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ABSTRACT
This paper investigates the construct validity of impulse buying scale proposed by Verplanken and Herabadi (2001). The purpose of this paper is to: 1) determine the roles of cognitive and affective components in the impulse buying; 2) establish the relation between impulse buying and change seeking and 3) test differences in the impulse buying behavior regarding the demographic characteristics (gender, age, marital status) of respondents. In order to test defined hypothesis, the on-line survey was carried out on a sample of 175 respondents. The results of factor analysis indicate that impulse buying includes three components: cognitive deliberation, irresistible urge to buy and buying emotions. Result of regression analysis indicates that there is a very weak positive relationship between impulse buying and change seeking. In line with our expectations, it is concluded that gender is a significant predictor of impulse buying and that women are more affected by impulse buying than men. The results of ANOVA analysis showed statistical significant difference in impulse buying tendencies among the younger and older consumers. Also, result of t-test showed a significant difference in impulse buying between the single and married consumers.
Key words: impulse buying, change seeking, optimal stimulation level
JEL classification: M310, A120
INRODUCTION
Since the early 1950s economists, psychologists, and consumer behavior scholars from around the world have been investigating and attempting to explain the theoretical and practical significance of consumer impulse buying. Impulse buying is defined as a sudden, compelling, hedonically complex buying behavior in which the rapidity of an impulse decision process precludes thoughtful, deliberate consideration of all information and choice alternatives (Bayley and Nancorrow, 1998; Rook 1987; Thompson et al., 1990; Weinberg and Gottwald, 1982). It is described as a more arousing, less deliberate, and more irresistible buying behavior when compared to planned buying behavior. Many researchers have indicated a connection between an impulse buying behavior and consumer's mood or emotional state (Donovan et al., 1994; Rook, 1987), personal identity (Dittmar et al. 1995), pleasant atmosphere in a shop (Donovan et al, 1994), subjective well-being (Silvera et al., 2008), self-esteem (O'Guinn and Faber, 1989; Verlaplanken et al., 2005) as well as demographic factors such as age and gender (Bellenge et al., 1978).
Unfortunately, impulse buying does not fit into existing models...