofthose proven and situations diverse ofexplaining (Patry decision-making in this examined will be that as those such Pelletier 2001), to exist wasalso observed A significant relationship study. intentions. behavioral and norms between subjective intoan exnorms In 1989,Davisintroduced subjective results theempirical ofTAM. Surprisingly, pandedversion failedto supportthe anticipated positiverelationship Other intention. behavior and norms between subjective to invesnorms havesinceemployed researchers subjective intention tobehavioral various issuesrelating (Klein tigate Davis and Venkatesh Mathieson andHirschheim 1991; 1989; the proposi1996).These studiesalso failedto confirm on effects exercise norms tion thatsubjective significant Todd and But others intention. behavioral 1995) (Taylor thegeneral evidence havebeen able to gather supporting and Davis Venkatesh research In another setting, premise. of significant theexistence relationships (1996) reported of usefulness the norms and between perceived subjective relationa the same In a newtechnology. study, significant tousethenew norms andintention between subjective ship More observed. also was in recently, technology question version thisrevised andMorris Venkatesh (2000) validated ofgender ontheinfluence focused In doing ofTAM. so,they influenced were Women norms. andsubjective differences oftheease ofuse and morethanmenby theperceptions Butthesubjective the with norms technology. subjective overtime.In general, diminished normseffect though, of case the to exists sufficient subjective integrate support ofTAM.Attheleast,it apversion intoa modified norms

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Winter 2007 83

Figure1 in This Study Model Tested Research


Norms

I Subjective *
k
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H7
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,<*~^N ( Gender J ) V
- -, - ^

Purchase ^ " Intention 1 I

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5i

H5

H6

HSUd luT Purchase


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Consumer Impulsivity to which and in thedegree subjective frequency, purchase numerBecause intention. influence online norms purchase cite to too models ousconsumer (e.g., many efficiently here) existsbetweenintention a positiverelationship suggest to intention themodelalso linkspurchase and behavior, behavior. purchase several On thebasisofthepreceding discussion, hypothesesweretested:
exchanges, Hypothesis1: During online buyer-seller withconassociated be will norms positively subjective sumers' purchaseintention. 2: During online buyer-seller transactions, Hypothesis consumers' with associated be will positively impulsivity purchaseintention. 3: During online buyer-seller transactions, Hypothesis consumers' with associated will be positively impulsivity norms. subjective in4: Duringonlinebuyer-seller exchanges, Hypothesis topurchasewillbe greater tention formale consumers. male 5: Duringonlinebuyer-seller exchanges, Hypothesis than will exhibit consumers female greater impulsivity consumers. will pur6: While online,male consumers Hypothesis thanfemaleconsumers. chase morefrequently the 7: Duringonlinebuyer-seller exchanges, Hypothesis will intention norms on purchase ofsubjective influence be greater formale consumers.

in Web-based norms pearsthepossibleroleof subjective Thisactionwas attention. merits moreconclusive settings in to thestudy withrespect taken reported thispaper. evaluated In 1999,Karahana,Strub,and Chervany individuals' from two perspectives: adoption technology and andpostadoption use) beliefs (continued preadoption ofnewinformation andpotential Users attitudes. adopters determiself-described the differed regarding technology andsubjecbehavioral oftheir nants attitudes, intentions, havebeen reported Mixedfindings tivenorms. regarding andbehavioral norms between therelationship subjective literature. in thetechnology intentions adoption normsmay that research Current subjective suggests has no study influence Nevertheless, adoption. technology in an this examined e-marketing possibility systematically theTAMmodelby includcontext. consumer Expanding to assessthispotentially important ing theopportunity environin an onlineshopping empirically relationship individual various that Given seems therefore ment fitting. onlinepurtoward attitudes characteristics (i.e.,consumer socialpercepandvarious consumer impulsivity, chasing, consumer influence tions of consumers) maylogically to expand a decision onlinetransactions, behavior during TAM of thepsychological mayprovetheoretigrounding suchan from that follow results Moreover, significant. cally actionable. managerially mayprove investigation malesand females oriented In technologically research, toward attitudes in boththeir to differ havebeenobserved for oftechnology. andperceptions work, (1999) Pradeep's associthat maybe significantly gender suggests example, behaviors. of online various atedwith purchasing aspects thanfemales. morefrequently use theInternet Malesmay than onlinepurchases malesmaymakefewer Or,perhaps, mevariablemoderator as a Because females. may genderand norms between diate subjective relationships possible thatthegenders thisstudy intention, proposes purchase online their online shoulddiffer impulsivity, regarding

