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How impulsivity affects consumer decision-making in e-commerce
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AI
DOI：10.1016/j.elerap.2012.09.004.png)
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Abstract
En 中文
This research investigates whether a person's mood can influence impulsivity in online shopping decisions, and how involvement can regulate it. We adopt a process view of impulsivity, and recorded the detailed information search patterns of consumers using an eye-tracker methodology. The results show that incidental moods tend to increase process impulsivity, and this effect may not be restrained by involvement. We also demonstrate that the decision-making process can be separated into two stages - orientation and evaluation. We further find that differences in impulsivity are most evident in the evaluation stage. These results suggest the importance of mood-elicited impulsivity of purchases in e-commerce. (C) 2012 Elsevier B.V. All rights reserved.
Keywords:
Decision-making
Empirical research
Eye-tracking
Impulsivity
Mood
Online shopping
Purchase behavior
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