In the present study we investigate whether various types of sales promotions together with hedonic shopping motivation (value shopping) and positive affect drive impulse buying. The study further explores the moderation impact of trait constructs viz deal proneness and impulsive buying tendency in impulse buying. In our research, sales promotion tools are classified into four categories namely, (a) monetary-immediate (MI), (b) non-monetary-immediate (NMI), (c) monetary-delayed (MD) and (d) non-monetary delayed (NMD) types of sales promotions. Data were analysed using SEM. Results revealed that out of the four categories of promotional tools only MI and NMI drive impulse buying. Each of MI, NMI, MD and NMD is found to be related to positive affect whereas MI, NMI and NMD impact value shopping but MD does not. The role of IBT and DP as moderators has been evident. The study has significant theoretical as well as managerial implications. Test of mediation confirmed the role of urge to buy as mediator.

在本研究中，我们调查了各种类型的促销活动是否与享乐购物动机（价值购物）和积极影响一起推动冲动购买。该研究进一步探讨了特质建构的适度影响，即冲动购买中的交易倾向和冲动购买倾向。在我们的研究中，促销工具分为四类，即（a）货币即时（MI），（b）非货币即时（NMI），（c）货币延迟（MD）和（d）非-货币延迟（NMD）类型的促销。使用SEM分析数据。结果显示，在四类促销工具中，只有MI和NMI会推动冲动购买。发现MI，N​​MI，MD和NMD中的每一个都与正面影响相关，而MI，NMI和NMD的影响价值购买却与MD无关。IBT和DP作为主持人的作用是显而易见的。该研究具有重要的理论和管理意义。调解的测试证实了敦促购买作为调解人的作用。