Influence factors on impulse online buying of cosmetic products

Impulzivna kupovina često se opisuje kao iznenadna želja i poriv za nekim proizvodom ili uslugom. Impulzivni kupci brzo i bez promišljanja donose kupovne odluke ne razmatrajući je li im taj proizvod zaista potreban te koje će biti moguće financijske posljedice te kupnje. Zbog svoje kompleksnosti koja se očituje u mnoštvu čimbenika koji na nju utječu, zainteresirala je mnoge istraživače. Uslijed sve većeg prakticiranja online kupovine pojavila se potreba za istraživanjem online impulzivne kupovine. Budući da se online kupovno okruženje dosta razlikuje od tradicionalnog i sami čimbenici koji utječu na impulzivnu kupovinu mogu se razlikovati ovisno o okruženju. Kategorija kozmetičkih proizvoda do sada nije dovoljno istraživana u kontekstu online impulzivne kupovine, a jedna je od popularnijih kategorija proizvoda koju potrošači u današnje vrijeme kupuju putem Interneta. Zbog navedenog, ciljevi ovog rada su otkriti u kolikoj mjeri je prisutno impulzivno kupovno ponašanje te koja je uloga kvalitete web stranice, aktivnosti unaprjeđenja prodaje u online okruženju i korištenja kreditnim karticama na impulzivnu online kupovinu kozmetičkih proizvoda. Za ostvarenje cilja rada provedeno je empirijsko istraživanje online anketnim upitnikom na uzorku od 111 osoba koje su u posljednjih šest mjeseci obavile barem jednu impulzivnu online kupovinu nekog kozmetičkog proizvoda. Rezultati su pokazali da iako su ispitanici kupili neki kozmetički proizvod impulzivno, kod sebe nisu primijetili prisutnost impulzivnog kupovnog ponašanja. Također se pokazalo da korištenje kreditnih kartica nema značajnu ulogu kod impulzivne online kupovinu. S druge strane primijećeno je da aktivnosti unaprjeđenja prodaje i kvaliteta web stranice mogu imati pozitivnu ulogu u online impulzivnoj kupovini.Impulsive buying is often described as a sudden urge and desire for a product or service. Impulsive buyers make their purchasing decision very quickly and without thinking about whether they need the product or about the possible financial risk of that purchase. Impulsive buying is a very complex behavior because of the many factors that influence it but that is also the reason why it has piqued the interest of many researchers. Because of the increasing practice of online shopping, there is a need to research online impulse shopping. Since the online shopping environment is quite different from the traditional one, factors that influence impulse buying may also differ depending on the environment. Cosmetic products have so far not been researched enough in the context of online impulse buying, and it is one of the product categories that consumers buy online the most. The goals of this thesis were to find out to what extent impulsive buying behavior is present and what is the role of website quality, sales promotion activities in the online environment, and the use of credit cards on impulsive online shopping of cosmetic products. To achieve these goals, empirical research was conducted using an online survey questionnaire on a sample of 111 respondents who made at least one impulsive online purchase of a cosmetic product in the last six months. The results showed that although the respondents bought some cosmetic products impulsively, they did not notice the presence of impulsive buying behavior. Credit card use was also found not to be significant for impulsive online shopping. On the other hand, it has been noticed that sales promotion activities and website quality can have a positive role in online impulse buying