Effect of sales promotion on impulse buying behaviours of generation Y consumers in omni-channel retail contexts
DOI:
https://doi.org/10.14738/abr.811.9224Keywords:
Generation Y; impulse buying behaviour; omni-channel; stimuli-organis-response (S-O-R) modelAbstract
The present study investigated how sales promotion influences the impulsive buying behaviours of generation Y consumers in Taiwan on the basis of a Stimulus-Organism-Response (S-O-R) model. Impulse buying stimuli, comprising discount promotion and loyalty program, were used in the study. Consumers’ organism can be divided into normative assessment and affective attitude. Normative assessment positively influences affective attitude, and affective attitude leads to impulse buying. This study conducted a survey on consumers who bought goods from Watsons physical store. In total, 250 valid samples were collected through judgmental sampling. The respondents’ demographics were analysed using SPSS 22, and an SEM model was tested using Amos 24. The results revealed that discount promotion had positive effects on consumers’ normative assessment and affective attitude, whereas the effects of loyalty program were nonsignificant. Affective attitude was discovered to be a robust predictor of impulse buying behaviour in the omni-channel retailing context. The findings were limited because the sample population represented only a small segment of Taiwanese Generation Y consumers. They were also limited by the interrelationship among variables suggested by the S-O-R model. In the age of omni-channel retail, discount promotion presents an effective tactic to trigger impulse buying behaviours. The impact of affective attitude is increasing. Retailers should optimise the interaction possible in omni-channels to create a seamless shopping experience that allows consumers to enjoy the purchasing process. Few studies have implemented the S-O-R model in the context of omni-channels. The present study narrowed this research gap by demonstrating the influence of the S-O-R model on impulse buying behaviours of generation Y consumers’ in omni-channel retailing.
References
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Ainslie, G. (1975). Specious reward: A behavioural theory of impulsiveness and impulse control. Psychological Bulletin, 82(4), 463-496.
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Allaway, A. W., Gooner, R. M., Berkowitz, D., & Davis, L. (2006). Deriving and exploring behaviour segments within a retail loyalty card program. European Journal of Marketing, 40(11/12), 1317-1339.
Amos, C., Holmes, G., & C. Keneson, W. (2014). A meta-analysis of consumer impulse buying. Journal of Retailing and Consumer Services, 21(2), 86-97. doi:10.1016/j.jretconser.2013.11.004
Applebaum, W. (1951). Studying customer behaviour in retail stores. Journal of Marketing, 16(2), 172-178.
Bandyopadhyay, N. (2016). The role of self-esteem, negative affect and normative influence in impulse buying: A study from India. Marketing Intelligence & Planning, 34(4), 523-539.
Beck, J. T., Chapman, K., & Palmatier, R. W. (2015). Understanding relationship marketing and loyalty program effectiveness in global markets. Journal of International Marketing, 23(3), 1-21.
Beck, N., & Rygl, D. (2015). Categorization of multiple channel retailing in multi-, cross-, and omni‐channel retailing for retailers and retailing. Journal of Retailing and Consumer Services, 27, 170-178. doi:10.1016/j.jretconser.2015.08.001
Bombaij, N. J., & Dekimpe, M. G. (2019). When do loyalty programs work? The moderating role of design, retailer-strategy, and country characteristics. International Journal of Research in Marketing, 37(1), 175-195.
Chan, T. K., Cheung, C. M., & Lee, Z. W. (2017). The state of online impulse-buying research: A literature analysis. Information & Management, 54(2), 204-217. doi:10.1016/j.im.2016.06.001
Chang, H.-J., Eckman, M., & Yan, R.-N. (2011). Application of the Stimulus-Organism-Response model to the retail environment: the role of hedonic motivation in impulse buying behaviour. The International Review of Retail, Distribution and Consumer Research, 21(3), 233-249. doi:10.1080/09593969.2011.578798
Chatterjee, P. (2010). Multiple‐channel and cross‐channel shopping behavior: Role of consumer shopping orientations. Marketing Intelligence & Planning, 28(1), 9-24.
