Influence of human values on impulse buying behavior: A gender analysis

The research contributes to the understanding of the relationship between the values individuals prioritize and their impulsive buying behavior. The results can offer guidance to professionals and business managers in conducting their sales strategies and to researchers when considering human values in investigations of buying behavior, enabling new understandings.

Design/methodology/approach:

A model with two scales, impulsive buying and human values, consolidated in the Brazilian context, was applied, resulting in 414 responses analyzed through structural equation modeling.

Findings:

The results demonstrated that human values affect impulsive buying behavior, indicating that the values of pleasure, emotion, and religiosity have a positive relationship, and the values of health and knowledge have a negative relationship. Samples by gender presented significant differences, as survival and emotion have a greater positive influence on impulsive buying in men, while women are more influenced by the pleasure and emotion values and have a negative relationship with the affectivity value.

Keywords
impulse buying; human values; gender differences; consumer behavior; Functional Theory of Human Values

Emotion	To enjoy challenges or unknown situations; to look for adventure.
Pleasure	To live for the moment; to satisfy all your desires.
Sexuality	To have sexual relationships; to obtain sexual pleasure.
Beauty	To be able to appreciate the best in art, music, and literature; to go to museums or exhibitions where you can see beautiful things.
Knowledge	To look for up-to-date news on not very well-known matters; to try to discover new things about the world.
Maturity	To feel that your purpose in life has been fulfilled; to develop all your capacities.
Affectivity	To have a deep and enduring affectionate relationship; to have somebody to share successes and failures.
Social support	To obtain help when you need it; to feel that you are not alone in the world.
Belonging	To have good neighborly relationships; to form part of a group, e.g., social, religious, sporting.
Success	To reach your goals; to be efficient in everything you do.
Power	To have the power to influence others and to control decisions; to be the boss of a team.
Prestige	To know that a lot of people know and admire you; when you are older, to be honored for your contributions.
Personal stability	To have the certainty that tomorrow you will have all that you have today; to have an organized and planned life.
Health	To look after your health at all times, not just when sick; not to be sick.
Survival	To have water, food, and shelter every day in your life; to live in a place with enough food.
Obedience	To fulfill your daily duties and obligations; to respect your parents, superiors, or elders.
Religiosity	To believe in God as the savior of humanity; to complete the will of God.
Tradition	To follow the social norms of your country; to respect the traditions of your society.

	General	Men	Women
Affectivity	-0.0689	-0.036	-0.129^* * ,
Social support	-0.0103	-0.017	-0.042
Beauty	0.0205	0.043	-0.006
Knowledge	-0.0904^* * ,	-0.082	-0.066
Coexistence	0.0023	0.012	0.022
Emotion	0.1346^* ***** indicate statistical significance at 10%, 5%, and 1%, respectively.	0.166^* * ,	0.132^ , and
Stability	-0.0059	0.121	-0.081
Maturity	-0.0479	-0.129	0.012
Obedience	0.0186	0.022	-0.058
Power	-0.0197	0.003	0.010
Pleasure	0.1951^* ***** indicate statistical significance at 10%, 5%, and 1%, respectively.	0.105	0.259^* ***** indicate statistical significance at 10%, 5%, and 1%, respectively.
Prestige	-0.0133	0.023	-0.032
Religiosity	0.0794^* * ,	-0.033	0.074
Health	-0.1299^* ***** indicate statistical significance at 10%, 5%, and 1%, respectively.	-0.112	-0.109
Sexuality	0.0309	0.099	0.015
Survival	0.0550	0.112^* * ,	0.033
Tradition	-0.0030	0.058	-0.001
Success	0.0593	-0.010	0.098
R2	0.093	0.118	0.150
Compound Reliability (rho_a)	0.602	0.703	0.766
Average variance extracted (AVE)	0.141	0.236	0.246
McDonald’s Omega	0.778	0.779	0.856
Blindfolding (Total: 1-SSE/SSO)	0.0444	0.0451	0.075
Medium VIF	1.549	1.702	1.618

Editora Mackenzie; Universidade Presbiteriana Mackenzie Rua da Consolação, 896, Edifício Rev. Modesto Carvalhosa, Térreo - Coordenação da RAM, Consolação - São Paulo - SP - Brasil - cep 01302-907 - São Paulo - SP - Brazil
E-mail: revista.adm@mackenzie.br

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[1] Correspondence concerning this article should be addressed to Michele Aparecida Cunha, Av. João Naves de Ávila, 2.121, Santa Mônica, Uberlândia, MG, Brasil. ZIP code 38400-902. Email: michele.cunha@ufu.br

1	I often buy things spontaneously.
2	“Just do it” describes the way I buy things.
3	I often buy things without thinking.
4	“I see it, I buy it” describes me.
5	“Buy now, think about it later” describes me.
6	Sometimes I feel like buying things on the spur-of-the-moment.
7	I buy things according to how I feel at the moment.
8	I carefully plan most of my purchases.^* * Inverted code item.
9	Sometimes I am a bit reckless about what I buy.