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Factors Affecting Impulse Purchase

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4.3 Factors Affecting the Tendency of Impulse Purchase Stern (1962) argued that impulse buying was related to ease of buying. The easier to get the products, the greater the likelihood an impulse purchase would be made. However, shopping is becoming more convenient, especially in a place like Hong Kong, which is surrounded by numbers of great shopping malls and each shop has well-established credit card systems. It is believed that on top of ease of buying, other factors may also induce impulse purchase. According to Stern (1962), there are many potential factors influencing impulse buying like economic, personality, time, location, and even cultural factors, but it is impossible for us to include all factors in one study. Several frequently studied factors influencing the tendencies of impulse purchase or the chances of consumers experiencing an urge to buy in a retail store are summarized in the following parts. These factors can be broadly categorized as internal factors and external factors (Youn & Faber, 2000). 4.3.1 Consumers’ Personality One important internal factor is the consumers’ personality. Most literature points out that the impulsiveness of a consumer is highly associated with the chance for them to buy on impulse. (Beatty & Ferrell, 1998; Rook, 1987; Rook & Fisher, 1995; Rook & Hoch, 1985; Verplanken & Herabadi, 2001; Weun et al., 1998; Youn & Faber, 2000). Impulsiveness is viewed as a characteristic of people that when they do something, they will

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