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Asian Journal
of Research in
Business Economics
and
Management Asian Journal of Research in Business Economics and Management Vol. 5, No. 5, May 2015, pp.170-187.
ISSN 2249-7307
Asian Research Consortium
www.aijsh.org
Exploring The Effect Of Consumer Personality Factor And
In-store Environmental Factors On Impulse Buying
(Case study of Tehran Hyper Star chain store)
Babak Somi a,Gholamreza Bordbar
b,Majid Babazadeh
c,Farzaneh Heshmati
d
aMaster of Business Management – Marketing,Department of management,Yazd university,Iran
b Assistant Professor,Yazd university,Iran
cMaster of Instructional Technology, Allameh Tabatabai university,Tehran,Iran
d Master of Business Management – Marketing,Department of management,Yazd university,Iran
DOI NUMBER: 10.5958/2249-7307.2015.00116.4
:
170
Abstract
This study is a try to explore the effect of in-store environmental factors as outside stimuli and personality
factor as inside one. To measure model fitness, path analyses technique and to test hypothesizes SEM
technique were used. Buyers of Hyperstar chain store in Tehran were selected as statistical society of this
study which 147 sample was assigned and after distributing 161 questionnaires, 151of them was
acceptable(with response rate of 93.7%). Qestionnaire validity was estimaed by sophisticated loading
factors and reliability by Alpha Cronbach. This study cover 6 hypothesizes which by considering the
results those people by type of N & E personality, are prepared in impulse buying and type of C
personality are poor.
Keywords: Impulse Buying, In-store Environmental factors, Personality, TOPSIS, PLS.
Somi et al. (2015). Asian Journal of Research in Business Economics and Management, Vol. 5, No. 5, pp. 170-187
171
1) Introduction
By the shift of marketing philosophy from production and product trend to sale trend followed by
marketing trend, consumers and their behaviors found a significant importance. Understanding the
method and reason of purchase by individuals has provided an increasing interest among researchers to
study decision making styles of consumers (Anic-Dami & Suleska-Ciunova, 2010).
Traditionally, consumers’ decision making process is often concentrated on understanding the needs,
searching for information, evaluation of alternatives, purchase, and post-purchase evaluations. It is
assumed in this process that consumers are rational decision makers; however, decision making processes
are not necessarily rational and before entering into the store. In fact, not all purchase decisions are
rational and some of them are taken due to external stimulies. Such a decision making process of a quite
short kind different from rational process is called an “Impulse Buying Behavior”. Purchase decision of
consumers in the stores is influenced by several factors which may be internal or external. Factors such as
cultural, economic and legal factors and factors which are within the scope of power of company such as
in-store factors can be considered as external factors. Motivation, perception, impulsivity, personality and
similar factors which are exclusive to the individual and arise from the inside of a person are considered
as internal factors.
Due to competitiveness of the market of their products, company can no longer neglect the tastes,
interests, demands and in general, the needs of customers. Therefore, concentration on different needs of
consumers and correct and due responding to their demands are considered as the most necessary task of
organizations to fulfill their objectives (Fernie,Freathy, Tan, 2001).
In this study we considered “Personality” of consumers as an internal factor and“In-store
environmental factors” as an External factor ofTehran Hyper Star buyers.
2) Research Literature
a) Impulse Buying
In the past, impulsive purchase was referred to as “Unplanned Purchase” (Kollat & Willett, 1976).
Unplanned purchase was called to all unexpected and unplanned purchaseswhich included impulse
buying as well (Hausman, 2000).
Researchers made a distinction between planned and unplanned purchases with impulse buying .That
view had no attention to impulsivity in purchase decisions while impulsive buying has a concept much
more complex that unplanned purchase. Impulsivity has not been planned knowingly and is resulted by
facing with motivations (Rook, 1987). Impulse buying includes purchases that cover a high level of
Emotions, less rational control and highly reactive behaviors (Weinberg &Gottwald, 1982).
