Impulsive buying is the tendency of person of buying goods as well as services without making any plans in advance. When a buying decision as such is taken by the customers at the heat of the moment, it is generally trigged through feelings and emotions. Apart from work and sleep, shopping is considered to be an activity which is performed on a daily basis. Shopping helps in the achievement of more hedonic goals, to be particular it offers self-gratification as well as repairing of mood. It is a notion which is generally refereed to as the retail therapy. Anecdotes which speak to the influence as well as incident of retail therapy in our lives are aplenty. Shopping is the integral part of the daily lives of people. It is suggested through common wisdom that people engage in buying as well as shopping as the medium of repairing their negative feelings (Olsen, Khoi, & Tuu, 2021). Even though the gathered evidences suggests that retail therapy works to some extent, at the same time the following paper helps in further improving our understanding of the antecedents, mechanisms as well as results of the retail therapy. Accordingly, some questions as well as directions for the future research on the topic are discussed.
The notion of retail therapy has been conceived in two different manners. The approach that is more common associates the word with the utilisation of shopping as well as buying as a way of repairing or eradicating the negative feelings. The term emotional regulation consumption has been used for referring specially to the notion of retail therapy. Compared to this, some researchers see retail therapy with a different point of view, considering it as a consumption of good for protecting the self concept and to provide compensation for the perceived psychological deficiencies like low self esteem or loss of authority, (Alam, et al., 2021). The word compensatory consumption is generally used interchangeably for explaining the interpretation of the retail therapy.
The presence of various explanations of retail therapy provides a suggestion that there is an existence of some other distinct yet related constructs and all these constructs are generally discussed in the area of retail therapy (Billore, & Anisimova, 2021). Thus, it seems to be worthwhile for have a brief discussion on the way in which these constructs are different from one another but yet they are conceptually linked to retail therapy before accessing the main construct of the interest in details.
Impulsive buying, as the name suggests refers to the purchases which have not been planned. A sizeable type of factors can lead to a higher incidence of the unplanned purchases, comprising of the familiarity of low store, extended time of shopping, frequency of low shopping, a huge amount of in-store slack in the mental budget of a person, travel distance in-store, unexpected promotions of price along with the presence of special in-store display (Arafat, et al., 2020). The factor which is the most prominent to the current interest in the retail therapy is the level of abstraction of the shopping goals of the consumers. Some advance research has proved that having abstract goals of shopping can lead to a more unplanned buying. To the limit up to which repair of emotion is an abstract goal of shopping, the urge of retail shopping can result in a more unplanned purchase. Even though the words unplanned buying and impulse buying is used interchangeably, impulsive buying is more affect laden. The word represents a spontaneous desire or a powerful urge of making an immediate purchase. The factors which have been identified for resulting in a greater impulse buying consist of the depletion of the resources of self control, money as well as time, engagement in the ongoing search which is focused on experience, the normal belief which is appropriate to act on a person’s impulse, factors of demography like age and culture along with the factors of environment which stimulate the consumers like the perceived crowing or the mere presence of the other shoppers (Ahmed, 2022). There is a difference in the degree of impulsive consumption by the type of products as well as consumers. To the limit up to which negative emotions induce the urge of spending as well as impulse buying makes positive feeling of excitement as well as pleasure impulse buying can be concomitant with the therapy of retail. In some extreme cases, impulsive buying can be converted to compulsive buying in which people consume or purchase in excess searching for gratification as well as pleasure from the process of buying itself instead of the satisfaction from the actual goods bought (Singh, et al., 2021). In the first look, most of the constitution motives in the shopping taxonomies do not seem to pertain at all to the desire of enhancing a person’s mood or feeling and some of them might not have a hedonic basis.
The main aim of the paper is to investigate what the antecedents to impulse buying and retail therapy are in the context of Singapore
The Objectives Of The Research Are:
Assessing the effectiveness of the retail therapy
Assessing the effectiveness of the impulsive buying
Investing the antecedents to impulse buying
Investing the antecedents to retail therapy
Research Questions
RQ1 what is the antecedents of retail buying?
RQ2 what is the antecedents of impulsive buying?
RQ3 How effective is impulsive buying?
RQ4 How effective is retail therapy?
Research philosophy is taken into consideration for the analysis as well as development of a study in details. The philosophies can be of three types- positivism, interpretivism as well as realism. The positivism helps in the development of an in-depth analysis of a particular research. Interpretivism deals with the function as well as activities of management and on the other hand, realism is a mixed approach of the philosophies of research (Omar, et al., 2021). In this particular paper, there will be use of positivism research philosophy because it helps in investigating the problem in a critical as well as logical way. The derivation of positivism philosophy is done from the sensory experiences and the evaluation is done on the basis of facts. There will be rejection of the other two philosophies.
