Impact of sales promotion and consumer innovativeness on online impulse buying behaviour with the moderating role of buying power Online publication date: Tue, 24-Oct-2023
by Shermeen Hasan; Abdul Qayyum
International Journal of Business and Systems Research (IJBSR), Vol. 17, No. 6, 2023
Abstract: The current trend of online shopping has led to various shopping behaviours, both rational and irrational; impulse buying represents the latter. The study was designed to investigate the impact of situational factors like sales promotion and personality characteristics like innovativeness on online impulse buying behaviour with the moderating role of buying power. Data were collected from a few of the major cities of Pakistan, employing an online questionnaire created in Google Forms with a final sample size of 308 respondents. Partial least squares (PLS) were employed using SmartPLS 3, and the results indicated that sales promotion had a marked impact on consumer's online impulse buying behaviour, and the buying power backed this behaviour. Consumer innovativeness also showed a positive relationship with online impulse buying behaviour; however, the relationship was weakened with increased buying power. In addition, buying power had no impact on online impulse buying behaviour.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business and Systems Research (IJBSR):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook