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Modeling Influences on Impulse Purchasing Behaviors during Online Marketing Transactions
Author(s): Xiaoni Zhang, Victor R. Prybutok and David StruttonSource: Journal of Marketing Theory and Practice, Vol. 15, No. 1 (Winter, 2007), pp. 79-89Published by: M.E. Sharpe, Inc.Stable URL: http://www.jstor.org/stable/40470277 .
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MODELING INFLUENCES ON IMPULSE PURCHASINGBEHAVIORSDURING ONLINE MARKETINGTRANSACTIONSXiaoniZhang,VictorR.Prybutok,ndDavidStrutton
The online hoppingnvironmenttill epresentscomparativelyew, nd argely nexplored, arket-ingchannel.Notsurprisingly,ittle s understoodegardinghenature fand nfluencesn impulsiveconsumerurchasesuringnlinemarketingxchanges.hispaper nvestigateshese nd relatedssues.Associatedesultsentativelyuggesthat ignificantelationships ay xist etween ender,ubjectivenorms,onsumermpulsivity,urchasentention,nd actualpurchase ehaviorn onlinemarketingenvironments.anagerialnd theoreticalmplicationsredevelopednd discussed.
Not ong go, ew iable hopping ptions xistedhroughwhich onsumersould avoidcongested arkingots ortiresomerips, ut-of-stockerchandise,engthyheck-outtimes,nd ndifferentetail erviceevels.At he ime,consumersad ittle hoicebuttoslogaheadreluctantly.Obviously,orncreasingumbersfWeb-savvyonsum-ers,uch onstraintso ongerpply.More eople han verhave hoppednline uring005. nresponse,-marketersare ncreasinglyursuingromotionalacticsntendedoconvertWebviewersntoWeb customersi.e.,consumerconversion).neapproach hrough hich uch onsumerconversionightogically e initiatedntails urposivelydesigning ites n waysthat timulatemore mpulsiveconsumerehavior. y he ime ne-shopperasreacheda site, ndbegan hinkingI really houldn't"purchasethat tem), rulyavvy -marketingrganizations ighthave lreadyesignedheirWeb ites o oosen onsumers'normalevels f elf-controlBaumeister002), o long sthey redeliveringppropriatealueto saidconsumers,ofcourse.Thepromotional actical hrust ecommended ereis consistent ith traditionalmarketingefinitionsf
XiaoniZhang Ph.D.,UniversityfNorth exas),Assistantro-fessor f nformationystems,ollege f nformatics,orthernKentuckyniversity,ighland eights,Y, [email protected]. PrybutokPh.D.,DrexelUniversity),egentsrofes-sorof DecisionSciences ndDirector, enter orQuality ndProductivity,ollege f Business dministration,niversityfNorth exas, entn, X,[email protected].,UniversityfMississippi),rofessorndChairperson,epartmentfMarketingndLogistics,ollege fBusiness dministration,niversityfNorth exas, entn, X,[email protected].
