Understanding compulsive buyers' online shopping incidence: a closer look at the effects of sales promotions and bargains on Hispanic Americans

Compulsive buying has been extensively explored by scholars in the traditional consumption environment. However, little attention has been given to understanding the relationship between compulsive buyers and specific types of external stimuli such as sales promotions and bargains in the online context. Therefore, this study aims to explore the effects of compulsive buying tendencies along with sales promotions and bargains in the online environment among Hispanic Americans. Specifically, the authors develop a model to test the effect of compulsive buying tendencies on consumers' online shopping incidence mediated by sales promotions and bargains. Overall the results indicate that people who have a higher tendency to buy compulsively are more prone to promotions and are more likely to use online sales promotions. In addition, people who have a higher tendency to use online sales promotions will have a greater likelihood to use online bargains, and subsequently have a greater incidence of shopping online.