Title: Impact of sales promotion and consumer innovativeness on online impulse buying behaviour with the moderating role of buying power

Authors: Shermeen Hasan; Abdul Qayyum

Addresses: Faculty of Management Sciences, Riphah International University, Islamabad, Pakistan ' Faculty of Management Sciences, Riphah International University, Islamabad, Pakistan

Abstract: The current trend of online shopping has led to various shopping behaviours, both rational and irrational; impulse buying represents the latter. The study was designed to investigate the impact of situational factors like sales promotion and personality characteristics like innovativeness on online impulse buying behaviour with the moderating role of buying power. Data were collected from a few of the major cities of Pakistan, employing an online questionnaire created in Google Forms with a final sample size of 308 respondents. Partial least squares (PLS) were employed using SmartPLS 3, and the results indicated that sales promotion had a marked impact on consumer's online impulse buying behaviour, and the buying power backed this behaviour. Consumer innovativeness also showed a positive relationship with online impulse buying behaviour; however, the relationship was weakened with increased buying power. In addition, buying power had no impact on online impulse buying behaviour.

Keywords: sales promotions; consumer innovativeness; buying power; online impulse buying behaviour; regulatory focus theory; RFT.

DOI: 10.1504/IJBSR.2023.134466

International Journal of Business and Systems Research, 2023 Vol.17 No.6, pp.659 - 676

Received: 16 Apr 2021
Accepted: 12 Oct 2021
Published online: 24 Oct 2023 *

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