A detailed research report on Consumers’ impulsive buying behaviour of restaurant products in social commerce. It is a project report as a part of academics in the MBA.

1. Buying Beh
Social
mmerce
Do You Buy Impulsively?
Under the Guidance of: Submitted By:
Dr. Vinod Kumar Nishant Kumar
Assistant Professor MBA (Final)
1911006

2. 2
Base Paper Review
• Theoretical Framework
• Introduction of Topic
• Research Objective
• Research Methodology
• Hypothesis Development and Testing
• Sample and Sampling Design
• Data collection and Statistical Tools
Research Report
• Theoretical Framework
• Introduction of Topic
• Industry/company profile
• Research Objective
• Research Methodology
• Hypothesis development and testing
• Sample and sampling Design
• Data collection and Statistical tools
• Conclusion

3. 3
BASE PAPER REVIEW

4. 4
Primary Objectives
• To investigate the impact of impulsiveness on two types of shopping value
(e.g. utilitarian and hedonic value) and the urge to buy restaurant products
and services impulsively in social commerce environments.
Secondary Objectives
• To assess the impact of situational factors (e.g. scarcity and serendipity)
on individuals’ shopping values.

5. 5
Construct
To study the impact of impulsiveness and situational factors on two
types of shopping value and the urge to buy.
Independent Variables
Impulsiveness, Scarcity, Serendipity, Hedonic shopping value,
Utilitarian shopping value
Dependent Variable
Urge to buy impulsively

6. 6
H1-1. The impulsiveness of social commerce consumers has a positive
effect on hedonic shopping value.
H1-2. The impulsiveness of social commerce consumers has a positive
effect on utilitarian shopping value.
H3-1. In social commerce, consumers’ perceived hedonic shopping value
has a positive impact on their urge to buy impulsively.
H3-2. In social commerce, consumers’ perceived utilitarian shopping value
has a positive impact on their urge to buy impulsively.

7. 7
H4-1. In social commerce, scarcity moderates the relationship between
impulsiveness and utilitarian shopping value.
H4-2. In social commerce, scarcity moderates the relationship between
impulsiveness and hedonic shopping value.
H5-1. In social commerce, serendipity moderates the relationship
between impulsiveness and utilitarian shopping value.
H5-2. In social commerce, serendipity moderates the relationship
between impulsiveness and hedonic shopping value.

8. 8
• ExperimentalResearch Design
• CasualStudy Type
• Contrived (Artificial environment)Study Setting
• Seven-point Likert scale (1 – strongly
disagree,7– strongly agree)Questionnaire Scale
• PrimaryData Collection

9. 9
Universe South Koreans
Population Korean internet users
Sampling Area South Korea
Sample Size 332
Sampling Design Non Probability Sampling
Sampling Technique Quota sampling

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Partial Least Square (PLS)
Harman’s Single-factor Test
Structured Equation Model (SEM)
Hierarchical Moderated Regression Analysis
Regression Analysis

11. 11
The results indicate that impulsiveness is a strong predictor for two types of
shopping value (hedonic and utilitarian) and the urge to buy impulsively.
While the hedonic shopping value was found to have a significant influence
on the urge to buy impulsively, utilitarian value was not.
Scarcity was moderator in the relationships between impulsiveness and
both types of shopping value, whereas serendipity was found to moderate
only the relationship between impulsiveness and the utilitarian shopping
value

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The findings show that the marketing managers and application
developers of social commerce should place their focus on scarcity and
serendipity to stimulate consumers in having a hedonic shopping value
so to have an urge to buy impulsively.

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I
• The first limitation is that utilitarian shopping value was
measured by only two measurement items, as one of the
measurement items detracting reliability and validity was
eliminated.
II
• Although we used the two situational factors of serendipity and
scarcity, other factors might influence consumers’ urge to buy
restaurant products in social commerce.

14. 14

15. A restaurant is a business that prepares and
serves food and drinks to customers.
Meals are generally served and eaten on the premises, but many
restaurants also offer take-out and food delivery services.
15

16. The global market outlook has been cautiously optimistic for the
last couple of years, and this has reflected in the restaurant
industry around the world.
16
Current size of the international foodservice
market to be 3 trillion dollars.

17. 17
In India, the earliest reference
of restaurants dates back to
early 250 BC.
• The modern day restaurants
probably started mushrooming
with the spread of colonialism.
• As Western influences
percolated down, lifestyles and
food habits of Indians began to
change.

