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Cues on apparel web sites that trigger impulse purchases

Cues on apparel web sites that trigger impulse purchases Purpose – The purpose of this study is to investigate the external cues on apparel web sites that encourage impulse buying. Design/methodology/approach – Focus group interviews were first conducted to identify potential external cues on apparel web sites. The findings from the focus group interviews were then used to create an appropriate coding guide. A content analysis of 60 apparel web sites was then conducted to assess the extent to which external trigger cues of impulse buying are available on apparel web sites. Findings – From the focus group interviews, four mutually exclusive thematic categories, consisting of 20 external trigger cues of impulse buying, were identified; sales, promotions, ideas, and suggestions. A content analysis of these external impulse buying cues was presented. A correlation analysis indicated a positive relationship between retailers' web sales and the amount of external cues present on their web sites. Research limitations/implications – The findings from the study suggest that the amount of external trigger cues of impulse buying may be a factor that affects a retailer's profitable success by encouraging online impulse purchases. Not so successful online retailers therefore should consider offering more external impulse trigger cues (e.g. sales, promotions, purchase ideas, and suggested items) on their web sites to increase potential impulse purchases. Originality/value – A coding guide developed in the study can be used by online apparel retailers to assess their marketing strategies. For consumers, the findings of the study inform consumers of factors that may encourage impulse purchases. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Fashion Marketing and Management Emerald Publishing

Cues on apparel web sites that trigger impulse purchases

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References (54)

Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
1361-2026
DOI
10.1108/13612021011046084
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this study is to investigate the external cues on apparel web sites that encourage impulse buying. Design/methodology/approach – Focus group interviews were first conducted to identify potential external cues on apparel web sites. The findings from the focus group interviews were then used to create an appropriate coding guide. A content analysis of 60 apparel web sites was then conducted to assess the extent to which external trigger cues of impulse buying are available on apparel web sites. Findings – From the focus group interviews, four mutually exclusive thematic categories, consisting of 20 external trigger cues of impulse buying, were identified; sales, promotions, ideas, and suggestions. A content analysis of these external impulse buying cues was presented. A correlation analysis indicated a positive relationship between retailers' web sales and the amount of external cues present on their web sites. Research limitations/implications – The findings from the study suggest that the amount of external trigger cues of impulse buying may be a factor that affects a retailer's profitable success by encouraging online impulse purchases. Not so successful online retailers therefore should consider offering more external impulse trigger cues (e.g. sales, promotions, purchase ideas, and suggested items) on their web sites to increase potential impulse purchases. Originality/value – A coding guide developed in the study can be used by online apparel retailers to assess their marketing strategies. For consumers, the findings of the study inform consumers of factors that may encourage impulse purchases.

Journal

Journal of Fashion Marketing and ManagementEmerald Publishing

Published: May 11, 2010

Keywords: Buying behaviour; Marketing; Internet; Shopping

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