Impulsiveness in the grocery store: psychographic drivers and segments

IF 2.7 Q2 BUSINESS
Kenneth R. Lord, S. Putrevu, Elizabeth A. Olson
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引用次数: 1

Abstract

Purpose This study aims to enhance the understanding of impulse buying in grocery stores, where such purchases are pervasive and consumers face greater decision fatigue and diminished willpower than in more frequently examined retail environments. The intent is to demonstrate the influence of variables known to affect impulse buying in other environments on grocery shopping behavior, identify and profile segments that vary along those constructs and reveal how those segment characteristics help to explain impulse buying differences. Design/methodology/approach A purposive sample of 234 grocery shoppers approached at the point of purchase in a metropolitan area in Northeastern USA completed scales for theoretically derived variables and reported on their impulse purchases. Findings Anxiety, perceived financial pressure (PFP), novelty/variety seeking and shopping enjoyment positively influenced, whereas need for cognition had a negative effect on impulse-purchase activity. Two distinct segments of impulse buyers emerged: anxious and innovative shoppers. Anxious shoppers were higher in anxiety, PFP and compulsive buying, whereas innovative shoppers had higher levels of need for cognition and novelty/variety seeking. Originality/value The evidence for the dominance of anxiety and novelty/variety seeking as key motivators of distinct segments of impulse buyers in grocery stores is unique to this study. Results yield new insight on tension between the effects of motivational variables on the immediate impulse buying decision and post-purchase evaluation and add precision to marketers’ efforts to encourage spontaneous in-store decision-making.
杂货店中的冲动:心理驱动因素和细分
本研究旨在加强对杂货店冲动购买的理解,在杂货店,这种购买是普遍存在的,消费者面临更大的决策疲劳和意志力下降,而不是在更频繁检查的零售环境中。目的是证明在其他环境中影响冲动购买的变量对杂货店购物行为的影响,识别和描述沿着这些结构变化的部分,并揭示这些部分特征如何有助于解释冲动购买的差异。设计/方法/方法在美国东北部的一个大都市地区,有目的的234名购物者在购物点进行了调查,他们完成了理论推导变量的量表,并报告了他们的冲动购物。发现焦虑、感知经济压力、求新求变和购物享受对冲动购买行为有正向影响,而认知需求对冲动购买行为有负向影响。冲动购物者中出现了两种不同的类型:焦虑型购物者和创新型购物者。焦虑型购物者在焦虑、PFP和强迫性购买方面更高,而创新型购物者对认知和新奇/多样性的需求更高。本研究独有的证据表明,焦虑和寻求新奇/多样性是杂货店不同类型冲动购买者的主要动机。研究结果对动机变量对即时冲动购买决策和购后评价的影响之间的紧张关系产生了新的见解,并为营销人员鼓励自发店内决策的努力增加了精确度。
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
Journal of Consumer Marketing
Journal of Consumer Marketing Business, Management and Accounting-Business and International Management
CiteScore
5.00
自引率
7.10%
发文量
68
期刊介绍: ■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide
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