EFFECT OF AMBIENT, DESIGN, SALES PROMOTION, AND POSITIVE EMOTION ON IMPULSIVE BUYING BEHAVIOR AND REGRET
Yulianti Prihatiningrum, Hastin Umi Anisah, Meiske Claudia

Faculty of Economic and Business, Lambung Mangkurat University, Banjarmasin Kalsel

Abstract

Purpose – This paper investigate how store environment variables (ambient, design, sales promotion) and positive emotion drive impulsive buying behavior, and thus regret of consumer-s local gift stores in Banjarmasin, Indonesia. Design/methodology/approach – A structure questionnaire is used to collect data from 90 respondents in a store of local gift survey conducted in Banjarmasin, Indonesia. Research limitations/implications – In the structural model tested with PLS (Partial Least Square), the authors found that store environment drove impulse buying through positive emotion. Result show that positive emotion did not influence impulse buying behavior. This paper also did not find support for the relationship between impulsive buying and regret. Practical implications – The authors suggest that shopkeepers of local gift store must improve the store environment to increase level of impulse buying. Specifically, they need to focus on enhancing of ambient factors, design, sales promotion to encourage impulse buying. Originaity/value – This study tested the impact of the antecedents and consequences of impulsive buying.

Keywords: Keywords: Impulsive buying, Regret, Positive emotion, Store Environment

Topic: Management

Link: https://ifory.id/abstract-plain/3J8v6fWPbV2U

Web Format | Corresponding Author (RR Yulianti Prihatiningrum)