Factores que motivan la compra por impulso en el contexto de la compra en grupo en línea

Contenido principal del artículo

Autores

Augusto Rodríguez-Orejuela https://orcid.org/0000-0003-2865-1748
Nathalie Peña-García https://orcid.org/0000-0002-6594-5940
Maria Isabel Casañas-Chavez https://orcid.org/0000-0001-9461-5441

Resumen

Este estudio tiene como propósito entender los factores que promueven la compra por impulso en sitios web de compra en grupo, a través del enfoque de la teoría psicológica ambiental de estímulo-organismo-respuesta (S-OR). Se analizan los estímulos disponibilidad percibida del producto y atractivo visual, además de la reacción cognitiva y la telepresencia como organismos; finalmente, como respuesta, la urgencia a comprar impulsivamente. Se realizó una investigación cuantitativa por medio de una entrevista personal con cuestionario estructurado a 403 consumidores de tiendas de compra agrupada en línea. Los datos fueron tratados con EQS 6.3, a partir de un análisis factorial confirmatorio y ecuaciones estructurales con el fin de contrastar las hipótesis. Los resultados indican, por un lado, que una percepción positiva del consumidor respecto a la disponibilidad del producto y el atractivo visual en el sitio de compra en grupo en línea influyen positivamente en la telepresencia, así como esta a su vez influye positivamente en la sensación de compra por impulso en línea del consumidor; por otro, se observa que la reacción cognitiva va en contra de la urgencia por comprar por impulso. Así las cosas, se puede establecer las tiendas pueden gestionar la urgencia para comprar impulsivamente cuando se requiere realizar una actividad promocional; pero no puede gestionarse como una actividad promocional regular en una empresa que espere durar en el mercado.

Palabras clave:

Detalles del artículo

Referencias

Applebaum, W. (1951). Studying customer behavior in retail stores. Journal of Marketing, 16(2), 172-178. DOI: https://doi.org/10.1177/002224295101600204

Aydinli, A.; Gu, Y.; Pham, M. T. (2017). An experience-utility explanation of the preference for largerassortments. International Journal of Research in Marketing, 34(3), 746-760. DOI:https://doi.org/10.1016/j.ijresmar.2017.06.007

Bagozzi, R. P.; Yi, Y. (1988). On the evaluation of structural equation models. Journal of Academy Marketing Sciences, 16(1), 74-94. DOI: https://doi.org/10.1007/BF02723327

Beatty, S. E.; Ferrell, M. E. (1998). Impulse buying: modeling its precursors. Journal of Retailing, 74(2), 169-191. DOI: https://doi.org/10.1016/S0022-4359(99)80092-X

Bitner, M. J. (1992). Servicescapes: the impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71. DOI:https://doi.org/10.1177/002224299205600205

Boon, E.; Pitt, L.; Ofek, N. (2015). «Deal of the day»: an analysis of subscriber purchase behavior. Tourism and Hospitality Research, 15(2), 105-114. DOI: https://doi.org/10.1177/1467358414567798

Bressolles, G.; Durrieu, F.; Giraud, M. (2007). The impact of electronic service quality’s dimensions on customer satisfaction and buying impulse. Journal of Customer Behaviour, 6(1), 37-56. DOI: https://doi.org/10.1362/147539207X198365

Burroughs, J. (1996). Product symbolism, self-meaning, and holistic matching: the role of information processing in impulsive buying. Advances in Consumer Research, 23, 463-469. Recuperado de https://bit.ly/32DWuC9

Chan, T. K.; Cheung, C. M.; Lee, Z. W. (2016). The state of online impulse-buying research: a literature analysis. Information & Management, 54(2), 204-217. DOI: https://doi.org/10.1016/j.im.2016.06.001

Chang, S. H.; Chih, W. H.; Liou, D. K.; Hwang, L. R. (2014). The influence of web aesthetics on customers’ PAD. Computers in Human Behavior, 36, 168-178. DOI:
https://doi.org/10.1016/j.chb.2014.03.050

