{"title":"预测印度消费者对手工艺品的冲动行为","authors":"Akanksha Choudhary, Poonam Mishra","doi":"10.1177/09722629221135231","DOIUrl":null,"url":null,"abstract":"Consumer behaviour is easy to define in terms of planned and implemented marketing activities. While it has been researched for big companies and products. The unexplored side of consumer behaviour lies in impulsive purchase actions. Impulse buying tendency (IBT) can be defined as the sudden, powerful, and persistent urge to buy something immediately. Based on market observations, and available literature, handicrafts as a product face more impulsive actions rather than planned, therefore the factors chosen for this study refer to analyze the relevance of IBT in terms of handicrafts purchase actions. Independent variables are attractiveness (AT), cultural and traditional values (CTV), learning (LN), and environment (EN). The research was examined by SEM analysis using AMOS 24. It was founded that there exists a mediating effect of IBT on consumer purchasing behaviour. The results of this study will enhance the understanding of small business holders and craft artisans regarding the influential behaviour of consumers and their impulse actions to increase the demand for their handmade products.","PeriodicalId":44860,"journal":{"name":"Vision-The Journal of Business Perspective","volume":null,"pages":null},"PeriodicalIF":3.0000,"publicationDate":"2022-12-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Predicting Impulsive Consumer Behaviour Toward Handicrafts in India\",\"authors\":\"Akanksha Choudhary, Poonam Mishra\",\"doi\":\"10.1177/09722629221135231\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Consumer behaviour is easy to define in terms of planned and implemented marketing activities. While it has been researched for big companies and products. The unexplored side of consumer behaviour lies in impulsive purchase actions. Impulse buying tendency (IBT) can be defined as the sudden, powerful, and persistent urge to buy something immediately. Based on market observations, and available literature, handicrafts as a product face more impulsive actions rather than planned, therefore the factors chosen for this study refer to analyze the relevance of IBT in terms of handicrafts purchase actions. Independent variables are attractiveness (AT), cultural and traditional values (CTV), learning (LN), and environment (EN). The research was examined by SEM analysis using AMOS 24. It was founded that there exists a mediating effect of IBT on consumer purchasing behaviour. The results of this study will enhance the understanding of small business holders and craft artisans regarding the influential behaviour of consumers and their impulse actions to increase the demand for their handmade products.\",\"PeriodicalId\":44860,\"journal\":{\"name\":\"Vision-The Journal of Business Perspective\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.0000,\"publicationDate\":\"2022-12-12\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Vision-The Journal of Business Perspective\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1177/09722629221135231\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Vision-The Journal of Business Perspective","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/09722629221135231","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Predicting Impulsive Consumer Behaviour Toward Handicrafts in India
Consumer behaviour is easy to define in terms of planned and implemented marketing activities. While it has been researched for big companies and products. The unexplored side of consumer behaviour lies in impulsive purchase actions. Impulse buying tendency (IBT) can be defined as the sudden, powerful, and persistent urge to buy something immediately. Based on market observations, and available literature, handicrafts as a product face more impulsive actions rather than planned, therefore the factors chosen for this study refer to analyze the relevance of IBT in terms of handicrafts purchase actions. Independent variables are attractiveness (AT), cultural and traditional values (CTV), learning (LN), and environment (EN). The research was examined by SEM analysis using AMOS 24. It was founded that there exists a mediating effect of IBT on consumer purchasing behaviour. The results of this study will enhance the understanding of small business holders and craft artisans regarding the influential behaviour of consumers and their impulse actions to increase the demand for their handmade products.
期刊介绍:
Vision-The Journal of Business Perspective is a quarterly peer-reviewed journal of the Management Development Institute, Gurgaon, India published by SAGE Publications. This journal contains papers in all functional areas of management, including economic and business environment. The journal is premised on creating influence on the academic as well as corporate thinkers. Vision-The Journal of Business Perspective is published in March, June, September and December every year. Its targeted readers are researchers, academics involved in research, and corporates with excellent professional backgrounds from India and other parts of the globe. Its contents have been often used as supportive course materials by the academics and corporate professionals. The journal has been providing opportunity for discussion and exchange of ideas across the widest spectrum of scholarly opinions to promote theoretical, empirical and comparative research on problems confronting the business world. Most of the contributors to this journal range from the outstanding and the well published to the upcoming young academics and corporate functionaries. The journal publishes theoretical as well as applied research works.