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    Exploring Impulse Buying in Services: Toward an Integrative Framework

    226948_Sharma PUB-CBS-SOM-JL-78695-4.pdf (320.9Kb)
    Access Status
    Open access
    Authors
    Sharma, Piyush
    Sivakumaran, B.
    Marshall, R.
    Date
    2014
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Sharma, P. and Sivakumaran, B. and Marshall, R. 2014. Exploring Impulse Buying in Services: Toward an Integrative Framework. Journal of the Academy of Marketing Science. 42 (2): pp. 154-170.
    Source Title
    Journal of the Academy of Marketing Science
    DOI
    10.1007/s11747-013-0346-5
    ISSN
    0092-0703
    Remarks

    The final publication is available at Springer via http://doi.org/10.1007/s11747-013-0346-5

    URI
    http://hdl.handle.net/20.500.11937/23415
    Collection
    • Curtin Research Publications
    Abstract

    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.

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