200227 Yunha Han

1. Impulse Buying
Yunha Han

2. • How Does Shopping With Others Influence Impulsive Purchasing?
Xueming Luo, Journal of Consumer Psychology, Volume 15, Issue 4, 2005
• Website Attributes in Urging Online Impulse Purchase : An Empirical
Investigation on Consumer Perceptions
Yong Liu, Hongxiu Li, Feng Hu, Decision Support Systems, Volume 55, Issue 3, 2013,
• Impulse Buying: Design Practices and Consumer Needs
Carol Moser, Sarita Y. Schoenebeck, and Paul Resnick. 2019. In Proceedings of the 2019
CHI Conference on Human Factors in Computing Systems (CHI ’19)
• Mindful Shopping : A Compulsive Buying Disorder Management tool
Liu, Ruixue. (2018). Mindful Shopping : A Compulsive Buying Disorder Management
tool.

3. How Does Shopping With Others Influence
Impulsive Purchasing?
• How does the presence of others influence impulse purchasing?
 The presence of other persons in a purchasing situation is likely to have a
normative influence on the decision to make a purchase
 Peers vs. Family members
• Two factors that are likely to affect the motivation to conform to social norms:
 The Inherent susceptibility to social influence
(Susceptibility to influence: an individual's willingness to accept information from other
people about purchase decisions)
 The structure of the group : Cohesiveness
The effects of the presence of others are likely to be greater when the group to which they
belong (peers or family) is cohesive than when it is less so
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4. How Does Shopping With Others Influence
Impulsive Purchasing?
• Study
 152 undergraduate students >> randomly assigned to (a) family & high-cohesive,
(b) family & low-cohesive, (c) peers & high-cohesive, (d)peers & low-cohesive
(e)solo (control condition)
 Imaging Situations
The influence of other’s social group presence on individual impulse purchasing are
inferred from participants’ responses to situations in which they imagined taking
part
• Psychologists and consumer researchers have argued that a social audience does not have to be
physically present; it can be imagined (Aribarg, Arora, & Bodur, 2002; Edelmann, 1981; Ratner &
Kahn, 2002). Even when individuals are alone, they can engage in different buying behavior as a
result of imagining others (Moreault & Follingstad, 1978; Taylor & Schneider, 1989; Tice et al.,
2001).
• The effects of imagining a social presence on purchase behavior can be similar to the effects of
an actual presence (e.g., Dahl, Manchanda, & Argo, 2001).
• As Rook and Fisher (1995) suggested, an imagined-scenario approach may reduce the likelihood
of the social desirability biases because of the personal, sensitive nature of impulse buying
(Beatty & Ferrell, 1998) 2

5. How Does Shopping With Others Influence
Impulsive Purchasing?
• Study
 Participants were exposed to one of five hypothetical scenarios :
(Solo)
“Mary is a 21-year-old college student with a part-time job. It is two days before Mary gets
her next paycheck and she only has $25 left for necessities. In addition to food, Mary needs to
buy a pair of warm socks for an outdoor party this weekend. After work she goes by herself to
the mall to purchase the socks. As she is walking through a final department store, Mary sees
a great looking sweater on sale for $75.”
 (a) family & high cohesive : After work, her family meets her at the mall to shop and
purchase the socks. Mary and her family are very close-knit.
(b) family & low cohesive : After work, … Mary is not vey close to her family, and rarely has
contact with them, she just runs into her family in the mall.
(c) peer & high cohesive : After work she goes with a group of her best friends to the mall to
purchase the socks.
(d) peer & low cohesive : After work, she goes with a group of co-workers from her part
time job, whom she just recently met.
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6. How Does Shopping With Others Influence
Impulsive Purchasing?
• Study
 Dependent Variables : (a) impulsive urge, (b) impulsive purchasing
 Impulsive urge
To provide an index of impulsive urge, participants were asked to project themselves into
the shopping scenario and to report their agreement (7 Likert scale) with four items:
• “I experienced a number of sudden urges to buy”
• “I wanted to buy things even though they were not on the shopping list”
• “I had strong urges to make impulsive purchases”
• “I felt a sudden urge to buy”
 Impulsive purchasing (developed by Rook and Fisher 1995)
Participants were asked to choose which one of five purchase decision alternatives the
imaginary character would make :
• “buy only the socks”
• “want the sweater and not buy it”
• “decide to purchase the sweater and not the socks”
• “buy both the socks and the sweater with a credit card”
• “buy both, plus matching slacks and a shirt, also with the credit card” 4

