European Online Journal of Natural and Social Sciences 2019; www.european-science.com Vol.8, No 1 pp. 17-35 ISSN 1805-3602 Openly accessible at http://www.european-science.com 17 Factors Affecting Impulsive Buying Behavior with Mediating role of Positive Mood: An Empirical Study Muhammad Bilal Ahmad1*, Hafiz Fawad Ali2 , Maha Sabir Malik2 , Asad Afzal Humayun3 , Sana Ahmad2 1 Hailey College of Commerce, University of the Punjab, Lahore, Pakistan, 2 Institute of Business Administration, University of the Punjab, Lahore Pakistan, 3 Department of Management Sciences, COMSATS University, Lahore *Email:
[email protected] Received for publication: 13 August 2018. Accepted for publication: 01 December 2018. Abstract This research which is guided by impulse buying literature and “Stimulus-Organism Re- sponse (S-O-R) model”, explores the relationship between individual differences and impulse buy- ing behavior directly and indirectly through the mediating role of positive mood. Survey methodol- ogy was conducted in order to collect data from 300 customers in Lahore. Convenience sampling technique was used and the associations between the concepts were analyzed by using PLS based SEM analysis. Results of the study prove that the factors which significantly affect impulse buying behavior are positive mood, impulse buying tendency and fashion involvement while insignificant variables for impulse buying are self-esteem, shopping enjoyment and hedonism. SE, IBT, Hedon- ism and Self-esteem have a direct significant impact with the mediating variable positive mood whe- reas FI shows an insignificant relation with PM. Results regarding mediation demonstrated that the relationship between IBB and Shopping enjoyment is completely mediated by positive mood but the relationship between fashion involvement, self-esteem, Hedonism, Impulsive buying tendency and IBB is partially mediated by positive mood. This research paper will prove beneficial for marketing practitioners and researchers by developing a comprehensive knowledge and understanding about customer’s impulse buying behavior and its relationship with its determinants. This study validates and extends the “S-O-R model of Mehrabian and Russell (1974)” by incorporating personal traits’ influences on impulse buying behavior. Keywords: Impulse buying behavior, Stimulus-Organism-Response, Partial Least Squares, fashion involvement, impulse buying tendency, positive mood, Structural Equation Modelling Introduction Impulse buying behavior has now become a riddle for marketers. 60 years ago Clover recog- nized and developed this concept for the purpose of promotional activities attitude in the market. This kind of behavior was observed when customers were faced with by instant, affective-oriented and quick purchasing. (Abbasi, 2017). Whenever the consumers having spontaneous purchasing atti- tude want to have something, they do not bother to analyze other choices and go deep into the de- tails. Studies have shown that most of the times such behaviors are triggered by situational factors which have the capability to enhance the willingness of individuals for shopping. Spontaneous buy- ing is observed as a person’s discrete behavior that influences them when they are surrounded by different circumstances. (Beatty & Ferrell, 1998). Unplanned buying is a persuaded influence due to an individual’s background and past experiences.(Abbasi, 2017).
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