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Beschreibung

Emerging Technologies for Digital Infrastructure Development is a comprehensive and insightful book that reviews the transformative impact of cutting-edge technologies on the digital landscape. It presents 16 topics, from e-commerce consumer behavior to AI applications in healthcare and cybersecurity, this book offers a detailed overview of the role of technology in shaping the modern world. With a focus on bridging the digital divide in education, the book presents innovative solutions to contemporary challenges. The editors also emphasize the importance of privacy and security in an interconnected world by discussing cybersecurity measures and threat detection strategies. The book serves as a valuable resource for technology professionals, researchers, and academics, offering a deep dive into the latest trends and applications in digital infrastructure. It also caters to business leaders, policy makers, and students seeking to understand the transformative potential of emerging technologies.

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Seitenzahl: 335

Veröffentlichungsjahr: 2000

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Table of Contents
BENTHAM SCIENCE PUBLISHERS LTD.
End User License Agreement (for non-institutional, personal use)
Usage Rules:
Disclaimer:
Limitation of Liability:
General:
FOREWORD
PREFACE
List of Contributors
Determinants of Impulse Purchase Behaviours on e-Commerce Websites
Abstract
INTRODUCTION
INTERNAL DETERMINANTS OF A PURCHASE DECISION
Trait and Related Determinants
Self-Control
Emotions
EXTERNAL DETERMINANTS OF A PURCHASE DECISION
Resources
Marketing Stimuli
Contextual
CONCLUSION
CONSENT FOR PUBLICATION
CONFLICT OF INTEREST
ACKNOWLEDGEMENTS
REFERENCES
Issuer Credit Rating Performance Report Using Sentiment Analysis
Abstract
INTRODUCTION
MATERIALS AND METHODS
LITERATURE REVIEW
METHODOLOGY
IMPLEMENTATION
RESULTS AND DISCUSSION
CONCLUSION
CONSENT FOR PUBLICATION
CONFLICT OF INTEREST
ACKNOWLEDGEMENTS
REFERENCES
Recommendations for Implementing an IoT-Based Inventory Tracking and Monitoring System
Abstract
INTRODUCTION
PROBLEM STATEMENT
USE OF IOT IN INVENTORY TRACKING AND MONITORING
IoT APPLICATION LAYERS
Sensor Layer
Communication Layer
Application Support Layer
Application Layer
RECOMMENDED SENSORS FOR INVENTORY TRACKING & MONITORING SYSTEMS
Temperature Sensor
Motion Sensor
Proximity Sensor
Humidity Sensor
Magnetic Sensor
Pressure Sensor
Sound Sensor
Optic Sensor
APPLYING IoT IN LOGISTIC OPERATIONS
APPLYING IoT IN WAREHOUSING OPERATIONS
ISSUES ASSOCIATED WITH EXISTING INVENTORY MANAGEMENT SYSTEMS
PROPOSED SYSTEM
Salient Features of the Proposed System
User Roles In The Proposed System
Manufacturer
Administrator
Shopkeeper
Proposed System Design
DATABASE DESIGN
Implementation and Adoption Challenges
CONCLUSION
FUTURE ENHANCEMENTS
CONSENT FOR PUBLICATION
CONFLICT OF INTEREST
ACKNOWLEDGEMENTS
References
Incorporate Artificial Intelligence into the Fitness Field to Curb Diabetes in Malaysia: Current and Future
Abstract
INTRODUCTION
CURRENT SITUATION OF DIABETES CARE IN MALAYSIA
Technologies Used in Current Diabetes Care
Problems and Solutions: Why do we have diabetes?