Chen, C. C.; Yao, J. Y. (2018). What drives impulse buying behaviors in a mobile auction? The perspective of the Stimulus-Organism-Response model. Telematics and Informatics, 35(5), 1249-1262. DOI: https://doi.org/10.1016/j.tele.2018.02.007

Chen, J.; Kauffman, R. J.; Liu, Y.; Song, X. (2010). Segmenting uncertain demand in group-buying auctions. Electronic Commerce Research and Applications, 9(2), 126-147. DOI: https://doi.org/10.1016/j.elerap.2009.03.001

Coley, A.; Burgess, B. (2003). Gender differences in cognitive and affective impulse buying. Journal of Fashion Marketing and Management: An International Journal, 7(3), 282-295. DOI: https://doi.org/10.1108/13612020310484834

Coyle, J. R.; Thorson, E. (2001). The effects of progressive levels of interactivity and vividness in web marketing sites. Journal of Advertising, 30(3), 65-77. DOI: https://doi.org/10.1080/00913367.2001.10673646

Erdogmus, I. E.; Cicek, M. (2011). Online group buying: what is there for the consumers. Procedia Social and Behavioral Sciences, 24, 308-316. DOI: https://doi.org/10.1016/j.sbspro.2011.09.138

Eroglu, S. A.; Machleit, K. A.; Davis, L. M. (2001). Atmospheric qualities of online retailing: a conceptual model and implications. Journal of Business research, 54(2), 177-184. DOI: https://doi.org/10.1016/S0148-2963(99)00087-9

Flapper, S. D. P.; González-Velarde, J. L.; Smith, N. R.; Escobar-Saldívar, L. J. (2010). On the optimal product assortment: comparing product and customer-based strategies. International Journal of Production Economics, 125(1), 167-172. DOI: https://doi.org/10.1016/j.ijpe.2010.01.017

Floh, A.; Madlberger, M. (2013). The role of atmospheric cues in online impulse-buying behavior. Electronic Commerce Research and Applications, 12(6), 425-439. DOI: https://doi.org/10.1016/j.elerap.2013.06.001

Fornell, C.; Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: algebra and statistics. Journal of Marketing Research, 18(3), 382-388 DOI: https://doi.org/10.1177/002224378101800313

Gao, W.; Liu, Y.; Liu, Z.; Li, J. (2018). How does presence influence purchase intention in online shopping markets? An explanation based on self-determination theory. Behaviour & Information Technology, 37(8), 786-799. DOI: https://doi.org/10.1080/0144929X.2018.1484514

Gillenson, M. L.; Sherrell, D. L. (2002). Enticing online consumers: an extended technology acceptance perspective. Information & Management, 39(8), 705-719. DOI:https://doi.org/10.1016/S0378-7206(01)00127-6

Hassanein, K.; Head, M. (2005). The impact of infusing social presence in the web interface: an investigation across product types. International Journal of Electronic Commerce, 10(2), 31-55. DOI: https://doi.org/10.2753/JEC1086-4415100202

He, Y.; Oppewal, H. (2018). See how much we’ve sold already! effects of displaying sales and stock level information on consumers’ online product choices. Journal of Retailing, 94(1), 45-57. DOI: https://doi.org/10.1016/j.jretai.2017.10.002

Heeter, C. (2003). Reflections on real presence by a virtual person. Presence. Teleoperators & Virtual Environments, 12(4), 335-345. DOI: https://doi.org/10.1162/105474603322391587

Hernández, R.; Fernández, C.; Baptista, P. (2014). Metodología de la investigación. Ciudad de México: McGraw Hill.

Iglesias, I. (01 de abril de 2015). Groupon Colombia ofrecerá nueva web y más servicios. Portafolio. Recuperado de https://bit.ly/3gtZ0TB

Jang, S. S.; Namkung, Y. (2009). Perceived quality, emotions, and behavioral intentions: application of an extended Mehrabian-Russell model to restaurants. Journal of Business Research, 62(4), 451-460. DOI: https://doi.org/10.1016/j.jbusres.2008.01.038

Kauffman, R. J.; Wang, B. (2001). New buyers’ arrival under dynamic pricing market microstructure: the case of group-buying discounts on the Internet. Journal of Management Information Systems, 18(2), 157-188. DOI: https://doi.org/10.1080/07421222.2001.11045687

Kauffman, R. J.; Wang, B. (2002). Bid together, buy together: on the efficacy of group-buying business models in Internet-based selling. En P.B. Lowry; J.O. Cherrington; R.R Watson (Eds.) Handbook of Electronic Commerce in Business and Society. (99-137). Boca Raton: CRC Press.

