The influence of culture on consumer impulsive buying behavior

  • Kacen J
  • Lee J
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Abstract

Impulse buying generates over $4 billion in annual sales volume in the United States. With the growth of e-commerce and television shopping channels, consumers have easy access to im- pulse purchasing opportunities, but little is known about this sudden, compelling, hedonically complex purchasing behavior in non-Western cultures. Yet cultural factors moderate many as- pects of consumer's impulsive buying behavior, including self-identity, normative influences, the suppression of emotion, and the postponement of instant gratification. From a multi-country survey of consumers in Australia, United States, Hong Kong, Singapore, and Malaysia, our analyses show that both regional level factors (individualism-collectivism) and individual cul- tural difference factors (independent -interdependent self-concept) systematically influence impulsive purchasing behavior

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