Effect of store environment and website characteristics on impulse buying behaviour of university students (original) (raw)

Consumer buying behavior among college students

International journal of agriculture extension and social development, 2024

Consumer behavior is the action and decisions that people or households make when they choose, buy, use, and dispose of a product or service. Many psychological, sociological, and cultural elements play a role in how consumers engage with the market. Consumer buying behavior of college students is a fascinating area to explore as college students often exhibit unique buying behaviors due to their transitional phase from adolescence to adulthood, where they balance newfound independence with financial constraints. In the present study a sample of 60 students (both boys and girls) were selected randomly from College of Community Science, UAS, Dharwad, Karnataka. Survey design was opted and structured questionnaire was developed by the researchers to analyze the consumer buying behavior among college students. The research findings indicated that consumers exhibited a discerning approach to purchasing and prior to making a buying decision, a significant number of students engaged in information gathering about products, utilizing both online sources and advices from friends. The prevalence of online purchasing is noteworthy, however, challenges arose during the buying process because of the dissatisfaction with the absence of personalized recommendations in their online shopping experiences.

Exploring impulse buying in services: toward an integrative framework

Journal of the Academy of Marketing Science, 2014

Prior research on impulse buying focuses mostly on goods, ignoring its incidence in services despite growing evidence about the prevalence of impulsive behaviors across diverse consumption contexts. This paper introduces an integrative conceptual framework to study impulse buying in both goods and services by using perceived risk as a focal construct in the impulse buying process and reports findings from two empirical studies. The first study uses a mall-intercept survey to show that perceived risk is lower and likelihood of impulse buying is greater for services with higher tangible (vs. intangible) attributes and higher search (vs. experience and credence) properties. The second study uses a lab-experiment to show significant differences in the influence of three relevant consumer traits (consumer impulsiveness, optimum stimulation level, and self-monitoring) on the level of perceived risk and impulsiveness in purchase decisions for six different services with varying levels of attributes (tangible vs. intangible) and evaluation properties (search, experience, and credence). Overall, the two studies provide substantial evidence of the presence of impulse buying in services and useful insights for researchers and services marketers.