Kim, S.; Eastin, M. S. (2011). Hedonic tendencies and the online consumer: an investigation of the online shopping process. Journal of Internet Commerce,10(1), 68-90. DOI:
https://doi.org/10.1080/15332861.2011.558458

Kim, T.; Biocca, F. (1997). Telepresence via television: two dimensions of telepresence may have different connections to memory and persuasion. Journal of Computer-Mediated
Communication, 3(2), JCMC325. DOI: https://doi.org/10.1111/j.1083-6101.1997.tb00073.x

Klaus, P.; Nguyen, B. (2013). Exploring the role of the online customer experience in firms’ multichannel strategy: an empirical analysis of the retail banking services sector. Journal of Strategic Marketing, 21(5), 429-442. DOI: https://doi.org/10.1080/0965254X.2013.801610

Koufaris, M.; Kambil, A.; LaBarbera, P. (2001). Consumer behavior in web-based commerce: an empirical study. International Journal of Electronic Commerce, 6(2), 115-138. DOI: https://doi.org/10.1080/10864415.2001.11044233

Langviniene, N.; Zemblyte, J.; Sliziene, G. (2016). What influences buying leisure services coupons on online group buying? Engineering Economics, 27(3), 345-356. DOI:
https://doi.org/10.5755/j01.ee.27.3.12944

Lee, E. J.; Park, J. (2014). Enhancing virtual presence in e-tail: dynamics of cue multiplicity. International Journal of Electronic Commerce, 18(4), 117-146. DOI:
https://doi.org/10.2753/JEC1086-4415180405

Lim, J.; Ayyagari, R. (2018). Investigating the determinants of telepresence in the e-commerce setting. Computers in Human Behavior, 85, 360-371. DOI: https://doi.org/10.1016/j.chb.2018.04.024

Lim, Y. M.; Cham, T. H. (2015). A profile of the Internet shoppers: evidence from nine countries. Telematics and Informatics, 32(2), 344-354. DOI: https://doi.org/10.1016/j.tele.2014.10.002

Lindgaard, G.; Dudek, C.; Sen, D.; Sumegi, L.; Noonan, P. (2011). An exploration of relations between visual appeal, trustworthiness and perceived usability of homepages. ACM Transactions on Computer-Human Interaction (TOCHI), 18(1), 30. DOI: https://doi.org/10.1145/1959022.1959023

Lins, S.; Dóka, Á.; Bottequin, E.; Odabašić, A.; Pavlović, S.; Merchán, A.; Golasa, A.; Hylander, F. (2015). The effects of having, feeling, and thinking on impulse buying in European adolescents. Journal of International Consumer Marketing, 27(5), 414-428. DOI: https://doi.org/10.1080/08961530.2015.1027028

Liu, Y.; Li, H.; Hu, F. (2013). Website attributes in urging online impulse purchase: an empirical investigation on consumer perceptions. Decision Support Systems, 55(3), 829-837. DOI:
https://doi.org/10.1016/j.dss.2013.04.001

López, G. B. (2006). Una aproximación a la psicología ambiental. Fundamentos en Humanidades, (13), 157-168.

Madhavaram, S. R.; Laverie, D. A. (2004). Exploring impulse purchasing on the Internet. NA-Advances in Consumer Research, 31, 59-66. Recuperado de https://bit.ly/3sJ3HeI

Mehrabian, A.; Russell, J. A. (1974). An approach to environmental psychology. Cambridge: MIT Press.

