The Reinvesting Impact of Promotional Activity and Store Atmosphere on Impulse Buying Behavior: The Mediating Role of Payment Facility
The Reinvesting Impact of Promotional Activity and Store Atmosphere on Impulse Buying Behavior: The Mediating Role of Payment Facility
Author(s): Muhammad Shah Syed Mir, Jan Muhammad Sohu, Sarfraz Ahmed Dakhan, Raja Sikander Ali, Ikramuddin Junejo, Irfan Mir ChouhanSubject(s): Socio-Economic Research
Published by: UIKTEN - Association for Information Communication Technology Education and Science
Keywords: Promotional activity; Store atmosphere; Impulse Buying Behaviour; Payment Facility
Summary/Abstract: This study aims to recognize the factor effecting impulse buying behaviour with the mediation effect of payment facility. This study is based on primary data and data collected from Hyderabad Division of Sindh, Pakistan through adopted questionnaire. Number of respondents were 200 females who are engaged in impulse buying in supermarkets such as Baig Mart, Dawood Super Market, Max Bachat Super Market and Grocers. The store atmosphere and promotional activity are mediated by payment facility for impulse buying behaviour and partial mediation effect used. However, promotional activity revealed more important for impulse buying behaviour due to higher beta value than store atmosphere. In the previous research scholars explored the direct impact of promotional activity and store atmosphere. However, this study checked indirect effect in presence of mediator payment facility.
Journal: TEM Journal
- Issue Year: 10/2021
- Issue No: 1
- Page Range: 221-225
- Page Count: 5
- Language: English
