The Effect of Sales Promotion and Knowledge on Impulsive Buying of Online Platform Consumers

Tasneem Al Mutanafisa

29 citations0/0 files storedJournal of Consumer Sciences

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Impulsive buying is an unplanned purchase decision due to stimulation from the shopping environment. This study aims to analyze the consumer characteristics and sales promotion, knowledge, and impulsive buying and the influence of consumer characteristics, sales promotion, and knowledge on impulsive buying. The study used a cross-sectional study design, which was conducted from December 2019 to January 2020. In this study, respondents were 145 Shopee users who made purchases in the last three months selected purposively. Data were collected by filling out an online questionnaire. The results showed that the length of education was related to sales promotion and knowledge, while income and promotion were related to impulsive buying. Meanwhile, a factor that has a positive effect on impulsive buying is sales promotion. Unplanned online purchases are most often made in the middle of the month, and promotions are the most influential in purchasing decisions.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 29 citations exist upstream.

References

1989Measurement of Consumer Susceptibility to Interpersonal Influence 1987The Buying Impulse 1995Normative Influences on Impulsive Buying Behavior 1987External Search Effort: An Investigation Across Several Product Categories 2011Perilaku Konsumen : Teori Dan Penerapannya Dalam Pemasaran 2011Apparel product attributes, web browsing, and e-impulse buying on shopping websites 2013A meta-analysis of consumer impulse buying 1999Psychological Characteristics of Compulsive Internet Use: A Preliminary Analysis

Cited by

2024Examining the Effects of Digital Payment and Impulsive Buying on Purchase Intention 2022Influence of Fashion Involvement, Shopping Lifestyle, Sales Promotion on Impulse Buying on Users of Shopee 2022The Role Website Quality, Credit Card, Sales Promotion On Online Impulse Buying Behavior

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.