METHODOLOGY AND ANALYSIS Scale Development to be imporfactors To beginscaledevelopment, thought identified. were transactions tantin electronic shopping

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andPractice 84 Journal Theory Marketing of


Table 2 Factor Loadings Impulsive 11 12 13 N1 N2 N3 N4 N5 N6 N7 M1 M2 M3 M4 M5 M6 M7 M8 0.06 0.01 0.02 0.03 0.04 0.14 0.15 0.12 0.14 0.08 0.79 0.81 0.88 0.86 0.85 0.78 0.82 0.72 Intention 0.66 0.75 0.61 0.25 0.15 0.10 0.09 0.14 0.04 -0.05 0.07 0.12 0.03 0.05 -0.03 0.10 0.05 0.06 Norms 0.10 0.11 0.09 0.60 0.76 0.90 0.89 0.87 0.67 0.70 0.00 0.10 0.14 0.13 0.15 0.04 0.04 0.16

than0.5. showloadings Boldface Note: greater figures

basedon content can be established Construct validity of the Review and convergent and discriminant validity. draft initial ofthe review andsubsequent literature relevant was conducted of the instrument by a groupof experts instrument the of thecontent to establish survey validity theconvergent Devillis1991).In practice, 1979; (Churchill thesame assess to measures two between designed validity ifthecorrelation is supported construct amongtheconand is statistically structs largeto significant sufficiently ofvalidity examination further (Devillis1991). encourage the established be can Discriminant byexamining validity correlation moderate to Low constructs. correlations among ofdiscriminant evidence twoconstructs between provides These in this used were All factor analysis. loadings validity. a principal were analycomponent using produced loadings in shown The factor rotation. sis withvarimax loadings loadedon theconstruct all items that Table2 indicate they of On thisbasis,theconstructs to measure. wereintended and to demonstrate interest convergent adequate appeared discriminant validity.

weresourced andinformation journals systems Marketing to was constructed instrument A survey thispurpose. for and intention" measure frequency," "purchase "purchase ofDavis(1989). thework from with eachconstruct adapted contheonlineshopping to fit wasadapted Eachmeasure consumers assessed was Purchase text. byasking frequency conducted a person transactions ofonline thenumber about months. six the during past relevant constructs theother All items usedto measure refrom modelwerealso selected to thisresearch previous Internet-based this to eachwasadapted search. study's Again, theRookand context. transactional Specifically, marketing Thisscale's scalewas used to measure Fisher impulsivity. to buy "a consumer's measure items tendency purportedly and immediately, kinetically" unreflectively, spontaneously, andFisher norms, 1995, subjective (Rook p. 306).Tomeasure was scale Fishbein's and Subjective (1980) employed. Ajzen from norms wereadopted (1992)work. Ajzenand Driver's work. andFisher's from Rook wasadopted (1995) Impulsivity from Mathieson wasadapted Intention (1991). conusedinternal Cronbach's alphais themostwidely that Mostresearchers coefficient. suggest reliability sistency 0.7 exceed should coefficient levelfor theacceptance alpha for scores andLawrence 1991). Shaver, Reliability (Roberson, were and 0.91, 0.86, norms, intention, impulse subjective the scoreexceeded Eachreliability and 0.94,respectively. 0.7 criterion bya substantial margin.