18. 18

19. 19

20. Impulse buying is an unplanned decision to buy a
product or service, made just before a purchase.
The original definition of an "impulse purchase" was a purchase
that unplanned by the consumer that came out of the DuPont
Consumer Buying Habits Study that occurred from 1948 to 1965.
20

21. 21
The term social commerce
was introduced by Yahoo! in
November 2005.
• Social commerce is a subset
of electronic commerce that
involves social media, online
media that supports social
interaction and user
contributions to assist online
buying and selling of products
and services.

22. 22
Construct:
To study the impact of impulsiveness, utilitarian shopping value, hedonic
shopping value, scarcity and serendipity on urges to buy impulsively.
Dependent Variables:
•Urge to Buy Impulsively
Independent Variables:
•Hedonic Shopping Value
•Utilitarian Shopping Value
•Impulsiveness
•Scarcity
•Serendipity

23. 23
Primary Objectives
• To study the impact of
impulsiveness, utilitarian shopping
value, hedonic shopping value,
scarcity and serendipity on urges
to buy impulsively.
Secondary Objectives
• To study how customers explore
new products
• To study how consumer define
utility
• To understand the why customer
enjoy online shopping
• To explore consumer’s unplanned
buying behaviour

24. 24
• DescriptiveResearch Design
• CasualStudy Type
• Non-contrived (Natural environment)Study Setting
• Cross-sectionalTime Horizon
• Five Point Likert (interval) ScalingQuestionnaire

25. 25
Universe Haryana
Population Yamunanagar
Sampling Area Yamunanagar
Sample Size 203
Sampling Design Non Probability Sampling
Sampling Technique Convenience Sampling

26. 26
• Questionnaire
Primary
Data
• Marketing manuals
• Books
• Journals
• Internet
Secondary
Data

27. 27
H0 There is no significant relationship between impulsiveness & urge to buy
impulsively..
H1 There is no significant relationship between hedonic shopping value & urge to
buy impulsively.
H2 There is no significant relationship between utilitarian shopping value & urge to
buy impulsively.
H3 There is no significant relationship between scarcity & urge to buy impulsively.
H4 There is no significant relationship between serendipity & urge to buy
impulsively.

28. 28
Descriptive Statistics
Reliability Analysis
Factor Analysis
Correlation Analysis
Regression Analysis

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N Minimum Maximum Mean Std.
Deviation
Statistic Statistic Statistic Statistic Statistic
I thought of a deadline while shopping online 203 1 5 3.00 1.154
I am worried about limited time offer 203 1 5 3.18 1.139
I am concerned about limited quantity 203 1 5 3.25 1.174
I got anxious about sold out sign 203 1 5 3.05 1.178
I get more knowledge of products online 203 1 5 3.63 1.116
I unexpectedly discover what I want to buy before I start shop 203 1 5 3.35 1.113
I found things that surprise me 203 1 5 3.51 1.059
I was able to see the ordinary in new ways 203 1 5 3.47 1.045
"Just do it" describes the way I buy things 203 1 5 2.96 1.062
I often buy things without thinking 203 1 5 2.40 1.110
“I see it, I buy it” describes me 203 1 5 2.71 1.234
“Buy now, think about it later” describes me 203 1 5 2.44 1.202

30. 30
N Minimum Maximum Mean Std.
Deviation
Statistic Statistic Statistic Statistic Statistic
I shop, not because I have to, but because I want to 203 1 5 3.10 1.078
Compared to other things, the time spent shopping is truly enjoyable. 203 1 5 3.31 1.061
During shopping online, I feels like time flies 203 1 5 3.35 1.195
I accomplish what I wanted to, on shopping trips online. 203 1 5 3.06 1.025
While shopping online, I found item(s) I was looking for. 203 1 5 3.48 1.045
I experienced a number of sudden urges to buy things when I shop
online
203 1 5 3.18 1.094
I saw a number of things I wanted to buy even though they were no on
my shopping list
203 1 5 3.41 1.032
I experienced strong urges to make unplanned purchases 203 1 5 3.19 1.084
When I shop online, I felt a sudden urge to buy something 203 1 5 3.25 1.044

31. 31
Reliability Statistics
Cronbach's Alpha
Cronbach's Alpha Based on Standardized
Items N of Items
.936 .937 22

32. 32
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .905
Bartlett's Test of Sphericity Approx. Chi-Square 1916.107
Df 153
Sig. .000

33. 33
Total Variance Explained
Compo
nent
Initial Eigenvalues
Extraction Sums of
Squared Loadings
Rotation Sums of Squared
Loadings
Total
% of
Variance
Cumulat
ive % Total
% of
Variance
Cumulati
ve % Total
% of
Variance
Cumulati
ve %
1 7.551 41.950 41.950 7.551 41.950 41.950 3.469 19.275 19.275
2 1.980 10.997 52.947 1.980 10.997 52.947 2.891 16.063 35.338
3 1.521 8.452 61.399 1.521 8.452 61.399 2.871 15.949 51.287
4 .944 5.247 66.646 .944 5.247 66.646 2.765 15.359 66.646

