Online Impulse Buying: The Role of Self-Construction and Online Shop Aesthetics

Rahayu Crystal Himawari, Tommy Prayoga, Sheila Putri Fajrianti, Juneman Abraham

Abstract


Online impulse buying could harm someone financially and psychologically. Previous studies have identified variables that predict impulse buying, but not many of them have examined the human’s self. This study aimed at investigating the roles of insecure self, engulfed self, and perceived aesthetic of online shop in predicting the online impulse buying. The participants were 285 private sector employees (156 males and 129 females; Mean of age of 27.1 years old; Standard deviation of age of 5.9 years) in the Greater Jakarta, Indonesia. Data analysis using multiple linear regression analysis showed that the positive prediction hypotheses were supported by empirical data. An additional descriptive analysis applying the Terror Management Theory showed that participants with higher mortality salience tend to have more online buying experience, and they are inclined to purchase more luxurious items such as jewelry and expensive watch than participants with lower mortality salience. This study contributes in developing the interdisciplinary field of psychological science and information technology by integrating the self and the virtual medium of shopping variables as well as by recommending a behavioral engineering to control online impulse buying.

Keywords


Impulsive buying; self, aesthetic; online; mortality salience; business psychology

Full Text:

PDF

References


Z. Lu, S. Wang, X. Li, L. Yang, D. Yang, and D. Wu, "Online shop location optimization using a fuzzy multi-criteria decision model-Case study on Taobao.com," Knowl-Based Syst, vol. 32, pp. 76-83, 2012.

Zoel, "Meningkatnya pertumbuhan belanja online di pasar negara berkembang - portal lengkap dunia marketing," Portal Lengkap Dunia Marketing, 2012. [Online]. Available: http://www.marketing.co.id/meningkatnya-pertumbuhan-belanja-online-di-pasar-negara-berkembang/. [Accessed: 14- Dec- 2016].

D. I. Marketing, "E-commerce usage in Indonesia 2016," DI Marketing Online, 2016. [Online]. Available: http://www.di-onlinesurvey.com/en/2016/09/23/e-commerce-usage-in-indonesia-2016/. [Accessed: 14- Dec- 2016].

A. W. Dameyasani and J. Abraham, "Impulsive buying, cultural values dimensions, and symbolic meaning of money: A study on college students in Indonesia's capital city and its surrounding," International Journal of Research Studies in Psychology, vol. 2, no. 3, pp. 35-52, 2013.

W.-H. Chih, C. H.-J. Wu, and H.-J. Li, "The antecedents of consumer online buying impulsiveness on a travel website: Individual internal factor perspectives," J Travel Tour Mark, vol. 29, no. 5, pp. 430-443, 2012.

G. Das, "Retail shopping behaviour: understanding the role of regulatory focus theory," The International Review of Retail, Distribution and Consumer Research, vol. 25, no. 4, pp. 431-445, 2015.

R. de Kervenoael, D. S. O. Aykac, and M. Palmer, "Online social capital: Understanding e-impulse buying in practice," Journal of Retailing and Consumer Services, vol. 16, no. 4, pp. 320-328, 2009.

G. Punj, "Impulse buying and variety seeking: Similarities and differences," J Bus Res, vol. 64, no. 7, pp. 745-748, 2011.

I. Dar-Nimrod, "Viewing death on television increases the appeal of advertised products," J Soc Psychol, vol. 152, no. 2, pp. 199-211, 2012.

J. Choi, J., K. N. Kwon, and M. Lee, "Understanding materialistic consumption: A terror management perspective," Journal of Research for Consumers, vol. 13, pp. 1-9, 2007.

S. Akbar and P. T. James, "Consumers' attitude towards online shopping: Factors influencing employees of crazy domains to shop online," JMMR, vol. 14, pp. 1-11, 2014.

C. Anderson and A. Shirako, "Are individuals' reputations related to their history of behavior?," J Pers Soc Psychol, vol. 94, no. 2, pp. 320-333, 2008.

B. R. Schlenker, The self-concept, social identity, and interpersonal relations. Monterey, CA: Brooks/Cole, 1980.

D. Oyserman, K. Elmore, and G. Smith, "Self, self-concept, and identity," in Self, self-concept, and identity, M. R. Leary and J. P. Tangney, Eds. New York: The Guilford Press, pp. 69-104, 2012.

