Innovation for Sustainability: Convergent Mixed Method Strategies for Instrument Development in Impulsive Buying, Chan Ven, Wong Hoo, Arasu Raman
Chan Pee Ven
Research Scholar, Faculty of Business and Communications, INTI International University
Malaysia
ORCID: 0000-0001-9803-699X
Wong Chee Hoo
Professor, Faculty of Business and Communications, INTI International University
Malaysia
ORCID：0000-0003-0691-4463
Arasu Raman
Director, International Relations Collaboration Centre, INTI International University
Malaysia
ORCID：0000-0002-8281-3210
Type of Paper: Research
Received: 11 December 2025 / Revised: 19 January 2026 / Accepted: 30 January 2026 / Published: 23 March 2026
DOI: 10.47556/J.WJEMSD.22.3.2026.7
Purpose: This study investigates the influence of perceived quality, brand awareness, and influencer effects on impulsive buying behaviour and its consequences for financial health.
Design/Methodology/Approach: This study employs a convergent mixed-methods design. Quantitative data were collected from 40 Millennials via a structured questionnaire, while qualitative data were gathered from two semi-structured interviews conducted at the pilot stage. Instrument validity and reliability were assessed using face validity, sampling validity, convergent and discriminant validity, and expert review of qualitative methods.
Findings: Sampling validity, convergent, and discriminant validity were met, although AVE values for Perceived Quality and Brand Awareness fell below the 0.5 benchmark. Items loading above 0.7 were re-selected to address the issue. Qualitative results revealed contrasting brand preferences, providing depth to the quantitative analysis.
Originality/ Value: This study introduces a validated mixed-methods framework for diverse products and services, including online purchases, food, and fashion.
Research Limitations: A small sample size and construct validity issues limit generalisability.
Practical Implications: The study recommends standardised scales and urban sampling for future research to enhance robustness and applicability.
Keywords: Consumer Behaviour; Human Health; Impulsive Buying; Impulse Purchase; Instrument Development; Online Purchases; Mixed Method; Financial Well-Being; Research Strategies.
Citation: Ven, C. P., Hoo, W. C. and Raman, A. (2026): Innovation for Sustainability: Convergent Mixed Method Strategies for Instrument Development in Impulsive Buying. World Journal of Entrepreneurship, Management and Sustainable Development (WJEMSD), Vol. 22, No. 3, pp. 283-300.
