Conceptual Framework of Impulse Self Gifting Behavior
As self gifting behavior has been increasing, the study on self gifting is regarded as important. Self gifting is characterized by emotion driven so is impulse buying. The study is to construct conceptual framework for studying antecedents and consequences of impulse self gifting in the light of the empirical approach. Based on Stimulus Organism Response (S O R) the proposed conceptual framework indicates that internal (i.e. hedonic motive and impulsivity) and external antecedents (i.e. retail environment and marketing promotions) affect consumers' emotional responses, which in turn influence impulse self gifting behavior. Furthermore, moderating effects of self control may attenuate the effects of emotional responses on impulse self gifting behavior. The findings of the study will offer beneficial insights for marketers to understand consumers' internal motivations and external marketing and retail features that may ultimately influence impulse self gifting behavior.