A Study on the Influence of Loyalty Programs on Impulsive Buying Behaviour

Abstract

In the dynamic digitalized world, impulsive buying (IB) has emerged as a crucial driver of consumer buying behaviour. As a
result, businesses are concentrating on devising diversified marketing strategies for influencing their IB behaviour. E-loyalty
programs are one of the marketing strategies. These programs consist of offers and rewards which often influence the customer
buying decisions. Generally, these programs are utilised to retain consumers, make them loyal and motivate them to repeat
purchases. However, these programs also trigger customers to purchase impulsively. This dimension of customer buying
behaviour has received less academic attention. Hence, the present study intends to close this knowledge gap by ascertaining
the relationship between factors of e-loyalty programs on IB behaviour. The study is exclusively based on primary data
collected from 334 online shoppers based on purposive sampling. The data analysis has been done using bivariate correlation
and linear regression analysis techniques in IBM-SPSS 20. The outcome of the study revealed that factors such as awareness,
attitude, attractiveness, perceived value, rewards and trust are correlated with impulsive buying behaviour. Subsequently, the
study found that except awareness and attitude, all other factors such as attractiveness, perceived value, rewards and trust
factors are significantly associated with IB behaviour. This study provides novel insight to academicians, researchers and
policymakers to better understand the modern digitalized consumer behaviour. Further, it will help marketers to make effective
strategies regarding e-loyalty programs to gain a competitive edge in the hyper-competitive market.