All Title Author
Keywords Abstract


The Influence of Product Diversity on Consumers’ Impulsive Purchase in Online Shopping Environment

DOI: 10.4236/ajibm.2019.93046, PP. 680-698

Keywords: Product Diversity, Information Processing Fluency, Online Impulse Purchase Intention, Shopping Objects

Full-Text   Cite this paper   Add to My Lib

Abstract:

This paper explores the impact of product diversity on consumers’ online impulse purchase intentions in the context of e-commerce development, and finds that product diversity has a significant negative impact on consumers’ online impulse buying intentions. Compared with the great product diversity, consumers have higher online impulse buying willingness when they do not have many choices. Further, we found that this effect is regulated by different shopping objects (oneself vs. intimate others). At the same time, information processing fluency plays a mediating role in this effect.

References

[1]  Hausman, A.V. and Siekpe, J.S. (2009) The Effect of Web Interface Features on Consumer Online Purchase Intentions. Journal of Business Research, 62, 5-13.
https://doi.org/10.1016/j.jbusres.2008.01.018
[2]  Parboteeah, D.V., Valacich, J.S. and Wells, J.D. (2009) The Influence of Website Characteristics on a Consumer’s Urge to Buy Impulsively. Information Systems Research, 20, 60-78.
https://doi.org/10.1287/isre.1070.0157
[3]  Broniarczyk, S.M., Hoyer, W.D. and Mcalister, L. (1998) Consumers’ Perceptions of the Assortment Offered in a Grocery Category: The Impact of Item Reduction. Journal of Marketing Research, 35, 166-176.
[4]  Dunn, E.W., Aknin, L.B. and Norton, M.I. (2008) Spending Money on Others Promotes Happiness. Science, 319, 1687-1688. https://doi.org/10.1126/science.1150952
[5]  Polman, E. (2012) Effects of Self-Other Decision Making on Regulatory Focus and Choice Overload. Journal of Personality and Social Psychology, 102, 980-993.
https://doi.org/10.1037/a0026966
[6]  Kahn, B.E. and Wansink, B. (2004) The Influence of Assortment Structure on Perceived Variety and Consumption Quantities. Journal of Consumer Research, 30, 519-533.
https://doi.org/10.1086/380286
[7]  Ratner, R.K. and Kahn, B.E. (2002) The Impact of Private versus Public Consumption on Variety-Seeking Behavior. Journal of Consumer Research, 29, 246-257. https://doi.org/10.1086/341574
[8]  Norbert, S. and Clore, G.G. (1983) Mood, Misattribution, and Judgment and Decision Making. Journal of Consumer Psychology, 14, 332-348.
[9]  Chernev, A. (2003) Product Assortment and Individual Decision Processes. Journal of Personality and Social Psychology, 85, 151-162. https://doi.org/10.1037/0022-3514.85.1.151
[10]  Iyengar, S.S. and Lepper, M.R. (2000) When Choice Is Demotivating: Can One Desire Too Much of a Good Thing? Journal of Personality & Social Psychology, 79, 995-1006.
https://doi.org/10.1037/0022-3514.79.6.995
[11]  Boatwright, P. and Nunes, J.C. (2001) Reducing Assortment: An Attribute-Based Approach. Journal of Marketing, 65, 50-63. https://doi.org/10.1509/jmkg.65.3.50.18330
[12]  Barry, S. (2004) The Paradox of Choice. Why More Is Less. Harper Collins Publishers Inc., New York.
[13]  Madhavaram, S.R. and Laverie, D.A. (2004) Exploring Impulse Purchasing on the Internet. Advances in Consumer Research, 31, 59-66.
[14]  Floh, A. and Madlberger, M. (2013) The Role of Atmospheric Cues in Online Impulse-Buying Behavior. Electronic Commerce Research & Applications, 12, 425-439.
https://doi.org/10.1016/j.elerap.2013.06.001
[15]  Jacoby, L.L. and Dallas, M. (1981) On the Relationship between Autobiographical Memory and Perceptual Learning. Journal of Experimental Psychology General, 110, 306-340.