Chen, C. C., & Yao, J. Y. (2018). What drives impulse buying behaviours in a mobile auction? The perspective of the Stimulus-Organism-Response model. Telematics and Informatics, 35(5), 1249-1262. doi:10.1016/j.tele.2018.02.007
Chen, J. V., Su, B. C., & Widjaja, A. E. (2016). Facebook C2C social commerce: A study of online impulse buying. Decision Support Systems, 83, 57-69.
Chih, W.-H., Hsi-Jui Wu, C., & Li, H.-J. (2012). The antecedents of consumer online buying impulsiveness on a travel website: Individual internal factor perspectives. Journal of Travel & Tourism Marketing, 29(5), 430-443.
Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behaviour. Journal of Retailing, 77(4), 511-535.
Chiou, J. S., & Ting, C. C. (2011). Will you spend more money and time on internet shopping when the product and situation are right? Computers in Human Behaviour, 27(1), 203-208.
Chiu, C. M., Wang, E. T., Fang, Y. H., & Huang, H. Y. (2014). Understanding customers’ repeat purchase intentions in B2C e‐commerce: The roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85-114.
Dorotic, M., Verhoef, P. C., Fok, D., & Bijmolt, T. H. (2014). Reward redemption effects in a loyalty program when customers choose how much and when to redeem. International Journal of Research in Marketing, 31(4), 339-355.
Kim, K. K. (Ed.). (2016). Celebrating America’s pastimes: Baseball, hot dogs, apple pie and marketing? Proceedings of the 2015 Academy of Marketing Science (AMS) Annual Conference. (pp. 863-866). Springer.
Huang, L.-T. (2016). Flow and social capital theory in online impulse buying. Journal of Business Research, 69(6), 2277-2283. doi:10.1016/j.jbusres.2015.12.042
Hultén, P., & Vanyushyn, V. (2014). Promotion and shoppers' impulse purchases: The example of clothes. Journal of Consumer Marketing, 31(2), 94-102.
Hutchinson, K., Donnell, L. V., Gilmore, A., & Reid, A. (2015). Loyalty card adoption in SME retailers: The impact upon marketing management. European Journal of Marketing, 49(3/4), 467-490.
Iranmanesh, M., Jayaraman, K., Jamaludin, R., & Taghizadeh, S. K. (2013). A business model of purchase stimulus on the consumer intention to buy products under volume discount through consumer behaviour factors. Australian Journal of Basic and Applied Sciences, 7(7), 874-882.
Kim, A. J., & Johnson, K. K. (2016). Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook. Computers in Human Behaviour, 58, 98-108.
Kim, J., & Park, J. (2005). A consumer shopping channel extension model: attitude shift toward the online store. Journal of Fashion Marketing and Management: An International Journal, 9(1), 106-121.
Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital. New York, NY: John Wiley & Sons Inc.
Lal, R., & Bell, D. E. (2003). The impact of frequent shopper programs in grocery retailing. Quantitative Marketing and Economics, 1(2), 179-202.
Leenheer, J., Van Heerde, H. J., Bijmolt, T. H., & Smidts, A. (2007). Do loyalty programs really enhance behavioural loyalty? An empirical analysis accounting for self-selecting members. International Journal of Research in Marketing, 24(1), 31-47.
Lin, S.-W., & Lo, L. Y.-S. (2015). Evoking online consumer impulse buying through virtual layout schemes. Behaviour & Information Technology, 35(1), 38-56. doi:10.1080/0144929x.2015.1056546
Lissitsa, S., & Kol, O. (2016). Generation X vs. Generation Y–A decade of online shopping. Journal of Retailing and Consumer Services, 31, 304-312.
Liu, Y., Li, H., & Hu, F. (2013). Website attributes in urging online impulse purchase: An empirical investigation on consumer perceptions. Decision Support Systems, 55(3), 829-837. doi:10.1016/j.dss.2013.04.001
Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: Conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing, 77(1), 39-56.
McIlroy, A., & Barnett, S. (2000). Building customer relationships: do discount cards work? Managing Service Quality: An International Journal, 10(6), 347–355.
McNeill, L. (2013). Sales promotion in Asia: Successful strategies for Singapore and Malaysia. Asia Pacific Journal of Marketing and Logistics, 25(1), 48-69.
