This study aims to determine the effect of promotional programs on impulse buying. research was conducted 200 students. Data were processed using confirmatory factor analysis (CFA) and regression analysis. There are four indicators promotion program studied, including 1) promotions in form cashback, reward points or discounts offered by digital wallets very profitable; 2) obtained cashback will...

Counterfeits consumption has recently attracted considerable attention. This study examines factors affecting consumer purchase intention for counterfeit products. Specially, this study takes Vietnam, a developing country where consumer behavior is being affected by rising living standard, as a research object. Based on the Theory of Planned Behavior of Ajzen with the additional factor of perce...

This study explores buyers’ search and purchase behavior in an information-overloaded retail Electronic Marketplace (EMP). Two instrumental variables, i.e. number of visitors and number of sales for an item, are used to represent buyers’ search and purchase behavior. Price and reputation, two of the most frequently researched independent variables in EMP studies, are considered. The relationshi...

In the Internet market, websites are the main interface between online merchants and their customers. Effective website design plays a critical role in attracting and maintaining customers’ interest and in influencing their purchase behavior. Despite the singular significance of website design, little theoretical knowledge is available regarding how web-design elements impact the purchase behav...

The aggregate welfare measure for a change in the provision of a public good derived from a contingent valuation (CV) survey will be higher if the same elicited mean willingness to pay (WTP) is added up over individuals rather than households. A trivial fact, however, once respondents are part of multi-person households, it becomes almost impossible to elicit an “uncontaminated” WTP measure tha...

In the era of globalisation and digitization, improved employment access, high female literacy rate and exposure to electronic media has laid a lot of importance to marketing communications in shaping the consumer buying behavior in skin care products. In this research study impact of advertising and sales promotions on consumer buying behavior in skin care products has been analysed. This pape...