Effect of Stress, Materialism and External Stimuli on Online Impulse Buying AUTHORS:
The purpose of the study was to examine the impact of stress, materialism, and external stimuli on impulsive online buying. A total of 156 usable surveys were collected online. Stress was manipulated by presenting participants with solvable and unsolvable anagram tests. The study's results indicated that consumers under stress displayed a higher online impulse buying tendency after viewing the second image relative to those consumers under no stress regardless of stimuli presented. This implies that there was a delay in participants' reaction to the stress. This suggests that the first image likely served as a primer. In addition, there was a positive correlation between materialism and the impulse tendency, and that external stimuli did not influence online impulse buying tendencies. This study provides better understanding of impulsive shopping manifested by dejection related emotions.