impulse urchasing.uchdefinitionsongreasoned hataugmentedroducts,atherhan onsumer-relatedactors,provide heprimarytimulus hat nduces onsumersopurchasempulsivelyStern 962).Since Stern's eminalresearch,he mpulse urchasingonstructas emergedas a broadly ecognizedocial-psychologicalrait.t s,forexample,roadlynderstoodhatmost onsumersurchaseimpulsivelyt leastoccasionally Bellman,Lohse, ndJohnson999;Donthu1999).Relatedly,ertain urchasecircumstancesrethoughto inhibitmpulse urchases.Such onditions ould ypicallyntail ituationsnwhichconsumers'elf-controlr elf-regulatoryesponsesrebet-ter ble ogain rretainmasteryver heir aturallyrisingimpulsiveendencies.ncontrast,therurchaseonditionsexistwherein onsumersremore ikely oyield otheirnaturallyrising uying mpulsesRoberson,haver,ndLawrence 991).Onlinemarketersho arebetter bletodiscriminateetweennline onsumptiononditionshataremore or ess) ikely o stimulatempulsivehoppingbehaviors ouldclearly njoy competitivedvantages-assuminghat hose amemarketersere lso ableto actstrategicallyased ntheirnsights.ndikely,egardlessfhow mpulsivehe ypical nline hopperctuallys, herearefew,f ny, nline etailingite ponsorshatwouldnotwelcomehe pportunityocreate site nd consequentvisitationxperiencehat ncouragedvenmoreonlineshoppermpulsiveness.Brick-and-mortartores ave ong eendesignednwaysintendedoencouragempulse urchasing.ntraditionalstores,t is notuncommon, or xample, o hearpublicannouncementsboutgreat ealscurrentlyvailable oronly shortwhile.Notbyaccident id "blue ight" pe-cialsemergespart ftheAmericanulturalexicon. utabsent heability ropportunityo attractherequisite
JournalfMarketingheoryndPractice,ol.15,no.1 winter007),pp.79-89. 2007M.E. Sharpe,nc.Allrightseserved.ISSN 1069-6679 2006$9.50+ 0.00.DOI 10.2753/MTP1069-6679150106
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80 Journal fMarketing heorynd Practiceconsumer ttentionas often ventuatesn onlineretail-ing ettings),tores aturallyncounteressopportunitytoprompt nplanned urchasesColey ndBurgess003;Lee 2002;Weinbergnd Gottwald 982).Studiesn thisareahave xploredhe ffectsfgenderifferences,ayout,product ategories,onsumer motions nd self-control,andculturalffects,mong ther onstructs.ignificantly,no studies xist ddressinghe ame onstructs'ffectsnonline hopping ettings.Marketershould earnmore bout how andwhy m-pulsivepurchasingmight e stimulated uring nlinebuyer-sellerxchanges. o narrow hegap nour currentunderstandingegardingow andwhymore mpulsivepurchasesmight rise- r be stimulated-uring nlinebuyer-sellernteractions,his tudyestedhe echnologyacceptancemodel TAM). pecial ttention as allocatedtowardnvestigatingossible elationshipsetween m-pulsive onsumerehavior ndgendernonline hoppingenvironments.While everalpparentlybvious easons xist uggest-ingwhy ender isparities ay xistwith espectoonlineimpulse urchases,nthe ontextf his esearch,hemostpivotalmay eriverom nother anifestendency,hat e-ing,men end onot skfor irections.his coremale trait ol-lows romther,aturallyrising,ender-basedifferences,including,ut not imitedo,task rientation,chematicplanning,ndperceivedask-specificelf-efficacy-hats,computerechnologyroficiency.hepotential ole andimplicationsfthesefactorsredirectlynd indirectlyinvestigatednthis aper.
RESEARCH OBJECTIVETheresearchbjective fthis tudywas to identifyndtest arious actorshatmaynfluencempulse urchasingduring nlinetransactions. nlike raditionalhoppingtransactions,nline onsumers o notneedsales associ-atesorcashiers o complete transaction.n traditionalshoppingettings,mpulse urchasesmight e triggeredby hepersuasivenessf salespersonrsalespromotion,the ayout r tmospheref store,renticing roductr-rangements.his swidely nderstood.nd, raditionally,marketersave cted asedonsuch nsightntheirffortsto"manage"mpulse urchasing.But ittle sknownbout he dentityndnature ffac-tors hatmay riggerr nhibitmpulse urchasinguringonline ransactions.uestions ertainingowhetherari-ous Webdesigns,hemannern which roductsrepre-sentednline, heperceivedsefulnessfWeb ites, rthe
