Buying impulse triggered by digital media

Abstract

This study applies Beatty and Elizabeth Ferrell's impulse buying model to investigate consumers' buying impulses after receiving digital media promotions for limited-time-only sale for services. The influences of consumers' positive affect and impulse buying tendency on their felt urge to buy impulsively were explored. Questionnaires were utilized to survey consumers and structural equation modeling was adopted to explore the causal relationship among the constructs. The results indicated that consumers generate more positive affect if they perceive less time pressure or more money available. The results also revealed the direct effect of consumer positive affect and impulse buying tendency on their felt urge to buy impulsively. The study verifies the successful application of the impulse buying model to the promotion of services through digital media.