The decision characteristics of reminder impulse buying triggered by promotion, product and personality factors

Authors: Shu-Ling Liao, Yung-Cheng Shen, Chia-Hsien Chu
Journal: CChiao Da Management Review. Dec. 2008, 28(2): 131-162.
Keywords: Impulse buying; Decision making process; Promotional strategy; Product value appeals; Consumer traits
Abstract:
The present study investigates factors of marketing communications and consumer characteristics that influence reminder impulse buying behavior. Study 1 applies the APC (antecedent, process, and consequence) approach to investigate essential differences between the reminder impulse buying and the pure impulse buying. The empirical results reveal that reminder impulse buying is broadly different from pure impulse buying in rational motivations, utilitarian goals, information searching and decision evaluations. Study 2 further examines the influences of promotion strategies on reminder impulse buying with product value appeals and consumer traits as moderating factors. The results suggest that the influences of promotion strategies and its interaction effects with product value appeals on reminder impulse buying are both significant.