Lack of Exercise and Unhealthy Lifestyles
The Lack of an Exercise Routine
RELATIONSHIP BETWEEN DIABETES, ARTIFICIAL INTELLIGENCE (AI) AND FITNESS
Use of AI in the Fitness field
AI and Fitness: For Future Diabetes
Survey: Result and Discussion
CONCLUSION
CONSENT FOR PUBLICATION
CONFLICT OF INTEREST
ACKNOWLEDGEMENTS
REFERENCES
An RSA-based Secure E-hailing Application
Abstract
INTRODUCTION
MATERIALS AND METHODS
INFORMATION GATHERING METHODS
SOFTWARE DEVELOPMENT METHODOLOGY
RESEARCH METHODS
SIMILAR WORKS
RESULTS AND DISCUSSION
Core Features And Functionalities
Implementation (GUI)
Implementation (CLI)
Testing Results
CONCLUSION
CONSENT FOR PUBLICATION
CONFLICT OF INTEREST
ACKNOWLEDGEMENTS
REFERENCES
Digital Divide in Primary Schools
Abstract
INTRODUCTION
Methodology
FINDING
Accessibility
Affordability
Gender
Education Level
Age
Race
Digital Skills
CONCLUSION
CONSENT FOR PUBLICATION
CONFLICT OF INTEREST
ACKNOWLEDGEMENTS
REFERENCES
Intrusion Detection System for the Internet of Medical Things (IoMT)
Abstract
INTRODUCTION
REVIEW OF IDS SYSTEMS
Snort
Suricata
SolarWinds Security Event Manager
TYPES OF IDS
Host-based Intrusion Detection System (HIDS)
Network-Based Intrusion Detection System (NIDS)
TYPES OF DETECTION
Signature-Based Detection
Anomaly-Based Detection
REQUIREMENT ANALYSIS
In Your Opinion, How Secure Is Iomt (Internet Of Medical Things)?
Which Level of Confidentiality do You Think the Patient’s Medical Records Should be at?
All Hospital Network Devices have Potential Threats that must be Monitored
Intrusion Detection System (IDS) Helps to Identify any Suspicious Activity in the Hospital Network
CONCLUSION
CONSENT FOR PUBLICATION
CONFLICT OF INTEREST
ACKNOWLEDGEMENTS
REFERENCES
Cyber Security State of Industrial Internet of Things (IIoT)
Abstract
INTRODUCTION
Industrial Control System Environment
IoT in Electrical Sector
Applications of IIoT in Smart Grid
VULNERABILITY AND RISK ASSESSMENT
Safety and Security
IIoT Vulnerabilities
ICS Vulnerabilities
Memory Corruption
Credential Dump
Insecure Configuration
Code Injection
AMI Privacy Concern
IMPROVING IIOT SECURITY
Improving Prevention
Improving Detection
Detection of IIoT attacks using Honeypots
ORGANISATIONAL AND OPERATIONAL SECURITY
CYBER THREATS INTELLIGENCE AND INFORMATION SHARING
IoT Threats Intelligence Platform
SECURITY ASSESSMENT APPROACH FOR IIOT NETWORKS
CONCLUSION
CONSENT FOR PUBLICATION
CONFLICT OF INTEREST
ACKNOWLEDGEMENT
References
Machine Learning for Browser Privacy
Abstract
INTRODUCTION
ONLINE PRIVACY
DATA BROKER
CURRENT RESEARCH IN BROWSER FINGERPRINTING
CURRENT RESEARCH IN USER INTEREST PROFILING
BROWSER FINGERPRINTING COUNTER MEASURES
MACHINE LEARNING AND BROWSER PRIVACY
NATURAL LANGUAGE PROCESSING AND BROWSER PRIVACY
CONCLUSION
CONSENT FOR PUBLICATION
CONFLICT OF INTEREST
ACKNOWLEDGEMENT
REFERENCES
ARP Spoofing in Launching Man-in-the-Middle Attack
Abstract
INTRODUCTION
MITM ATTACK
MITM Attack Phases
Type of MITM Attacks
ARP
MITM Attack Phases
How ARP Works
ARP Spoofing Attack
TOOLS FOR ARP SPOOFING ATTACK
Nmap
Arpspoof
Wireshark
ARP SPOOFING ATTACK DEMONSTRATION STEPS
Check Configuration Status
Launch ARP Spoofing Attack
Sniff Network Traffic Using Wireshark
Terminate ARP Spoofing Attack
REVIEW FOR MITM ATTACK
CONCLUSION
