Wittenborg Student’s Study Reveals Surprising Insights into Impulse Buying

Unveiling the Hidden Drivers of Impulse Buying in Dutch E-Commerce

Esiro Anavhe, a recent master’s graduate from Wittenborg, has conducted a study that explores the factors influencing impulse buying on prominent Dutch e-commerce platforms, Bol.com and Coolblue. Her research not only challenges existing theories but also opens new pathways for understanding consumer behaviour in the digital age.

Anavhe’s choice of topic reflects the changes in consumer behaviour driven by the COVID-19 pandemic. “The topic is of great significance given the increasing popularity of online commerce and the escalating occurrence of impulsive purchasing behaviours, especially in light of the COVID-19 crisis,” she shared. “I selected this subject for my graduation project due to its focus on a notable void in the existing body of literature concerning the precise effects of demographic variables and personality traits on impulsive purchasing behaviour in the Netherlands.”

By following a robust research methodology, Anavhe, who studied Digital Marketing and Communications, adhered to the “positivist philosophy,” utilising quantitative data to explore the relationships between various factors affecting impulse buying. “The study used a survey research design and a mono-method approach, analysing quantitative data collected from 400 participants via Google Forms,” Anavhe explained.  

Anavhe also addressed some challenges during her research process. “The primary obstacles included acquiring a sample size that was both extensive and representative, ensuring the reliability of the data, and managing the complexities of the SmartPLS-SEM model,” she noted. “Additionally, balancing theoretical frameworks with practical applications and resolving conflicting findings from previous research on demographic factors were considerable challenges.”

Anavhe’s study revealed several surprising insights. “It was discovered that traditional demographic characteristics, such as gender, income and educational qualifications, have a minimal effect on impulsive buying behaviour on platforms like Bol.com and Coolblue,” she said. “This finding challenges the prevailing belief that these elements significantly influence consumer behaviour.”

One of the most notable revelations was the role of negative emotions in driving impulse buying. “My research uncovered that negative emotions can actually serve as a powerful indicator of impulsive buying behaviour,” Anavhe revealed. “This challenges conventional views and suggests that emotional states can drive consumers to make unexpected purchases.”

Contrary to expectations, Anavhe found a significant relationship between self-control and impulse buying. “The study discovered that individuals with strong self-control still displayed notable impulsive purchase tendencies,” she explained. “This indicates that even those who are typically disciplined in their consumption can be influenced by strategic marketing and online shopping environments.”

Based on her findings, Anavhe offers several recommendations for e-commerce platforms and policy makers. “To leverage the relationship between negative emotions and impulsive buying, online retailers could develop targeted marketing strategies that address emotional states,” she suggested. “For instance, they could create campaigns that appeal to consumers’ emotions or provide support to help manage negative feelings.”

She also advocates for a re-evaluation of user interfaces to balance self-control and impulse buying. “Implementing features like tailored reminders or exclusive offers could promote more intentional decision-making and help balance self-control with impulsive behaviour,” Anavhe proposed.  

Anavhe’s future plans are centred on applying her research findings to advance her career in digital marketing and e-commerce. “My goal is to collaborate with prominent e-commerce companies in implementing sophisticated personalisation technology and enhancing user interfaces to properly manage impulsive purchase behaviours.”  

She also plans to further her academic studies in consumer behaviour.  

Anavhe further shared advice for students starting their own research journeys. “My only advice for students still writing their thesis is that though it may seem daunting and extremely stressful at the beginning, if you work hard and take all the feedback you can get from your supervisor, there is always light at the end of the tunnel,” she said. “It would also be good for students to take this phase as a means of learning, growing, and further developing yourself for future purposes.”  

WUP 06/01/2025 
by Erene Roux 
©WUAS Press 

Dr Colin Mackenzie Delivers Keynote at Wittenborg Project Week

https://www.wittenborg.eu/learning-never-stops-dr-colin-mackenzie-delivers-keynote-wittenborg-project-week.htm

Mackenzie Discusses the Path to Success at Wittenborg’s Three-Day Project Week

Wittenborg’s three-day Project Week on Quality Education (SDG4) kicked off with a thought-provoking keynote from Dr Colin Mackenzie, Consultant and Educator. In his speech, Mackenzie focused on the transformative power of lifelong learning and the crucial role it plays in personal and professional success.

