Abstract

Impulse purchases represent an important source of short-term business revenue. However, impulse purchases can lead to an increase in product returns and can contribute to feelings of buyers’ remorse. In this paper, we examine strategies to mitigate online impulse purchasing behavior. Specifically, we apply distraction-conflict theory to a model of impulse buying to investigate a moderating relationship between perceived enjoyment and the urge to buy impulsively. The moderation effect is tested through online distractions and/or interruptions. A controlled laboratory experiment with three interfaces (control, distraction, interruption) was used to test the impact of the moderators. Results indicate that neither a distraction nor an interruption has a significant effect on mitigating the urge to purchase impulsively. Future research opportunities and suggestions for human-computer interfaces are discussed.

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Do Distractions and Interruptions Mitigate Online Impulse Purchasing?: An Empirical Investigation

Impulse purchases represent an important source of short-term business revenue. However, impulse purchases can lead to an increase in product returns and can contribute to feelings of buyers’ remorse. In this paper, we examine strategies to mitigate online impulse purchasing behavior. Specifically, we apply distraction-conflict theory to a model of impulse buying to investigate a moderating relationship between perceived enjoyment and the urge to buy impulsively. The moderation effect is tested through online distractions and/or interruptions. A controlled laboratory experiment with three interfaces (control, distraction, interruption) was used to test the impact of the moderators. Results indicate that neither a distraction nor an interruption has a significant effect on mitigating the urge to purchase impulsively. Future research opportunities and suggestions for human-computer interfaces are discussed.