Gender As Moderator Of Temperamental Background Of Impulse Buying Tendency
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Transcript of Gender As Moderator Of Temperamental Background Of Impulse Buying Tendency
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Gender As Moderator Of Temperamental BackgroundOf Impulse Buying TendencyAgata GąsiorowskaWrocław University of Technology
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What is Impulsive buying?1960s impulsive buying = unplanned buying impulsive buying as special form of
unplanned buying, activated by visual stimulus (product) and executed in a very short time
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What is Impulsive buying?1970s Researchers had begun to question whether
products could be classified as impulse or non-impulse
All products could be purchased impulsively It is the consumer not the product, who
experiences impulses
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What is Impulsive buying?1980s Focus on how consumer behave during shopping,
and on mental and emotional processes that might take place
Clarification of definition - Rook (1987), Rook and Hoch (1985)
„Impulse buying occurs when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately. The impulse to buy is hedonically complex and may stimulate emotional conflict. Also, impulse buying is prone to occur with diminished regard for its consequences” (Rook, 1987, p.191)
Acts of impulsive buying versus impulsive buying tendency interpreted as a trait 4
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Determinants of impulsive buying Individual traits influencing impulsive buying
tendency general impulsivity, optimal level of stimulation, temporal
orientation, materialism, money attitudes, recreational shopping tendency, shopping style influenced by gender
Individual and situational factors that trigger impulses in certain situation while shopping affect and emotions felt during certain buying episode,
individual attitude towards promotion, atmospherics, in-store stimuli, comfort and easiness of buying
Moderators that either inhibit impulsive decision like self-control, or stimulate it, like direct access to money, and – type of money used (cash, credit card), or normative evaluation of impulsive buying 5
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Formal characteristics of behaviour Dimensions of temperament as postulated by
the Regulative Theory of Temperament Based on the assumption that temperament
refers to formal attributes of behaviour expressed in energetic and temporal characteristics Briskness Perseveration Sensory sensitivity Emotional reactivity Endurance Activity 6
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Optimum stimulation level From consumers perspective, high optimal
level of stimulation is associated with detailed analysis of advertisements searching for information just out of own curiosity variety seeking in consumption risky decisions innovative behaviour recreational and hedonic shopping
so it also might be connected with impulsive buying tendency
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Shopping style by gender WOMEN like shopping, even
for necessities pleasure in
searching, choosing and trying
shop slowly and emotionally
stimulative impulsive buying
MEN do not like
shopping, exc. durable goods
shopping as a boring obligation
shop quickly
instrumental impulsive buying 88
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Hypotheses H1: Gender moderates the relation between
temperamental features and impulsive buying tendency
H2: For women, impulsive buying tendency is related to sensation seeking stronger than to formal attributes of behaviour
H3: For men, impulsive buying tendency is related to formal attributes of behaviour stronger than to sensation seeking
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Method - Participants Students of linguistics, teachers, bookstore
workers, physical workers and unemployed, living in Wroclaw, Poland
n=180 respondents (86 men, 94 women) age M=31.57 years (SD 12.806)
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Method - Questionnaire Impulsive buying tendency
SKI Multidimensional Scale (Gasiorowska, 2003) - 23 items