In his address on 16 December, Mackenzie emphasised that lifelong learning is far more than just earning academic qualifications. “Lifelong learning is not just about having academic qualifications. It is about reflecting on what you’ve done and what you have learned,” he remarked, challenging both staff and students to approach education as a continuous journey of self-improvement.

He continued, “The path to success is not just about gaining knowledge, but also about cultivating the right attitude, skills, and habits. These are the building blocks of personal growth that help us adapt to the challenges of an ever-changing world.”

Mackenzie highlighted that success comes from staying open to new opportunities and experiences. “Success doesn’t come from simply following a set path—it comes from being open to change, from continuously learning and building on your experiences,” he explained. “Every experience, whether positive or negative, is an opportunity to learn and grow.”

He also stressed the importance of self-reflection in the learning process: “You have to take the time to reflect on what you’ve done, what you’ve learned, and what you can do better next time. This reflection helps you stay focused on your personal development and ensures that you keep moving forward,” he said.

Mackenzie’s message resonated deeply with the audience, encouraging everyone to embrace the concept of lifelong learning as a way to not only enhance their careers but also to develop as individuals. “Lifelong learning is not something that stops when you leave school or university,” he said. “It’s a mindset that should stay with you for life.”

Throughout the three-day event, Wittenborg focused on SDG4: Quality Education, a global goal aimed at ensuring inclusive and equitable quality education for all. Mackenzie’s speech was a key highlight of the week, setting the tone for discussions around the evolving nature of education and how institutions and individuals can contribute to a more sustainable and inclusive future.

“Embrace the journey of lifelong learning, and you’ll find that success is not a destination, but an ongoing process,” Mackenzie concluded.

WUP 03/01/2024 
by Erene Roux 
©WUAS Press 

Students Explore Solutions for Quality Education During Project Week

Activities Aligned with UN’s Sustainable Development Goal #4

From 16 to 18 December, more than 220 foundation, bachelor’s and master’s students participated in Wittenborg’s End-of-Year Project Week, themed after the United Nations’ Sustainable Development Goal (SDG) #4 (‘Quality Education’). The theme was chosen earlier this year by both students and staff, and it will serve as Wittenborg’s Theme of the Academic Year 2025. The initiative aimed to enable participants to create innovative business plans or solutions that promote quality education and lifelong learning. 

The activities kicked off on 16 December at Apeldoorn’s traditional Orpheus Theatre, where Wittenborg president, Peter Birdsall, delivered the opening speech. The day also featured inspiring keynote sessions from Wittenborg Associate Professor, consultant and educator Colin McKenzie; Rector Ron Tuninga; and Associate Professor Ahmed Mehta. A panel discussion on the impact of AI in education followed, featuring Birdsall, Tuninga, Head of the School of Business Rauf Abdul and Assistant Professor Hind Albasry. 

According to McKenzie, discussing themes like Quality Education is important for students because it enables them to make positive changes to society. “We are in the most international business school in the Netherlands, with people from many different nationalities who are sharing their experiences. In the world, there are lots of people who are not fortunate enough to get access to education and we need to consider them. The students who are discussing quality education here will be ambassadors when they go back to their countries, and they will be able to make change,” he said. 

Ron Tuninga highlighted that events like these help participants understand that everyone has to give back to society. “We need to connect better with society and to have business students understand that there are more things than just making a profit. On top of that, this is a great opportunity for students and faculty to share experiences and help Wittenborg keep developing itself.” 

On 17 December, students attended keynote sessions by Deputy Head of the School of Business, Dadi Chen; Wittenborg Professor and Vice-President Ad Kil; AI expert and researcher Jie Li; and sociologist, lecturer and researcher Iyeyinka Kusi-Mensah. The day ended with a practical workshop by Colin MacKenzie, focusing on collaborative strategies to tackle educational challenges. 