Rook and Hock(1983) have introduced 5 fundamental elements of impulse buying:
- Sudden and spontaneous desire of activity (buying action)
- A mood of psychological instability
- Beginning of conflict and psychological disorder
- Decrease of rational evaluation
- Inattention to consequences of impulse buying.
In 1950s, when impulse buying had been recognized merely as a concept, it was considered simple and
one-dimensional. Piron (1991) stated that at that time, purchase was addressed by researchers before
Somi et al. (2015). Asian Journal of Research in Business Economics and Management, Vol. 5, No. 5, pp. 170-187
172
consumer. One decade later, that view to impulse buying achieved a more developed understanding. It
was assumed in the literature of that time that buying without any plan was only a requirement for
impulse buying but it was not sufficient (stern, 1962; Kollat & Willett, 1969). The category of the idea of
irrationality of impulse buying was another significant development in the studies of impulse buying
(Sterm, 1962).
The studies conducted in 1980s by recognizing different factors affecting impulse buying and also the
different effect of similar situations on individuals contributed in a more complete understanding of
impulse buying (Rook, 1987; Beatty & Ferrell, 1998). This increased the importance of study of internal
factors of buyer. Fctors which have effect on impulse buying can be divided into two main categories;
internal factors and external factors. Factors such as manpower, sale conditions, environment, design and
size of store were considered as in-store (external) factors. Lack of continuity in behavior, impulsivity in
behavior, excitement seeking and lack of any thinking before action were considered as impulsivity
(internal) factors in buyer’s behavior.
b) Store Environmental factors
Retail atmosphere is a combination of different characteristics that forms purchase atmosphere (Baker et
al., 1994). Kotler (1973) has defined Store Atmosphere as the effort to design retail store environments to
produce specific emotional effects in the consumer that enhance purchase probability.
The term “Store Environment” is called to all physical and non-physical elements in a store which may be
under control to affect the behavior and customers and staff (Eroglu & Machleit, 1993). Many of retailers
and researches have acknowledged the importance of in-store environment as a means to provide
competitive distinction and advantage (Levy & Weitz, 1998; Iyer, 1989). This may help in drawing
customer’s attention and providing interest in environment (Peck et al., 2006). Buyers who like the
environment of store may spend much more money in the store due to the good feeling provided by the
store environment. Even if people have no good feeling upon entering into the store, the environment of
the store can make a good feeling in them and therefore, consumer will spend much more money than
what he/she intended to spend (Sherman et al., 1997). Such intuitive stimulation can also reduce self-
control and resistance of the individual and can provide a way for impulse satisfaction (Adelaar et al.,
2003). When a consumer concludes that goods and products are something more beyond their physical
aspects and they can meet their mental and physical desires, they can come along with impulse buying
behaviors more easily (Hausman, 2000). Therefore, marketers and retailers can make the environment
more complex and can make a relative atmosphere which can be useful to increase impulse buying
decisions. In-store stimulies are promotional techniques that increase unplanned and impulse buying of
products (Abratt, R. and Goodey, 1990). As it was mentioned earlier, the in-store environment include
different physical and non-physical factors and Baker (1986) classifies these in-store variables into
environment (characteristics of a store such as temperature, smell, lighting, sound and music), design
(such as architecture, color, arrangement and raw material) and social factors (social conditions, interest,
number, type and behavior of staff and customers).
Turley and Milliman (2000) classified store Atmosphere into 5 groups, namely External Variables,
General Interior Variables, Layout and Design Variables, Point of Purchase & Decoration Variables, and
Human Variables.
In this study, four factors associated with the atmosphere and environment inside the store were used and
another factor associated with the variables outside of the store were omitted which are all shown in table
1.
