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The Moderator Role of Brand Awareness and Brand Loyalty on Consumers’ Online Impulse Buying Behavior

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  • Melis Kaytaz Yigit

    (Yigit Metal, Samsun, Turkey)

  • Mehmet Tıglı

    (Business, Marmara University, Istanbul, Turkey)

Abstract

In recent years, with consumers’ widespread preference for shopping in Private Shopping Clubs (PSCs) on the internet, there has been a remarkable increase in impulse purchases with the attractive opportunities and smart strategies of PSCs stimulating consumers’ impulse buying behavior. Within the PSC framework, the purpose of this article is to investigate the moderator effect of brand awareness and brand loyalty on the relationship between online impulse buying behavior and perceived low price, browsing behavior and time pressure. The study created and tested five hypotheses using data collected in Turkey. Results indicate that browsing behavior, time pressure and perceived low price do influence online impulse buying behavior. A hierarchical regression analysis was also used to analyze the moderating role of brand awareness and brand loyalty on impulse buying behavior and both variables were found to have a moderating role. The results provide substantial information on strategy development for internet retailers. Key Words: Online Impulse Buying, Brand Awareness, Brand Loyalty, Impulsiveness, Private Shopping Clubs

Suggested Citation

  • Melis Kaytaz Yigit & Mehmet Tıglı, 2018. "The Moderator Role of Brand Awareness and Brand Loyalty on Consumers’ Online Impulse Buying Behavior," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 7(1), pages 31-48, January.
    • Handle: RePEc:rbs:ijbrss:v:7:y:2018:i:1:p:35-48
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