Motivational Factors of Impulse Purchase Behaviour: A Comparison between Gender, Online and Offline Context

Tangsiri, Tanaphan (2016) Motivational Factors of Impulse Purchase Behaviour: A Comparison between Gender, Online and Offline Context. [Dissertation (University of Nottingham only)]

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Abstract

As a result of an increase in internet access throughout the world, more and more consumers have either joined or experienced e-commerce market. Impulse purchase behaviour has been seen as a revenue driver for many businesses and this behaviour should be further investigated to understand consumer and continuously develop selling medium to improve businesses performance. In this dissertation, the degree and magnitude of motivational factors between online and offline stores are being investigated to see whether which platform is able to satisfy motivation factors that cause consumer to shop on impulse. Furthermore, gender effect is also been investigated to see whether which gender will be more likely to be motivated to shop on impulse both online and offline. The motivational factors that this dissertation proposed consist of the motivation to satisfy hedonic need, social needs, and the perceive accuracy of purchase decision making.

The author adopted quantitative methods for this dissertation. From the result, consumers reported that there is the difference between satisfaction level in each of the proposed aspect. The results show that offline stores are able to satisfy each aspect better than online stores. The perceive accuracy of decision making also shows that consumer would perceive less accurate decision making (affective effort dominate cognitive effort) once shop offline. However, in this dissertation, the results show that gender does not have an effect on impulse purchase behaviour since the regression analysis does not show that gender has significant power to explain the differences.

Item Type: Dissertation (University of Nottingham only)
Depositing User: TANGSIRI, Tanaphan
Date Deposited: 13 Mar 2017 14:33
Last Modified: 12 Oct 2017 14:06
URI: http://eprints.nottingham.ac.uk/id/eprint/36125

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