Somi et al. (2015). Asian Journal of Research in Business Economics and Management, Vol. 5, No. 5, pp. 170-187
173
Table 1. Atmospheric Variables
c) Personality
Personality is a series of physical, mental and behavioral traits which differentiates each individual
from others. The most important personality models include the following three models.
a) Eyseck 3-factor model: including extraversion versus introversion, neurotocism versus emotional
stability and psychoticism versus impulse control
b)Cattell 16-factor model:including 16 facors as mentioned in follow figure:
General interior
variables
Layout and
design variables
Point-of-purchase and
decoration variables
Human variables
Flooring and
carpeting
Space design
and allocation
Point-of-purchase displays Employee
characteristics
Color schemes Placement of
merchandise
Signs and cards Employee uniforms
Lighting Grouping of
merchandise
Wall decorations Crowding
Music Work station
placement
Degrees and certificates Customer
characteristics
P.A. usage Placement of
equipment
Pictures Privacy
Scents Placement of
cash registers
Artwork
Tobacco smoke Waiting areas Product displays
Width of aisles Waiting rooms Usage instructions
Wall
composition
Department
locations
Price displays
Paint and wall
paper
Traffic flow Teletext
Ceiling
composition
Waiting ques
Merchandise Furniture
Temperature Dead areas
Cleanliness
Somi et al. (2015). Asian Journal of Research in Business Economics and Management, Vol. 5, No. 5, pp. 170-187
174
Figure 1. Cattell 16-factor model
c) Big Five Factor:NEO Five-Factor Inventory (NEO-FFI) by Costa and Crae (1998) called the big
five factor was generally confirmed and achieved its modern development after several
modification. These tests are still the most comprehensive personality tests and are to some extent
highly acceptable among trait approach psychologists. This model is used in this study as well.
table 1 shows the traits of the five-factor model.
Big Five FactorsTable 2.
Factors characteristics
Neuroticism emotional instability, anxiety, moodiness, irritability, and
sadness.
Extraversion excitability, sociability, talkativeness, assertiveness and high
amounts of emotional expressiveness.
Openness imagination and insight, and those high in this trait also tend to
have a broad range of interests
Agreeableness trust,altruism, kindness, affection, and other prosocial behaviors.
Conscientiousness high levels of thoughtfulness, with good impulse control and
goal-directed behaviors. Those high in conscientiousness tend to
be organized and mindful of details.
Somi et al. (2015). Asian Journal of Research in Business Economics and Management, Vol. 5, No. 5, pp. 170-187
175
d) Background of Impulse Buying
The following table shows findings of the most studies conducted on impulse buying.
Table 3. Background of impulse buying in abroad
Author Title of study
Kollat D T and Willet R P. (1976) Customer Impulse Purchase Behavior
Bellenger et al.(1978) Impulse Buying Varies by Product
Weinberg and Gottwald(1982) Consumer Buying as a result of Emotions
Abratt, R. and Goodey (1990) Unplanned Buying and In-store Stimuli in Supermarkets
Donovan et al.(1994)
Store atmosphere: An environmental psychology approach
Beatty S E and Ferrell M E. (1998) Impulse Buying: Modeling Its Precursors
Wood, M. (1998) Socio-economic status, delay of gratifcation, and impulse
buying
Hausman, A. (2000) A multi-method investigation of consumer motivations in
impulse buying behavior
Verplanken B , Herabadi A. (2001) Individual differences in impulse buying tendency: Feeling and
no thinking
Kacen J T and Lee J A. (2002) The Influence of Cul ture on Consumer Impul sive Buying
Behavior
Adelaar et al. (2003) Effects of Media Formats on Emotions and Impulse Buying
Intent
Verplanken et al.(2005) Consumer style and health: The role of impulsive buying in
unhealthy eating
Eun Joo Park et al. (2006)
A structural model of fashion-oriented impulse buying behavior
Mattila and Wirtz (2008) The role of store environmental stimulation and social factors
on impulse purchasing
Zhou and Wong (2008) Consumer Impulse Buying and In-Store Stimuli in Chinese
Supermarkets
Herabadi et al.(2009) Consumption experience of impulse buying in Indonesia:
Emotional arousal and hedonistic considerations
Tendai and Crispen(2009) In-store shopping environment and impulsive buying
Lai (2010) How financial attitudes and practices influence the impulsive
buying behavior of college and university students, Social
Behavior and and Personality
Hyo-Jung Chang et al. (2011) Application of the Stimulus-Organism-Response model to the
retail environment: the role of hedonic motivation in impulse
buying behavior.
