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All Journal Gadjah Mada International Journal of Business
Danes Jaya Negara
University of Palangkaraya, Kalimantan Tengah
Economics, Econometrics & Finance

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NORMATIVE MODERATORS OF IMPULSE BUYING BEHAVIOR Danes Jaya Negara; Basu Swastha Dharmmesta
Gadjah Mada International Journal of Business Vol 5, No 1 (2003): January-April
Publisher : Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (53.074 KB) | DOI: 10.22146/gamaijb.5394

Abstract

Prior research has presented the moderating role of normative evaluations in the relationship between the impulsive buying trait and consumers’ buying behaviors. In this article the authors show that consumer tendency to buy something spontaneous, unreflectively and immediately can be perceived as a factor which describes buying impulsiveness. This article also shows conceptual and empirical evidence that there is some support for the moderating role of normative evaluations in the relationship between buying impulsiveness and impulse buying behaviors. Significance occurs when consumers believe that act on impulse is suitable. The result suggests that consumers’ normative evaluation can moderate the link between the trait and behavioral aspects of impulse buying.
Co-Authors Basu Swastha Dharmmesta