Effect of sales restrictions on impulse buying : a study of local blogshops

Abstract

This paper explores the effect of sales restrictions on impulse buying behaviour in the context of Singaporean blogshops, a local phenomenon taking root in the new millennium. It seeks to ascertain new insights stemming from past related research, and further explore the area of study that surrounds impulse buying in an online setting. Impulse buying behaviour was examined through a web experiment which stimulated a real blogshop, in which real-time responses to impulse trigger cues were recorded. Analysis of the responses then revealed that sales restrictions have a positive correlation with impulse buying behaviour. Additional findings also revealed that impulse buying behaviour is encouraged by the moderating variable of discount level on time-based restrictions as well. Moreover, individual differences revealed the positive correlations of deal evaluation and impulse buying tendencies on increased impulse purchasing. This paper concludes by providing insight to marketers the motivations and benefits of using sales restrictions as effective trigger cues to influence impulse purchasing in consumers in an online setting.