| THE EFFECTS OF TIME AVAILABILITY ON IMPULSE BUYING Irene Cheong & Jacky F.L. Hong Issue 29 (Vol. 15, No. 1), June 2005, pp. 35-47. A lot of researchers have highlighted the significance of impulse buying. However, the effects of time availability on impulse buying are controversial and inconsistent. Therefore, this study aims to further validate the effects of time availability on impulse buying. A conceptual model is developed to measure the factors affecting impulse buying from previous research. Three factors are included in the model, namely time availability, in-store browsing and normative evaluations. A questionnaire is developed based on the model and a survey is carried out with the supermarket shoppers in Macau. The research findings were satisfactory, suggesting that on the whole, time availability, in-store browsing and normative evaluations have significant influence on the dependent variable. A discussion on the findings and limitations in this study is also presented. Finally, some implications and future research are addressed. |