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The impact of online sales promotion on consumers' online impulsive buying decisions, suggestion for AI recommendation systems

Van Nguyen Thi Hong, Ly Bui Nguyen Huong

Annals of Computer Science and Information Systems

2022

Vol. 34

59--67

Impulse buying is making a purchase that you did not originally intend to. This could be stimulated by the external shopping environment, your internal thought-processing course, or both simultaneously. Marketers, in their own way, try to make the most of this behavior to boost sales. Online shopping has always been developing at a remarkable pace, however, with the outbreak of the COVID-19 pandemic at the beginning of 2020, recent years have seen even more significant increases in terms of online sales revenue. Combining the two notions of ``impulse buying'', ``online shopping'', and the marketing technique of sales promotion, this paper aims to analyze how online sales promotions affect consumers' online impulsive buying decisions. Based on a previously proposed research model as a theoretical basis, the researcher simplified to make it more fitting and feasible due to the short period of the total research process. Primary research was carried out among people living in the city of Hanoi, Vietnam who do their shopping online daily. A structured questionnaire was used to collect relevant data from respondents of a sample size of 295. The results show that online promotions indeed affect consumers' online impulsive buying decisions, the two opposite directions of anticipated regret have contrasting impacts on those decisions, and consumers' inherent trait of impulsiveness does not moderate the relationship between the anticipated regret they experience and their impulsive purchase decisions.