Rong-Ho Lin et al. (2012) The Relationship Analysis Between Impulse Buying And
Regret For Impulse Buying Later.
Somi et al. (2015). Asian Journal of Research in Business Economics and Management, Vol. 5, No. 5, pp. 170-187
176
Tifferet and Herstein(2012) Gender differences in brand commitment, impulse buying, and
hedonic consumption.
Yoon(2012) Antecedents and Consequences of In-Store Experiences Based
on an Experiential Typology
Pornpitakpan and Jie Hui
Han(2013)
The effect of culture and salespersons’ retail service quality on
impulse buying
Floh and Madlberger(2013) The role of atmospheric cues in online impulse-buying
Badgaiyan and Verma (2014) Instrinsic factors affecting impulse buying behavior- Evidence
from India.
Lucas and koff(2014) The role of impulsivity and of self-perceived attractiveness in
impulse buying in women.
Amos, Holmes and keneson(2014) A meta-analysis of consumer impulse buying
3) Research Conceptual Model
Studies indicate that impulse buying is an important source of income for retailers. It has been estimated
that more than 50% of all store purchases are made on an impulse basis (Hausman, 2000). Almost 70% of
purchase decisions are made inside the stores (Berrell, 1995). 90% of consumers have experienced
impulse buying (Welles, 1986) and 30 to 50% of all purchases are classified by the buyers as impulse
buying (Cob & Hoyer, 1986). Today, purchase of new products are subject to impulse buying more than
planned buying (Kacen and Lee, 2002) and this has resulted in marketing actions(Rook, 1987). Therefore,
today companies allocated a significant budget to the studies in this field for a correct understanding of
the concepts of impulse buying and maximization of this behavior in the store environment (Millner,
2002). Review of the previous experimental researches indicated that each researcher has evaluated
different variables to assess impulse buying. In this study, considering the results of previous researches,
the in-store factors affecting impulse buying was assumed. Moreover, the researcher diagnosed
personality as the internal factor affecting impulse buying. The big 5-factor model was used to review the
effect of personality on impulse buying. The questions and hypotheses of the present study are as follows.
Research questions:
1) Does personality type of people affect impulse buying?
2) Do in-store stimulies affect impulse buying?
Research hypotheses:
The first main hypothesis: Personality of buyer has a positive effect on impulse buying.
o First hypothesis: Personality of N has a direct effect on impulse buying.
o Second hypothesis: Personality of E has a direct effect on impulse buying.
o Third hypothesis: Personality of O has a direct effect on impulse buying.
o Fourth hypothesis: Personality of A has a direct effect on impulse buying.
o Fifth hypothesis: Personality of C has a direct effect on impulse buying.
The second main hypothesis: In-store factors have a positive effect on impulse buying.
o Sixth hypothesis: In-store stimulies have a direct effect on buying.
Figure 2.Research Model
Somi et al. (2015). Asian Journal of Research in Business Economics and Management, Vol. 5, No. 5, pp. 170-187
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4) research Method
The goal of research can be divided into the series of developmental – functional researches. In the
second division, data are divided in terms of descriptive – analytic data. Statistical community include
buyers of Tehran Hyperstar. Sampling was made on a random basis by referring to these centers. The
following formula was used to determine the sample volume required for estimating the intended
parameter.
