Web shops can play a major role in impulse buying, says study

Web shops can play a major role in impulse buying, says study

Business economists of VU University have shown that consumers increasingly make impulsive rather than conscious purchases online.

People make impulsive purchases especially when they are satisfied and regular customers at a web shop. According to VU scientist Tibert Verhagen, such situations create a bond of trust causing consumers to make purchases based on feeling rather than reason.

The study indicates that web shops can play a major role in stimulating impulsive purchases. In particular an attractive range of different products gives visitors a good feeling, which causes them to make an impulsive purchase. Therefore a nonintrusive and friendly approach to visitors and an attractive design of the website can encourage impulsive buying.

The article The influence of online store beliefs on consumer online impulse buying:
A model and empirical application
appeared in the journal Information & Management.

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