Mittal, S., Sondhi, N., & Chawla, D. (2018). Process of impulse buying: a qualitative exploration. Global Business Review, 19(1), 131-146. doi:10.1177/0972150917713368
Moon, M. A., Javaid, B., Kiran, M., Awan, H. M., & Farooq, A. (2018). Consumer perceptions of counterfeit clothing and apparel products attributes. Marketing Intelligence & Planning, 36(7), 794-808.
Moon, M. A., Khalid, M. J., Awan, H. M., Attiq, S., Rasool, H., & Kiran, M. (2017). Consumer’s perceptions of website's utilitarian and hedonic attributes and online purchase intentions: A cognitive–affective attitude approach. Spanish Journal of Marketing-ESIC, 21(2), 73-88.
Muruganantham, G., & Bhakat, R. S. (2013). A review of impulse buying behaviour. International Journal of Marketing Studies, 5(3),149-160. doi:10.5539/ijms.v5n3p149
Nagadeepa, C., Selvi, T., & Pushpa, A. (2015). Impact of sale promotıon technıques on consumers’ impulse buyıng behavıour towards apparels at Bangalore. Asian Journal of Management Sciences & Education, 4(1), 116-124.
Parboteeah, D. V., Valacich, J. S., & Wells, J. D. (2009). The influence of website characteristics on a consumer’s urge to buy impulsively. Information Systems Research, 20(1), 60-78.
Park, H. H., & Noh, M. J. (2012). The influence of innovativeness and price sensitivity on purchase intention of smart wear. Journal of the Korean Society of Clothing and Textiles, 36(2), 218-230.
Parker, J. R., & Lehmann, D. R. (2011). When shelf-based scarcity impacts consumer preferences. Journal of Retailing, 87(2), 142-155.
Pawar, P. A., Shastri, D., Raut, U. R. (2016). In-store sampling and impulsive buying behavior: an empirical approach. International Journal of Applied Research, 2(4), 304-307.
Piercy, N. (2012). Positive and negative cross‐channel shopping behaviour. Marketing Intelligence & Planning, 30(1), 83-104.
Puri, R. (1996). Measuring and modifying consumer impulsiveness: A cost–benefit accessibility framework. Journal of Consumer Psychology, 5(2), 87-113.
PwC (2017). Irish total retail 2017 survey. [online] PwC. Available at: https://www.pwc.ie/publications/2017/ten-retailer-investments-for-anuncertain-future-total-retail-survey.pdf [Accessed Oct. 2018].
Rajala, A. K. & Hantula, D. A. (2000). Towards a behavioural ecology of consumption: Delay‐reduction effects on foraging in a simulated internet mall. Managerial and Decision Economics, 21(3/4), 145-158.
Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behaviour. Journal of Consumer Research, 22(3), 305-313.
Rook, D. W., & Gardner, M. P. (1993). In the Mood: Impulse buyings’ affective antecedents. Research in Consumer Behaviour, 6(7), 1-28.
Shen, K. N., & Khalifa, M. (2012). System design effects on online impulse buying. Internet Research, 22(4), 396-425.
Solomon, M., Russell-Bennett, R., & Previte, J. (2012). Consumer behaviour. Pearson Higher Education AU.
Stern, H. (1962). The significance of impulse buying today. Journal of Marketing, 26(2), 59-62.
Sun, H., & Zhang, P. (2006). The role of affect in IS research: A critical survey and a research model. In Human-Computer Interaction and Management Information Systems: Foundations (Vol. 5, 295-329). Armond, NY: M. E. Sharpe.
Sundström, M., Hjelm-Lidholm, S., & Radon, A. (2019). Clicking the boredom away: Exploring impulse fashion buying behaviour online. Journal of Retailing and Consumer Services, 47, 150-156.
Thomas, A., & Garland, R. (2004). Grocery shopping: List and non-list usage. Marketing Intelligence & Planning, 22(6), 623-635.
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing. Journal of Retailing, 91(2), 174-181. doi:10.1016/j.jretai.2015.02.005
Watkins, T. (1984). Consumer purchasing of low‐involvement goods: Routine or impulse? Marketing Intelligence & Planning, 2(2), 51-66.
Williams, R., & Dargel, M. (2004). From servicescape to “cyberscape”. Marketing Intelligence & Planning, 22(3), 310-320.