dominantubjectiveormsfprospectivehoppersxercisesignificantffectsn mpulse urchasingn online ettingshavenotbeen onclusivelynswered. orhave esearchersinvestigatedhetherendermight iscriminateonsumerswithrespect o theirmpulse urchasingehaviors ur-ingonlinemarketingnteractions.he specific esearchobjectivesf his aper ntailedddressingndtentativelyansweringachquestionntroducedbove.DEVELOPING ATHEORETICALFRAMEWORK
Impulse Purchasing Behaviors:Definition and RoleImpulsive urchases re akinto unplanned urchasingbehaviors. hey ccurwheneveronsumersxperiencesuddenurge o buy somethingmmediately,bsent ub-stantivedditional valuation,nd actbasedon theurge(Rook 987).As construct,mpulse urchasingsthoughtto capture relativelynduringonsumerrait hat ro-ducesurges rmotivationso buy products r services,absentmuch egardor ctualneed.More han wo-fifthsofconsumersmaybe impulsive uyersRook ndFisher1995).Obviously,ertain onsumers indmpulsesmoredifficulto resist hando others. orsuchconsumers,pleasure,s wellas satisfaction, aybe associatedwithimpulse urchasing.Researchersromdifferentisciplines aveassessedtherolethat he mportancef mpulsive ehavior laysas an ingredientn thebroadermosaicofhumanbehav-ior.Wolman1973)was firsto framempulsivenesss apsychologicalrait eneratedn response o a stimulus.Decades go,marketersegan nvestigatinghe ffecthatproductrrangementsr n-storeocationsmightxerciseon mpulse urchase ehaviorsCox 1964). thas since e-come tandardromotionalracticeor etailersoarrangecertaintems- uch s candies,nacks, rmagazines-earcheckoutointsneffortsoentice onsumersntompulsepurchases.mpulse urchasesenerallymanate romur-chasescenarioshat eature ighermotional ctivation,less ognitiveontrol,nd argelyeactive ehaviorWein-berg ndGottwald 982). mpulse urchaserslsotend obemore motionalizedhannonpurchasers.Given he ngoing evelopmentf hedigital conomy,andtheshopping onvenienceseingdeliveredhroughdigitalizedxchanges,nemight eason hatmorempul-sive ndividualsmaybe moreprone o shopping nline.ClickZ 2004),for xample, eportshatdifferencesxistbetweenmenandwomenwith especto themannern
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whichhey hop nline or oliday-typeurchases.Whileonline,female onsumers enerallyhop in more of aplanned ashion,re ess mpulsive,ndbuymore headof imewhile nline. ncontrast, en end oemergen-line nfull orcewoorfewer eeks eforeheChristmasholidays. pon rrival,heyhopwith hegoalofquickly(andperhapsmpulsively)atisfyingheirurchasingeeds(SchumacherndMorahan-Martin001).When rospectiveustomersnterny etailite's omepage, heynvariablyncountert east hree asic hoices.During hetransaction,hefirst hoice encounteredswhetherousethe earchngine. he econd hoice ntailsdeciding hetherochoose featuredroduct. he thirdrelates o whethero use the ategoryinks.Often, ricemaynotbe thedeterminingactor hatpromptsmpulsive onsumer urchases n e-commercesites.pool 1999) ssertshatwell-designedeb itesmustalso feature oremeaningfulavigationinks.He ikewisesuggestshese avigationinks utperformearchngines.AccordingoSpool, he iggestriverf mpulse urchasesfollows rom hedegreeo which site ncouragessers onavigateategoryinks atherhan he ite's earchngine.TheWebhas volved apidly.earchnginesnd onsistentWeb ayout renow tandardWebdesign eatures. ore-over,ertain f hese esign eatures ight emanagednways hat ncouragempulse urchases.TechnologyAcceptanceModel: Definition,Development,and ModificationExecutinghe esearchbjectivessociated ith his tudywillrequire seof a validmodel hat ddressesheonlinetransactionromach ide f he uyer-selleryad.With hisrequirementnmind,heTAMDavis 986)was dopted oruse.TAM ermitsach ide f he nline uyer-selleryad obeexplicated.oreover,t sgenerallyecognizedhat nlineshoppers ay echaracterizedy doubledentity-hats,theyre"shoppers"swell s "computersers"Koufaris2002).This bservationmplieshat, hile ttractingr re-tainingustomerss functionhat emainsrimarilyithinthemarketingomain,echnologylsoprovidestool hatcan assist r mpedemarketersn their ffortso fulfillhesellingask. t followshat ounderstandhy onsumersmighteturnoanonline tore rfeel ufficientlyt aseorenticedopurchaseromhatite, esearchersust xamineshoppers'nteractionsith Web ite s both store nd atechnologyystem.AM ermits,nd ndeed acilitates,histype f onsumerxamination.
