External and internal factors of impulse buying behaviour in reference to gender

Lee , Ellen Ik Lin (2013) External and internal factors of impulse buying behaviour in reference to gender. Masters thesis, University Malaysia Sabah.

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Abstract

Only few past researches had examined external and internal factors of impulse buying behaviour between male and female consumers. The main objective of this research is to study impulse buying behaviour among male and female consumers in Kota Kinabalu. External and internal factors that studied are usage of credit card, promotional approaches, window display, consumer mood and consumer impulse buying tendency. Consumer mood was categorized into consumer good mood and consumer bad mood after factor analysis. Moderator examined in this study is consumers' gender. Questionnaire developed from previous researches was distributed to 203 credit card owners in Kota Kinabalu town. SPSS software was utilized for descriptive analysis, correlation analysis, multiple regression analysis, hierarchical regression for moderated analysis and one way ANOVA. Only promotional approaches, window display and consumer bad mood were found significantly related with impulse buying behaviour. There was no moderating effect of gender and no difference between male and female consumers was identified in this study. Hypothesis 1 and 2 were partially supported while Hypothesis 3 and 4 were rejected. Marketers can market products to consumers regardless of gender. A focus on promotion and window display in shop can attract consumers to do impulse buying. Nice decoration in shop can meet the need of bad mood consumers. Future researchers can have idea on the conceptualized impulse buying behaviour, theories and factors of impulse buying behaviour. This study was limited to credit card owners and only few factors were chosen. Further research for impulse buying behaviour on online shopping can be done.

Item Type:Thesis (Masters)
Uncontrolled Keywords:internal and external factor, impulse, buying behaviour, SPSS, gender
Subjects:H Social Sciences > HF Commerce
Divisions:SCHOOL > School of Business and Economics
ID Code:8936
Deposited By:IR Admin
Deposited On:05 May 2014 12:45
Last Modified:05 May 2014 12:45

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