External and Internal Online Impulse Buying Trigger Cues

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External and Internal Online Impulse Buying Trigger Cues

Introduction

In the research by Dawson and Kim (2009), the external and internal cues that affect online impulse buying was investigated as well as the effectiveness of the factors. Studies show that, impulse buying has accounted for up to 80% of shopping/profits over the years (Dawson and Kim, 2009). ). It was evidenced that impulse buying is essential to retailers, thus the need to research the internal and external factors that affect impulse buying. The study goals were to examine how external urge affects consumer impulse-buying behavior and to examine how internal factors relate to online impulse buying behavior (Dawson and Kim, 2009) Thus, the research was an eye-opener to better the sales and provide an understanding of the liaison between impulse buying and profits or sales. By analyzing the research article by Dawson and Kim published in 2009, a conclusion can be gotten that the research was well carried out and documented, evidenced from the structure of the article, the relevance of the provided information to the study, and significance of the methodology to the research question was established; despite these strengths are evident from the paper, the authors failed to provide intended results on comparison of the effectiveness of the trigger cues of online impulse buying.

Theoretical Orientation

The theoretical framework provided as part of the research article is the Consumption Impulse Formation Enactment (CIFE) Model (Dawson and Kim, 2009). CIFE is used to understand the behavior of impulse purchase evident in the market. The model capitalizes on the impulse-formation process (the irresistible urge to consume is formed), which in turn results in impulse buying. It takes the presence of one or more antecedents (marketing stimuli, impulsivity trait, and/or situational factors) for the urge to be formed (Dawson and Kim, 2009). The model clearly depicts that, the external factor is the marketing stimuli, whereas the internal factors are impulsivity traits and situational factors. The situational factors include internal cues and individual normative evaluation (Dawson and Kim, 2009). An individual in a given situation is thus influenced by either or both external and internal factors to make a purchase impulsively according to the model. The model used in the research is well explained and relevant to the topic of study. It created a basis for research since the research attempted to exceed the Impulse Formation Enactment (CIFE) Model into the online shopping context. It attempts to apply the concept of the model to online impulse buying as part of the explanation and examination of external and internal factors.

Literature Review

The major concepts discussed in the literature review were impulse buying, external factors of impulse buying, and internal factors of impulse buying. Impulse buying happens when there is an abrupt, influential, and persistent urge to make a purchase. It is often associated with unintended or unplanned purchases. However, the two slightly differ since impulsive purchases happen in a hasty and in time decision making. In contrast, unplanned purchases can be made in a long time and after adequate consideration before eventual decision-making (Dawson and Kim, 2009). Understanding what impulse buying is and comparing several definitions was essential to narrow down to factors that result in impulse buying. For instance, the thin layered difference between impulse buying and unplanned buying could have been a major setback if it had not been made clear as part of the literature review. Similarly, impulse buying is a significant concern; thus, there was a need to understand it better as part of the research.

External factors of impulse buying are defined as the stimuli placed and controlled by the marketer to lure customers into making a purchase. Such factors include promotional incentives presented in websites, complementing items and better items, direct e-mail promotions, free shipping, and gift idea centers, among other marketing strategies (Dawson and Kim, 2009). In 2005, Shop org’s aggressive online marketing increased sales by 30% (Dawson and Kim, 2009). The information available and specific examples and effects of the external factors gave more insight into the factors that should be compared. Understanding what external factors are and how it is used in online marketing gave a more precise idea of what the research should address. According to the literature review, the existing knowledge of external factors provided a platform to compare existing knowledge with the theoretical framework before the study is started.

Internal factors of impulse buying are defined as factors that directly focus on the individual. They are personal cues and uniqueness of character that makes one make purchases impulsively. The examples captured in the literature review are impulse-buying tendency (IBT), internal cues, and normative evaluation (Dawson and Kim, 2009). Impulse-buying tendency (IBT) is the degree of possibility one can make an instant, unintentional, and unreflective purchase (Dawson and Kim, 2009). It is often argued to depend on personality traits (i.e., lack of control). Internal cues are related to personal affective and cognitive states. The affective state has to do with the emotional state, and the cognitive state has to do with its understanding, thinking, and interpretations (Dawson and Kim, 2009). The normative evaluation is defined as a consumer’s judgment about the appropriateness of making an impulse purchase at that particular time. Research has that impulse buying only happens when deemed appropriate to avoid regrets (Dawson and Kim, 2009). The literature review thus gave a good insight into the known factors that could be similar to cues that affect online impulse shopping. The information and examples in the literature review gave a broad picture of scenarios to test the factors and possible methods to be used since lifetime examples were cited.

