Store environment influences and impulse buying behavior: a virtual store costumer's perspective

Abstract

Research has studied online consumer behavior and compared it to consumers' behavior in offline stores. The opportunity to compare the same kind of variables in on and off line stores - in this case, impulse buying, its determinants and consequences - is important for understanding the Internet environment and the differences between Internet shopping and traditional shopping environments. This study tested these differences through a theoretical model of antecedents and consequences of impulse buying. A survey on the Internet was conducted. We found that the environment of traditional stores offers more salient influences than that of online stores, where the shopping activity is more technical. We discuss the results and present managerial implications of the study and suggestions for future research.