THE MEDIATING ROLE OF

IMPULSE BUYING TENDENCY

IN THE RELATIONSHIP
BETWEEN HEDONIC
SHOPPING MOTIVATION AND
CUSTOMERS IMPULSE
BUYING BEHAVIOR, A
MODERATED MEDIATION
MODEL

1
INTRODUCTION
Impulse buying is defined as "an
unplanned purchase" that is characterized
by"(1) relatively rapid decision-making,
and (2) a subjective bias in favor of
immediate possession (Rook & Gardner,
1993, Rook, 1987; Rook & Hoch, 1985).
There are numerous factors which may
lead to consumers Impulse buying
decision.

2
INTRODUCTION

i. External Factor:
a. social,
b. marketing, and
c. situational factors
ii. Individual Factors :
Also influence the consumer decision making
process.
iii. Social factors :
Refer to geographic factors like culture, subculture,
social class, group, and family.

3
INTRODUCTION
Marketing factors :
Include product, price, placement, and promotion while physical
surroundings may also influence the consumer buying decision e.g.
Product display, product design, store design, in-store environment
and location.
Basically two types of motivations which effect the
consumer decision making process includes :
Utilitarian Motivation:
A consumer with utilitarian shopping motivations wants to attain a
useful value or fulfill an economic need (kim, 2006)
Hedonic Motivation:
As the behavior of a consumer seeking happiness, pleasure, fantasy
and arousal.

4
INTRODUCTION
In Pakistan young people are major part of
population but authors didnt focus on this
portion.
Some of studies have been conducted
covering external factors effecting impulse
buying while individual factors particularly
the hedonic needs of young consumers are
not discussed yet.
The research on university students who
make buying to satisfy their hedonic needs
will helps the retailers to attract their
customers using analytical data to lead them5
RESEARCH OBJECTIVES
The primary objective of research is to
analyze how hedonic needs of university
students effect their impulse buying.
Another objective of study is to review the
literature and reveal the gaps in the study
which are required to identify in context of
Pakistan.
To explore the mediating role of Impulse
buying tendency between hedonic motivation
and impulse buying decision of consumers.

6
RESEARCH OBJECTIVES
To find out the age and gender differences
which effect the buying decision of
university students in context of Pakistan.
To determine which of hedonic motivation
have strong effect on impulse buying
tendency to make final purchase.

7
SIGNIFICANCE OF STUDY
The understanding of impulse buying behavior
and its situation may benefit both marketers
and consumers.
For marketers:
Marketing strategies can be efficiently
developed and improved if marketers have
a thorough understanding of impulse buying
behavior (bayley&nancarrow,1998;crawford&
melewar,2003; xiao&nicholson,2011;tifferet&
herstein,2012)

8
SIGNIFICANCE OF STUDY
For consumers:
Impulse buying behavior could become tricky
and result in amount overdue (O'Quinn &
Faber,1989;wood, 1998;vohs&faber,2007).
Significance of impulse buying has been
recognized since many years ago and still
has a notable impact on our society and
consider as definite part of consumer
behavior.

9
SIGNIFICANCE OF STUDY
This research hopes to achieve the goal
of providing a distinguished and deeper
insight into the study of impulse buying,
especially regarding the hedonic influences
on impulse buying behavior.
The study also helps the retailers or sellers
to develop strategies by analyzing the
hedonic needs and age differences which
effect directly or indirectly on buying
decision of consumers including students.

10
LITERATURE REVIEW
Hedonic Shopping Motivation:
o Hedonic shopping motivations as the pleasurable
consumption of a product or service with an end-result
of satisfying emotions and fantasies rather than the
mere collection of goods. Assael (2004).
o Hedonic motivation is effected by emotions, adds that
hedonic needs are empirical and connected to emotions
and fantasies. Solomon (2013)
o Hedonic motivations as a consumer being motivated by
the anticipated pleasure that can be obtained when
seeking goods and services, or from the shopping
experience itself. Hoyer et al. (2013)

11
LITERATURE REVIEW
Adventure shopping:
o Adventure shopping as a consumer shopping
to have a feeling of being in another universe
and to feel a sense of adventure or
stimulation. Arnold and Reynolds (2003)
o Adventure shopping as a consumer being
excited to go shopping; shopping arouses
various senses, especially when consumers
are experiencing different environments. Kim
(2006)

12
LITERATURE REVIEW
Idea shopping:
o Evans et al. (2009) categorize consumers
attempting to keep up with new fashions and
trends and trying to find new products and
innovations as idea shoppers.
o Retailers targeting idea shoppers should
provide new and exciting products, as well as
a shopping experience that will arouse and
attract these shoppers. Cardoso and Pinto
(2010)

