Cultural influences on consumer satisfaction with impulse and planned purchase decisions

Abstract

This study examines factors thought to influence consumers' planned and impulse purchase decisions including subjective culture (individualist or collectivist consumers) and the presence of another person at the time of purchase. Data was collected in four countries — the USA, Australia, Singapore, and Malaysia. The results indicate that overall, consumers are differentially influenced by others in planned and impulse purchase situations, even after controlling for price. These differential influences can be explained by culture. Compared to more individualist consumers, more collectivist consumers are likely to be more satisfied with an impulse purchase when another person is present at the time of purchase.

Introduction

Impulse purchasing has been recognized as a significant phenomenon in the United States. In 1997 alone, it was estimated that consumers spent $4.2 billion on impulse items, including candy and magazines (Mogelonsky, 1998). Traditional retailers use techniques such as store design, product displays and package design to try to increase the number of impulse purchases (Hoyer and MacInnis, 1997). Furthermore, technologies such as television shopping channels, mobile phones and the Internet expand consumers' impulse purchasing opportunities, increasing both the accessibility to products and services and the ease with which impulse purchases can be made.

Previous research has shown that numerous factors influence impulsive purchasing behavior, including the presence of others (Luo, 2005), the consumer's mood (e.g., Beatty and Ferrell, 1998, Rook and Gardner, 1993), trait impulsiveness (e.g., Jones et al., 2003, Rook and Fisher, 1995, Weun et al., 1998), product category impulsiveness (Jones et al., 2003), evaluation of the appropriateness of engaging in impulse buying (e.g., Rook and Fisher, 1995), individual and environmental touch (Peck and Childers, 2006), self-identity (e.g., Dittmar et al., 1995, Lee and Kacen, 1999), cultural orientation (e.g., Kacen and Lee, 2002, Lee and Kacen, 1999), as well as demographic characteristics such as gender (e.g., Dittmar et al., 1995, Rook and Gardner, 1993) and age (e.g., Helmers et al., 1995, Wood, 1998). While some research has focused on the consequences of impulse purchasing to the individual and society, including the appropriateness of impulse purchasing and potential negative effects like financial problems, guilt, or social disapproval (e.g., Rook, 1987, Rook and Fisher, 1995, Rook and Hoch, 1985, O'Guinn and Faber, 1989), few studies have examined potential consequences to a firm, in terms of consumer satisfaction (e.g., Ariely and Levav, 2000).

Research illustrates that impulsive purchases are a significant phenomenon in the United States (e.g., Mogelonsky, 1998), yet little is known about the phenomenon in other countries. A few studies have examined aspects of impulse purchasing in other countries, including Australia, Hong Kong, Malaysia and Singapore (Kacen and Lee, 2002), China (Li et al., 2004), Great Britain (Bayley and Nancarrow, 1998, Dittmar et al., 1995, McConatha et al., 1994), Singapore (Shamdasani and Rook, 1989), South Africa (Abratt and Goodey, 1990) and Vietnam (Mai et al., 2003). To date, no studies have been found to examine influences on customer satisfaction with impulse purchasing across cultures.

This study develops and tests the normative influences on consumers' satisfaction with their impulse and planned purchases across two Individualist (USA and Australia) and two Collectivist (Singapore and Malaysia) countries. This cross-cultural comparison is especially important as shopping is a major leisure activity in many Asian countries (Wong and Ahuvia, 1998).

The objective of this research is to investigate (1) whether impulsive purchasing behavior is more susceptible to normative situational influences than planned purchasing behavior and whether this susceptibility has implications for post-purchase product evaluation, and (2) whether culture moderates the influence of normative situational factors in an impulse purchase situation.