Impulsive Buying Behavior

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The Impact of Celebrity Endorsement on Impulsive Buying Behavior in the E-Business. Vrije Universiteit van Amsterdam, Karen Bies (1927361)

Table of Contents

Chapter 1 Introduction .................................................................................................................... 3 1.2 Problem Statement ........................................................................................................ 7 1.2.1 Sub-questions .................................................................................................................. 7 1.2.2 First draft of Conceptual Model ...................................................................................... 7 1.3 Relevance ....................................................................................................................... 8 1.3.1 Scientific Relevance ......................................................................................................... 8 1.3.2 Managerial Relevance ..................................................................................................... 9 1.4 Limitations .............................................................................................................................. 9 1.5 Structure ............................................................................................................................... 10 Chapter 2: Theoretical Framework ............................................................................................... 11 2.1 Impulsive buying behavior ................................................................................................... 11 2.2 The antecedents of online impulsive buying behavior ........................................................ 14 2.2.1 The Mediating role of Perceived Enjoyment................................................................. 17 2.2.2 The role of Perceived Usefulness .................................................................................. 17 2.3 Celebrity endorsement......................................................................................................... 18 2.4 The determinants of celebrity endorsement ....................................................................... 19 2.5 The influence of celebrity endorsement on online purchase intentions............................. 22 2.6. Which relevant variables and relationships are already known? ...................................... 22 Chapter 3 Research Methods ......................................................................................................... 22 3.1 Measuring Celebrity Endorsement ...................................................................................... 22 3.2 Measuring Urge to Buy Impulsively ..................................................................................... 22 Chapter 4 Results and Conclusions ................................................................................................ 22 Chapter 5 Discussion, Implications and future research ............................................................... 22 References ...................................................................................................................................... 23

Chapter 1 Introduction Despite, or because of the economic crisis, online sales in retail are increasing. In the last years there has been many research on online shopping behavior and the best ways for companies to reach and please the consumer ( Sharma et al., 2009). An element of online shopping behavior is impulsive buying behavior. Impulsive buying behavior results in impulsive purchases and is generally defined as a consumer’s unplanned purchase. This unplanned purchase is described as more arousing, unintended , les deliberate and more irresistible than planned buying behavior is ( Lin and Chuang,2005). Rook (1985) found that impulsive buying occurs when an individual makes an unintended, unreflective...
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