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Abstract
Using SOR theory, this paper investigates how storytelling, extraversion, and excitement affect TIBB via tourists’ impulsive buying tendencies. The data were collected using the quantitative method from 349 customers. 10 hypotheses about the targeted variables' direct, indirect, mediating, and moderating effects were confirmed. The current research intends to investigate the antecedents of tourists’ impulsive buying tendencies in the travel context. Overall, this research may shed light on a further understanding of what factors can affect tourists' impulsive buying tendencies and how tourists’ impulsive buying behavior mediates the relationship between antecedents and tourists' impulsive buying behavior. Travel experience is a moderating variable to investigate the effects of storytelling, extraversion, excitement, and tourists’ impulsive buying tendencies. However, most relevant relationships have already been tested in existing studies, and there is a lack of investigation specific to the travel context. The significance of this research and its contribution still need further improvement.
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