Working in Groups

Students were divided into groups of four to five members. Unlike regular Project Weeks, where teams are typically culturally diverse, this time, teams were country-specific. This approach allowed students to select a target country that reflected the nationalities of the team members. The aim was to encourage students to apply cultural and contextual knowledge to create solutions tailored to the unique challenges faced by their selected country regarding ‘Quality Education.’ 

Each group was assigned one of the ten targets of SDG 4, such as ‘Free Primary and Secondary Education’, ‘Eliminate All Discrimination in Education’ and ‘Build and Upgrade Inclusive and Safe Schools’. The final product was a poster presentation, designed to meet the standards of a research or development project proposal. The posters were evaluated through a jury panel, with the top three teams announced at Wittenborg’s annual Christmas party on 18 December.  

Each member of the winning teams – for both the bachelor’s and master’s competitions – will receive a € 100 Bol.com voucher. The groups in second and third place will receive € 50 and € 25 vouchers, respectively.

Hospitality Business Administration (HBA) student Arshia Baharloueiyancheshmeh, specialising in Sport Business Management, was part of the team that won first prize among the bachelor’s students. He highlighted the benefits the Project Week offered to participants. “I enjoyed the collaborative aspect the most. Working with a diverse group of peers allowed us to exchange ideas and perspectives, which enriched our project and made the process engaging and rewarding.” 

Activities in Amsterdam  

During the project week in Amsterdam, 83 bachelor’s and master’s students explored the theme of ‘Quality Education’, focusing on the application of Artificial Intelligence in personal and professional development. The activities began on 3 December with a keynote session by Dr Jie Li. 

Bachelor’s students were tasked with interviewing professionals from various fields about their experiences using AI in personal and professional contexts. Each team will analyse the collected data and prepare a presentation, scheduled for 23 January, to share their findings. 

Master’s students, on the other hand, were assigned to design workshops for bachelor’s students, teaching them how to use AI in their personal and professional growth. Each team worked with a specific tool, including platforms such as Perplexity, Wizco, Reclaim, Prezi AI, Slidebean, Jenni AI, Atlas.ti, Resume.io and Career Copilot. The workshops are planned for the end of January. 

According to Associate Professor and Deputy Head of the School of Business, Dadi Chen, this project offers a unique opportunity to explore AI's transformative role in education and research while developing essential skills in training design, delivery and analysis. “We encourage students to approach this task creatively and collaboratively, with a focus on the practical application of AI tools in an academic context,” he emphasised.  

WUP 30/12/2024 
by Ulisses Sawczuk 
©WUAS Press 

Wittenborg President Wins Forttuna Global Excellence Awards 

Peter Birdsall is ‘Business Leader of the Year in Education’ in the Netherlands

Wittenborg is proud to announce that its president, Peter Birdsall, has been named 'Business Leader of the Year in Education' in the Netherlands by the Forttuna Global Excellence Awards. The winners of the awards were announced on 6 December during a ceremony held in Dubai. Informed of his nomination in March, Birdsall was selected by an international jury of seasoned industry professionals renowned in their fields. 

During the ceremony, the president of Wittenborg dedicated the award to his colleagues, faculty staff and students. “I don’t see this award so much as a recognition specifically of what I have achieved, but of what everybody who’s been working in and around Wittenborg has achieved to get the school to where it is today,” he comments.  

Wittenborg Joins ICEF Miami for the First Time

Michael Sheppard Meets Prospective Students in Miami

For the first time, Wittenborg attended ICEF Miami, held from 9 to 10 December 2024 in Miami, Florida. Representing Wittenborg was Michael Sheppard, the school's Recruitment & Sales Representative.

Making Connections in Latin America

ICEF Miami is a leading event connecting international educators with student recruitment agents, with a focus on the Latin American market. This year’s event saw attendance from approximately 300 higher education institutions worldwide and 300 agencies.  

For Wittenborg, it was a unique opportunity to showcase its offerings as the Netherlands’ most international business school.