https://doi.org/10.1037/0096-3445.110.3.306
[16]  Strack, F. and Deutsch, R. (2004) Reflective and Impulsive Determinants of Social Behavior. Personality and Social Psychology Review, 16, 220-247.
https://doi.org/10.1207/s15327957pspr0803_1
[17]  Avnet, T. and Higgins, E.T. (2006) How Regulatory Fit Affects Value in Consumer Choices and Opinions. Journal of Marketing Research, 43, 1-10. https://doi.org/10.1509/jmkr.43.1.1
[18]  Novemsky, N. and Schwarz, N. (2007) Preference Fluency in Consumer Choice. Journal of Marketing Research, 44, 374-356. https://doi.org/10.1509/jmkr.44.3.347
[19]  Gourville, J.T. and Soman, D. (2005) Overchoice and Assortment Type: When and Why Variety Backfires. Marketing Science, 24, 382-395. https://doi.org/10.1287/mksc.1040.0109
[20]  Greifeneder, R., Scheibehenne, B. and Kleber, N. (2010) Less May Be More When Choosing Is Difficult: Choice Complexity and Too Much Choice. Acta Psychologica, 133, 45-50.
https://doi.org/10.1016/j.actpsy.2009.08.005
[21]  Lu, J., Liu, Z. and Fang, Z. (2016) Hedonic Products for You, Utilitarian Products for Me. Judgment & Decision Making, 11, 332-341.
[22]  Novak, T.P., Hoffman, D.L. and Duhachek, A. (2003) The Influence of Goal-Directed and Experiential Activities on Online Flow Experiences. Journal of Consumer Psychology, 13, 3-16.
https://doi.org/10.1207/153276603768344744
[23]  Kray, L.J. (2000) Contingent Weighting in Self-Other Decision Making. Organizational Behavior & Human Decision Processes, 83, 82-106. https://doi.org/10.1006/obhd.2000.2903
[24]  Polman, E. (2010) Information Distortion in Self-Other Decision Making. Journal of Experimental Social Psychology, 46, 432-435. https://doi.org/10.1016/j.jesp.2009.11.003
[25]  Polman, E. and Vohs, K.D. (2016) Decision Fatigue, Choosing for Others, and Self-Construal. Social Psychological & Personality Science, 7, 471-478.
https://doi.org/10.1177/1948550616639648
[26]  Pollai, M. and Kirchler, E. (2012) Differences in Risk-Defusing Behavior in Deciding for Oneself versus Deciding for Other People. Acta Psychologica, 139, 239-243.
https://doi.org/10.1016/j.actpsy.2011.09.013
[27]  Laran, J. (2010) Goal Management in Sequential Choices: Consumer Choices for Others Are More Indulgent than Personal Choices. Journal of Consumer Research, 37, 304-314.
https://doi.org/10.1086/652193
[28]  Liviatan, I., Trope, Y. and Liberman, N. (2008) Interpersonal Similarity as a Social Distance Dimension: Implications for Perception of Others’ Actions. Journal of Experimental Social Psychology, 44, 1256-1269. https://doi.org/10.1016/j.jesp.2008.04.007
[29]  Polman, E. (2012) Self-Other Decision Making and Loss Aversion. Organizational Behavior & Human Decision Processes, 119, 141-150. https://doi.org/10.1016/j.obhdp.2012.06.005
[30]  Rook, D.W. and Fisher, R.J. (1995) Normative Influences on Impulsive Buying Behavior. Journal of Consumer Research, 22, 305-313. https://doi.org/10.1086/209452
[31]  Wen, Z.L., Zhang, L. and Hou, J.T. (2006) Intermediary Regulatory Variables and Regulated Mediator Variables. Journal of Psychology, 38, 448-452.
[32]  Wen, Z.L., Zhang, L. and Hou, J.T. (2004) The Mediation Effect Test Procedure and Its Application. Journal of Psychology, 36, 614-620.
[33]  Kray, L. and Gonzalez, R. (1999) Differential Weighting in Choice versus Advice: I’ll Do This, You Do That. Journal of Behavioral Decision Making, 12, 207-218.
https://doi.org/10.1002/(SICI)1099-0771(199909)12:3<207::AID-BDM322>3.0.CO;2-P

Full-Text

comments powered by Disqus

Contact Us

service@oalib.com

QQ:3279437679

微信:OALib Journal