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A Qualitative Model of Consumers’ Impulse-Buying Behaviors in the Digital Environment: Emphasis on Intergenerational Differences
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Abbas talib oudahi Almaryani   , GHasem Zarei *1 , Hossein Rahimi Koluor , Mohammad Bashokouh Ajirlou |
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Abstract: (7 Views) |
In the digital environment, consumers are continuously exposed to stimuli such as time-limited discounts, special offers, social media advertisements, influencer recommendations, displays of other users’ experiences, and personalized suggestions. These stimuli can influence rational and planned decision-making processes. The present study aimed to develop a qualitative model to explain consumers’ impulse-buying behaviors in the digital environment. In terms of its purpose, the study was applied, while in terms of its nature and method, it employed a qualitative and exploratory approach. The research data were collected through in-depth, semi-structured interviews with 10 participants who had considerable experience in online shopping. Data analysis was conducted through open, axial, and selective coding using MAXQDA software. During the open-coding stage, 98 initial codes were extracted from the interview data. The findings indicated that the antecedents of impulse-buying behavior include economic stimuli, media-related stimuli, the technological environment, trust in online stores, and psychological factors. The main dimensions of impulse buying were also identified as emotional reactions, unplanned decision-making, and a sense of urgency. The consequences of this behavior were categorized into short-term satisfaction and gratification, post-purchase regret and dissatisfaction, repeat purchasing, recommendation, and loyalty. During the axial-coding stage, the findings were organized into four main categories: environmental drivers, individual drivers, the decision-making process, and behavioral consequences. During the selective-coding stage, online impulse buying was identified as the central phenomenon of the model. The findings demonstrate that impulse buying in the digital environment results from a dynamic interaction between external stimuli and consumers’ internal predispositions. Through emotional responses, an enhanced sense of urgency, and a decline in planned decision-making, this interaction leads to purchasing behavior and generates both positive and negative short- and long-term consequences for consumers and digital businesses. The proposed model can contribute to the development of the literature on digital consumer behavior and promote a deeper understanding of the mechanisms underlying the formation and consequences of impulse buying, particularly across different generational groups.
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Article number: 11 |
| Keywords: Online impulse buying, digital consumer behavior, unplanned purchasing, emotional response, digital environment. |
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Full-Text [PDF 2073 kb]
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Type of Study: Research |
Subject:
Special
Received: 2024/03/15
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