| Summary: | Impulsive buying is defined as spontaneous and irrational buying behavior. It
means that while making a purchase, consumers do not take any considerations.
This behavior does benefit marketers as it can boost sales of a product. Therefore,
it is important to understand factors influencing this behavior in order to be able to
encourage it. Previous researcher divides those factors into two groups which are
internal and external factor. Many researchers have proven the effect of external
factors (i.e. price and promotion) on impulsive buying. However, only few
researchers examine the effect of internal factors on impulsive buying. Thus, this
research focuses more on the internal factors.
Adopted from previous research conducted by Harmacioglu et al. (2009), this
study aims at examining the influence of internal factors (consumers� esteem,
consumers� excitement, and new product knowledge) on impulsive buying on new
product. This study also examines the influence of social norms and word-ofmouth
on new product knowledge. This research object is new products of foods
and beverages. To collect the data, researcher uses questionnaires distributed to
250 respondents. The data is then analyzed by employing multiple regression
analysis after validity and reliability test is conducted.
The findings shows that those internal factors (consumers� esteem, consumers�
excitement, and new product knowledge) have no influence on impulsive buying
on new products. This study also fails to prove the influence of word-of-mouth on
new product knowledge. Only the relationship between social norms and new
product knowledge is proven. The findings are different from previous study as it
has different research scope. Researcher discusses reasons why some hypotheses
are not supported. The discussion reveals fruitful insights that can be worthwhile
for marketing managers and academicians. At the end, this study provides some
recommendations for marketers and some suggestions for next researchers who
are interested in this topic. Some limitations are also revealed.
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