Impulsive Buying at Hypermarkets: Does Shopping with Others Matter?
Impulsive Buying at Hypermarkets: Does Shopping with Others Matter?

Summary/Abstract: This study aims to explore the role of shopping companions with respect to the link between in-store factors and impulsive buying behavior. Data were gathered directly at the point of sale from 532 customers who had previously engaged in impulse buying at hypermarkets in Ho Chi Minh City. The results of the PLS-SEM analysis reveal that shopping companions (family members or friends) moderate the association between positive emotions and this behavior. Notably, the effect of positive emotions on impulse buying behavior is stronger when shopping with family, compared to shopping with friends. This finding contrasts with some previous studies but aligns with the profile of the sample and the Vietnamese cultural setting, where family values are highly emphasized. In addition, in-store factors including music, sales promotions, and employee respectfulness were found to positively influence impulsive buying behavior through positive emotions and the urge to buy. Findings from this study offer new insights into how shopping companions and in-store factors influence impulsive buying behavior.

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