Morales, A.; Kahn, B. E.; McAlister, L.; Broniarczyk, S. M. (2005). Perceptions of assortment variety: the effects of congruency between consumers’ internal and retailers’ external organization. Journal of Retailing, 81(2), 159-169. DOI: https://doi.org/10.1016/j.jretai.2005.03.007

Mummalaneni, V. (2005). An empirical investigation of web site characteristics, consumer emotional states and on-line shopping behaviors. Journal of Business Research, 58(4), 526-532. DOI: https://doi.org/10.1016/S0148-2963(03)00143-7

Nakhata, C.; Kuo, H. C. (2017). Consumer avoidance of specially priced items during social coupon redemption. Journal of Retailing and Consumer Services, 34, 287-293. DOI:
https://doi.org/10.1016/j.jretconser.2016.01.011

Ni, G.; Xu, Y.; Xu, J.; Dong, Y. (2015). Optimal decisions for fixed-price group-buying business originated in China: a game theoretic perspective. International Journal of Production
Research, 53(10), 2995-3005. DOI: https://doi.org/10.1080/00207543.2014.965350

Ning-Shen, K.; Khalifa, M. (2012). System design effects on online impulse buying. Internet Research, 22(4), 396-425. DOI: https://doi.org/10.1108/10662241211250962

Oh, J.; Fiorito, S. S.; Cho, H.; Hofacker, C. F. (2008). Effects of design factors on store image and expectation of merchandise quality in web-based stores. Journal of Retailing and Consumer Services, 15(4), 237-249. DOI: https://doi.org/10.1016/j.jretconser.2007.03.004

Ou, C. X.; Pavlou, P.; Davison, R. (2013). Swift guanxi in online marketplaces: the role of computermediated communication technologies. MIS Quarterly, 38(1), 209-230. DOI: https://doi.org/10.25300/MISQ/2014/38.1.10

Parboteeah, D. V.; Valacich, J. S.; Wells, J. D. (2009). The influence of website characteristics on a consumer’s urge to buy impulsively. Information Systems Research, 20(1), 60-78. DOI:
https://doi.org/10.1287/isre.1070.0157

Piron, F. (1991). Defining impulse purchasing. NA-Advances in Consumer Research, 18, 509-514. Recuperado de http://acrwebsite.org/volumes/7206/volumes/v18/NA-18

Richards, T. J.; Hamilton, S. F.; Allender, W. (2016). Search and price dispersion in online grocery markets. International Journal of Industrial Organization, 47, 255-281. DOI:
https://doi.org/10.1016/j.ijindorg.2016.05.004

Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189-199. DOI: https://doi.org/10.1086/209105

Rook, D. W.; Gardner, M. P. (1993). In the mood: Impulse buying’s affective antecedents. Research in Consumer Behavior, 6(7), 1-28. Recuperado de https://bit.ly/3xjq6mo

Sharma, P.; Sivakumaran, B.; Marshall, R. (2010). Impulse buying and variety seeking: a traitcorrelates perspective. Journal of Business Research, 63(3), 276-283. DOI: https://doi.org/10.1016/j.jbusres.2009.03.013

Skulmowski, A.; Augustin, Y.; Pradel, S.; Nebel, S.; Schneider, S.; Rey, G. D. (2016). The negative impact of saturation on website trustworthiness and appeal: a temporal model of aesthetic website perception. Computers in Human Behavior, 61, 386-393. DOI: https://doi.org/10.1016/j.chb.2016.03.054

Sofi, S. A.; Najar, S. A. (2018). Impact of personality influencers on psychological paradigms: an empirical discourse of big five framework and impulsive buying behaviour. European Research on Management and Business Economics, 24(2), 71-81. DOI: https://doi.org/10.1016/j.iedeen.2017.12.002

Song, H. G.; Chung, N.; Koo, C. (2015). Impulsive buying behavior of restaurant products in social commerce: a role of serendipity and scarcity message. Ponencia presentada en PACIS 2015: Pacific Asia Conference on Information Systems. Singapur, 5-9 de julio. Recuperado de https://bit.ly/2RS1JMp

Steinhart, Y.; Mazursky, D.; Kamins, M. A. (2013). The process by which product availability triggers purchase. Marketing Letters, 24(3), 217-228. DOI: https://doi.org/10.1007/s11002-013-
9227-4