Xu, Y. (2007). Impact of store environment on adult generation Y consumers’ impulse buying. Journal of Shopping Center Research, 14(1), 39-56.
Yao, S., Mela, C. F., Chiang, J., & Chen, Y. (2012). Determining consumers’ discount rates with field studies. Journal of Marketing Research, 49(6), 822-841.
Zhou, L., & Wong, A. (2004). Consumer impulse buying and in-store stimuli in Chinese supermarkets. Journal of International Consumer Marketing, 16(2), 37-53. doi:10.1300/J046v16n02_03
Ainslie, G. (1975). Specious reward: A behavioural theory of impulsiveness and impulse control. Psychological Bulletin, 82(4), 463-496.
Akram, U., Hui, P., Khan, M. K., Saduzai, S. K., Akram, Z., & Bhati, M. H. (2017). The plight of humanity: Online impulse shopping in China. Human Systems Management, 36(1), 73-90. doi:10.3233/hsm-171768
Allaway, A. W., Gooner, R. M., Berkowitz, D., & Davis, L. (2006). Deriving and exploring behaviour segments within a retail loyalty card program. European Journal of Marketing, 40(11/12), 1317-1339.
Amos, C., Holmes, G., & C. Keneson, W. (2014). A meta-analysis of consumer impulse buying. Journal of Retailing and Consumer Services, 21(2), 86-97. doi:10.1016/j.jretconser.2013.11.004
Applebaum, W. (1951). Studying customer behaviour in retail stores. Journal of Marketing, 16(2), 172-178.
Bandyopadhyay, N. (2016). The role of self-esteem, negative affect and normative influence in impulse buying: A study from India. Marketing Intelligence & Planning, 34(4), 523-539.
Beck, J. T., Chapman, K., & Palmatier, R. W. (2015). Understanding relationship marketing and loyalty program effectiveness in global markets. Journal of International Marketing, 23(3), 1-21.
Beck, N., & Rygl, D. (2015). Categorization of multiple channel retailing in multi-, cross-, and omni‐channel retailing for retailers and retailing. Journal of Retailing and Consumer Services, 27, 170-178. doi:10.1016/j.jretconser.2015.08.001
Bombaij, N. J., & Dekimpe, M. G. (2019). When do loyalty programs work? The moderating role of design, retailer-strategy, and country characteristics. International Journal of Research in Marketing, 37(1), 175-195.
Chan, T. K., Cheung, C. M., & Lee, Z. W. (2017). The state of online impulse-buying research: A literature analysis. Information & Management, 54(2), 204-217. doi:10.1016/j.im.2016.06.001
Chang, H.-J., Eckman, M., & Yan, R.-N. (2011). Application of the Stimulus-Organism-Response model to the retail environment: the role of hedonic motivation in impulse buying behaviour. The International Review of Retail, Distribution and Consumer Research, 21(3), 233-249. doi:10.1080/09593969.2011.578798
Chatterjee, P. (2010). Multiple‐channel and cross‐channel shopping behavior: Role of consumer shopping orientations. Marketing Intelligence & Planning, 28(1), 9-24.
Chen, C. C., & Yao, J. Y. (2018). What drives impulse buying behaviours in a mobile auction? The perspective of the Stimulus-Organism-Response model. Telematics and Informatics, 35(5), 1249-1262. doi:10.1016/j.tele.2018.02.007
Chen, J. V., Su, B. C., & Widjaja, A. E. (2016). Facebook C2C social commerce: A study of online impulse buying. Decision Support Systems, 83, 57-69.
Chih, W.-H., Hsi-Jui Wu, C., & Li, H.-J. (2012). The antecedents of consumer online buying impulsiveness on a travel website: Individual internal factor perspectives. Journal of Travel & Tourism Marketing, 29(5), 430-443.
Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behaviour. Journal of Retailing, 77(4), 511-535.
Chiou, J. S., & Ting, C. C. (2011). Will you spend more money and time on internet shopping when the product and situation are right? Computers in Human Behaviour, 27(1), 203-208.
Chiu, C. M., Wang, E. T., Fang, Y. H., & Huang, H. Y. (2014). Understanding customers’ repeat purchase intentions in B2C e‐commerce: The roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85-114.