There are three different types of research designs- descriptive, exploratory as well as explanatory. Out of thee, analytical design aids in understanding as well as evaluating a research in a descriptive manner. The exploratory design is used for having an understanding of the concepts in the starting phase of the research and the explanatory design is used for the establishment of a relationship in between the two variables which are considered, (Li, et al., 2021). For this particular paper, there will be a use of analytical design of research for getting a detailed idea of the present theories and the other two designs will not be accepted.
The following paper will be dependent on the collection of secondary data as well as primary data. The secondary data will be available on online platform or the printed form. the primary data will be collected through the means of different sources such as surveys as well as interview.
The technique of sampling which will be used for this particular paper will be both the probability and the non-probability technique of sampling. Along with this, there will be use of simple random sampling for this paper for getting a better knowledge of the topic. It is expected that approximately 50 people will be asked to take part in the survey and they will be asked to state their point of view on the particular study.
For carrying out the analysis of the quantitative data gathered through surveys an interviews, there will be transformation of the data into percentages as well as numbers for getting a comprehensive and a comparison data of the collected data. Later, there will be conversion of these data into graphs as well as charts for presenting a pictorial or graphical representation of the same, (Lee, et al., 2021). For the evaluation of the qualitative data, there will be use of thematic approach. The information gathered through interviews will be written, taking into consideration different themes which are related in a direct way to the topic of research.
There will be adherence to strict guidelines of ethics at the time of the entire research. For the collection of the primary data, no participant will be compelled to take part in the survey; there will be signage of a form of consent by every participant for making sure that they are participating with their consent. In any case where there will be a requirement of any kind of authority, it will be taken and a letter of authorisation will be presented from the university.
References
Ahmed, S. (2022). Disinformation Sharing Thrives with Fear of Missing Out among Low Cognitive News Users: A Cross-national Examination of Intentional Sharing of Deep Fakes. Journal Of Broadcasting &Amp; Electronic Media, 1-21. https://doi.org/10.1080/08838151.2022.2034826
Alam, S., Lin, C., Ahmad, M., Omar, N., & Ali, M. (2019). Factors Affecting Energy-Efficient Household Products Buying Intention: Empirical Study. Environmental And Climate Technologies, 23(1), 84-97. https://doi.org/10.2478/rtuect-2019-0006
Arafat, S., Hussain, F., Kar, S., Menon, V., & Yuen, K. (2020). How far has panic buying been studied?. World Journal Of Meta-Analysis, 8(6), 447-461. https://doi.org/10.13105/wjma.v8.i6.447
Billore, S., & Anisimova, T. (2021). Panic buying research: A systematic literature review and future research agenda. International Journal Of Consumer Studies, 45(4), 777-804. https://doi.org/10.1111/ijcs.12669
Lee, L., Inman, J., Argo, J., Böttger, T., Dholakia, U., & Gilbride, T. et al. (2018). From Browsing to Buying and Beyond: The Needs-Adaptive Shopper Journey Model. Journal Of The Association For Consumer Research, 3(3), 277-293. https://doi.org/10.1086/698414
Li, X., Zhou, Y., Wong, Y., Wang, X., & Yuen, K. (2021). What influences panic buying behaviour? A model based on dual-system theory and stimulus-organism-response framework. International Journal Of Disaster Risk Reduction, 64, 102484. https://doi.org/10.1016/j.ijdrr.2021.102484
Olsen, S., Khoi, N., & Tuu, H. (2021). The “Well-Being” and “Ill-Being” of Online Impulsive and Compulsive Buying on Life Satisfaction: The Role of Self-Esteem and Harmony in Life. Journal Of Macromarketing, 42(1), 128-145. https://doi.org/10.1177/02761467211048751
Omar, N., Nazri, M., Ali, M., & Alam, S. (2021). The panic buying behavior of consumers during the COVID-19 pandemic: Examining the influences of uncertainty, perceptions of severity, perceptions of scarcity, and anxiety. Journal Of Retailing And Consumer Services, 62, 102600. https://doi.org/10.1016/j.jretconser.2021.102600
Recent Technology and Engineering. (2020). Does Education Affect the Online Impulse Buying in Millennials?. International Journal Of Recent Technology And Engineering, 8(2S12), 100-103. https://doi.org/10.35940/ijrte.b1019.0982s1219
Singh, J., Singh, G., Kumar, S., & Mathur, A. (2021). Religious influences in unrestrained consumer behaviour. Journal Of Retailing And Consumer Services, 58, 102262. https://doi.org/10.1016/j.jretconser.2020.102262
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