Winter007 81Finally,he ecision oemployAM s akeytudymetricfollowed romhe eneral ropositionhat onsumers hoacceptandthereforere more ikelyouse)new echnol-ogyto shopare more ikely o be exposed o reminder,
suggestion,ndpure mpulse timuli s a result f theirexposureovariousWeb ites nthe nternet.hispremiseis consistent ithPiron's1991)definitionfan impulsepurchasenvolvingnunplannedction hat esults rom(exposureo)a specifictimulus.The ffortsfvarious esearchersave ttestedothe eli-abilityndconstructalidityfthe riginal AMAdams,Nelson, ndTodd1992;Agarwalnd Prasad 999). nthisstudy,neoverarchingoalwas oextendriorpplicationsof he riginalAM nwayshat eneratedsefulheoreticalandpractical arketingnsightsormarketers.hepurposeof his xtension as o allow henfluencef everalactorsthat heoreticallyhoulddrive arious spects fconsum-ers'onlinebehaviori.e., mpulsivity,urchasentention,andpurchase requency)uringnternet-basedarketingexchangeso be addressedmpirically.Table1 identifieshe researchonstructs,ummarizesprior esearchupport,ndprovides orkingefinitionsfor achTAM onstructestednthe urrenttudy.Considerableesearch as been conductedcross ev-eraldisciplinesn an efforto understandhedynamicsthat nfluencehedegree owhich onsumersdopt ndvoluntarilyse informationystems. hroughoutheseendeavors,AMhasproven onsistentlyseful. AM ea-tures solid oundationnpsychologicalesearch,nd lsocaptureseveral learly elevantechnologicalonstructs.Critical spects f both echnologycceptancend socialinfluenceheoryre rootedn themodel.This tudy roposedhat nemodificationnd one ex-tensione ntroducedoTAM. pecifically,ne ndependentvariable-onsumermpulsivity^andnemediatingari-able-gender-weredded.ThismodifiedAM hould ap-tureuser i.e.,consumer)raits,ntentions,ndbehaviorstoward new hoppingechnologyi.e., he nternets re-tail utlet). achdimensionapturednthismodifiedAMis consistent ith raditionalonsumer ecision-makingmodels nd thepremise hat onsumer ttitudeshouldinfluencententions,hilententionsnfluenceehaviors.These dditions oTAMwillpermithis tudy's esearchobjectiveobepursued. ymodifyingAM n this ashion,a platformow xists rom hich heoreticallysefulndmanageriallyctionablensightsanbedeveloped egard-ingtheprecisedentityffactorshat nfluencempulsepurchasingn online hoppingnvironments.
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82 Journal fMarketing heoryndPracticeTable 1Summary fConstructs nvolved nthe Study
Constructs Prior Research Definitions ^ActualPurchase Baumeister 2002) The numberof times a person did onlinetransactionsduring hepast sixmonths.Intention Mathieson (1991) Intention o make an online purchase.ImpulsiveBuying Impulsivity) Piron 1991) An unplanned action that resultsfrom exposure to) a specificstimulus.SubjectiveNorms Fishbein nd Ajzen (1975) Person's perceptionof how othersthinkhe or she should behave,and his or hermotivation o complywiththe expectations of thesereferents.