Research Methodology

The research was carried out using a web experiment and a survey to study online impulse buying behavior in the USA, 2009 by Sandy Dawson and Minjeong Kim, Oregon State University, Corvallis, Oregon, USA. There were 4 hypotheses tested.

H1. If IBT is an internal impulse buying trigger and how it relates to online impulse buying.

H2.If internal triggers of impulse buying are a factor in online impulse buying behavior, and their effects on affective state (positively) and the cognitive state (Negatively).

H3. If normative evaluation as an internal impulse trigger is related toimpulse buying in online shopping.

H4How the cues (external) present on a web site affect impulse-buying behavior online

A sample of 18 years and older female undergraduate students from the US Northwestern University was recruited for the study (Dawson and Kim, 2009). Out of 400, 300 participated. The majority age bracket was between 20 and 24 years. The web used was the mock website that the participants were given access to and were given ten experimental web pages. They were given hypothetical buying scenarios, and their responses documented as part of the research (Dawson and Kim, 2009). The frequently visited web pages depending on the factors, were also observed as part of the procedure. From the responses, a measure of variant factors against others was made to determine the most influential factors, and observations were made and recorded (Dawson and Kim, 2009). The data recorded was then tested on the hypotheses as part of the data analysis, and results were then arrived at.

Findings

The various external factors and internal trigger cues of online impulse buying were found to be IBT, internal cues, normative evaluation, and the marketing strategies by the marketer/retailers (Dawson and Kim, 2009). From the research, no significant differences were found to determine degree of effectiveness among internal trigger cues. However, correlations were found between; a person’s IBT and their online impulse-buying behavior (Positive), a person’s affective state and impulse-buying behavior (positive), actual online impulse-buying behavior and cognitive state (negative), between actual online impulse-buying behavior normative evaluation (positive). The research made it evident that online impulse buying is affected by similar factors as physical impulse buying, thus exceeding the Impulse Formation Enactment (CIFE) Model

The original question of the research was how external and internal cues affect impulse-buying behavior online and how they compare ineffectiveness. In answering the research question, the results were tested on the hypothesis. The research identified the factors but did not determine which cues trigger online impulse buying behavior more than others. Similarly, the identified factors were limited in the research the same way they were limited in the literature review. The results only partially answer the research question, as explained in the research article.

Ethical Issues

There is no documentation on ethical issues as part of the research article. Similarly, there is no research method used in research that could pose a risk to the participants. The major ethical concerns in research are; informed consent from potential research participants, minimized risks of harm, avoiding deceptive practices, and giving participants the right to withdraw, which were well abided to.

The research was squarely settled on female participants who were recruited, thus well informed of the exercise. The research method was based on a survey and monitoring a website (mock website), which was developed for the very purpose. The entire research, therefore, placed no participants in harm’s way. There were no deceptive measures since all participants were presented with similar information and hypothetical situations and allowed to make their decisions. According to the article, there are no indications that participants were restricted or wanted to leave. Similarly, it is stated that out of 400 recruited; it is 300 that participated, thus room for a change of mind. The research can, therefore, be said to have abided by the ethics of research.

Strengths and Weaknesses of the Article

From the analysis of the Theoretical Orientation, the Literature review, Research Methodology, Findings, and Ethical Issues or the research article, it is conclusive that the article has both strengths and weaknesses. The strengths include well detailed procedure and background information, relevance in the literature and theoretical framework to the research topic, and a well structured paper and research question. The weaknesses include lack of clarity of dependent and independent variables, a general research question, and a limiting literature review.

