University Students’ Motivation and Impulse Buyer Behavior

• Authors: Huam Hon Tat , Chuah Boon Kai , Aslan Amat Senin , Amran Md Rasli , Richard P. Bagozzi

Abstracts

EN

There are contradictive explanations in the literature on the impulse buying behavior. Some research shows that consumers view impulse buying normatively wrong, while other research reveals that consumers buy impulsively. The purpose of this study is to examine the motivations of impulse buying behavior and to investigate the relationship between each set of motivation and decisions which lead to university students’ impulse buying behavior. Multiple regression analysis was used to determine the predictors of impulse buying behavior. The results show that hedonistic desires, perceived decision-making accuracy and perceived decision effort were the determinants of impulse buying. As a recommendation, business strategies targeting Malaysians in this university should be carried out by considering their potential motivations and university students should not over-rely on their impulsiveness traits as complimentary purchasing alternative.

Keywords

EN

motivation; impulse buyer behaviour; hedonistic desires; perceived decision-making accuracy; perceived decision effort; social needs; esteem needs

• Publisher: Wydawnictwo Adam Marszałek
• Journal: The New Educational Review
• Year: 2013
• Volume: 31
• Pages: 165-174

Dates

published

2013

Contributors

author

Huam Hon Tat

• Quest International University Perak, Malaysia

author

Chuah Boon Kai

• Universiti Teknologi Malaysia, Malaysia

author

Aslan Amat Senin

• Universiti Teknologi Malaysia, Malaysia

author

Amran Md Rasli

• Universiti Teknologi Malaysia, Malaysia

author

Richard P. Bagozzi

• University of Michigan, U.S.A

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Identifiers

DOI

10.15804/tner.13.31.1.14

Biblioteka Nauki

26469793