Impulsive buying in buyer–seller service encounters

IF 8.6 2区 管理学 Q1 BUSINESS
Fayaz Ali, Muhammad Zubair Tauni, Asad Hassan Butt, Ayaz Ali, Jingbo Yuan
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引用次数: 0

Abstract

This research examines the impact of buyer–seller similarities (dissimilarities) in Big Five personalities—agreeableness, conscientiousness, extraversion, openness, and neuroticism—on impulsive buying in a dyadic setting. The study further analyzed how the interaction intensity and sensory stimulation mediate the effect of buyer–seller similarities (dissimilarities) on impulsive buying. The authors gathered 1020 dyad data from various beauty salons located in China to achieve research objectives. Difference score analysis was used to compute buyer–seller similarity (dissimilarity), and a variance-based structural equation modeling technique was applied to analyze the data. The results indicate that the similarity of dyads in agreeableness and openness increases impulsive buying, while similarity in neurotic dyads decreases impulsive buying. Furthermore, interaction intensity mediates the relationships of dyads' similarities—in extraversion and openness—with impulsive buying, while buyers' sensory stimulation mediates the associations of buyer–seller dyads' similarities—in extraversion, neuroticism, and openness—with impulsive buying. Finally, this study provides several implications for marketers in the services industry.

买方-卖方服务遭遇中的冲动性购买
本研究探讨了大五人格中买方与卖方的相似性(差异性)--即一致性、自觉性、外向性、开放性和神经质--对二元对立环境下冲动性购买的影响。研究进一步分析了互动强度和感官刺激是如何调解买卖双方相似性(不相似性)对冲动性购买的影响的。为实现研究目标,作者收集了来自中国不同美容院的 1020 个双向数据。采用差分分析法计算买方与卖方的相似性(不相似性),并采用基于方差的结构方程模型技术对数据进行分析。结果表明,买方和卖方在合意性和开放性方面的相似性会增加冲动性购买,而神经质买方和卖方的相似性会降低冲动性购买。此外,互动强度介导了双人在外向性和开放性方面的相似性与冲动性购买之间的关系,而买方的感官刺激介导了买卖双方在外向性、神经质和开放性方面的相似性与冲动性购买之间的关系。最后,本研究为服务行业的营销人员提供了一些启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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