Due to the high number of questions of the questionnaire, sample was calculated in a confidence level of
90% in the manner that in which Z2 is set as 1.64 based on the table and S
2 was obtained at 0.545
considering the initial data input in SPSS. Level of error in the denominator is 0.1. By placing these
figures in the formula, the number of minimum sample is 147. Therefore, considering the number of
necessary samples and in order to ensure that the net returned amount is higher than the aforesaid amount,
161 questionnaires were prepared and distributed in Tehran Hyperstar. Since selection was made
randomly and different people refer to this center, distribution of questionnaire in the aforesaid place is
very desirable for the present study. In general, 151 questionnaires were used for statistical analysis
which shows a responding rate of 93.7%. In the present study, a major part of data was obtained by
questionnaire with 83 questions. In order to evaluate each of the main factors (store stimulies, personality
and impulse buying), propositions are used which were extracted in the research literature considering the
mentioned works.
Neuroticism
Extraversion
Openness
Agreeableness
Conscientiousness
Impulse Buying
Store Environmental Factors
Somi et al. (2015). Asian Journal of Research in Business Economics and Management, Vol. 5, No. 5, pp. 170-187
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a) Store Environmental factors
Each of the 42 sub-factors of internal environment of store was provided to the professors and marketing
students in terms of a questionnaire in order to determine which of the in-store factors is more important
in impulse buying. We ranked them by using Topsis technique and finally 12 sub-factors were used for
assessment in the questionnaire and the results are shown in table 3. It should be noted that extraction of
these 12 sub-factors from 42 sub-factors was made based on the view of experts and the main reason of
that is that it was impossible to input all the 42 sub-factors in the model.
Table 4. TOPSIS Analyses of Store Environmental Factors Output
Factors
Distance
from positive
ideal
Distance from
negative ideal c
1 Merchandise 3.7802 5.7802 0.6046
2 Space design and allocation 4.2670 6.6470 0.5949
3 Point-of-purchase displays 4.6471 6.6470 0.5885
4 Cleanliness 4.7349 6.7348 0.5872
5 Temperature 4.8602 6.9602 0.5839
6 Lighting 5.0388 7.0337 0.5829
7 Scents 5.0873 7.0871 0.5821
8 Music 5.7075 7.7037 0.5745
9 Price displays 6.0140 8.0139 0.5713
10 Employee characteristics 6.0274 8.0272 0.5711
11 Crowding 6.2208 8.2206 0.5692
12 Privacy 6.4686 8.4682 0.5669
b) Personality
The standard personality questionnaire which is known as NEO questionnaire and has 60 questions was
used to assess personality. Five dimensions of the questionnaire include Neuroticism(N), Extraversion
(E), Openness to experiences (O), Agreeableness (A) and Conscientiousness (C).
c) Impulse Buying
Due to the importance of assessment of these factors with several previous studies, the assessments used
by Hyo-Jung Chang(2011) which has three questions were used.
In this research, 30 people were randomly selected before distribution of questionnaires and then the
questionnaires were given to them. After collecting the questionnaires, Cronbach'salpha coefficient was
calculated by using SPSS 21 software which was obtained at 0.87 indicating high reliability of the
questionnaire. In this study, Path analysis and Partial Least Squares are used. Microsoft Office Excel
2010 and IBM SPSS 21 software packages were used to regulate and classify statistical calculations.
Excel software was used to classify the initial calculation data. Some of the statistical tests and
estimations were also conducted by using IBM SPSS 21 statistical software. Moreover, SmartPLS
software was used to evaluate the hypotheses and confirmation of conceptual model.
Somi et al. (2015). Asian Journal of Research in Business Economics and Management, Vol. 5, No. 5, pp. 170-187
179
5) Research Findings
a) Determination of data normality and abnormality:
Kolmogorov – Smirnov (K-S) test was used to determine data normality and abnormality and the
presumption of data normality was rejected with a confidence of 0.05 and the data was not normal. Due
to abnormality of data, Spearman test was used to review data correlation in which the presumption of
independence of data was rejected and the data was dependent.
