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The influence of online store characteristics on consumer impulsive decision-making: a model and empirical application


  • Verhagen, T.

    (Vrije Universiteit Amsterdam, Faculteit der Economische Wetenschappen en Econometrie (Free University Amsterdam, Faculty of Economics Sciences, Business Administration and Economitrics)

  • Dolen, W. van


This study is one of the first to provide insight into the relationships between the online store and consumer impulsive decision-making. We develop a model and show how online store merchandise, ease of use (high task-relevant cues), enjoyment and style (low task relevant cues) relate to online impulse buying. The model is tested using survey data from 532 customers of a Dutch online store. The results show significant effects of merchandise, enjoyment and online store style, mediated by consumers’ emotions and browsing behavior. The study adds to the literature by enhancing our understanding of online impulse buying and by assessing the impact of the online store beyond rational decision-making settings.

Suggested Citation

  • Verhagen, T. & Dolen, W. van, 2009. "The influence of online store characteristics on consumer impulsive decision-making: a model and empirical application," Serie Research Memoranda 0046, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics.
  • Handle: RePEc:vua:wpaper:2009-46

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    References listed on IDEAS

    1. Arbore, Alessandro & Busacca, Bruno, 2009. "Customer satisfaction and dissatisfaction in retail banking: Exploring the asymmetric impact of attribute performances," Journal of Retailing and Consumer Services, Elsevier, vol. 16(4), pages 271-280.
    2. Jones, Michael A. & Reynolds, Kristy E. & Weun, Seungoog & Beatty, Sharon E., 2003. "The product-specific nature of impulse buying tendency," Journal of Business Research, Elsevier, vol. 56(7), pages 505-511, July.
    3. Rook, Dennis W, 1987. "The Buying Impulse," Journal of Consumer Research, Oxford University Press, vol. 14(2), pages 189-199, September.
    4. Bridges, Eileen & Florsheim, Renée, 2008. "Hedonic and utilitarian shopping goals: The online experience," Journal of Business Research, Elsevier, vol. 61(4), pages 309-314, April.
    5. Lee, Julie Anne & Kacen, Jacqueline J., 2008. "Cultural influences on consumer satisfaction with impulse and planned purchase decisions," Journal of Business Research, Elsevier, vol. 61(3), pages 265-272, March.
    6. van Dolen, Willemijn M. & de Ruyter, Ko & Streukens, Sandra, 2008. "The effect of humor in electronic service encounters," Journal of Economic Psychology, Elsevier, vol. 29(2), pages 160-179, April.
    7. Eroglu, Sevgin A. & Machleit, Karen A. & Davis, Lenita M., 2001. "Atmospheric qualities of online retailing: A conceptual model and implications," Journal of Business Research, Elsevier, vol. 54(2), pages 177-184, November.
    8. Rook, Dennis W & Fisher, Robert J, 1995. "Normative Influences on Impulsive Buying Behavior," Journal of Consumer Research, Oxford University Press, vol. 22(3), pages 305-313, December.
    9. Weinberg, Peter & Gottwald, Wolfgang, 1982. "Impulsive consumer buying as a result of emotions," Journal of Business Research, Elsevier, vol. 10(1), pages 43-57, March.
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    Cited by:

    1. António Madureira & Nico Baken & Harry Bouwman, 2011. "Value of digital information networks: a holonic framework," Netnomics, Springer, vol. 12(1), pages 1-30, April.
    2. J. Luzak, 2014. "To Withdraw Or Not To Withdraw? Evaluation of the Mandatory Right of Withdrawal in Consumer Distance Selling Contracts Taking Into Account Its Behavioural Effects on Consumers," Journal of Consumer Policy, Springer, vol. 37(1), pages 91-111, March.


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