How impulsivity affects consumer decision-making in e-commerce

Authors:
Yu-Feng Huang;Feng-Yang Kuo
Affiliations:
National Sun Yat-Sen University, Kaohsiung, Taiwan;National Sun Yat-Sen University, Kaohsiung, Taiwan
Venue:
Electronic Commerce Research and Applications
Year:
2012

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Abstract

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.