Stern, H. (1962). The significance of impulse buying today. The Journal of Marketing, 26(2), 59-62. DOI: https://doi.org/10.1177/002224296202600212

Steuer, J. (1992). Defining virtual reality: dimensions determining telepresence. Journal of Communication, 42(4), 73-93. DOI: https://doi.org/10.1111/j.1460-2466.1992.tb00812.x

Suh, K. S.; Chang, S. (2006). User interfaces and consumer perceptions of online stores: the role of telepresence. Behaviour & Information Technology, 25(2), 99-113. DOI: https://doi.org/10.1080/01449290500330398

Verhagen, T.; Bloemers, D. (2018). Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types. Electronic Commerce Research, 18(3), 537- 561. DOI: https://doi.org/10.1007/s10660-017-9270-y

Verhagen, T.; van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: a model and empirical application. Information & Management, 48(8), 320-327. DOI: https://doi.org/10.1016/j.im.2011.08.001

Verplanken, B.; Herabadi, A. (2001). Individual differences in impulse buying tendency: feeling and no thinking. European Journal of Personality, 15(S1), S71–S83. DOI:
https://doi.org/10.1002/per.423

Vieira, V. A. (2013). Stimuli-organism-response framework: a meta-analytic review in the store environment. Journal of Business Research, 66(9), 1420-1426. DOI:
https://doi.org/10.1016/j.jbusres.2012.05.009

Vonkeman, C.; Verhagen, T.; van Dolen, W. (2017). Role of local presence in online impulse buying. Information & Management, 54(8), 1038-1048. DOI: https://doi.org/10.1016/j.im.2017.02.008

Wang, J. J.; Zhao, X.; Li, J. J. (2013). Group buying: a strategic form of consumer collective. Journal of Retailing, 89(3), 338-351. DOI: https://doi.org/10.1016/j.jretai.2013.03.001

Wang, L. C.; Baker, J.; Wagner, J. A.; Wakefield, K. (2007). Can a retail web site be social? Journal of Marketing, 71(3), 143-157. DOI: https://doi.org/10.1509/jmkg.71.3.143

Wolfinbarger, M.; Gilly, M. C. (2001). Shopping online for freedom, control, and fun. California Management Review, 43(2), 34-55. DOI: https://doi.org/10.2307/41166074

Xiang, L.; Zheng, X.; Lee, M. K.; Zhao, D. (2016). Exploring consumers’ impulse buying behavior on social commerce platform: the role of parasocial interaction. International Journal of
Information Management, 36(3), 333-347. DOI: https://doi.org/10.1016/j.ijinfomgt.2015.11.002

Xiao, S. H.; Nicholson, M. (2013). A multidisciplinary cognitive behavioural framework of impulse buying: a systematic review of the literature. International Journal of Management Reviews, 15(3), 333-356. DOI: https://doi.org/10.1111/j.1468-2370.2012.00345.x

Yoo, C.; Park, J.; MacInnis, D. J. (1998). Effects of store characteristics and in-store emotional experiences on store attitude. Journal of Business Research, 42(3), 253-263. DOI:
https://doi.org/10.1016/S0148-2963(97)00122-7

Zhang, G.; Shang, J.; Yildirim, P. (2016). Optimal pricing for group buying with network effects. Omega, 63, 69-82. DOI: https://doi.org/10.1016/j.omega.2015.10.003

Zheng, X.; Men, J.; Yang, F.; Gong, X. (2019). Understanding impulse buying in mobile commerce: an investigation into hedonic and utilitarian browsing. International Journal of Information Management, 48, 151-160. DOI: https://doi.org/10.1016/j.ijinfomgt.2019.02.010

Zhou, G.; Xu, K.; Liao, S. S. (2013). Do starting and ending effects in fixed-price group-buying differ? Electronic Commerce Research and Applications, 12(2), 78-89. DOI: https://doi.org/10.1016/j.elerap.2012.11.006

Descargas

La descarga de datos todavía no está disponible.