CONSUMER IMPULSIVE BUYING TENDENCY SCALE DEVELOPMENT USING MIXED METHODOLOGY
Abstract
In the domains of marketing and consumer behavior, there has been a paradigmatic shift from fully rational and
mechanical human beings towards the dominance of feelings, irrationalities and impulses. Hence, there has been
a growing demand for measurement tools capturing the multidimensional nature of buying processes. This study
is an attempt to generate a reliable and valid scale to measure the impulsive buying tendency of customers. Impulse
buying is of great importance with the technological developments and ease of purchasing. In this paper, the aim
is to provide a comprehensive, valid and reliable impulse purchasing scale consisting of multiple dimensions. The
steps included the analyses of existing scales, qualitative investigations (i.e. focus groups and critical incidences),
a small scale pilot study for internal reliability and validity and a large scale quantitative study for scale purification
and scale fit. A tridimensional impulsive buying tendency scale has been presented to the literature.