Dorotic, M., Verhoef, P. C., Fok, D., & Bijmolt, T. H. (2014). Reward redemption effects in a loyalty program when customers choose how much and when to redeem. International Journal of Research in Marketing, 31(4), 339-355.
Kim, K. K. (Ed.). (2016). Celebrating America’s pastimes: Baseball, hot dogs, apple pie and marketing? Proceedings of the 2015 Academy of Marketing Science (AMS) Annual Conference. (pp. 863-866). Springer.
Huang, L.-T. (2016). Flow and social capital theory in online impulse buying. Journal of Business Research, 69(6), 2277-2283. doi:10.1016/j.jbusres.2015.12.042
Hultén, P., & Vanyushyn, V. (2014). Promotion and shoppers' impulse purchases: The example of clothes. Journal of Consumer Marketing, 31(2), 94-102.
Hutchinson, K., Donnell, L. V., Gilmore, A., & Reid, A. (2015). Loyalty card adoption in SME retailers: The impact upon marketing management. European Journal of Marketing, 49(3/4), 467-490.
Iranmanesh, M., Jayaraman, K., Jamaludin, R., & Taghizadeh, S. K. (2013). A business model of purchase stimulus on the consumer intention to buy products under volume discount through consumer behaviour factors. Australian Journal of Basic and Applied Sciences, 7(7), 874-882.
Kim, A. J., & Johnson, K. K. (2016). Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook. Computers in Human Behaviour, 58, 98-108.
Kim, J., & Park, J. (2005). A consumer shopping channel extension model: attitude shift toward the online store. Journal of Fashion Marketing and Management: An International Journal, 9(1), 106-121.
Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital. New York, NY: John Wiley & Sons Inc.
Lal, R., & Bell, D. E. (2003). The impact of frequent shopper programs in grocery retailing. Quantitative Marketing and Economics, 1(2), 179-202.
Leenheer, J., Van Heerde, H. J., Bijmolt, T. H., & Smidts, A. (2007). Do loyalty programs really enhance behavioural loyalty? An empirical analysis accounting for self-selecting members. International Journal of Research in Marketing, 24(1), 31-47.
Lin, S.-W., & Lo, L. Y.-S. (2015). Evoking online consumer impulse buying through virtual layout schemes. Behaviour & Information Technology, 35(1), 38-56. doi:10.1080/0144929x.2015.1056546
Lissitsa, S., & Kol, O. (2016). Generation X vs. Generation Y–A decade of online shopping. Journal of Retailing and Consumer Services, 31, 304-312.
Liu, Y., Li, H., & Hu, F. (2013). Website attributes in urging online impulse purchase: An empirical investigation on consumer perceptions. Decision Support Systems, 55(3), 829-837. doi:10.1016/j.dss.2013.04.001
Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: Conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing, 77(1), 39-56.
McIlroy, A., & Barnett, S. (2000). Building customer relationships: do discount cards work? Managing Service Quality: An International Journal, 10(6), 347–355.
McNeill, L. (2013). Sales promotion in Asia: Successful strategies for Singapore and Malaysia. Asia Pacific Journal of Marketing and Logistics, 25(1), 48-69.
Mittal, S., Sondhi, N., & Chawla, D. (2018). Process of impulse buying: a qualitative exploration. Global Business Review, 19(1), 131-146. doi:10.1177/0972150917713368
Moon, M. A., Javaid, B., Kiran, M., Awan, H. M., & Farooq, A. (2018). Consumer perceptions of counterfeit clothing and apparel products attributes. Marketing Intelligence & Planning, 36(7), 794-808.
Moon, M. A., Khalid, M. J., Awan, H. M., Attiq, S., Rasool, H., & Kiran, M. (2017). Consumer’s perceptions of website's utilitarian and hedonic attributes and online purchase intentions: A cognitive–affective attitude approach. Spanish Journal of Marketing-ESIC, 21(2), 73-88.
