The Effects of Information Searching and Information Symmetry on Impulse Buying Decision

Research papers showed diversified finding on the relationship between impulse buying and consumer satisfaction. This paper presents consumer buying decision theory to analyze impulse buying decision making process and to justify the definition of “impulse buying” with rationale and try to explore the association exists between the variables of, “information symmetry”, “impulse buying”, and “consumer satisfaction”. These relationships are examined in a questionnaire study with a random sample of 1,327 Taiwanese consumers. The major finding demonstrated that “information symmetry” acts as moderating variable between “with information searching’s impulse buying” and “consumer satisfaction” ”. The implications of these results are discussed with respect to consumer behavior theory, and the practical treatment offered to the increasing number of impulse buying shoppers.