Hypothesized elationshipsSpecifically,hemodelhypothesizeshatmpulsivityillbepositivelyssociated ithorpromote)urchasenten-tion.Themodel lsohypothesizeshat ender ifferenceswill xist egardinghe urchasentention,mpulsivity,ndthe ctual urchase ehaviorsf onsumers.hemodifiedversion fTAM hat s evaluatedn thispaper sdepictedinFigure .InFigure , he enderonstructsval hape s ntendedto pecifyhat enderhould unctions amoderatingari-ablefor ubjective orms, urchasentention,ctualpur-chasebehaviors,nd consumermpulsivity.he researchmodel hownnFigure exploreshe ole hat endermayplayncontributingo differencesn consumers'urchaseintentionnd actualpurchase ehaviorn online ettings,as well sgender'sontributionodifferencesith espectto otherpsychologicalnd social influence onstructs.Someoftherelationshipsresentedn our modelweretestednpriorworksZhang ndPrybutok003;Zhang,Prybutok,ndKoh 003,2006)butnotwithin he ontextof he elationshipsspositednFigure .For xample,herelationshipetween onsumermpulsivityndpurchaseintentionasproposedyZhang, rybutok,ndKoh2006)but hisworkxtendsheir indingo nclude hemoderat-ing ffectfgendernthe elationshipetweenonsumerimpulsivityndpurchasentention.he current ork,ncontrast,ocuses rimarilynthose elationshipshat remost ertinentomarketing.naddition,he otentialoleofgendersmoderatorariablesexplored.TheTAMconstructdentifieds "subjective orms"assesses "person's erceptionhatmostpeoplewho areimportantohim hink e should rshouldnotperformthe ehaviornquestion"FishbeinndAjzen 975, . 195).As a measurementonstruct,ubjectiveormsncompassindividuals'udgmentsfwhetherhe mportanteopleintheiriveswill pprove rdisapprovef hebehaviornquestion. eople end o trusthe pinions f heir amilies
andfriends.onsequently,heyend ovalue hese pinionshighly henmakingonsumptionecisions.Thetheoryfreasoned ction TRA) ttemptsorelateindividuals'ttitudesndsubjectiveormso theirnten-tions o act FishbeinndAjzen1975). ubjective ormsclearlyhould nfluence person's ehavioralntentions.AccordingoTRA, alues eld ndopinionsspoused y n-dividuals'mportanteferentsend o nfluencehe ehav-iors f hosendividuals.RAhasproven sefuls ameansof xplainingiverseecision-makingituationsPatryndPelletier001), uch s those hatwillbeexaminedn thisstudy. significantelationshipasalsoobservedoexistbetweenubjective ormsndbehavioralntentions.In 1989,Davis ntroducedubjective ormsnto n ex-panded ersionfTAM. urprisingly,he mpiricalesultsfailed o support heanticipated ositiverelationshipbetween ubjective orms ndbehaviorntention.therresearchersave ince mployedubjectiveormso nves-tigate arious ssues elatingo behavioralntentionKleinandHirschheim989;Mathieson991; enkateshndDavis1996).These studies lso failed o confirmheproposi-tionthat ubjective orms xerciseignificantffectsnbehavioralntention. ut othersTaylorndTodd1995)havebeenabletogathervidenceupportinghegeneralpremise.nanotheresearchetting,enkateshnd Davis(1996)reportedheexistencefsignificantelationshipsbetweenubjectiveorms ndtheperceivedsefulnessfanew echnology.nthe ame tudy,significantelation-ship etweenubjectiveorms nd ntentionouse henewtechnologynquestionwasalsoobserved.Morerecently,VenkateshndMorris2000)validatedhis evisedersionofTAM.ndoing o, hey ocusednthe nfluencefgenderdifferencesnd ubjectiveorms.Womenwerenfluencedmore hanmenbytheperceptionsf the ase ofuseandsubjective ormswith hetechnology.ut he ubjectivenorms ffect iminishedvertime. n general,hough,sufficientupportxists o ntegratehe aseofsubjectivenormsnto modifiedersion fTAM.At he east,tap-
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Winter007 83FigureResearchModel Testedn ThisStudy
Subjective* H7 ,
-
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84 JournalfMarketingheoryndPracticeTable 2Factor Loadings