CONSENT FOR PUBLICATION
CONFLICT OF INTEREST
ACKNOWLEDGEMENTS
REFERENCES
Elderly Monitoring Using the Internet of Things (IoT)
Abstract
INTRODUCTION
PROBLEM STATEMENT
AIM AND OBJECTIVES
Objectives
RESEARCH QUESTIONS
LITERATURE REVIEW
Internet of Things (IoT)
Monitoring System using IoT
Elderly in Malaysia
Elderly Monitoring System at Home Using IoT Technology in Malaysia
Similar Systems
System 1
System 2
System 3
Comparison of Similar Systems
SIGNIFICANCE OF THE RESEARCH
METHODOLOGY
OVERVIEW OF THE SYSTEM
CONCLUSION
CONSENT FOR PUBLICATION
CONFLICT OF INTEREST
ACKNOWLEDGEMENTS
REFERENCES
IoT-Based Medical Ecosystem
Abstract
INTRODUCTION
BACKGROUND OF ABBOT AND THE IOT MEDICAL
VULNERABILITIES AND IMPACT OF IOT MEDICAL ECOSYSTEM
METHODS OF ATTACKS USED IN IOT MEDICAL ECOSYSTEM
ORGANISATIONAL AND OPERATIONAL SECURITY IOT MEDICAL SYSTEM
Risk Management and Vulnerabilities Management
Security Certifications
Policies
FRAMEWORK ON IMPROVEMENT OF IOT MEDICAL SYSTEM SECURITY
CONCLUSION
CONSENT FOR PUBLICATION
CONFLICT OF INTEREST
ACKNOWLEDGEMENT
References
Active Learning-based Mobile Learning System for Students of Asia Pacific University
Abstract
INTRODUCTION
BACKGROUND
Active Learning
Mobile Learning
PROBLEM STATEMENT
AIM AND OBJECTIVES
RESEARCH QUESTIONS
SIGNIFICANCE OF THE WORK
METHODOLOGY
OVERVIEW OF THE PROPOSED SYSTEM
CONCLUSION
CONSENT FOR PUBLICATION
CONFLICT OF INTEREST
ACKNOWLEDGEMENTS
REFERENCES
Analytics on Airline Customer Satisfaction Factors
Abstract
INTRODUCTION
DATA ANALYTICS ON ASSESSING CUSTOMER SATISFACTION
Facilities and Services Provided
Price
Service Quality
Reviews of Customers
Flight Catering
ANALYTICAL METHODS USED
Regression Analysis
Random Forest
Structural Equation Model (SEM)
Logistic Regression
Other Popular Techniques
STRENGTHS AND WEAKNESSES OF THE ANALYTICS
CONCLUSION
CONSENT FOR PUBLICATION
CONFLICT OF INTEREST
ACKNOWLEDGEMENTS
REFERENCES
A Personalized Recommendation System for Academic Events
Abstract
INTRODUCTION
LITERATURE REVIEW
Academic Events
Recommender System
Personalised or Contextualize Recommender System
PROBLEM STATEMENT
AIMS AND OBJECTIVES
RESEARCH QUESTIONS
SIGNIFICANT OF RESEARCH
METHODOLOGY
Introduction
Requirement Planning Phase
Data Collection Method
User Design Phase
Construction Phase
Cutover Phase
OVERVIEW OF THE PROPOSED SYSTEM
CONCLUSION
CONSENT FOR PUBLICATION
CONFLICT OF INTEREST
ACKNOWLEDGEMENTS
REFERENCES
e-Health Web Application with Electronic Medical Records (EMR) and Virtual Appointments
Abstract
INTRODUCTION
LITERATURE REVIEW
Healthcare
E-Health
Telehealth
Electronic Medical Record (EMR)
SIMILAR SYSTEMS
Plato
BookDoc
Vertikal Systems
BUSINESS CASE
Porter’s Five Forces
The Threat of New Entrants: High
The Bargaining Power of Buyers: Low
The Threat of Substitute Products: Low
The Bargaining Power of Suppliers: High
The Intensity of The Competitive Rivalry: Low
RATIONALE
CONCLUSION
CONSENT FOR PUBLICATION
CONFLICT OF INTEREST
ACKNOWLEDGEMENTS
REFERENCES
Emerging Technologies for Digital Infrastructure Development
Edited by
Muhammad Ehsan Rana
School of Computing
Asia Pacific University of Technology & Innovation
Kuala Lumpur
Malaysia
&
Manoj Jayabalan
School of Computer Science & Mathematics
Liverpool John Moores University
Liverpool
UK