Among the strengths, the article is well detailed in the procedure and the background information. It gives information on the purpose of the study, the statement of the problem, the findings, the methodology, the literature review, and the discussion of the results as well as recommendations.

The literature review marries with the theoretical framework and is valid and in line with the research topic. All possible questions on the research are well answered in the research article through the literature review and the theoretical framework. The structure is simple and easy to understand.

Lastly, both the paper and the topic are well structured to give room for the creation of hypotheses and an understanding of the entire procedure. The notion is evident from the number of hypotheses created and measured in the research. The above stated are the strengths of the research article as well as proof of the clarity in the research article.

The research, however, has a number of weaknesses. For instance, the dependent and independent variables were not clearly stated. There is a lack of concise clarity on what the study will focus on since it goes beyond factors that influence online buying. It is majorly about relating the very factors and not identifying them as perceived when it is first read.

The research topic and question were made general thus open for interpretation. According to Dawson and Kim (2009), the research implies that the Impulse Formation Enactment (CIFE) model is being extended into the online shopping context. Marketers should use it to their advantage. The purpose is said to be to investigating the internal and external factors of online impulse buying in online shopping. The objectives are to examine how external impulse trigger cues of a web site affect consumer impulse-buying behavior and to investigate how internal factors of impulse buying are related to impulse-buying behavior in online shopping (Dawson and Kim, 2009). The three relate but each adds an aspect to the research question. The research lacked clarity in wording to explain or present the main concerns of the research.

The literature review is also limiting; the internal factors were more discussed than the external ones. For instance, external factors could be environmental or social and not just limited to marketers. The research should have been more precise if the topic of concern was the internal factors that influence online impulse buying behavior rather than generalize external factors in a paragraph and limiting its research. The literature review stuck to the ideas in the consumption impulse formation enactment (CIFE) model without giving room to answer the research question that asked for possible factors. However, one of the objectives was to examine both internal and external triggers.

Strengths and Weaknesses of the Methodology

From the analysis of the Research Methodology, it is conclusive that the article has both strengths and weaknesses. The major strength is the relevance of the methods employed to the research question. The weaknesses included the restriction in the choice of participants and methods employed.

The methodology used was relevant in connection to the research topic. For instance, the information gotten was measured though the hypotheses and analysis were made. Similarly, the research was related to online shopping, and an online website was set up for the same. The number of participants and methods used was also reliable since there was little possibility for 300 participants to be swayed by one person.

However, there research had restrictions in the gender and age of participants. For instance, the research was based on one gender, and it majorly worked on imaginations. In terms of age, it is stated that the majority were aged between 20 and 24 since the sample size was of undergraduates.

The methods used were not variant. They depended in one website with ten pages. The website was purposefully set up, and ten different web pages availed; each of a specified cue or trigger for impulse buying. They also limited the external cues to that of marketers. It brought forth the question of the possibility of using actual websites in comparison with using made websites with hypothetical scenarios. Questionnaires could also complement the use of websites and hypothetical scenarios. The use of scenarios was also limiting in the sense that personal preferences differ. As expected, behavior varies depending on personality traits and personal preferences. A participant whose preferences were not in line with the majority of the scenarios or products may not have given a reliable output. The methods used limited involvement and the decision-making process.

Other Questions

A possible question that arises from reading the research article is the possibility of other external stimuli apart from marketing to be part of the model. In the research, the model, the literature review, and the research findings all capitalize on marketing as the only possible external factor that can trigger online impulse buying. The other question that arises is whether or not marketing could be the prominent factor among external factors or the only factor. Lastly, the research article begs the question, is there a possibility that the participants were limited to the website? Thus, the information required on a comparison among the internal variables limited? The questions arise from the results’ failure to give a clear picture of significant differences among internal variables as intended by the researchers. There are no explanations given on the reason as to why the research failed to achieve the objective. Nothing is said about the possibility of the impossibility of the objective.

The research article was both informative and insightful. Generally, It gives more information on factors that influence online impulse buying and possible relations among the internal factors. The research serves its purpose and allows for critical thinking when reading it.

References

Dawson, S., & Kim, M. (2009). External and internal trigger cues of impulse buyingonline. Direct Marketing: An International Journal.