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