THE NEXUS OF ‘COOL’ MOTIVATION AND CREDIT CARD ON IMPULSE BUYING BEHAVIOR: A CONCEPTUAL STUDY

Abstract

The issue of impulse buying behavior has been studied in numerous
marketing fields particularly in buying behavior. Impulse buying behavior
has been considered as one type of buying behavior frequently exercised
among consumers in this modern age. There is a growing stream of
research on impulse buying behavior, particularly from the retail
purchasing context which revealed factors that contribute to this
behavior. Generally, previous studies on impulse buying focused on three
perspectives, namely individual factors (e.g. lack of self-control), product
factors (e.g. low and high price), and situational factors (e.g. store
environment). However, there are scarce conceptual and theoretical
knowledge in marketing studies which discusses the influence of ‘cool’
motivation and credit card on impulse buying behavior. Therefore, the
purpose of this conceptual paper is to review the relationship between
‘cool’ motivation and credit card on impulse buying behavior which in
turn is expected to reveal a new perspective on the study of consumer
behavior. It is essential to explore the relationship between ‘cool’
motivation (CM), credit card (CC) and impulse buying behavior (IBB) as
less attention has been paid to this matter. Therefore, the results of this
study will contribute to the current body of knowledge and provide
additional valuable information to marketing practitioners which then
will allow them to create effective and efficient marketing strategies.