BENTHAM SCIENCE PUBLISHERS LTD.

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FOREWORD

This book contains a collection of chapters related to emerging technologies for socio-economic and secure infrastructure development in computer science and systems perspectives. This book is intended for those seeking advanced knowledge to conduct research and/or development.

There were 16 informative and scientifically proven chapters in this book, covering both areas of socio-economic and secure infrastructure development. Each article holds specific knowledge, with empirical analysis and scientifically proven for readers’ better understanding and replication. These articles focused on areas such as system performance, tracking and monitoring, analytics, internet of things (IoT) environment, and web applications for the emerging technologies scope, while areas focused on system security are such as sentiment analysis, cyber security, intrusion detection, privacy and fake/deepfake handling.

Hopefully, this book will be the source of reference to recent emerging technologies implementation and advancement in catering to socio-economic and software security horizons.

Thank you.

Rodziah Atan, Ph.D., P.Tech. (IT) Head, Lab of Halal Policy and Management Halal Products Research Institute (HPRI) & Dept. of Software Engineering and Information Systems Faculty of Computer Science and Information Technology Universiti Putra Malaysia 43400 Serdang

PREFACE

Social and economic factors have a growing impact on our lifestyle. These factors provide the basis for our decisions in choosing healthcare, education, shopping, and other key choices of our life. The advancement in various technologies like the Internet of Things (IoT), Artificial intelligence, Data Analytics and Machine Learning has made it possible to measure and positively impact these socio-economic factors. In this competitive world, companies must identify trends and make projections to estimate the future direction of their business. In addition, businesses need to incorporate various technologies to gauge their customer buying behaviour and overall opinions on the products and services. Customer buying behaviour is determined by capturing the customer's involvement in purchase decisions before buying a product or service through various technological platforms, including search engines, social media posts, and a variety of other tools.

Similarly, sentiment analysis is among the critical approaches that businesses must employ to detect and quantify attitudes, opinions and emotions among various customer segments. However, the significant influence of technology on these socio-economic factors has escalated several serious concerns. Among those concerns, the digital divide and the security issues are the biggest challenges to overcome. The digital divide is primarily caused by insufficient technological access, lack of digital skills and cost of the underlying infrastructure. Moreover, knowledge and comprehension of the underpinning security technologies and their application to safeguard these systems are critical. Furthermore, understanding the key issues pertinent to using security technologies and the legal framework within which the security technologies are used is of utmost importance. Investigating the use of emerging technologies for socio-economic and secure infrastructure development will not only support technological sustainability but will also significantly affect the future development trends.

Muhammad Ehsan Rana School of Computing Asia Pacific University of Technology & Innovation Kuala Lumpur Malaysia
Manoj Jayabalan School of Computer Science & Mathematics Liverpool John Moores University

List of Contributors

Ali Ahmed Mohammed Ali AlwashaliSchool of Technology, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaAmeer A. N. AlasaadSchool of Technolog, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaChan Yu HangSchool of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaDaniel Mago VistroForensic and Cyber Security Research Centre, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaFaridzuan Bin Barakath RahmanSchool of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaHen Kian JunSchool of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaHenry Khoo Shien ChenSchool of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaIntan Farahana Binti KamsinAsia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaKamalanathan ShanmugamSchool of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaKelvin TanSchool of Technology, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaLoo Jun HaoSchool of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaMatthew Tan Xian LongAsia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaMien May ChongSchool of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaMohammed Adnan IslamSchool of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaMuhammad Ehsan RanaSchool of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaMohammad Haziq RoszlanForensic and Cyber Security Research Centre, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaNik Nurul Ain Nik SukiSchool of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaNik Sakinah Nik Ab AzizSchool of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaNor Azlina Abd RahmanSchool of Technology, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaNurul Husna Binti Mohd SaadSchool of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaPit Khien LeongSchool of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaPrabu SetyajiSchool of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaRajasvaran LogeswaranSchool of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaRaja Rajeswari PonnusamySchool of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaShubashini Rathina VeluSchool of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaSiti Azreena Binti MubinSchool of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaSivaguru A/L SubarmaniyanSchool of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaTanveer Khaleel ShaikhSchool of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaSoon Qi HuanSchool of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaVeerakumar SoundrapandianSchool of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaVinesha SelvarajahSchool of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaWong Wan JingSchool of Computing & Technology, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaWong Xin YiSchool of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, MalaysiaYusnita YusofSchool of Technology, Asia Pacific University of Technology and Innovation, Kuala Lumpur, Malaysia

