预测印度消费者对手工艺品的冲动行为

IF 3 Q2 BUSINESS

Vision-The Journal of Business Perspective Pub Date : 2022-12-12 DOI:10.1177/09722629221135231

Akanksha Choudhary, Poonam Mishra

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引用次数: 0

摘要

消费者行为很容易根据计划和实施的营销活动来定义。虽然它已经研究了大公司和产品。消费者行为未被探索的一面在于冲动购买行为。冲动购买倾向(IBT)可以定义为突然的、强烈的、持续的立即购买某种东西的冲动。根据市场观察和现有文献，手工艺品作为一种产品面临的更多是冲动行为，而不是计划行为，因此本研究选择的因素是为了分析IBT与手工艺品购买行为的相关性。自变量为吸引力(AT)、文化和传统价值(CTV)、学习(LN)和环境(EN)。用AMOS 24进行扫描电镜分析。研究发现，IBT对消费者购买行为存在中介作用。本研究的结果将增进小企业主和手工艺人对消费者的影响行为和他们的冲动行为的理解，以增加对他们的手工制品的需求。

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Predicting Impulsive Consumer Behaviour Toward Handicrafts in India

Consumer behaviour is easy to define in terms of planned and implemented marketing activities. While it has been researched for big companies and products. The unexplored side of consumer behaviour lies in impulsive purchase actions. Impulse buying tendency (IBT) can be defined as the sudden, powerful, and persistent urge to buy something immediately. Based on market observations, and available literature, handicrafts as a product face more impulsive actions rather than planned, therefore the factors chosen for this study refer to analyze the relevance of IBT in terms of handicrafts purchase actions. Independent variables are attractiveness (AT), cultural and traditional values (CTV), learning (LN), and environment (EN). The research was examined by SEM analysis using AMOS 24. It was founded that there exists a mediating effect of IBT on consumer purchasing behaviour. The results of this study will enhance the understanding of small business holders and craft artisans regarding the influential behaviour of consumers and their impulse actions to increase the demand for their handmade products.

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来源期刊

Vision-The Journal of Business Perspective Multiple-

CiteScore

4.60

自引率

0.00%

发文量

121

期刊介绍： Vision-The Journal of Business Perspective is a quarterly peer-reviewed journal of the Management Development Institute, Gurgaon, India published by SAGE Publications. This journal contains papers in all functional areas of management, including economic and business environment. The journal is premised on creating influence on the academic as well as corporate thinkers. Vision-The Journal of Business Perspective is published in March, June, September and December every year. Its targeted readers are researchers, academics involved in research, and corporates with excellent professional backgrounds from India and other parts of the globe. Its contents have been often used as supportive course materials by the academics and corporate professionals. The journal has been providing opportunity for discussion and exchange of ideas across the widest spectrum of scholarly opinions to promote theoretical, empirical and comparative research on problems confronting the business world. Most of the contributors to this journal range from the outstanding and the well published to the upcoming young academics and corporate functionaries. The journal publishes theoretical as well as applied research works.