In SEM methodology, first it is necessary to study the validity of the structure under study in order to
specify if the indexes selected for measuring the intended structures are equally accurate. For this
purpose, Conformity Factor Analysis (CFA) was used. PLS modeling is performed in two stages. In the
first stage, measurement model (external model) is reviewed by reliability, validity and conformity factor
analyses and in the second stage, the structural model (internal model) is reviewed by estimating the path
between the variables (Hulland, 1999).
b) Evaluation of Measurement Model (External Model)
1) Structural Confidence Reliability Coefficient (CR): This coefficient varies from zero to one. Amounts higher than 0.7 are accepted and amounts less than 0.6
are considered as inappropriate (Werts et al., 1974).
Table 5. Confidence Reliability (CR)
CR variables
0.816 Impulse Buying
0.843 In-store environment stimulies
0.845 Type A
0.867 Type C
0.827 Type E
0.754 Type N
0.899 Type O
2) Average Variance Extracted (AVE): It is used for convergence validity and shows high correlation between the indexes of a structure as
compared to correlation of indexes in other structures. The amount of this coefficient varies from zero to
one. Amounts higher than 0.5 are accepted (Fornell and Larcker, 1981).
Table 6. Average Variance Extracted
AVE variables
0.596 Impulse Buying
0.693 In-store environment stimulies
0.723 Type A
0.633 Type C
0.537 Type E
0.588 Type N
0.625 Type O
Somi et al. (2015). Asian Journal of Research in Business Economics and Management, Vol. 5, No. 5, pp. 170-187
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3) Cronbach's Alpha Coefficient:
Cronbach's alpha coefficient is another factor that varies from zero to one. Amounts higher than 0.7 are
accepted (Cronbach, 1951). In the following table, this coefficient is presented for each factor.
Table 7. Cronbach's Alpha Coefficient
Note: Questions 14, 16, 20 and 22 for personality of C were omitted due to lack of suitable loading
factor. Questions 8, 10, 11 and 12 of internal store stimulies were also omitted due to lack of suitable
loading factor and were not input into the analysis.
4) Fornell-Larcker Index:
Fornell - Larcker Index refers to the issue that the second root of the Average Variance Extracted(AVE)
for each structure is larger than the amounts of correlation of that structure with other structures. Amounts
of correlation between hidden variables with the existing dimensions in the model in latent variable
correlations section are available in Smart PLS software and its characteristic is that its main diameter is
one (Fornell and Larcker, 1981).
Table 8. First Input of Latent Variables
Type A Type C Type E Type N Type O
Impulse
Buying
In-store
environment
stimulies
Type A 1 0 0 0 0 0 0
Type C 0.78 1 0 0 0 0 0
Type E 0.43 0.54 1 0 0 0 0
Type N 0.32 0.58 0.64 1 0 0 0
Type O 0.23 0.35 0.26 0.61 1 0 0
Impulse
Buying 0.43 0.76 0.47 0.34 0.75 1 0
In-store
environment
stimulies
0.45 0.43 0.29 0.52 0.45 0.49 1
Cronbach's alpha variables
0.827 Impulse Buying
0.836 In-store environment stimulies
0.866 Type A
0.733 Type C
0.756 Type E
0.744 Type N
0.745 Type O
Somi et al. (2015). Asian Journal of Research in Business Economics and Management, Vol. 5, No. 5, pp. 170-187
181
We replace the amounts available on the main diameter of matrix with the second root of Average
Variance Extracted (AVE) which was mentioned above and finally we reach the following table.
Table 9. Fornell-Larcker
Type A Type C Type E Type N Type O Impulse
Buying
In-store
environment
stimulies
Type A 0.77 0 0 0 0 0 0
Type C 0.78 0.83 0 0 0 0 0
Type E 0.43 0.45 0.85 0 0 0 0
Type N 0.32 0.58 0.64 0.79 0 0 0
Type O 0.23 0.35 0.26 0.61 0.73 0 0
Impulse
Buying
0.43 0.76 0.47 0.34 0.75 0.76 0
In-store
environment
stimulies
0.45 0.34 0.29 0.52 0.45 0.49 0.79
As it was said, the amounts available on the main diameter of matrix should be larger than all the
amounts available in the corresponding column, but as it can be seen in the table, Fornell - Larcker Index
is not fulfilled in the columns related to the personality of O and A. After drawing the conceptual model
and initial PLS analysis, conceptual model of research in the standard coefficients condition are as
follows.
