The Differences of Online and In-store Impulse Buying Behavior using Stimulus and Response Model.

Impulse buying is buying directly without planning, triggered by stimuli from the external and internal environment with the purpose of pleasing yourself. Impulse buying can take place in the store and online. Online and in-store impulse buying have differences in environmental stimulus. This paper is prepared with an exploratory approach to give ideas and insights about the factors that stimulate impulse buying. The purpose of this paper is to create a framework of impulse buying in-store and online, using SOR models. This paper proposes framework that generates impulse buying in-store and online. The first stage is to build the stimulus, there are five stimulus, namely: Environment (place), Promotion, Payment, Product, availability. The second stage is Organism, there are two attitudes, namely: the first, consisting of mood affective, hedonism, self-esteem, donation, and second, cognitive consisting of financial, time availability, product knowledge.