Impact of Digital Marketing on Consumers' Impulsive Online Buying Tendencies With Intervening Effect of Gender and Education: B2C Emerging Promotional Tools

Sarwar-A Alam Md, Daoping Wang and Abdul Waheed
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Sarwar-A Alam Md: University of Science and Technology Beijing, Beijing, China
Daoping Wang: University of Science and Technology Beijing, Beijing, China
Abdul Waheed: University of Science and Technology Beijing, Beijing, China

International Journal of Enterprise Information Systems (IJEIS), 2019, vol. 15, issue 3, 44-59

Abstract: We are living in the digital age where consumers have become more elegant, and their buying intention is radically transforming from traditional to online buying behavior. This study investigates the impact of digital marketing (DM) tools on consumers' online impulsive buying tendencies (OBIT), i.e., effective (AD) and cognitive tendencies (CD) with intervening role of the gender (GDR) and education-level (EL). Four hundred surveys were randomly distributed to online shoppers in Pakistan. SEM was applied to test the proposed relationships and findings revealed a positive association between DM and consumers' OBIT. The comprehensive examination affirmed the positive interrelationships of sub-dimensions of DM on consumers' OBIT, i.e., AD and CD. It is further revealed that GDR and EL did not moderate the relationships between DM and OBIT. This study furnishes insights on how advertisers can exploit such platforms to achieve OBIT and creating effective relationships in today's digital age. This study demonstrates certain directions for academicians and practitioners.

Date: 2019
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