Determinants of Impulse Purchase Behaviours on e-Commerce Websites

Mohammed Adnan Islam1,Rajasvaran Logeswaran1,*
1 School of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, Malaysia

Abstract

This work investigates the various types and aspects of the determinants that cause impulse purchase behaviour within the context of e-commerce websites. It delves into finding the factors that trigger impulse purchase behaviour for consumers of both male and female gender within the age brackets of earning potential. The findings of this review highlight the factors that need to be in place before a purchase behaviour from a consumer can be observed. These determinants above of impulse purchase behaviour can generally be categorised into internal and external components, which are analysed in this work.

Keywords: Consumer, e-Commerce, e-Retailer, Purchase behaviour, Triggers of online purchase.
*Corresponding author Rajasvaran Logeswaran: School of Computing, Asia Pacific University of Technology and Innovation, Kuala Lumpur, Malaysia; E-mail: [email protected]

INTRODUCTION

Just as outdated products are removed from the shelves to make place for the latest ones, the cohort of the latest generation to enter the consumer market are those who fall under the umbrella of Generation Z [1]. To be more specific, these are individuals born between the years of 1995 and early 2010s. They are often considered “digital natives” as they are the first generation to have grown up surrounded by such an extensive degree of digital communication [2]. As pointed out in a study [3], Generation Z constitutes about 32% of the global population at the time of this writing and is deemed to impact consumer sales in global proportions significantly.

Studies have found that Generation Z is among the cohort of generations who spend at least 11 hours a day liking and sharing digital content across all their devices. As a result, the chances of being exposed to digital advertisements while

checking various social media platforms of their choice at least five times a day are very high [4]. This is why Generation Z consumers are referred to as being more aware and informed than previous youth generations. Consequently, traditional marketing messages struggle with consumer avoidance [5], as this population segment knows how to pick up brands that blatantly advertise just for sales.

Since traditional advertisement messaging is disregarded by Generation Z consumers, who represent 32% of the global population, it becomes essential to find out more about the determinants of impulse purchase behaviours in e-commerce websites for this consumer group. Although Generation Z consumers have been in the limelight of this chapter so far, a recent development in the global arena in 2019 has necessitated identifying the determinants of online impulse purchase behaviours for other generation cohorts like the Millennials, Gen-X, and Gen-Y. This global development that has shaken the way entire business processes work and disrupted supply chains of various industries is none other than the global pandemic caused by the novel coronavirus.

Just as its predecessors had done in the past, this pandemic has essentially brought the world to a complete standstill to curb the spread of the deadly virus. In other words, regardless of age, sex, or location, most consumers have been confined within the vicinity of their own homes. As customers cannot visit physical sites, businesses in all industries have had to shift their focus and rely heavily on the online retail wing of their existing businesses. This had the effect of consumers meeting most, if not all, of their shopping needs online.

As Fig. (1) illustrates, the purchase amount among consumers doubled in 2020 compared to only a year ago. This increase can only be thought to remain at this level or even increase in the near future. Although the world is on its way to a recovery phase due to the invention of vaccines, most consumers have been shopping online almost exclusively for the past year. It is only natural to expect them to become accustomed enough to continue to shop online whenever possible in the foreseeable future. As a result, there has never been a better time to identify the factors influencing consumers to show impulse purchase behaviour online.

