NORMATIVE MODERATORS OF IMPULSE BUYING BEHAVIOR

https://doi.org/10.22146/gamaijb.5394

Danes Jaya Negara(1*), Basu Swastha Dharmmesta(2)

(1) University of Palangkaraya, Kalimantan Tengah
(2) Faculty of Economics & Business, Universitas Gadjah Mada, Yogyakarta
(*) Corresponding Author

Abstract


Prior research has presented the moderating role of normative evaluations in the relationship between the impulsive buying trait and consumers’ buying behaviors. In this article the authors show that consumer tendency to buy something spontaneous, unreflectively and immediately can be perceived as a factor which describes buying impulsiveness. This article also shows conceptual and empirical evidence that there is some support for the moderating role of normative evaluations in the relationship between buying impulsiveness and impulse buying behaviors. Significance occurs when consumers believe that act on impulse is suitable. The result suggests that consumers’ normative evaluation can moderate the link between the trait and behavioral aspects of impulse buying.

Keywords


buying impulsiveness; impulse buying; normative evaluations

Full Text:

PDF



DOI: https://doi.org/10.22146/gamaijb.5394

Article Metrics

Abstract views : 718 | views : 1041

Refbacks

  • There are currently no refbacks.




Copyright (c)