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11 (2) 2021

The impact of e-retailer personality and website quality on online impulse buying


Author - Affiliation:
Nguyen Le Thai Hoa - Marketing lecturer in Saigon Technology University (STU), Ho Chi Minh City , Vietnam
Corresponding author: Nguyen Le Thai Hoa - hoamai54@yahoo.com
Submitted: 12-01-2021
Accepted: 01-04-2021
Published: 14-08-2021

Abstract
The development of information technology and the proliferation of e-commerce make online shopping more and more popular. Recent studies indicate that in the modern world, most shoppers purchased products spontaneously and highlighted the necessity of in-depth understanding of impulse buying as an emerging phenomenon in marketing literature. A large number of studies focus on the factors effective on consumers’ impulse buying in brick and mortar retailers but rare research investigate these factors in online environment. There are two key perspectives on the factors effective on impulse buying: a customer’s inherent characters and his/her current state of mind. Based on the self-congruity theory and latent state-trait theory, this study considered this concept in two-sided approach: the state of mind incurred in the shopping environment (website quality) and a particular personal characteristics inherent to the individual customer (e-retailer personality). This paper adapted the concept of retail brand/store personality from brick and mortar context to internet marketing by investigating the impact of e-retailer personality on website quality and impulse buying. Data were collected from 563 online shoppers in Vietnam by online survey and analyzed with Structural Equation Model (SEM). The results indicate some practical implications for website design and enhancing impulsive buying.

Keywords
e-retailer personality; online impulse buying; retailing; website quality

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Cite this paper as:

Nguyen, L. T. H. (2021). The impact of e-retailer personality and website quality on online impulse buying. Ho Chi Minh City Open University Journal of Science – Economics and Business Administration, 11(2), 97-113. doi:10.46223/HCMCOUJS.econ.en.11.2.1400.2021


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DOI: https://doi.org/10.46223/HCMCOUJS.econ.en.11.2.1400.2021
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