13
LITERATURE REVIEW
Social shopping
o Kim (2006) agrees by describing a retail
environment as a suitable place for
spending time with friends and family.
o Longing to communicate and to be in the
presence of other individuals, such as
other shoppers, friends or family is
defined as socializing. According to
Wagner and Rudolph (2010)
14
LITERATURE REVIEW
Role shopping:
o Arnold and Reynolds (2003), who state that
role shopping has an effect on a shoppers
emotional state, add that these shoppers
seek pleasure in finding the perfect gift for
others.
o Role shopping, or gift shopping, as
consumers representing a role. These roles
may include being a good friend or being a
good spouse. Wagner and Rudolph (2010)

15
LITERATURE REVIEW
Value shopping:
o To et al. (2007) identify value shoppers as
consumers connecting emotionally and
enjoying the process of negotiating with sales
people for the purpose of obtaining a bargain.
o Cardoso and Pinto (2010) advise retailers to
target these consumers by offering a good
price in accordance to the quality of the
product.

16
LITERATURE REVIEW
Impulse Buying Tendency
o Almost all unplanned buying is a result of
touching, hearing, smelling or tasting
some-thing on the premises of the store
(Underhill, 1999).
o The tendency for impulse buying is the
degree where consumer is likely to make
immediate, unintended and thoughtless
purchases (Sun et al., 2004)
17
LITERATURE REVIEW
Impulse Buying:
o Relying on the work of Iyer(1989),Kalla and Aurora
(2011) stated that all impulse buying is at least
unplanned, but all unplanned purchases are not
necessarily decided impulsively.
o Mihic and Kursan (2010a) find that there are no
statistically significant differences between males and
females regarding their impulse buying behavior while
Bellenger and colleagues (1978) find that younger
customers (customers younger than 35 years) are
more inclined toward impulse purchase behavior.

18
GAPS IN LITERATURE
All studies focused on individual
motivations but not researched in
context of students of Pakistani
Universities.
In Pakistan young people are major part
of population but authors didnt focus
on this portion in their research based
on consumers buying decision
especially impulse buying.
19
GAPS IN LITERATURE
However, some of studies have been
conducted covering external factors
effecting impulse buying while individual
factors particularly the hedonic needs of
young consumers are not discussed yet.
The University students impulse buying also
should be considered to develop marketing
strategies regarding consumer buying who
also have vast majority among young
people.
20
EXPLAINING RESEARCH PROBLEM

Contrary to other countries in Pakistan

only few studies have been conducted
on Impulse buying which also been
discussed in previous section.
Mediating role of IBT has not been
taken in these studies which influence
consumer buying decision to purchase
any product or service immediately.

21
RESEARCH QUESTIONS
Does the hedonic shopping motivations
have any relationship with Impulse Buying
Tendency?
Does Impulse buying tendency mediates
the relationship between hedonic
shopping motivations and impulse buying?
Does demographic variables age and
gender moderates the direct relationship
of IBT and impulse buying decision?

22
RESEARCH QUESTIONS
Does hedonic shopping motivations
have any direct impact on consumer
impulse buying?
Does the demographic variables either
directly influence the Impulse Buying
Tendency or not?

23
CONSUMER BUYING DECISION

For the purpose of this study the simple

model of consumer decision-making
(Schiffman et al., 2010) is presented and
discussed.
Schiffman et al. (2010),this model offering
a complete and integrative view of
consumer decision making , representing
both the rational and emotional consumer
decision-making process.

24
CONSUMER BUYING DECISION PROCESS

The model comprises three key components,

I. Input Stage

II. Processes Stage

III. Output Stage (Botha et al., 2013).

Owing to consumer motivation being part of

the internal influences in the process stage

of consumer decision-making, it is
imperative to discuss the above mentioned
model for the purpose of this study.

25
MODEL
Advent
ure Inco
Shoppi Age
Gratifica me
ng H1(
tion
Shoppin b) H8(a
H1( H7(a H8(
g H2(b a) )
) b)
Idea )
H2( H7(
Shoppi a) H3( b)
ng b)
H3(
a) Impulse
Impulse
Buying Impulse
Impulse
Buying
H4( Tendency Buying
Buying
Tendency
a) H5(a
Role H4( )
Shoppi b)
H5( H9(a
ng b) H9(
Social ) b)
H6(
Shoppi H6( b)
ng a)Value
Gend
Shoppi er
ng 26
METHODOLOGY

Research Design
Descriptive research design has been
used for this study.
Research Approach
For the purpose of this study, a
quantitative cross-sectional approach
was chosen.