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Rotated Component Matrixa
Component
1 2 3 4
I thought of a deadline while shopping online .578
I am worried about limited time offer .787
I am concerned about limited quantity .828
I got anxious about sold out sign .798
I get more knowledge of products online .668
I unexpectedly discover what I want to buy before I start shop .767
I found things that surprise me .741
I was able to see the ordinary in new ways .746

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Component
1 2 3 4
I often buy things without thinking .826
“I see it, I buy it” describes me .836
“Buy now, think about it later” describes me .800
Online shopping is truly a joy .766
I shop, not because I have to, but because I want to .625
Compared to other things, the time spent shopping is truly
enjoyable.
.654
During shopping online, I feels like time flies .565
I accomplish what I wanted to, on shopping trips online. .726
While shopping online, I found item(s) I was looking for. .659

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Scarcity Serendipity Impulsiveness Values Urge to buy
Scarcity Pearson Correlation 1 .470** .419** .429** .590**
Sig. (2-tailed) 0 0 0 0
N 203 203 203 203 203
Serendipity Pearson Correlation .470** 1 .310** .609** .634**
Sig. (2-tailed) 0 0 0 0
N 203 203 203 203 203
Impulsiveness Pearson Correlation .419** .310** 1 .393** .454**
Sig. (2-tailed) 0 0 0 0
N 203 203 203 203 203
Values Pearson Correlation .429** .609** .393** 1 .637**
Sig. (2-tailed) 0 0 0 0
N 203 203 203 203 203
Urge to buy Pearson Correlation .590** .634** .454** .637** 1
Sig. (2-tailed) 0 0 0 0
N 203 203 203 203 203

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Model Summary
Model R
R
Square
Adjusted
R Square
Std.
Error of
the
Estimate
Change Statistics Change Statistics
R
Square
Change
F
Change df1 df2
Sig. F
Change
1 .769a 0.591 0.582 0.598 0.591 71.446 4 198 0 2.132
ANOVA
Model Sum of Squares Df Mean Square F Sig.
1 Regression 102.047 4 25.512 71.446 .000b
Residual 70.702 198 .357
Total 172.749 202
a. Dependent Variable: Urge to buy
b. Predictors: (Constant), Values, Impulsiveness, Scarcity, Serendipity

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Coefficients
Model
Unstandardized Coefficients Standardized Coefficients
t Sig.B Std. Error Beta
1 (Constant) .080 .199 .403 .687
Scarcity .256 .051 .274 4.984 .000
Serendipity .279 .058 .286 4.766 .000
Impulsiveness .127 .049 .136 2.619 .009
Values .320 .066 .292 4.868 .000
Residuals Statistics
Minimum Maximum Mean Std. Deviation N
Predicted Value 1.06 4.99 3.36 .711 203
Residual -2.160 1.759 .000 .592 203
Std. Predicted Value -3.232 2.295 .000 1.000 203
Std. Residual -3.614 2.943 .000 .990 203

39. 39Below 20 20-29 30-39 40-49 Above 50
Series1 26.1 72.4 .5 .5 .5
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
Chart 1 - Age

40. 40
53%
47%
Chart 2 - Gender
Male
Female
97%
3%
Chart 3 - Martial Status
Unmarried
Married

41. 41
12th UG PG PHD
Series1 15.3 45.3 38.4 1.0
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
50.0
Chart 4 - Education

42. 42
Kaiser-Meyer-Olkin measure of Sampling Adequacy is 0.905.
The total number of factors extracted using varimax rotation is 4, explaining
66.646% variance in the given sample of study namely
1. Scarcity
2. Serendipity
3. Impulsiveness
4. Values
The R value is 0.769 and the coefficient of determination is 0.591 or 59.1%.
In ANOVA table, the P value (significant value) is less than 0.05.
Out of all independent variables Values is found to be the most significant.

43. 43
Limited Convenience
Unwillingness of
Respondents
Limited Area for
Research
Respondents’ Bias

44. 44
Only texts and images on screen can inform consumers about limited
quantity and time in purchasing restaurant products and services. Thus, it is
important to design the texts or images to show scarcity message clearly.
In serendipity, broadening the range of restaurant and developing
consumption-based recommendation systems are needed to allow
consumers to find the products and services that interest them.
The present social commerce has put emphasis on discounted price;
however, to induce customer’s impulsive buying behaviour, it is important to
make customers feel the fun of shopping.

45. 45
Variety of Products
Different Uses
Show Less Quantity
Customer Interactions

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