A study of the factors influencing customers’ impulse buying behavior in restaurants

Year 2018, Volume: 6 Issue: 1, 47 - 67, 20.07.2018

Ching-shu Su , Pei-hsun Lu

https://doi.org/10.30519/ahtr.421377

Cited By: 13

Abstract

Nowadays, while facing the intense competition in restaurant business,
in order to increase sales revenue and customers’ average check, understanding
how to encourage customers’ impulse buying behavior is very important.
Therefore, to figure out the influential factors of customers’ impulse buying
(ordering) behavior is imperative to restaurant operation and management. Does the dining environment of restaurant
have any effect on impulse ordering
behavior? Is reference group a factor in impulse ordering behavior? Whether customers’ personality traits play a
role in their impulse ordering
behavior? These questions are important but remain understanding in existing literature.
Therefore, this study examines the relationship of these factors and impulse buying behavior by taking quantitative
approach. The findings correspond to those of the research in impulse buying
behavior. It was suggested that “impulse buying
behavior” could be a research topic worth of being explored in hospitality
industry, and significant managerial and theoretical implications were proposed.

Keywords

impulse buying, impulse purchase, impulse ordering, dining environment, restaurant

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