Muruganantham, G., & Bhakat, R. S. (2013). A review of impulse buying behaviour. International Journal of Marketing Studies, 5(3),149-160. doi:10.5539/ijms.v5n3p149
Nagadeepa, C., Selvi, T., & Pushpa, A. (2015). Impact of sale promotıon technıques on consumers’ impulse buyıng behavıour towards apparels at Bangalore. Asian Journal of Management Sciences & Education, 4(1), 116-124.
Parboteeah, D. V., Valacich, J. S., & Wells, J. D. (2009). The influence of website characteristics on a consumer’s urge to buy impulsively. Information Systems Research, 20(1), 60-78.
Park, H. H., & Noh, M. J. (2012). The influence of innovativeness and price sensitivity on purchase intention of smart wear. Journal of the Korean Society of Clothing and Textiles, 36(2), 218-230.
Parker, J. R., & Lehmann, D. R. (2011). When shelf-based scarcity impacts consumer preferences. Journal of Retailing, 87(2), 142-155.
Pawar, P. A., Shastri, D., Raut, U. R. (2016). In-store sampling and impulsive buying behavior: an empirical approach. International Journal of Applied Research, 2(4), 304-307.
Piercy, N. (2012). Positive and negative cross‐channel shopping behaviour. Marketing Intelligence & Planning, 30(1), 83-104.
Puri, R. (1996). Measuring and modifying consumer impulsiveness: A cost–benefit accessibility framework. Journal of Consumer Psychology, 5(2), 87-113.
PwC (2017). Irish total retail 2017 survey. [online] PwC. Available at: https://www.pwc.ie/publications/2017/ten-retailer-investments-for-anuncertain-future-total-retail-survey.pdf [Accessed Oct. 2018].
Rajala, A. K. & Hantula, D. A. (2000). Towards a behavioural ecology of consumption: Delay‐reduction effects on foraging in a simulated internet mall. Managerial and Decision Economics, 21(3/4), 145-158.
Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behaviour. Journal of Consumer Research, 22(3), 305-313.
Rook, D. W., & Gardner, M. P. (1993). In the Mood: Impulse buyings’ affective antecedents. Research in Consumer Behaviour, 6(7), 1-28.
Shen, K. N., & Khalifa, M. (2012). System design effects on online impulse buying. Internet Research, 22(4), 396-425.
Solomon, M., Russell-Bennett, R., & Previte, J. (2012). Consumer behaviour. Pearson Higher Education AU.
Stern, H. (1962). The significance of impulse buying today. Journal of Marketing, 26(2), 59-62.
Sun, H., & Zhang, P. (2006). The role of affect in IS research: A critical survey and a research model. In Human-Computer Interaction and Management Information Systems: Foundations (Vol. 5, 295-329). Armond, NY: M. E. Sharpe.
Sundström, M., Hjelm-Lidholm, S., & Radon, A. (2019). Clicking the boredom away: Exploring impulse fashion buying behaviour online. Journal of Retailing and Consumer Services, 47, 150-156.
Thomas, A., & Garland, R. (2004). Grocery shopping: List and non-list usage. Marketing Intelligence & Planning, 22(6), 623-635.
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing. Journal of Retailing, 91(2), 174-181. doi:10.1016/j.jretai.2015.02.005
Watkins, T. (1984). Consumer purchasing of low‐involvement goods: Routine or impulse? Marketing Intelligence & Planning, 2(2), 51-66.
Williams, R., & Dargel, M. (2004). From servicescape to “cyberscape”. Marketing Intelligence & Planning, 22(3), 310-320.
Xu, Y. (2007). Impact of store environment on adult generation Y consumers’ impulse buying. Journal of Shopping Center Research, 14(1), 39-56.
Yao, S., Mela, C. F., Chiang, J., & Chen, Y. (2012). Determining consumers’ discount rates with field studies. Journal of Marketing Research, 49(6), 822-841.
Zhou, L., & Wong, A. (2004). Consumer impulse buying and in-store stimuli in Chinese supermarkets. Journal of International Consumer Marketing, 16(2), 37-53. doi:10.1300/J046v16n02_03
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Published
2020-12-08
How to Cite
Liu, D.-N., & Xie, J.-A. . (2020). Effect of sales promotion on impulse buying behaviours of generation Y consumers in omni-channel retail contexts. Archives of Business Research, 8(11), 258–270. https://doi.org/10.14738/abr.811.9224
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