INTERNAL DETERMINANTS OF A PURCHASE DECISION

Although the effects of the global pandemic combined with the disregard of marketing messages by Generation Z pose a unique set of challenges for selling online, attempts to sell goods and services to consumers are nothing new. One form of consumer behaviour that has existed since the dawn of commerce and is of particular interest for dealing with consumers who have become desensitised to

marketing efforts is that of impulse purchase. The reasons for a consumer to purchase out of impulse are described below.

Fig. (1)) Drastic 2020 increase in online spending [6].

Trait and Related Determinants

According to [7], several individual traits and self-identification may act as internal sources of impulse buying. Unsurprisingly, psychological impulses strongly influenced impulse buying [8]. Research has shown that people who achieve high scores on tests that measure impulsivity traits are more likely to participate in impulse purchases [9].

Three specific sub-traits within impulsivity stand out when dealing with impulse purchases. First is the sub-trait of sensation-seeking behaviour, which directly impacts impulse buying. Sensation-seeking, variety-seeking, novelty-seeking, and similar traits are reported as contributing to impulse buying [5].

Secondly, a tendency to buy things impulsively reflects a deeply rooted longing to act spontaneously within the context of consumption. This is what turns into an urge or motivation for actual impulse buying [5]. Impulse purchase tendencies seem easier to observe and detect than other traits.

Finally, buyer-specific beliefs are about own perceptions, and the lack tends to cause impulse purchase decisions [10]. Impulse generally occurs when a product is seen as offering high identity-expressive potential. This is intended to compensate for the lack of the consumer’s perception of themself [11]. As elaborated below, the said contextual factors might play a role in the impacts of such a lack of perception of one's identity [10].

Even though a casual observer may not be able to appreciate it completely, consumers have two main motives when they are on an online e-commerce website. These motives are known as hedonic and utilitarian [12]. A place of seeking pleasure inspires hedonic motives. Should the product reflect their belief systems, consumers may be browsing their favourite e-commerce website simply out of boredom and purchasing something on impulse. A utilitarian motive, on the other hand, gains inspiration from a practical standpoint and looks into solving a problem. It was thought in earlier literature that utilitarian motives would prevent consumers with a hedonic motive from making an impulse purchase, but that was consequently disproven.

The belief systems indicated above are considered crucial internal sources of impulse purchases, highlighting goal-directed tendencies and leading to specific beliefs about purchasing behaviour. For example, some consumers believe purchasing will bring emotional gratification, internal rewards, or the possibility of alleviating their negative feelings. As discussed in more detail in the following sections, these belief systems can serve as opportunities for retailers. When retailers align these consumer belief systems with their product image, consumers tend to make the purchase immediately and get relief from their pain [13].

Self-Control

Unlike the traits described, self-control prevents a consumer from indulging in an impulse purchase. However, as pointed out in [14], self-control requires attempts by individuals to control their desires, abide by rules, and change the general thought process of how one feels or acts. It has also been raised that self-control failure can occur because of conflicting goals, lack of self-monitoring, or depletion of mental resources [15]. Also known as “ego depletion,” the depletion of cognitive resources is said to be temporal. In other words, it is at its weakest at the end of the day [11], and a consumer is likely to take part in an impulse purchase when mental resources have depleted. This is likely a valuable tactic for marketers to attract attention to their products.

Emotions

Consumers who purchase on impulse tend to have a strong need for arousal and go through an uplifting of emotions from continuous purchasing behaviours over extended periods [16]. The study [15] adds that consumers who engage in impulse purchases tend to be uplifted with emotions at any point, before, during, or after the point of purchase.

In some cases, these arousals are said to be a more substantial reason for impulse purchase than owning the product itself [17]. On the other hand [6], points out that negative mood states like sadness can also contribute to an impulse purchase. Multiple studies highlight how self-gifting is a form of retail therapy that helps consumers manage their moods [3].

As a result, whether it is positive or negative, emotional states likely affect impulse buying. However, there is little consensus on whether or how different moods play a part in impulse buying.

EXTERNAL DETERMINANTS OF A PURCHASE DECISION

There are several determinants for a purchase decision, especially for impulse purchases. The main determinants identified in the literature are described below.

