EVALUATING FACTORS AFFECTING IMPULSE BUYING: MEDIATING ROLE OF EMOTIONS AND HEDONIC SHOPPING VALUE

Abstract

PURPOSE: The purpose of this research is to evaluate the factors affecting consumer impulse purchase behavior. The purpose is to explore the relationship between the factors which are affecting shopper’s mood, shopping value and influence them for unplanned purchasing. METHADOLOGY: In this study survey method was adopted to collect the data. Web based questionnaire was used to collect the data from the people easily available on the social sites. Sample size of this study was 384 and sampling technique chosen was convenience sampling. To analyze the results frequencies, regression, anova and correlation was studied. FINDINGS: The purpose of this study was to evaluate the factors affecting impulse purchase. Further, mediating role of emotions and shopping value was studied in this study. Our results shows that attractive window displays, store environment which include (layout, sales personal, music, use of scent, lightening), promotional offering influence consumer towards impulse purchasing. As external factors are important and influence consumer towards purchasing same as internal factors like consumer emotions or mood which changes due to pleasant store environment, attractive window displays and promotional offerings also influence consumer towards impulse purchasing. Consumers today want their shopping trip to be excited, entertaining and fun. Novelty in shopping experience engages shoppers to browse more and stay in the shopping store. Result shows that arousal and pleasure have different affect on hedonic shopping value. Hedonic value is affected by arousal but not by pleasure. Hence, arousal is stronger predictor of hedonic value. If consumer get what he wants in the shopping trip, this will lead to completion of task and consumer evaluate his shopping trip as enjoyable. Hence, the fun, enjoyment, entertainment at shopping trip will influence shoppers to buy impulse. PRACTICAL IMPLICATION: The outcome of this research is to point out the factors affecting impulse buying and mediating role shopper’s mood and shopping value.