مقاله انگلیسی رایگان در مورد مدل معادلات ساختاری از رفتار خرید امروزی (الزویر)

Impulse buying in grocery retailing is of interest to manufacturers as well as retailers. Starting from the 90’s, several authors have started to investigate the role of the point of sale in consumers’ decisions (Bucklin and Lattin, 1991; Donovan et al., 1994; Beatty and Ferrel, 1998; Bell et al., 2011) on the belief that it was possible to stimulate purchases not planned before towards profitable products and/or categories (Inman et al., 2009). During the past two decades, manufacturers have gradually shifted their strategic focus from the traditional marketing levers (e.g. advertising) oriented to create awareness, to instore marketing levers (e.g. promotion) hoping to influence consumers’ decisions in store. At the same time, many retailers have invested a lot of resources on in-store marketing to stimulate unplanned purchases. In Italy at least two out of three purchase decisions are made in store (IGD, 2012) and this data would strengthen the growing strategic importance of the point of sale and all those levers which are operated in store to influence the buying behaviour of the consumer. However, over the last few years there have been significant changes in shoppers’ behaviour due to modifications in the economic and technological landscape. In a context where the unemployment rate grows, the family income decreases, the taxes incidence increases, consumers begin to adopt strategies to reduce the incidence of food expenditure (IGD, 2011). Moreover, the diffusion of new shopping tools has enabled consumers to search for product and pricing information anywhere at any time, both outside and inside the store (Silveria and Marreiros, 2014). As a consequence, consumers today enter the store much more prepared than in the past, and they are able to shop quickly only looking for products they had planned to buy.