Figure 3. Conceptual model of research in standard coefficients state
0.00
0.00
0.00
0.00
0.00
N
E
O
A
C
0.00
0.59
0.486
0.671
0.223
0.071
-0.242
0.374
Impulse Buying
Store Environmental Factors
Somi et al. (2015). Asian Journal of Research in Business Economics and Management, Vol. 5, No. 5, pp. 170-187
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c) Evaluation of Structural Model (Internal Model)
1) R2 Determination Coefficient:
The first key criterion which is used for this purpose in the software is the very coefficient which
measures the association between the amount of described variance of a latent variable and the general
amount of variance. The amount of this coefficient varies from zero to one. The higher the amount is, the
more appropriate it will be. Chin (1988) evaluates the amounts close to 0.67, 0.33 and 0.190 as
appropriate, normal and weak, respectively.
Table 10.R2 Coefficient
R2
Impulse Buying 0.59
2) Path Coefficients:
Size of path coefficient shows the strong association between the two latent variables. Some researchers
believe that a path coefficient larger than 0.1 shows a certain level of effect in the model. Table 11 shows
these coefficients for variables.
Table 11. Path Coefficients
Variables Path Coefficient
In-store environment stimulies ←
Impulse Buying
0.374
Type N ←Impulse Buying 0.486
Type E ←Impulse Buying 0.671
Type O ←Impulse Buying 0.223
Type A ←Impulse Buying 0.071
Type C ←Impulse Buying 0.242 -
3) t Test:
Path coefficients should be significant at least with a confidence level of 0.05 (t should be larger than
1.96) which can be seen on the model using Booststrapping technique. For this purpose, the two-sided t
test was used.
The coefficients should be significant at least in a confidence level of 0.05 (t is larger than 1.96) which
can be seen on the model by using Bootstraping technique. Two-sided t-test was used for this purpose. By
using the internal model we can review the hypotheses. By comparing the amount of t calculated for
coefficient of each path, we can review the confirmation or non-confirmation of research hypothesis. In
this way, if statistic t is larger than absolute value of 1.96, path coefficient is significant in a confidence
level of 95% and if statistic t is larger than 2.58, path coefficient is significant in a confidence level of
99%. The following figure depicts the results of conceptual model test of research in the state of
significance of coefficients. Calculated amounts on the arrows indicate the amount of statistic t.
Somi et al. (2015). Asian Journal of Research in Business Economics and Management, Vol. 5, No. 5, pp. 170-187
183
Figure 4. Conceptual model of research in significance coefficients state( t value)
N
E
O
A
C
2.143
2.315
1.223
0.659
2.428
1.73
Impulse Buying
Store Environmental Factors
5) Discussion & Conclusion
Table (12) shows the results obtained from testing the hypotheses in terms of path coefficients together
with their level of significance.
Table 12.Hypothesis Result
Personality and Impulse Buying (Hypotheses 1-5):
In reviewing the first hypothesis for the effect of N type personality on impulse buying under study, it
should be said that the path coefficient in this hypothesis was obtained at 0.486 which showed a positive
effect between these two factors and this positive relation was significant in a level of 95% considering t
Research hypotheses Path
coefficient
Statistic t Significance
level
Hypothesis result
In-store environment stimulies
←Impulse Buying
0.374 1.730 <0.05 Rejected
Type N ← Impulse Buying 0.486 2.143 <0.05 Confirmed
Type E ← Impulse Buying 0.671 2.315 <0.05 Confirmed
Type O ← Impulse Buying 0.223 1.223 <0.05 Rejected
Type A ← Impulse Buying 0.71 0.659 <0.05 Rejected
Type C ← Impulse Buying -0.242 2.428 <0.05 Confirmed
Somi et al. (2015). Asian Journal of Research in Business Economics and Management, Vol. 5, No. 5, pp. 170-187
184
statistic (2.143). This result is consistent to the studies made by Otero-Lópezand Villardefrancos(2013).
