A Meta-Analysis of Online Impulsive Buying and the Moderating Effect of Economic Development Level.

Abstract

Online impulsive buying has become increasingly prevalent in e-commerce and social commerce research, yet there is a paucity of systematically examining this particular phenomenon in the paradigm of information systems. To advance this line of research, this study aims to gain insight into online impulsive buying through a meta-analysis of relevant research. Derived from 54 articles, this meta-analysis categorized the critical factors that influence online impulsive buying into the website, marketing, and affective stimuli. This study further explores the moderating effect of economic development level. The empirical results reveal that the chosen 13 main factors are significantly and positively related to online impulsive buying except for website security, price, novelty, and negative emotion. Moreover, economic development level moderates the relationship between several factors (i.e., website visual appeal, ease of use, price, promotion, pleasure, and positive emotion) and online impulsive buying. This study contributes to both theory and practice. It not only extends the impulsive buying literature to the online context by emphasizing the IT-supported website stimuli, but also provides implications for future research on online impulsive buying behavior across different economic development levels. Moreover, it provides guidelines for practitioners on how to leverage information technology to induce online impulsive buying.