7. How Does Shopping With Others Influence
Impulsive Purchasing?
• Study
 Susceptibility to influence (12-item scale validated by Bearden 1989, 1990, 1992)
• “It is important that others like the products that buy”
• “If others can see me using a product, I buy the one they expect me to buy”
• “I rarely purchase the latest styles until I know others approve of them”
• “When buying products, I generally purchase those brands that I think others will approve of”
• “I like to know what products make good impressions of others”
• Results
 The presence of peers increases the urge to purchase and the presence of family
members decrease it
 This difference is greater when the group (peers or family members) is cohesive and
participants are susceptible to social influence
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8. Social Influence on Online Shopping
• Many people ask other’s opinions before they purchase something via SNS
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9. Social Influence on Online Shopping
• Pilot Study
1. Recruit a group of people who think they have compulsive tendency to buy
something
2. Do a demographic survey + Impulsiveness check
3. Focus group interview : Make participants to talk each other about their usual
spending habits
4. One person shows others the product that he/she wants to buy.
5. The others tell their opinions; evaluation, what if they.. (positive/negative/neutral)
6. Ask whether and how others’ opinions affect his/hers willingness to buy the
product
7. Ask if there is a platform that can make people help each other to have rational
spending, what tools/features would be nice (Imagine freely regardless of the
function)
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10. 8
Website attributes in urging online impulse purchase:
An empirical investigation on consumer perceptions
• Quantify how the website cues affect personality traits to urge the impulse
purchase online
 Website cues : Product availability, Website ease of use, Visual appeal
 Personality traits : Instant gratification, normative evaluation, Impulsiveness
 Environmental psychology of stimulus-organism-response (S-O-R) framework has been
adopted to interpret impulse purchase
• Online Group Shopping
 Groupon-like sites seek to offer low-price local service or products (typically 50-90% off
retail prices) to consumers after a minimal amount of shoppers signing up for the offer has
been reached during a short period of selling time
 Deals sold in online shopping sites are typically from SMEs
-> Consumer is unable to predict whether a specific brand is or will be available in site
 Available only for a certain period of time and will probably not be available anymore in the
future

11. 9
Website attributes in urging online impulse purchase:
An empirical investigation on consumer perceptions
• Hypotheses
 H1a. Impulsiveness positively relates to normative evaluation
 H2b. Normative evaluation positively relates to instant gratification
 H2a. Impulsiveness positively relates to the urge to buy impulsively
 H2b. Normative evaluation positively relates to the urge to buy impulsively
 H2c. Instant gratification positively relates to the urge to buy impulsively
 H3. Perceived product availability relates to perceived visual appeal
 H4a. Perceived visual appeal positively relates to normative evaluation
 H4b. Perceived visual appeal positively relates to instant gratification
 H5a. Perceived website ease of use positively relates to perceived visual appeal
 H5b. Perceived website ease of use positively relates to instant gratification

12. 10
Website attributes in urging online impulse purchase:
An empirical investigation on consumer perceptions
• Research Model

13. 11
Website attributes in urging online impulse purchase:
An empirical investigation on consumer perceptions
• Questionnaires (389 distributed, 318 acceptable)
 Respondents are requested to report their prior experience of browsing online
group shopping site
-> Not to include those without browsing online group shopping site in evaluation
 Evaluation of popularity of impulse purchase among online group shopping users.
104 of 188 actual purchasers reported that
their last purchases in online group
shopping websites were made impulsively.

