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Factors influencing impulse buying during an online purchase

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Abstract

Using actual purchasing behavior by visitors to a High School Reunion web store, this study examines the factors that lead to an increased willingness by on-line consumers to purchase impulse items. Consistent with mental accounting and the psychophysics of prices, we find that people’s purchase of the impulse item increases with the total amount spent on other items. We also find that linking a US $1 donation to the impulse item, thereby providing a reason to purchase, increases the frequency of the impulse purchase.

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Authors and Affiliations

  1. Department of Management Sciences, University of Waterloo, 200 University Ave. West, Waterloo, ON, N2L 3G1, Canada

    Scott A. Jeffrey

  2. E-XYN Web Solutions, P.O. Box 1042, Guelph, ON, N1H 6N1, Canada

    Rebecca Hodge

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  1. Scott A. Jeffrey
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  2. Rebecca Hodge
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Correspondence to Scott A. Jeffrey.

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Jeffrey, S.A., Hodge, R. Factors influencing impulse buying during an online purchase. Electron Commerce Res 7, 367–379 (2007). https://doi.org/10.1007/s10660-007-9011-8

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