He has stated that Neuroticism has a direct effect on additional buying.
In reviewing the second hypothesis for the effect of personality E type personality (extroverted) on
impulse buying, path coefficient in this hypothesis was obtained at 0.671 which showed a positive effect
between these two factors and this positive relation was significant in a level of 95% by considering the t
statistic (2.315). The studies conducted by Verplaken and Herabadi (2005) also discussed the positive
effect of E on impulse buying.
In reviewing the third hypothesis for the effect of O type personality (Opennessto experience) on the
impulse buying under study, path coefficient in this hypothesis was obtained at 0.223 which showed a
positive effect between these two factors, but this positive relation was not significant in a level of 95%
by considering t statistic (1.223).
In reviewing the fourth hypothesis for the effect of A type personality (Agreeableness) on the impulse
buying under study, path coefficient in this hypothesis was obtained at 0.071 which showed a positive yet
quite weak effect between these two factors, but this positive relation was not significant in a level of
95% by considering statistic t (0.695).
In reviewing the fifth hypothesis for the effect of C type personality (Conscientiousness) on the impulse
buying under study, path coefficient in this hypothesis was obtained at -0.242 which showed a negative
effect between these two factors and this negative relation was significant in a level of 95% considering t
statistic (2.424).
It can be concluded thatNeuroticism and Extroverted people are more prepared for impulse buying.
Conscientiousness people will also experience less impulse buying.
Store stimulies and Impulse Buying (Hypothesis 6):
In reviewing the sixth hypothesis, path coefficient for in-store stimulies on impulse buying was obtained
at 0.374 which shows its positive effect; however, considering t statistic (1.73) it was not significant in a
level of 95%. It can be concluded that in-store stimulies are not alone effective in impulse buying. The
studies conducted by Adelaar et al. (2003) and Wood (2005) both consider the effect of in-store stimulies
in increasing impulse buying. Popai – Dupont (1977) argued that 38% of unplanned purchases are related
to retailing environment. Abratt and Goodey argue that 70% of unplanned purchases are due to the
techniques promoted in the store environment. Zhou and Amy Wong. (2008)also argue the positive
effect of posters and in-store stimulies. Tendai and Krispin (2009) argue the positive effect of in-store
show, behavior of staff, music and smell on impulse buying. Kollat and Willet (1976),
POPAI/Dupont(1977) have emphasized on the effect of store stimulies on impulse buying.
Applied recommendations:
a) As it was said, N type personalities and E type personalities have a positive relation with impulse
buying. It means that if these people are placed in special conditions, they will experience impulse
buying. In these two groups of personality type therefore, impulse buying should increase by using store
stimulies such as diversification of goods, cleanliness, suitable temperature, lighting, smell, music,
placing the goods in a suitable place and other marketing strategies. Therefore, chain stores are
recommended to identify dominant personality types that buy special goods from the stores to optimally
use store stimulies so that impulse buying is fulfilled followed by increased sale and profit.
b) Those stores in which C type personality is the dominant personality type of buyers should implement
special strategies to increase impulse buying among them because this kind of people have a closed and
Somi et al. (2015). Asian Journal of Research in Business Economics and Management, Vol. 5, No. 5, pp. 170-187
185
formed personality and usually buy things on a stereotype basis. Therefore, if the customers are of this
type, other techniques should be used to increase impulse buying among them.
d) This study indicates that store stimulies have little effect on impulse buying and people usually take
measure in impulse buying considering their occasional state in the store.
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