Date of Publication

5-19-2021

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Applied Corporate Management

Subject Categories

Business Administration, Management, and Operations

College

Ramon V. Del Rosario College of Business

Department/Unit

Management and Organization Department

Honor/Award

Nominated, Outstanding Thesis

Thesis Advisor

Shieradel V. Jimenez

Defense Panel Chair

Maricel S. Balatbat

Defense Panel Member

Erwin Carlo Gonzales

Abstract/Summary

This research contributes to understanding the impulse buying behavior of consumers in e-commerce platforms and determining the factors that influence impulsive purchases. Using a mixed-method approach, e-impulse behavior was explored through the Stimulus-Organism-Response (S-O-R) and Impulse Buying Episode Frameworks. Survey data on purchasing on e-commerce and impulse buying from Generations Y and Z were analyzed via mediation analysis. Meanwhile, insights from interview questionnaire responses regarding e-impulse buying behavior were derived via data structure format. Mediation results indicate that impulse buying can either be triggered or inhibited by utilitarian or hedonic browsing with environmental stimuli partially mediating the effects. Based on interview responses, two distinct aggregate outcomes of impulse buying emerged: emotion-based and value-based. Parallel conclusions include how (1) impulse buying is experienced through the acceleration of the entire buying episode from the urge to buy all the way to post-purchase and how (2) e- commerce stimuli induce shoppers to satisfy emotional considerations or to quickly resolve intended purchase decisions. Thus, this can help to improve e-commerce platforms by developing profitable marketing schemes and also enhancing customer experience. This study can also be used to create awareness for consumers regarding impulse buying tendencies and the possible implications of using impulse buying triggers to influence consumer behavior.

Abstract Format

html

Language

English

Format

Electronic

Physical Description

79 pages, illustrations (some color)

Keywords

Impulse buying; Teleshopping

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Embargo Period

5-19-2021

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