14. 12
Website attributes in urging online impulse purchase:
An empirical investigation on consumer perceptions
• Questionnaires (389 distributed, 318 acceptable)
 A questionnaire has been developed to collect data for evaluation the research
model
 Visual appeal : from works of Loaicono et al.
 Impulsiveness :from works of Rook et eal.
 Urge to Buy Impulsively : from works of Parboteeah et al.
 Normative evaluation : from works of Rook et eal.
 Product availability : from the measurement for merchandise attractiveness,
product assortment, and product variety
 Website ease of use : from the measurements for information fit-to-task and ease of
use
 Instant gratification : based on reflection of prior studies

15. 13
Website attributes in urging online impulse purchase:
An empirical investigation on consumer perceptions
• Questionnaires (389 distributed, 318 acceptable)

16. 14
Website attributes in urging online impulse purchase:
An empirical investigation on consumer perceptions
• Questionnaires (389 distributed, 318 acceptable)

17. 15
Website attributes in urging online impulse purchase:
An empirical investigation on consumer perceptions
• Measurement validity and reliability
 Confirmatory factor analysis was utilized to test the adequacy of the measurement
model using Amos 19.
 Cronbach’s Alpha, CR(composite reliability), AVE(average variance extracted)
 Principle component analysis was conducted to further test measurement validity
 Harmon’s one-factor test is applied to test common method bais.
 A single factor model test is conducted
• Model Evaluation and hypotheses testing
 Structure model test indicated a good fit between the model and data
(CMIN/DF = 2.019; P<0.001; NFI = 0.88; IFI=0.93; TLI=0.91; CFI=0.93; RMSEA=0.067)
 Except H5b, all the hypotheses are supported
(H5b. Perceived website ease of use -> instant gratification)

18. Research questions about Website attributes
• How differ website attributes of online group shopping websites and
traditional e-commerce sites?
• Do consumers recognize some features of online shopping sites are
encouraging their impulse buying?
• What features encourage the most impulse buying on online shopping
sites?
• What features are essential for UX even though they are encouraging
impulse buying?
• What features of online shopping sites do consumers consider
unnecessary or annoying?
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19. Interventions to curb impulse buying
Self-Control Tools presented in Impulse Buying: Design Practices and Consumer Needs
• Make More Salient (Showing)
 Equivalence to something else
 Calculate working hours
 Pictures of negative outcomes of over-shopping (landfill, sweatshop labor, poverty)
• Encourage Deliberation of Reflection
 Asking a series of questions :
• What I use it for? Why I need it? Do I love it? How many do you have similar things?
• Enforce Limitation
 Budget limit
 Shopping time limit
• Increase Checkout Effort
 Require to complete puzzle or math problems
 Asking to confirm several time
• Force Postponement
 Wait a certain amount of time before checkout
• Reduce Product Desire
 Honest descriptions as far as what something really does, and is made of
 Highlight negative product review
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20. Interventions to curb impulse buying
Mindful Shopping : A Compulsive Buying Disorder Management Tool
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• Making a wise buying decision
 The mindful-shopping process will end. There are two possible paths :
• the item is in the shopping list and under the shopping budget
• the user realizes that the item is not useful
• One Minute Relax
 The system will close the whole shopping page for one minute. During
that one minute, users can only see a dialog with a message encouraging
them to relax
• Stop
 The system will close the whole shopping page and a dialog with
messages will be displayed. The system automatically closes the
shopping website
• Meditation
 The system would close the whole shopping page and open a new
window with meditation music

21. Interventions to curb impulse buying
Mindful Shopping : A Compulsive Buying Disorder Management Tool
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• Pilot Study
 5 participants were recruited
 The participants performed an online shopping task, although the actual
purchase was not completed; participants instead told the researcher whether
they would buy the particular item or not
 7 point Likert-scale questionnaires to get participants’ feedback on the usefulness
of functions
 Shopping Task
1. Set shopping list, shopping budget, and shopping timer
2. Shopping online
3. Start mindful-shopping before making a buying decision
4. Make a buying decision

22. Interventions to curb impulse buying
Mindful Shopping : A Compulsive Buying Disorder Management Tool
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• Questions in the Interview:
 How often do you shop online? How long do you usually spend online shopping each time?
 Do you think this system will help you make wise buying decision? Why or why not?
 Would you want other online-shopping websites or apps provide these additional functions?
 What’s your favorite function in the system? Why?
 Do you have any suggestions to improve the system?
• Result

23. Interventions to curb impulse buying
Finder.com’s Ice Box
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