SamplingFrame
theInternet from to purchase presumably likely Subjects for a study frame an acceptable shouldprovide sampling who consumers should as ofonlineshopping impulsivity, this thechannel. havealready Following through purchased suitable should students provide clearly college premise, students allcollege nature. ofthis a study for Nearly subjects withthe Internet's are familiar shoppingenvironment. used made students have rationales Similar subjects popular and behaviors ofonline inmany studies Karahanna, (Gefen, and Strub 2001-2002). 2003; McKnight Chervany data onlineshopping consumers' To evaluate behavior, The a Web-based werecollectedthrough survey. survey thesurvey, To answer on theWebwaspassword protected. in Instructors neededa usernameandpassword. students the in class about announced a collegeofbusiness survey contained The instructions and handedout instructions. username,and password. theWebsiteaddress, In all, 332 usable responseswere collected.Among were163 females there thoseresponding, (49.1 percent). ofthose 96.1 made been had Internet percent by purchases of respondents 97 percent Almost they reported sampled. Male online. had already just lagged respondents shopped madeonline hadpreviously Morethan95percent slightly. worked 81.3percent those part sampled, Among purchases. or fulltime.

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Winter 2007 85

Morethan48 percent oftherespondents spentat least 30.1 percent a weeksurfing theInternet, five hours spent 10 six to ten hourssurfing the Internet weekly, percent spent16 to spent11 to 15 hoursonline,and 5.5 percent oftherespondents 20 hoursonline.Morethan6 percent onlineeachweek. over20 hours spent thenumber oftimes were Respondents askedto report The data online the had they during pastyear. shopped hadshopped ofrespondents revealed that only7.6 percent had atleastfive More than 90 once. only percent shopped arefamilthat therespondents times. Theseresults suggest are iar withonlineshopping and, therefore, sufficiently abouttheresearch to inveigh wellversed knowledgeably this in this study.On average, propositions developed week on 8.7 hours that females per spend suggests sample an average of5.5 hours. whereas malesspent theInternet, while83.4 work full of the females 80 time, Nearly percent fulltime. ofthemalesworked percent

Table 3 Structural Models


Constructs Purchase Intention= = Impulsivity Coefficients 0.06 Subjective norms + 0.09 impulsivity* 0.14 Subjective norms**

Significant atp < 0.05;

**

atp < 0.01. significant

the influence of evaluated The remaining hypotheses the on their onlineconsumers' intention, gender purchase and consumer influence ofsubjective norms, impulsivity, To assesswhether of (Internet-based) frequency purchase. between females and males differences existed significant of multivariate withrespect to thoseconstructs, analysis was used. Hotelling's tracewas sigvariance(MANOVA) Theseresults nificant. H4, H5, and H6 weresupported. existamong differences that gender suggest collectively consumer to purchase withrespect thissample intention, H7 (i.e., ofpurchase. and frequency However, impulsivity, Procedure more will be influenced that males by heavily positing at the modelwasbasedon a widely research Theprimary norms)was onlymarginally supported applied subjective touseconfir- 0.06 significance level. basisexisted a theoretical TAM. Consequently, associthe model's information thedescriptive LISREL 8.51wasusedtoassess Table4 summarizes matory analysis. between atedwiththisanalysis. therelationships thepaths fit andanalyze showing was used. A two-stage constructs. approach RESULTS of that therootmeansquareerror revealed results LISREL = = index fit normed (NFI) 0.053, (RMSEA) approximation inindex fit (NNFI)= 0.95,goodness-of-fit 0.95,nonnormed = = index dex(GFI) 0.91,andadjusted (AFGI) goodness-of-fit the modelfit that theproposed indicated 0.9. Theindexes modelfit. thenotionoftheoverall datawelland support LISREL are relations Thestructural displayed by produced in Table3. between thatis, therelationship Withone exceptioncoefficients the normsand subjective intention purchase This result in the equationsare statistically significant. 1. These data in allpaths confirmed suggest proposed Figure of behavior) norms consumers' (as a mediator subjective when intentions topurchase related aredirectly they engage transactions in Internet-based HI). (supporting marketing ispositively consumers' dataalsosuggest These impulsivity online intention with associated marketing during purchase consumer's that H2). H3, positing (supporting exchanges with their associated willbe positively subjecimpulsivity the 0.01 level. at wasalso significant tivenorms,
THEORETICAL AND MANAGERIAL IMPLICATIONS

from these follow Severalactionable managerial insights theseinsights To varying results. applyto might degrees, of a in the marketer management engaged actively any Website. marketing thefact follows from thefirst insight logically, Beginning to "intention consumers' male that these datasuggest that malesor whenever either is significantly greater purchase" transactions. in Internet-based females marketing engage inBasedon thisobservation alone,one might tentatively audience a moreattractive ferthatmalescomprise target Butatthispreliminary marketers. for Internet-based stage, acwith be offered can one proposition managerial only that such certitude: gender understanding simply ceptable to onlinepurchasing existat all withrespect differences consider attheleast, e-marketers intention should, suggests to maleand female shoppers. differently promoting thata cohort sensealso suggests Commonmarketing to purchase" "intention a individuals of reporting greater thana to differently whileonlineoughtto be promoted to purchase. a lowerintention cohortthathas reported

