Physical Stores

The purpose of this paper is to study the factors that may influence impulsive buying behavior. A good store environment will encourage customers to patronize the store and this can be achieved through effective marketing activities, well-trained salespeople, and promotional activities high in emotional influence value. As a result, customers are more likely to purchase unplanned products due to the attritional value from the marketing activities.

Interactivity creates benefits to businesses (e.g., costs reduction) and customers (e.g., enhancement of purchasing decisions). In assessing interactivity researchers developed interactivity measures only for the on-line channel. However, the off-line channels such as physical stores can also be interactive. Thus, the question addressed in this paper is: "Can a web-based measure of interactivity be adjusted to capture interactive differences between web stores and physical stores?" Our results show that although an adjusted web-based measure has low reliability levels, it can measure interactive differences between web stores and physical stores. Recommendations for future research and implications for practitioners are discussed.