ISSN 2756-3677
International Journal of Banking, Economics and Finance ISSN: 8201-4728 Vol. 4 (3), pp. 001-011, March, 2020. © International Scholars Journals
Full Length Research Paper
The effect of purchasing situation and conformity behavior on young students’ impulse buying
Wu-Chung Wu1 and Tzung-Cheng Huan2*
1Office of International Affairs, National Kaohsiung Hospitality University,
1 Sung-Ho Road, Hsiao-Kang, Kaohsiung City, Taiwan 812.
2College of Management, National Chiayi University, 580 Hsin-Ming Road, Chiayi, Taiwan 600.
Accepted 07 October, 2019
Abstract
The objective of this research is to explore the effects of purchasing situations (time pressure, economic pressure) and personal characteristics (impulse, conformity, gender) on students’ impulse buying behavior. This study employed a two-way factor 2 (time pressure) x 2 (economic pressure) experiment design by two scenarios in Paris, France and Prague, Czech Republic, resulting in eight manipulation treatments. This research found that respondents with high time pressure (limited time) or low economic pressure (larger budget) are significantly more likely to engage in impulse buying behavior. This study also found that female respondents’ impulsivity and conformity are higher than that of male respondents.
Key words: Purchasing situation, conformity behavior, impulse buying.