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86 Journal and Practice ofMarketing Theory Table 4 Statistics and MANOVA Descriptive Gender of Purchase Frequency Purchase Intention Norms Subjective Impulsivity Female Male Female Male Female Male Female Male Mean 2.23 2.61 4.70 5.02 3.68 4.06 3.69 4.19 Standard Deviation 0.90 1.35 1.45 1.28 1.86 1.94 1.66 1.63 Standard Error Mean 0.07 0.10 0.11 0.10 0.15 0.15 0.13 0.13 Significance p< 0.00 0.04 0.06 0.01

Theformer cohort to be persuaded, orperhaps even ought an that facilitates thoseinmotivated, through approach dividuals' to theconclusive nodeoftheconsumer passage decision chain-a decision to actually However, purchase. theappropriateness ofthissuggestion varies likely greatly in accordance withtheproduct that is category actually in play. A second andtheoretically practically significant implicationderives from theobservation that malesweremore onlineshoppers thanfemales. Giventhatthis impulsive difference derives from an enduring andeasily discernible human itappears relevant toInternet martrait, particularly keters. thisobservation activiFirst, suggests promotional tiesaimedprimarily atstimulating morespontaneous/less reflective from female consumers are purchasing activity lesslikely to meetwithsuccess. Another managerial implication actuallyextendsbethe literal of this results. Yet, yond scope study's empirical becauseofitspotential it probably practical significance, still merits mention: that thesalespromotional presuming stimuli mostlikely to trigger impulsive responses among male consumers would oftendiffer from substantially the stimuli to likely trigger analogousresponses among females seemsreasonable. If so, the possibility of such differences shouldbe accountedforstrategically within Internet marketer's As a starting promotional strategies. consideration shouldbe givento thesalespromopoint, tionstrategies that traditional retailers andstorefronts have usedto successfully stimulate Then, impulsive purchases. as a follow-up, marketers shouldevaluate whichof these transfer mosteffectively to Internet-based strategies might environments. marketing Athird andpractically theoretically significant empirical derived from theobservation is that maleand implication female consumers differed with tothe significantly respect of their online The mean value for frequency purchases.

males exceeded themeanvalues with associated female consumers Given thenature andmagbya significant margin. nitude ofthefirst twosignificant thisfinding observations, shouldnotbe surprising. In fact, itsupports thestatistical ofthetwoimplications above.Practically veracity reported this result that speaking, suggests marketing organizations offer and promote moremale-oriented categories product andproduct linesonlinemayimprove their chanceto enhancetheir salesrevenues. Becausemalespurchase online morefrequently than females, Internet companiesthat tailortheirproducts and presentations to male-oriented needsmayinducemorefrequent purchases. Asis trueofmany statistical these results observations, can be interpreted intermultiple ways.One prescriptive is that these results that-other pretation suggest things a more viable being equal-maleconsumers represent target audience for Internet-based efforts. The ratiopromotional nale behindthisconjecture is simple, ifnotbordering on the Machiavellian: additional Internet-based promotions shouldbe targeted atmaleconsumers becausethey appear morelikely to respond after to such impulsively exposure Yetthesameresults couldalso be interpreted promotions. as implying that marketers should more construct carefully andtarget onlinesalespromotions when are they targeting femaleconsumers because shoppingin online settingsfemales arecurrently lesslikely to respond to impulsively suchpromotions. A fourth relevant ensuesfrom managerially implication theobservation thattheinfluence of "subjective norms" on onlineshopping behaviors failedto significantly discriminate male fromfemaleshoppers. Notwithstanding that it is to notethat the nonsignificant finding, important of influence of normson Internet magnitude subjective behavior wascomparatively without shopping high regard to gender. and the marketOpinionleadershipimperative ersfrequently faceto engender it in waysthatcontribute