N. K. Upamannyu, G. Mathur, and S. S. Bhakar, "The connection between self concept (actual self congruence & ideal self congruence) on brand preferences," International Journal of Management Excellence, vol. 3, no. 1, pp. 308-319, 2014.

E. G. Hepper, C. Sedikides, and H. Cai, "Self-enhancement and self-protection strategies in China: Cultural expressions of a fundamental human motive," J Cross-Cult Psychol, vol. 44, no. 1, pp. 5-23, 2011.

J. He and F. van de Vijver, "Self-presentation styles in self-reports: Linking the general factors of response styles, personality traits, and values in a longitudinal study," Pers Individ Dif, vol. 81, pp. 129-134, 2015.

K. Walsh and J. Gordon, "Creating an individual work identity," Hum Resour Manage R, vol. 18, no. 1, pp. 46-61, 2008.

A. Kalaitzaki, J. Birtchnell, S. Hammond, and C. De Jong, "The shortened Person's Relating to Others Questionnaire (PROQ3): Comparison of the internet-administered format with the standard-written one across four national sample," Psychol Assessment, vol. 27, no. 2, pp. 513-523, 2015.

E. Goffman, The presentation of self in everyday life, 1st ed. New York: Anchor Books, 1959.

R. F. Baumeister, E. A. Sparks, T. F. Stillman, and K. D. Vohs, "Free will in consumer behavior: Self-control, ego depletion, and choice," J Consum Psychol, vol. 18, no. 1, pp. 4-13, 2008.

M. Diehl and E. L. Hay, "Contextualized self-representations in adulthood," J Pers, vol. 75, no. 6, pp. 1255-1284, 2007.

M. Diehl, L. M. Jacobs, and C. T. Hastings, "Temporal stability and authenticity of self-representations in adulthood," J Adult Dev, vol. 13, no. 1, pp. 10-22, 2006.

P. Trower and P. Chadwick, "Pathways to defense of the self: A theory of two types of paranoia," Clin Psychol-Sci Pr, vol. 2, no. 3, pp. 263-278, 1995.

D. Dagnan, P. Trower, and P. Gilbert, "Measuring vulnerability to threats to self-construction: The self and other scale," Psychol Psychother T, vol. 75, no. 3, pp. 279-293, 2002.

C. J. Mruk, Self-esteem research, theory, and practice: Toward a positive psychology of self-esteem, 3rd ed. New York: Springer Publishing Company, 2006.

J. Abraham, B. Takwin, and J. Suleeman, "Counterfeit self: A confirmatory factor analysis among Indonesians," Kasetsart Journal of Social Sciences, doi:http://doi.org/10.1016/j.kjss.2017.07.011, 2017.

B. Verplanken and A. Herabadi, "Individual differences in impulse buying tendency: Feeling and no thinking," Eur J Pers, vol. 15, no. S1, pp. S71-S83, 2001.

C. V. Jansson-Boyd, Consumer psychology. Maidenhead: Open University Press, 2010.

J. Peck and T. L. Childers, "Effects of sensory factors on consumer behavior," in Handbook of consumer psychology, C. P. Haugtvedt, P. M. Herr, and F. R. Kardes, Eds. New York: Lawrence Erlbaum Associates, pp. 193-219, 2008.

R. de Kervenoael, D. S. O. Aykac, and M. Palmer, "Online social capital: Understanding e-impulse buying in practice," Journal of Retailing and Consumer Services, vol. 16, no. 4, pp. 320-328, 2009.

N. Tractinsky and O. Lowengart, "Web-store aesthetic in e-retailing: A conceptual framework and some theoretical implications," Academy of Marketing Science Review, vol. 11, no. 1, pp. 1-18, 2007.

Y. J. Wang, M. S. Minor, and J. Wei, "Aesthetics and the online shopping environment: Understanding consumer responses," J Retailing, vol. 87, no. 1, pp. 46-58, 2011.

S. Cai and Y. Xu, "Designing not just for pleasure: Effects of web site aesthetics on consumer shopping value," Int J Electron Comm, vol. 15, no. 4, pp. 159-188, 2011.

L. Deng and M. S. Poole, "Aesthetic design of e-commerce web pages - Webpage complexity, order and preference," Electron Commer Res Appl, vol. 11, no. 4, pp. 420-440, 2012.