Resources

While it may seem obvious, consumers who are rich in resources tend to make more impulse purchases than those who are poor in resources [14]. On a similar note drawing from prior research [15], points out that younger shoppers, particularly those who may belong to Generation Z, tend to be more likely to buy impulsively. Unsurprisingly, older adults are expected to regulate their emotions better and control themselves.

Research, such as that of [18], has pointed out gender differences in the context of consumer behaviour. Men and women have different considerations while shopping, so they impulsively purchase different variations of products. Interestingly, it has been found that men are less likely to experience regret after purchasing than women [2].

Marketing Stimuli

Within the marketing context, several advancements have been made in applying tactics that gain attention from target impulse-purchase consumers. The empirical study in [8] discovered that specific platform attributes make them particularly popular among Generation Z females to purchase fashion-related goods. These Generation Z female consumers follow micro-influencers and willingly purchase on impulse as a form of self-therapy when they like the style of the products they see. Men prove to have no such effect on impulse purchases, so marketers should focus on female consumers. That said, marketers ought to invest with these micro-

influencers to appeal to Generations Z female consumers, as they are known to avoid branded promotional content actively.

One of the most recent and popular marketing tactics among the e-commerce giants, such as Alibaba, Taobao, and Tmall, is the tactic of gamification. Zhang et al. in [19] find that reward-giving and badge upgrade gamification systems are positively associated with perceived enjoyment and social interaction. This social interaction has been found to promote impulse purchases among consumers. As consumers enjoy the company of their online friends through points and upgrades, they can participate in various forms of gaming activities that involve spending impulsively. As a result, e-commerce websites should attempt to recognise the crucial nature of gamification mechanisms, such as giving rewards and upgrading badges, in stimulating impulse buying. Moreover, gamification seems to trigger men to purchase on impulse. Contrary to the abovementioned case, female consumers need to be more impressed to engage in these gamification mechanisms. Since female consumers are more interested in tangible rewards, they would use discounts and sales when shopping on e-commerce websites [20]. As such, they are more likely to indulge in gamification for rewards rather than for the game itself.

Another tactic marketers have been employing is the one-step payment process. Although this may not seem much at face value in terms of an impulse purchase, according to [19], security, convenience, and popularity among other consumers are the most important factors when making transactions purchases on impulse. If something falls short and the payment is not smoothly processed, the sale may be gone forever. Ensuring consumers do not worry about payment security is a hidden step to making it conducive for impulse purchases.

Contextual

Regarding impulse purchases, factors such as price levels vary depending on the context. For example, product price can be crucial for an impulse purchase. This is because financial constraints suppress impulse purchases [12]. Additionally, impulse purchases become less evident in product categories at higher price ranges. Another example of a contextual trait is only focusing on the advertising volume in hopes of an impulse purchase from consumers. Instead, paying attention to the advertisement distribution intensity within the industry context is also essential to optimise impulse purchase conditions. Advertising for firms in industries that invest heavily in advertisement practices is said to be less effective. This is because consumers are not expected to recognise or consider these triggers, just as Generation Z consumers ignore them.

In addition, distribution intensity in any product tends to influence impulse buying since the urge to make a purchase increases when products are rare or possess qualities of exclusivity [21]. Some products tend to be purchased on impulse more than others, mainly when the product displays qualities of self-belief held by the consumer. As a result, it would be logical to identify such products and try to emulate their qualities in other products [16].

Fig. (2) summarises the factors involved in an impulse purchase and illustrates how they can lead to consumers buying on impulse. The moderators for impulse buying behaviour are also indicated.

Fig. (2)) Impulse purchase process [16].

CONCLUSION

This chapter explored various avenues in impulse purchasing, especially concerning the latest generation entering the consumer market. Generation Z is primarily averse to the marketing efforts carried out by branded promotional content. In addition to not having the full attention of Generation Z’s 32% of the global consumer market stake, the global pandemic and lockdowns have necessitated a more effective way of selling goods to consumers.

As impulse purchase tends to be caused by deep internal longings, marketers and e-commerce websites require trigger desires among their consumers. This can be done with industry-specific insights that companies should gear up towards accordingly. Such as how micro-influencers drive the fashion industry sales.