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Winter 2007 87

Apositive also existed between oftheir to theappealor positioning "subjective obviously relationship offeringsimThisobservation norms" and "consumer These inplay in Internet-based remains impulsivity." settings. marketing also stimulate more consumer could that marketers reference thatmarketers' thusimply results plies promotional that who tosite users to thepurchase-related people bycommunicating opinionsand ideas of significant impulsivity idealized to them are consumersis in of the othersthat referents) (i.e., is, presumably likely important eyes targeted actionis/as the"impulsive" and maleconfemale to prove effective. "think"/"model" And,apparently, appropriate. Internet based on this premise, from theopinions To market to influence sumers areequallysubject successfully oftheir first the reference must to marketers if the even view as ofothers identify groups exposure significantthey totapintoreference Theability within theconfines targeted is occurring influence that groups, segments. subjective or to use those and transaction. ofan Internet-based (either membership aspirational), groups marketing to exposeconsumers has longbeen appliedby marketers This latestobservationshould probablynot come Butthe of or to newbehaviors, human behaviorsFundamental as a surprise. indeed, lifestyles, ways consuming. also use reference that marketers that possibility evenifthetechnologies traitsshouldrarely groups might change, of targeted and self-concepts the attitudes Thisresult arechanging. facilitate thosebehaviors simply to influence affect to conform that andcreate muststillmindtheir consumers marketers thatInternet underscores may pressures onlinesetand brandchoiceswithin online consumers' When fundamentals. product offerings promoting marketing more the is and then must still marketers to either change things Clearly, intriguing. tings truly identify gender, in the basedchanges the"right" todeliver reach outspecifically offering-related (in thiscase,due to technologically themorethey and delivered), arepromoted The aphumanreferents. to the "appropriate" wayproducts messages thesame" the when the sameindividuals arethose ofcourse, human "staying referents, particularly stay propriate to fundamental normative in questionrelates and able to exercise whoarewilling marketing principles. subjective how about learn more to marketers othInternet on the and subjecought influence, consequent opinionleadership, reference tivenorms(and,by extension, erswhoshoponline. groups)can be online consumer to existbetween appliedto influence was revealed A positive during impulsivity relationship intention." transactions. and"purchase "consumer Internet impulsivity" that above suggests evidence The prevailing to tend should consumers more that Thisimplies presented impulsive sucbe can conventional This result also while online. make more adapted strategies marketing implies many purchases Theuseofcoupons, to onlinesettings. intend- cessfully measures enact discounts, should that e-marketers promotional to shape be used various or to their visitors behaviors stimulate ed to might certainly "giveaways" among impulsive While and driveconsumer norms thelevel canelevate marketers ifInternet Websites. impulsivity. subjective Clearly, communities Web their whovisit theconsumers ofimpulsiveness every aspectofonlinebuyer-seller virtually among exneed to create the mediated is follow should topurchase a higher sensory bytechnology, among sites, propensity behavior to andpromote that The use of salespromotionsthoseconsumers. impulsive which, respond by periences been overlooked has somehow cues to reasons consumers offer largely sensory definition, buy now-clearly through has oftheInternet Yetthedevelopment into Internet-based should be incorporated integrated bymoste-tailers. new valuestraditions social of new driven the communications. And,apparently, emergence marketing marketing as wellas Web ifyouwill.Webdesignersthat subjective an assumption from norms, operate logically might managers norms to createnew subjective shouldstrive thattendto stimulate thesamesalespromotions spur-of- marketersand enhance virtual to retailsetdecisionsin traditional communication, contact, the-moment improve purchase and withcustomers interactions morecohesive andgames, contests, samples, facilitate sweepstakes tings-coupons, a about is After work should and andpremiums price cashrefunds, all,marketingrarely making just prospects. packsorotherwise. sale-be itimpulsive Instead, wellin Internet-based marketing single settings. retailing equally the about is almost consumer between Theobserved relationship. always impulsiverelationship online onlinealso suggests to purchase nessandintention to encourage Websites should storefronts impulsive design CONCLUSIONS increase to are known rules" Certain "design purchases. intoan online ofTAM theapplication One Thisstudy willpurchase visitors that thelikelihood expanded impulsively. ofthisexpansion Theresults environment. aboutsimilar marketing onlineshoppers suchruleentails sugreminding consumer understand to better used TAM be could that withtheproduct associated and accessories they gest products to moreeffectively The ability behavior. onlineshopping checkout the selected process. during