A. Åberg and N. Kurdieh, "Impulse buying online: A visual, comparative enquiry into two mediums of grocery retailing," Department of Business Administration, 2013. [Online]. Available: https://lup.lub.lu.se/student-papers/search/publication/3910252. [Accessed: 14- Dec- 2016].

C. Mathwick, N. Malhotra, and E. Rigdon, "Experiential value: Conceptualization, measurement and application in the catalog and Internet shopping environment," J Retailing, vol. 77, no. 1, pp. 39-56, 2001.

S. K. Bonsu and R. W. Belk, "Do not go cheaply into that good night: Death ritual consumption in Asante, Ghana," J Cons Res, vol. 30, no. 1, pp. 41-55, 2003.

T. Zaleskiewicz, A. Gasiorowska, and P. Kesebir, "Saving can save from death anxiety: Mortality Salience and financial decision-making," PLoS One, vol. 8, no. 11, p. e79407, 2013.

A. N. Christopher, K. Drummond, J. R. Jones, P. Marek, and K. M. Therriault, "Beliefs about one's own death, personal insecurity, and materialism," Pers Individ Dif, vol. 40, no. 3, pp. 441-451, 2006.

D. Maheswaran and N. Agrawal, "Motivational and cultural variations in mortality Salience effects: Contemplations on terror management theory and consumer behavior," J Consum Psychol, vol. 14, no. 3, pp. 213-218, 2004.

A. Rindfleisch and J. E. Burroughs, "Terrifying thoughts, terrible materialism? Contemplations on a terror management account of materialism and consumer behavior," J Consum Psychol, vol. 14, no. 3, pp. 219-224, 2004.

T. Zaleskiewicz, A. Gasiorowska, P. Kesebir, A. Luszczynska, and T. Pyszczynski, "Money and the fear of death: The symbolic power of money as an existential anxiety buffer," J Econ Psychol, vol. 36, pp. 55-67, 2013.

T. Kasser and K. M. Sheldon, "Of wealth and death: Materialism, mortality Salience, and consumption behavior," Psychol Sci, vol. 11, no. 4, pp. 348-351, 2000.

M. B. Mahoney, B. A. Saunders, and N. M. Cain, "Priming mortality Salience: Supraliminal, subliminal and 'Double-Death' priming techniques," Death Stud, vol. 38, no. 10, pp. 678-681, 2014.

K.-P. Wiedmann, N. Hennigs, and A. Siebels, "Value-based segmentation of luxury consumption behavior," Psychology and Marketing, vol. 26, no. 7, pp. 625-651, 2009.

L. Zhou, L. Dai, and D. Zhang, "Online shopping acceptance model - A critical survey of consumer factors in online shopping," J Electro Commer Re, vol. 8, no. 1, pp. 41-62, 2007.

S. T. Weaver, G. P. Moschis, and T. Davis, "Antecedents of materialism and compulsive buying: A life course study in Australia," Australasian Marketing Journal, vol. 19, no. 4, pp. 247-256, 2011.

A. M. Kring, G. C. Davison, J. M. Neale, and S. L. Johnson, Abnormal psychology, 11th ed. Chichester, United Kingdom: John Wiley & Sons, 2009.

S. I. Rick, B. Pereira, and K. A. Burson, "The benefits of retail therapy: Making purchase decisions reduces residual sadness," J Consum Psychol, vol. 24, no. 3, pp. 373-380, 2014.

L. Homme, P. C. Baca, L. Cottingham, and A. Homme, "What behavioral engineering is," Psychol Rec, vol. 18, pp. 425-434, 1968.

M. B. Baker and Z. M.Yusof, "The effects of social capital and individual factors on knowledge sharing among ERP system users," International Journal on Advanced Science, Engineering and Information Technology (IJASEIT), vol. 6, no. 6, pp. 812-819, 2016.

W. O. A. S. Wan Ismail, M. Hanif, S. B. Mohamed, N. Hamzah, and Z. I. Rizman, "Human emotion detection via brain waves study by using Electroencephalogram (EEG)," International Journal on Advanced Science, Engineering and Information Technology (IJASEIT), vol. 6, no. 6, pp. 1005-1011, 2016.




DOI: http://dx.doi.org/10.18517/ijaseit.8.5.1587

Refbacks

  • There are currently no refbacks.



Published by INSIGHT - Indonesian Society for Knowledge and Human Development