Impulsive Intention Norms11 0.06 0.66 0.1012 0.01 0.75 0.1113 0.02 0.61 0.09N1 0.03 0.25 0.60N2 0.04 0.15 0.76N3 0.14 0.10 0.90N4 0.15 0.09 0.89N5 0.12 0.14 0.87N6 0.14 0.04 0.67N7 0.08 -0.05 0.70M1 0.79 0.07 0.00M2 0.81 0.12 0.10M3 0.88 0.03 0.14M4 0.86 0.05 0.13M5 0.85 -0.03 0.15M6 0.78 0.10 0.04M7 0.82 0.05 0.04M8 0.72 0.06 0.16Note: oldfaceigureshowoadings reaterhan .5.Marketingnd nformationystemsournalswere ourcedfor hispurpose.A surveynstrumentasconstructedomeasurepurchasentention"nd"purchase requency,"with ach onstructdapted romhework fDavis 1989).Eachmeasure asadapted ofit he nline hoppingon-text. urchaserequencyas ssessedy skingonsumersabout henumberf nline ransactionspersononductedduringhepast ixmonths.All tems sedtomeasureheother onstructselevanttothis esearch odelwere lsoselectedromrevious e-search. gain,achwas daptedo his tudy'snternet-basedmarketingransactionalontext.pecifically,heRook ndFishercalewas usedtomeasurempulsivity.hisscale'sitems urportedlyeasurea consumer'sendencyobuyspontaneously,nreflectively,mmediately,ndkinetically"(RookndFisher995, .306).Tomeasureubjectiveorms,Ajzen ndFishbein's1980) calewas mployed.ubjectivenormswere dopted rom jzen ndDriver's1992)work.Impulsivityas doptedrom ook ndFisher's1995)work.Intention as dapted romMathieson1991).Cronbach'slpha s themostwidely sed nternalon-sistencyeliabilityoefficient.ost esearchersuggesthatthe cceptanceevel or oefficientlpha hould xceed .7(Roberson,haver,ndLawrence991). eliabilitycores orintention,ubjective orms,nd mpulsewere .86,0.91,and0.94,respectively.achreliabilitycore xceeded he0.7criteriony substantial argin.
Constructalidityanbe establishedasedoncontentanddiscriminantndconvergentalidity. eview ftherelevantiteraturend ubsequenteviewf he nitial raftof the nstrumentya groupofexpertswasconductedtoestablishhecontentalidityfthe urveynstrument(Churchill979; evillis 991). npractice,he onvergentvalidityetweenwomeasuresesignedoassess he ameconstructs supportedf thecorrelationmong hecon-structss statisticallyignificantndsufficientlyarge oencourageurtherxaminationfvalidityDevillis 991).Discriminantalidityanbeestablishedy xamininghecorrelationsmong onstructs.ow omoderateorrelationbetweenwo onstructsrovidesvidence fdiscriminantvalidity.llfactoroadings ere sed nthis nalysis.heseloadings ere roducedsing principalomponentnaly-siswithvarimax otation. he factoroadings hown nTable indicatehat ll temsoadedonthe onstructheywere ntendedomeasure. n this asis, he onstructsfinterestppeared odemonstratedequate onvergentnddiscriminantalidity.SamplingFrameSubjectsikely opurchase romhe nternetresumablyshouldprovide n acceptableampling rame or studyofonline hoppingmpulsivity,s should onsumers hohave lreadyurchasedhroughhe hannel. ollowinghispremise,ollege tudentslearlyhouldprovide uitablesubjectsor studyf his ature. earlyllcollegetudentsare familiar ith he nternet'shopping nvironment.Similarationalesavemade tudentsopularubjectssedinmanytudiesf nline ehaviorsGefen, arahanna,ndStrub 003;McKnightndChervany001-2002).Toevaluate onsumers'nline hopping ehavior,atawerecollected hrough Web-basedurvey. he surveyon theWebwaspasswordrotected.oanswerhe urvey,studentseeded username ndpassword.nstructorsna college fbusiness nnouncedn class bout he urveyandhanded ut nstructions.he nstructionsontainedtheWeb ite ddress,sername, ndpassword.In all, 332 usable responseswere collected.Amongthoseresponding,herewere163females49.1percent).Interneturchases adbeenmade y96.1percentf hosesampled. lmost 7percentfrespondentseportedheyhadalreadyhopped nline.Malerespondentsaggedustslightly.ore han 5percent adpreviously ade nlinepurchases.monghose ampled,1.3percent orkedartor full ime.
