The Impact of Presentation Mode and Product Type on Online Impulse Buying Decisions
1. IntroductionPrior research on online purchase behavior has focused primarily on rational and planned purchasing [Ghosh 1998; Keeney 1999; To et al. 2007] However, just like in store shopping, consumer purchase behavior on the Internet can at times be impulsive and is not well understood. According to the investigation by Shoppercentric [2011] more online shoppers are buying on impulse now than ever before. The percentage of shoppers who admitted to buying high ticket items electronically on impulse grew to 28 in 2011. In the same year, the number of grocery categories that a shopper bought impulsively increased by a third since 2008. Interestingly, Donthu Garcia [1999] studied profiles of online shoppers and found that online shoppers were more impulsive than offline shoppers. As impulse buying is an emotional decision, in this paper, we analyze three stimuli that affect the emotional state of an individual, namely product presentation, product type, and product involvement. We also analyze the effect of emotional state on the urge to buy impulsively.Koufaris [2002] examined how emotional and cognitive responses to online stores can influence unplanned purchase decisions. The studies of Adelaar et al. [2003] and Parboteeah et al. [2009] emphasized how web interfaces affect online impulse buying. In the online store environment, consumers can only evaluate products using online features rather than physical examination. Thus, the excitement produced by the direct experience of the product as well as the social experience of traditional shopping are lessened. Therefore, it is all the more important to examine the recent surge in online impulse purchases as it would increase our understanding as well as aid online retailers in developing successful online shopping environments. While it may be difficult to present the dynamic characteristics of a product in an online environmental context [Jiang 2007a] with newly developed multimedia presentation modes, online stores may be able to stimulate consumer emotion, reduce consumer self regulation, and ultimately induce impulse buying [LaRose 2001] In this context, virtual product presentations have become increasingly important in attracting online impulse shoppers.Different types of products can also stimulate impulse buying. Hedonic products provide more experiential emotions, such as fun, pleasure, and excitement, whereas utilitarian products are primarily instrumental and functional [Hirschman Holbrook 1982] Previous studies suggest that consumers react to products according to their relative hedonic or utilitarian natures [Hirschman Holbrook 1982] Chiou Ting [2011] believed that consumers are willing to spend more money on the Internet when products offer more hedonic values. Past research also suggests that impulse buying can satisfy hedonic emotion [Piron 1991] Thus, the influence of different product types on online consumer impulse buying decision is an important issue to investigate.Product involvement also plays a significant role in the consumers' purchase decision [Zaichkowsky 1986] Bian Moutinho [2011] define product involvement as "consumer's enduring perceptions of the importance of the product category based on the consumer's inherent needs, values, and interests" Product involvement is usually higher for more expensive products (e.g. computers and cars) on which consumers spend a considerable amount of time in research and evaluation. Involvement is an important determinant of consumer motivation to purchase [Zhang Markman 2001] Consumers with a high level of product involvement are more likely to experience strong emotions in a specific product type, and in turn, generate the emotions needed for impulse buying [Jones et al. 2003].Given the above arguments, this study examines the direct impact of presentation mode and product type and the moderating impact of product involvement on emotional state in an online shopping environment.