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Vol.10, No.1, February 2021. ISSN: 2217-8309 eISSN: 2217-8333
TEM Journal
TECHNOLOGY, EDUCATION, MANAGEMENT, INFORMATICS Association for Information Communication Technology Education and Science |
The Reinvesting Impact of Promotional Activity and Store Atmosphere on Impulse Buying Behavior: The Mediating Role of Payment Facility
Syed Mir Muhammad Shah, Jan Muhammad Sohu, Sarfraz Ahmed Dakhan, Raja Sikander Ali, Ikramuddin Junejo, Irfan Mir Chouhan
© 2021 Jan Muhammad Sohu, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)
Citation Information: TEM Journal. Volume 10, Issue 1, Pages 221-225, ISSN 2217-8309, DOI: 10.18421/TEM101-28, February 2021.
Received: 15 November 2020. Revised: 06 February 2021.
Abstract:
This study aims to recognize the factor effecting impulse buying behaviour with the mediation effect of payment facility. This study is based on primary data and data collected from Hyderabad Division of Sindh, Pakistan through adopted questionnaire. Number of respondents were 200 females who are engaged in impulse buying in supermarkets such as Baig Mart, Dawood Super Market, Max Bachat Super Market and Grocers. The store atmosphere and promotional activity are mediated by payment facility for impulse buying behaviour and partial mediation effect used. However, promotional activity revealed more important for impulse buying behaviour due to higher beta value than store atmosphere. In the previous research scholars explored the direct impact of promotional activity and store atmosphere. However, this study checked indirect effect in presence of mediator payment facility.
Keywords: Promotional activity, Store atmosphere, Impulse Buying Behaviour, Payment Facility. |
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