What is Impulse Buying? An analytical network processing framework for prioritizing factors affecting impulse buying

Abstract

One of the most important issues affecting profitability is to determine the impact of different factors influencing purchasing activities. In this paper, we perform an extensive literature survey to detect different purchasing factors influencing customers' behavior. The factors are categorized in three different groups and they are ranked using analytical network process. The results of our survey indicate that three factors of personal, product and situational play important roles in purchasing impulse. The personal item includes different factors where demographic characteristic factors receive the highest ranking (35%) followed by other factors are feelings, excitement and fun, self identify, education and novelty. There are also three sub-factors associated with demographic characteristics including gender, age and race and the weights are 0.46748, 0.42668 and 0.10584, respectively, which means gender is the most important factor followed by age and race. Finally, the other factor is associated with situational factors' group, which includes presence of others, culture, design of store, time available, local market condition, sales staff and self service with the relative importance of 0.04296, 0.08733, 0.12130, 0.22217, 0.05643, 0.15346 and 0.31635, respectively.

Keywords

• Impulse buying
• Impulse buying effective factors
• Analytical network process
• Mixed method