INVESTIGATING CONSUMER IMPULSE BUYING CHOICE IN VARIOUS SITUATIONS- A CROSS-CULTURAL STUDY ON THE CONSUMERS FROM THE UK AND TAIWAN

Jenny Ma

LanguageENG
URLhttp://db.koreascholar.com/Article/Detail/270947

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Global Marketing Conference

2014 Global Marketing Conference at Singapore (2014.07)
pp.137-148

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

Abstract

This paper examines consumer impulse buying choice in various situations. A questionnaire was sent to 414 consumers in the UK and Taiwan. The results demonstrate the interactions between the consumption situations and corresponding individual-related factors. Individuals’ cultural backgrounds were also found to predict different types of impulse buying patterns effectively.

Keyword

Impulse Buying Situational Influences Cross-Cultural Individualism Collectivism

Author

Jenny Ma(University of Worcester)

KOREASCHOLAR

INVESTIGATING CONSUMER IMPULSE BUYING CHOICE IN VARIOUS SITUATIONS- A CROSS-CULTURAL STUDY ON THE CONSUMERS FROM THE UK AND TAIWAN