As Sheppard noted, “This was Wittenborg’s first time at ICEF Miami, and it was an invaluable experience. The event gave us a platform to connect with agents and discuss opportunities for Latin American students who are seeking high-quality education in Europe.”

The Appeal of Wittenborg

One of the standout aspects of the event was the reaction to Wittenborg’s value proposition.

“When I present Wittenborg and The Netherlands to agents, they’re often surprised by the value for money we offer,” Sheppard said. “We provide excellent education, a high standard of living, and unparalleled travel opportunities through the Schengen Visa.”  

These features resonated strongly with agents, who are accustomed to North America being the primary destination for Latin American students.

A Vibrant Host City

Sheppard further said that Miami is a fantastic setting. Known for its cultural diversity, with more than half the population speaking Spanish as a first language, Miami offered a fitting backdrop for an event focused on Latin America. “The energy, food, music and beaches were incredible,” he added.

Looking to the Future

Reflecting on the experience, Sheppard expressed excitement about the future: “I’m really looking forward to welcoming more students to Wittenborg. Events like ICEF Miami are crucial in building the connections that make this possible.”  

WUP 16/12/2024 
by Erene Roux

©WUAS Press 

A Closer Look at the Factors Shaping International Tourism in Pakistan

What Attracts Tourists to Pakistan? Wittenborg Researchers Investigate 

Wittenborg’s Rauf Abdul, Vanessa de Oliveira Menezes and Waleed Jawaid recently published a paper titled ‘An Analysis of Pakistan’s Destination Attributes and Their Effects on International Tourists’ Intentions to Visit’ in the interdisciplinary scientific journal Turyzm/Tourism 2024, 34/1.

The study provides an interesting examination of how various attributes of Pakistan influence international tourists’ intentions to visit. It is no secret that tourism is a major economic driver globally, contributing $9.258 billion to the global economy and generating 330 million jobs in 2019. Given this significance, the researchers aimed to identify which factors are most effective in attracting tourists to Pakistan.

To determine this, the researchers examined both direct and indirect impacts of destination attributes on foreign tourists’ intentions through perceived destination images. They used a deductive approach to develop and test their hypotheses. Data collection took place between November and December 2021, with respondents approached via various social networks, including Facebook, LinkedIn, and Instagram.

The study revealed that 40.6% of respondents took a vacation once a year, while 28.6% were frequent travellers taking holidays 2 - 4 times a year, and 27.6% were infrequent travellers who vacationed every few years. Notably, 40.1% of respondents had previously visited Pakistan.  

The study concluded that six destination attributes – landscape, services, local attitudes towards tourists, safety and risk, sports, and special events – are critical for Pakistan’s market positioning. Four attributes (landscape, local attitudes, sports, and adventure) significantly influence Pakistan’s perceived destination image. This image, in turn, has a significant effect on tourists’ visit intentions. The study also found that those who had visited Pakistan before were more likely to return.

Based on their findings, the researchers recommend that Pakistan highlight its natural attractions, improve infrastructure such as roads and lodging, and address safety concerns, particularly for female tourists. They also suggest that Pakistan promote international events and sports festivals to enhance its global image and attract more visitors. Additionally, they propose that universities include hospitality and management in their curricula to develop a qualified workforce and that the government and local administrations create and publicise worldwide tourism promotional material focused on key attributes to boost Pakistan’s perceived image.

Abdul commented on the research, stating, “This research provides crucial insights into the factors influencing international tourists’ intentions to visit Pakistan.”  

He added, “These findings align with Wittenborg’s mission of providing practical, industry-focused education, especially for our hospitality programmes. The research contributes to the university’s key pillars of internationalisation and diversity by enhancing an understanding of cross-cultural tourism dynamics in a remote but highly attractive tourist destination.  

“We regularly receive new students and some key staff members are originally from this destination. This study’s focus on quantitative methods and real-world applications resonates with Wittenborg’s commitment to preparing students for the global job market through practical, research-based education. The publication of the paper’s great societal impact is confirmed by its publication in a Scopus-indexed journal with a good impact.”  

