Normative Moderators of Impluse Buying Behaviour  

Oleh:

Dharmmesta, Basu Swasta ; Negara, Danes Jaya

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI
Dalam koleksi: International Journal of Business vol. 5 no. 1 (Jan. 2003), page 1-14.
Topik: normative conduct; buying impulsiveness; impulse buying; normative evaluations

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: II51.2 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Prior research has presented the moderating role of normative evaluations in the relationship between the impulsive buying trait and consumers' buying behaviours. In this article the authors show that consumer tendency to buy something spontaneous, unreflectively and immediately can be perceived as a factor which describes buying impulsiveness. This article also shows conceptual and empirical evidence that there is some support for the moderating role of normative evaluations in the relationship between buying impulsiveness and impulse buying behaviours. Significance occurs when consumers believe that act on impulse is suitable. The result suggest that consumers' normative evaluation can moderate the link between the trait and behavioural aspects of impulse buying.

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