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More han 8 percentf therespondentspent t eastfive ours week urfinghe nternet,0.1percent pentsix to ten hours urfinghe nternet eekly,0 percentspent 1 to 15 hours nline, nd 5.5 percentpent16 to20 hours nline.More han6 percentf therespondentsspent ver 0 hours nline achweek.Respondentsere sked oreporthenumber f timesthey ad shopped nlineduring hepastyear. he datarevealedhat nly .6percentfrespondentsad hoppedonly nce.More han 0percent adshopped t eastfivetimes. hese esultsuggesthat he espondentsrefamil-iar with nline hoppingnd, therefore,re sufficientlywellversed o inveigh nowledgeablyboutthe researchpropositions eveloped n thisstudy.On average, hissample uggestshat emalespend .7 hours erweek nthe nternet,hereasmales pent naveragef 5.5 hours.Nearly0percentf hefemales ork ull ime,while 3.4percentfthemalesworkedull ime.ProcedureTheprimaryesearch odelwasbased nawidelyppliedTAM. onsequently,theoreticalasis xistedouseconfir-matorynalysis. ISREL .51wasused oassess hemodel'sfit nd nalyzehe athshowinghe elationshipsetweenconstructs.two-stagepproachwasused.
RESULTSLISREL esultsevealedhat herootmean quare rrorfapproximationRMSEA) 0.053,normed itndexNFI)=0.95,nonnormeditndexNNFI) 0.95, oodness-of-fitn-dex GFI) 0.91, nd djusted oodness-of-fitndexAFGI)0.9.The ndexesndicatedhat heproposedmodelfit hedatawell ndsupporthenotion f theoverallmodelfit.The tructuralelationsroduced yLISREL redisplayedin Table .With ne exception-hat s,therelationshipetweenpurchasententionndsubjective orms-he oefficientsin theequations restatisticallyignificant.hisresultconfirmedllpaths roposednFigure . These ata uggestconsumers'ubjective ormsas a mediatorfbehavior)aredirectlyelatedopurchasententionshen hey ngagein nternet-basedarketingransactionssupportingI).These ata lso uggestonsumers'mpulsivityspositivelyassociated ith urchasententionuringnlinemarketingexchangessupporting2). H3,positinghat onsumer'simpulsivityillbepositivelyssociated ith heirubjec-tivenorms, asalsosignificanttthe0.01 evel.
Winter007 85Table 3StructuralModels
Constructs CoefficientsPurchase Intention 0.06 Subjectivenorms+ 0.09 impulsivity*Impulsivity 0.14 Subjectivenorms***Significanttp< 0.05;**significanttp< 0.01.
Theremaining ypothesesvaluated he nfluencefonline onsumers'endern their urchasentention,heinfluencef ubjective orms,onsumermpulsivity,ndfrequencyf Internet-based)urchase. o assesswhethersignificantifferencesxisted etween emales ndmaleswithrespecto those onstructs,ultivariatenalysis fvarianceMANOVA) as used.Hotelling'sracewas sig-nificant. 4, H5, andH6 were upported. heseresultscollectivelyuggest hatgender ifferencesxist mongthis amplewith espectopurchasentention,onsumerimpulsivity,ndfrequencyfpurchase. owever,7 i.e.,positing hatmaleswill be influencedmoreheavily ysubjective orms)was only marginallyupportedtthe0.06significanceevel.Table summarizeshedescriptivenformationssoci-atedwith his nalysis.THEORETICAL AND MANAGERIALIMPLICATIONS
Several ctionablemanagerialnsightsollow rom heseresults. ovaryingegrees,hesensightsmightpply oanymarketerctively ngagedn themanagementfamarketing eb ite.Beginningogically,he irstnsightollows romhe actthat hese ata uggesthatmale onsumers'intentionopurchase"ssignificantlyreater heneverithermales rfemalesngagen Internet-basedarketingransactions.Based nthis bservationlone, nemightentativelyn-fer hatmales omprise more ttractiveargetudiencefor nternet-basedarketers.ut t this reliminarytage,onlyonemanagerialropositionanbe offered ith c-ceptable ertitude:implynderstandinghat uchgenderdifferencesxist tall with especto onlinepurchasingintentionuggests-marketershould,t he east, onsiderpromotingifferentlyomale nd femalehoppers.Commonmarketingense lso suggestshat cohortof ndividualseportinggreaterintentionopurchase"whileonlineought o be promotedodifferentlyhancohort hathas reported lower ntention o purchase.
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86 Journal fMarketing heorynd PracticeTable 4
Descriptive Statistics and MANOVAStandard Standard SignificanceGender Mean Deviation ErrorMean p