Browsing by Author "Caravaggio, Silvia"
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- The influence of emotions, product type, and self-control on impulse buying : an online shopping perspectivePublication . Caravaggio, Silvia; Braga, João NizaImpulsive buying, characterized by unplanned and emotionally driven purchasing behavior, is a prevalent phenomenon in online shopping environments. This study explores the independent and combined effects of emotional states (boredom, stress, happiness), product type (hedonic vs. utilitarian), and self-control on impulsive buying tendencies. Using a quantitative approach, data were collected from 242 participants through an online experiment employing a three-way factorial design. Emotional states were induced using a validated memory recall task, and participants evaluated hypothetical shopping scenarios involving hedonic or utilitarian products. The results revealed significant main effects of product type, self-control, and emotional states on impulsive buying. Hedonic products elicited higher impulsive tendencies than utilitarian products, while participants with low self-control exhibited greater impulsivity across all conditions. Among emotional states, boredom was identified as the strongest driver of impulsive buying, followed by stress and happiness. However, no significant interactions were found between the variables, indicating that these factors operate independently. These findings highlight the critical role of boredom as an underexplored emotional driver in consumer behavior. Future research should address limitations, such as the lack of cultural diversity in the sample and the use of hypothetical scenarios, by incorporating real-world shopping environments and cross-cultural comparisons. This study contributes to the theoretical understanding of emotion-driven consumption and provides practical insights for designing ethical and consumer-centered online shopping experiences.