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88 Journal andPractice of Marketing Theory

andpredict consumers' behavior onlineis critical explain for onlinemarketers. onlinemarketers need stated, Simply to learnmoreaboutwhobuyswhatproducts and how,as wellas whypurchases are madeat all, in onlinesettings. Thepossibility exists that TAMcan be skillfully to applied of some these provide necessary insights. A solidmarketing is an important element that strategy will contribute to the success of Web substantially any business. shouldinvest timeand money into Companies Internet-based But designing proper marketing strategies. for thattimeand money to be invested wisely, questions howpotential oractualcustomers bestbe regarding might as well as the factors that understood, questions regarding drive consumers' mustbe actually shopping proclivities, and answered answered, effectively. Theseresults thate-marketers shouldconsider suggest Web site in elements that more designing ways encourage consumer behavior. This could be roudone impulsive as partofthefirm's newproduct and tinely development promotional strategies. Easy-to-use payment options,for shouldrepresent "musts" to facilitate example, impulsive on the Web. Consumers also purchases appearmoreinclined topurchase when impulsively encountering genuine orperceived evidence "gooddeals"on theWeb.Anecdotal thatthe Internet has already as a new suggests emerged medium for Ifvalid, thepotential ecoimpulse spending. nomicconsequences of sucha trend are significant. But theencouraging of thistrend profitability consequences further when one considers that expand impulse purchases havetraditionally accounted fora substantial volumeof thegoodsor services sold annually acrossa widerange of (Hausman 2000). product categories
LIMITATIONS AND FUTURE RESEARCH

in an unplanned fashion. no current However, purchase research existsto support This condition, thisrationale. ofcourse, the need for future research. begs The intersection of technological advancements and consumer desire hasliterally forced retailers andconsumer Some wentwillingly, goods companiesinto e-business. others havebeenwillfully or indiforces pushedbyother viduals.Butmostwill go eventually. Andembracing the of online commerce to prospect provides opportunities earnincreased market new revenue reach, visibility, savings, andgeneral Inmost efficiencies. streams, sectors, marketing theneedto explore thestructure anddynamic movements ofWebbusiness is essential. opportunities Thisstudy contributes several tentative insights relating totheinfluence ofusers' and motivations about perceptions onlineshopping. Future work that is suggested as a result ofthisstudy includes of elements on investigation specific onlineshopping, howmuchtargeted consumers assessing on eachpurchase rather thanhowoften spend they actually andworking with Webvendors todetermine the purchase, effectiveness ofWebsitedesign. Thepractical and utility ofanyinstrument application In orderforthe largelydepends upon its robustness. modified TAM instrument toyield values for practical practiwe on theinstrument as tioners, suggest multigroup testing wellas validating itwith from different subjects agegroups. Thesubjects usedinthis aretraditional students with study themajority in their twenties. Thequestion ofwhether the samefindings holdtrue for different is worsubject groups offurther Thequestion ofwhether thy investigation. anyof these avenues for future research merits consideration has been answered: already giventhecontinuous emergence ofonlinecommerce, each surely does.
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Thisstudy features several limitations. thestudy used First, as itsfinal setof survey only332 collegestudents respondents.Eventhoughnumerous studiesshowthatcollege students area reasonable ofWebshoppers, to proportion make these results more robust andgeneralizable, modthis el shouldbe tested Webpopulation. usinga moregeneral a Web-based was used to collectdata.It is Second, survey to the current with a paper-based important replicate study to testthe difference betweenWeb-based survey survey andpaper-based In consumers' survey. addition, although about were theWeb vendors' opinions impulsivity explored, viewsremain to be explored. Vendors mayhavedifferent viewsaboutimpulsivity. an impulsepurchase is Clearly, an unplanned Certain Webdesign elements purchase. may function as triggers thatstimulate consumers' desireto

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