Dorset, United Kingdom: International Journal of Management
Marketers have long recognized the significance of impulse buying, but most studies focus on adult consumers. Idolatry means the extent to which people have and are influenced by idols in their behavior. The purpose of this study is to examine the relationship between idolatry and impulsive buying tendency in the case of Taiwan's 13 to 20 years old adolescents. We conducted a survey of 337 high school and college students. The research employed the nine-item scale of Rook and Fisher (1995) to measure impulse buying behavior and the self-assessment question "Do you have an idol?" to distinguished idolatrous and nonadolartous. The results indicate that impulsive buying is significantly associated with idolatry. In addition, the factors of economic independence (e.g. pocket money available and part-time job) are also significantly correlated with adolescents' impulsive buying tendency. Marketers should utilize the influences of idols as a strategic attempt to strengthen adolescents' brand image.
International Journal of Management 25(4), pp.633-640+778