27
METHODOLOGY
Target Population
In regard to this study, the target population was
universities students in Punjab between the ages of 18
to 40 with respect to their education level.
Sample
A sample of 350 students used for the study of six
different universities in central Punjab.
Sampling Method
For the purpose of this study, a non-probability
convenience sample of 350 students was taken from the
sampling frame of six universities recognized from HEC.

28
METHODOLOGY
Independent Variables

29
RESEARCH INSTRUMENTS

Hedonic motivations of consumers were measured using

the 23-items Hedonic Motivations scale (Arnold and
Reynolds, 2003).
Adventure shopping refers to stimulation during
shopping and has items such as To me shopping is an
adventure.
Gratification shopping measures the satisfaction a
consumer achieves during the shopping process and
consists of items such as To me shopping is a way to
relieve stress.
Role shopping is done primarily for others and has items
such as I enjoy shopping for my friends and family.

30
RESEARCH INSTRUMENTS
Value shopping is done to get products at bargain
prices and is measured with items like I enjoy
hunting for bargains when I shop.
Social shopping that measures the motivation of
consumers to shop socially It has items including I
enjoy socializing with others when I shop.
Idea shopping measures the motivation of
consumers to keep up with current fashion trends.
It is measured by items such as I go shopping to
see what new products are available.

31
RESEARCH INSTRUMENTS
Impulse Buying Tendency
Impulse buying tendencies of the consumers
were measured using the 20-item Impulse
buying tendency scale developed by
(Verplanken and Herabadi, 2001).
o Cognitive factors consists of items such as
if I buy something, I usually do that
spontaneously and I often buy things
without thinking.

32
RESEARCH INSTRUMENTS
o Affective component refers to emotions of
excitement, lack of independence and control. It is
more emotive in nature and has items such as I
sometimes cannot suppress the feeling of wanting
to buy something
Impulse Buying
The impulse buying scale, developed by Rook and
Fisher (1995), consist of seven items have been
used to measure the impulse buying using likert
scale of 6 disagree from strongly agree to strongly
disagree.

33
DIRECT EFFECTS OF INDEPENDENT ON DEPENDENT
VARIABLES

Hypothesi Relationship
s
H1(a) 0.04 0.22 Insignificant

H1(b) 0.11 0.22 Insignificant

H2(a) 0.22 < 0.01 Significant

H2(b) 0.09 < 0.03 Significant

H3(a) 0.08 0.08 Insignificant

H3(b) 0.30 0.30 Insignificant

H4(a) 0.11 0.03 Significant

H4(b) 0.10 0.04 Significant

34
DIRECT EFFECTS OF INDEPENDENT
ON DEPENDENT VARIABLES
Hypothes Relationship
is

H5(a) 0.13 0.01 Insignificant

H5(b) 0.09 0.07 Significant
H6(a) 0.24 <0.01 Significant
H6(b) 0.12 0.02 Significant
H7(a) 0.06 0.13 Insignificant
H7(b) 0.13 0.01 Significant
H8(a) 0.10 0.04 Significant
H8(b) 0.08 0.09 Insignificant
H9(a) 0.10 0.04 Significant
H9(b) 0.07 0.12 Insignificant
35
INDIRECT EFFECTS OF
INDEPENDENT ON DEPENDENT
VARIABLES
Independen Mediator
t Variables
Impulse Buying Tendency
Dependent Variable
Impulse
Buying

Independent Value Value Relationship

Variables
Adventure 0.06 0.22 Insignificant
shopping
Gratification 0.06 < 0.001 Significant
shopping
Idea shopping 0.06 0.08 Insignificant
Role shopping 0.06 0.03 Significant
36
Social shopping 0.06 0.01 Significant
MAJOR CONTRIBUTIONS
The research fills the literature gap
regarding study of hedonic needs of
consumer in context of Pakistani
students.
The study helps the marketers to
understand the internal motivation
factors which influence the consumer
buying decisions.
The research also helps the marketers
to make such strategies to attract 37
MAJOR CONTRIBUTIONS
The research also helps the individuals
to understands on which factors they
need to control to avoid impulse
purchases.
It provides insight into an individuals
impulse buying patterns and his or her
related impulsivity traits and reveal the
warning signs of problematic excessive
buying behavior.
38
LIMITATIONS
The research has been conducted in
short span of time so convenient
sampling has been used.
Cross sectional data has been
collected.
The population of our research is
student due to easy availability of
respondents.
Only hedonic motivations have been
studied. 39
FUTURE RESEARCH
More data should be collected by increasing sample
size which might provide more insight of model
variables.
Time series data should be collected with specific
durations of time.
Different Malls consumers should be chosen as
population.
Other factors effecting consumers buying decision
should also be studied.
The future researchers should consider factors which
negatively influence the consumer impulse buying.

40
 o r
s F
n k i o n
a t
Th tten
A

41