Abstract
Impulsive buying is a dream segment for retailers and
marketers. Stimulants in retail environment evoke a sudden urge for
the acquisition of products spontaneously. This desire for immediate
possession and instant gratification may get an effect from the
religious orientation and various beliefs of an individual. This study
seeks to examine the influence of religiosity on impulsive buying
behavior through various beliefs. Based on the theoretical assumption
underpinning Values-Attitudes-Behavior (VAB) hierarchy and theory
of consistency, this study examines religiosity as an antecedent
of materialism, risk aversion, life satisfaction which ultimalty
drive impulsive buying tendencies. A self-administrated survey
questionnaire was used to collect the data by using mall-intercept
approach. The sample size consisted of 272 consumers of apparel
products. Structural equation modeling technique was carried out
to establish the reliability, validity of measures and to examine the
relational paths. In general, results are in support of propositions
that the religiosity precedes various types of beliefs that turn into
impulsive buying tendencies. Inner individual spiritual meanings and
exterior social meaning of religious values condemn materialistic
beliefs and enhance the risk aversion and life satisfaction of customers.
Furthermore, customers with higher-level materialistic beliefs are
more inclined towards impulsive tendencies, while the less risk-takers
and satisfied with their life have lower impulsive tendencies. It
requires incorporating the aspect of religious beliefs with behavioral
outcomes. The findings of the study have significant implications for
retailers of developing countries.
Muhammad Danish Habib , Noshaba Batool, Masood Hassan. (2020) Religiosity and Impulsive Buying Tendencies: A model and Empirical Application, Journal of Islamic Business and Management, Volume 10, Issue 1.
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