WUP 12/12/2024 
by Erene Roux 
©WUAS Press 

Wittenborg Assistant Professor Discusses Revolutionary Technology Agentic AI

Nikita Pahwa Highlights Future Transformations of Various Sectors

To discuss the possibilities and consequences of Agentic AI, a groundbreaking technology in Artificial Intelligence, Wittenborg Assistant Professor Nikita Pahwa recently gave an interview to ‘Data Geek’, a newsletter targeted at MBA students from Christ University in India.  

According to Pahwa, unlike traditional systems, Agentic AI can make plans, complete tasks end-to-end and learn from experience. “Agentic AI is a revolutionary advancement in Artificial Intelligence, particularly significant for the industry’s future. It can execute a sequence of actions in response to a single request, breaking down complex tasks into smaller, manageable steps. This capability can transform the way we plan, prioritise and manage tasks,” she explains.  

Pahwa underlines that Agentic AI has the potential to transform various sectors like marketing, software development, sales, lead generation, IT infrastructure, IT operations, finance, human resources and healthcare. 

“Agentic AI can revolutionise day-to-day operations, such as inventory optimisation and demand forecasting. It can create end-to-end customised marketing campaigns for companies, and it has further potential to create customised ads for different customer segments. The use of Agentic AI can also revolutionise the healthcare industry by enabling daily monitoring of physical and mental health and providing customised treatment plans. Additionally, Agentic AI could streamline the software development cycle and enhance cybersecurity,” she exemplifies. 

The researcher explains that implementing task automation with AI requires customised solutions for specific business processes. “By implementing Agentic AI, businesses have learned that its adaptability and minimal need for human intervention can lead to automating repetitive tasks, which can be time saving. These systems can further advance problem-solving skills and scalability in various departments, which is highly beneficial for organisations.” 

However, certain aspects need to be addressed while creating customised Agentic AI, including data and privacy issues along with ethical considerations. “Since these models are customised for each business, human oversight is essential to address transparency and accountability issues arising from the use of diverse training data. Organisations must also be aware of bias in training datasets for AI, which then leads to AI also being biased. The integration of AI in complex work processes can be time-consuming and companies must be willing to anticipate potential problems while training their AI model,” Pahwa says.  

The lecturer concludes by emphasising that Agentic AI will become an integral part of business strategies over the next few years. “Agentic AI will play a crucial role in the workplace in the near future; even if not fully integrated, some parts of every organisation will surely implement these systems into their workflow. This shift may require the workforce to adapt to these new AI systems, potentially making some jobs obsolete.”

WUP 11/12/2024 
by Ulisses Sawczuk 
©WUAS Press 

Event Offers Networking Opportunities and State-of-the-Art Knowledge on Current Education Trends

From 18 to 20 November, Wittenborg participated in AACSB’s Europe, Middle East and Africa (EMEA) Annual Conference in St. Julian’s, Malta. The school was represented by President Peter Birdsall and Rector Ron Tuninga, who took the opportunity to strengthen ties with higher education professionals from different countries and learn about the latest developments in the field.

More than 275 attendees, including deans, associate deans, department chairs and faculty gathered at the event. The discussions focused on how business schools are adapting to societal and technological changes and thriving despite the ongoing challenges posed by geopolitical events in the EMEA region. The programme included networking sessions, keynote speeches and workshops on topics such as AI-driven assessment and evaluation methods, incorporating generative AI into teaching and learning, insights from accreditation journeys and cultivating critical thinking leaders. 

According to Birdsall, the atmosphere of the event was delightful, providing an opportunity to meet new faces and reconnect with old friends. “On top of that, the theme of the conference was both relevant and timely. AI is now a reality, representing a groundbreaking development in education. It’s essential for the industry to examine these new technologies and the opportunities and challenges they bring,” he summarised.

Tuninga emphasised that by attending events like this, Wittenborg and other institutions are working to build a network of business schools with a strong practical orientation. “It is always great to meet colleagues from the region and to understand the latest developments of business education in their respective countries and specific schools. These partnerships make all of us stronger,” he said.

WUP 10/12/2024
by Ulisses Sawczuk
©WUAS Press