Impulse buying scale, taken from SZN Scale (Macik, Macik, 2005) - based on Hausman IBT scale (2000) and consists on 10 items
Sensation Seeking Scale Form V (Zuckerman, 1994)
The Formal Characteristics of Behaviour-Temperament Inventory (FCB-TI)
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Analysis of Correlations - SKI scale
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females males Z-differencesSensation seeking
Thrill and Adventure Seeking 0,045 -0,066 0,774Experience Seeking 0,228* 0,086 1,016Disinhibition 0,416** 0,158 1,974*Boredom Susceptibility 0,253* 0,178 0,548
FCB-TIActivity 0,244* 0,026 1,553Endurance 0,099 -0,141 1,680Emotional reactivity 0,055 0,151 0,676Sensory sensitivity -0,027 -0,387** 2,655**Briskness -0,126 -0,349** 1,655Perseveration 0,048 0,073 0,175*p< 0,05 **p< 0,01
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Analysis of Correlations - SZN scale
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females males Z-differencesSensation seeking
Thrill and Adventure Seeking 0,261* -0,102 2,574*Experience Seeking 0,411** 0,101 2,336*Disinhibition 0,484** 0,086 3,078**Boredom Susceptibility 0,367** 0,113 1,891
FCB-TIActivity 0,314** 0,028 2,068*Endurance 0,103 -0,180 1,987*Emotional reactivity -0,021 0,110 0,915Sensory sensitivity -0,128 -0,399 ** 2,046*Briskness -0,150 -0,291 ** 1,034Perseveration -0,031 0,074 0,732*p< 0,05 **p< 0,01
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Formal Characteristics of Behaviour and impulsive buying tendency - women
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EnduranceEndurance
ActivityActivity
Emotional reactivityEmotional reactivity
Sensory sensitivitySensory sensitivity
BrisknessBriskness
PerseverationPerseveration
Impulsive Buying Tendency Impulsive Buying Tendency SKI ScaleSKI Scale
Impulsive Buying Tendency Impulsive Buying Tendency SZN ScaleSZN Scale
R2=0.06
R2=0.10
β=0.25
β=0.32
χ2/df=1.513RMSEA=0.076CFI=0.930 TLI=0.915
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Formal Characteristics of Behaviour and impulsive buying tendency - men
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EnduranceEndurance
ActivityActivity
Emotional reactivityEmotional reactivity
Sensory sensitivitySensory sensitivity
BrisknessBriskness
PerseverationPerseveration
Impulsive Buying Tendency Impulsive Buying Tendency SKI ScaleSKI Scale
Impulsive Buying Tendency Impulsive Buying Tendency SZN ScaleSZN Scale
R2=0.28
R2=0.23β=-0.34
β=-0.36
χ2/df=1.452RMSEA=0.073CFI=0.972 TLI=0.948
β=-0.24
β=-0.30
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Formal Characteristics of Behaviour and impulsive buying tendency - women
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Experience SeekingExperience Seeking
Thrill and Adventure Thrill and Adventure SeekingSeeking
DisinhibitionDisinhibition
Boredom SusceptibilityBoredom Susceptibility
Impulsive Buying Tendency Impulsive Buying Tendency SKI ScaleSKI Scale
Impulsive Buying Tendency Impulsive Buying Tendency SZN ScaleSZN Scale
R2=0.19
R2=0.29
β=0.17
β=0.31
χ2/df=1.528RMSEA=0.075CFI=0.987 TLI=0.962
β=0.30
β=0.31
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Formal Characteristics of Behaviour and impulsive buying tendency - men
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Experience SeekingExperience Seeking
Thrill and Adventure Thrill and Adventure SeekingSeeking
DisinhibitionDisinhibition
Boredom SusceptibilityBoredom Susceptibility
Impulsive Buying Tendency Impulsive Buying Tendency SKI ScaleSKI Scale
Impulsive Buying Tendency Impulsive Buying Tendency SZN ScaleSZN Scale
R2=0
R2=0
χ2/df=1.077RMSEA=0.030CFI=0.994 TLI=0.990
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Discussion Gender moderates the relation between individual
differences variables and impulsive buying tendency Women - stimulative impulse buying
desire to seek new experience might be easily fulfilled by shopping, especially in impulsive manner
they treat impulse buying as a kind of risky game that is to provide high level of stimulation, needed by some consumers
Men - instrumental impulsive buying Low briskness and low sensory sensitivity might promote
giving in to various marketing influences, like promotion, sales, etc.
Men with such features cannot cope effectively with loads of information in shopping environment, so it leads to cognitive overload and unreflective behaviour 18