From Chat to Cart: How AI Boosts Online Impulse Buying

Defining key drivers of online impulse purchasing: A perspective of both impulse shoppers and system users

The rapid development of the internet in Indonesia has driven the growth of e-commerce businesses, with this phenomenon being a major factor in the emergence of live streaming e-commerce features. There exists a social presence in live streaming e-commerce, which is the ability to interact directly with viewers, thus prompting unplanned purchases (Impulsive Buying). In Indonesia, Gen Z tends to engage in impulsive buying, especially when shopping online. The need for instant gratification and the convenience of online shopping further fuel this behavior, often resulting in unplanned and impulsive purchases. Therefore, this study aims to analyze the influence of social presence on impulsive buying in live streaming e-commerce among Gen Z. Using dimensions such as broadcaster's social presence, viewer's social presence, live streaming social presence, arousal, and pleasure. Thus, this research examines the impact of social presence that may affect impulsive buying on Shopee. This study adopts a quantitative research approach using Structural Equation Model (SEM) with AMOS application. Data collection involves quantitative methods through questionnaires and SEM analysis. The research findings indicate that the overall Structural Equation Modeling (SEM) supports the current model, where impulsive buying dimensions have a positive and significant influence from broadcaster's social presence, viewer's social presence, live streaming social presence, arousal, and pleasure. This study is expected to provide theoretical and practical insights into how marketers can effectively plan and implement strategies in live streaming e-commerce. Keywords: e-commerce, marketing, social presence, impulsive buying, Gen Z, Structural Equation Modeling (SEM).

Customer loyalty plays a key role in ensuring sustainable development for fashion brands in the digital age. Based on fundamental theories such as Brand Equity Theory, Stimulus Response Theory, Social Presence Theory and Information System Success Model, this study analyzes the impact of content quality and brand interaction via Facebook on brand loyalty, and examines the mediating role of brand awareness in this relationship. The PLS SEM linear structural model is used to test the research hypotheses by analyzing survey data from 201 customers who have purchased and known the fashion brand CEVONNI. The research results show that content quality and brand interaction both positively affect brand awareness, thereby promoting brand loyalty. In particular, brand awareness plays an important mediating role in the relationship between digital media factors and customer engagement behavior. This study not only clarifies the mechanism of brand loyalty formation on the Facebook social networking platform, but also provides practical implications in optimizing communication strategies, enhancing brand experiences and creating sustainable values in the digital transformation stage in the Vietnamese fashion market.

In recent years, along with the rapid development of Internet technology and drastic changes in consumption patterns, live streaming commerce has gradually become an emerging business model that attracts the participation of consumers. Based on parasocial interaction and social presence created by live streaming commerce, this study uses SmartPLS software to exam the impact of parasocial interaction and social presence on impulsive purchase in live streaming commerce context. According to an empirical analysis of 407 valid questionnaire data from China through an online survey, consumers’ social anxiety and fear of missing out have a significant positive effect on parasocial interaction, while their narrative involvement has a non-significant effect on parasocial interaction. Social presence has a significantly positive effect on impulsive purchase. Consumers’ narrative involvement and smartphone addiction had a significant positive effect on their social presence. This study extends existing research findings regarding consumer impulsive purchase on live streaming commerce. In addition, this study provides evidence that consumers’ parasocial interaction and social presence mediate the relationship between consumer characteristics and impulsive purchase.

PurposeThis research examines the underlying psychological process of customers' impulsive buying on social media through the lens of customer inspiration. Drawing on the customer inspiration theory, it identifies the factors influencing customer inspiration on social media from three perspectives: source characteristics, platform characteristics and personal characteristics, which subsequently lead to impulsive buying. Since the conceptualization of source credibility includes three mostly reported components: attractiveness, expertise and trustworthiness, it further contrasts the effects of three dimensions of source credibility on customer inspiration.Design/methodology/approachA structural equation model of customers' impulsive buying on social media was developed through the lens of customer inspiration. An online survey with 625 participants was conducted to test the hypotheses, and the partial least squares (PLS3) method was used.FindingsThis research found that source credibility, social presence and customer innovativeness are antecedents of customer inspiration on social media, which positively influence the inspired-by state of the customers, which impacts the inspired-to state and further leads to impulsive buying. By comparing the three dimensions of source credibility, the authors found that attractiveness and expertise positively affect the inspired-by state, while trustworthiness has no significant effect.Originality/valueThis research establishes the link between impulsive buying and customer inspiration, which provides a new psychological perspective to understand impulsive buying. In addition, it investigates the source characteristics of customer inspiration by comparing the effect of three dimensions of source credibility on customer inspiration, which provides the first evidence for connecting customer inspiration and source credibility.

Influence mechanism of consumers’ characteristics on impulsive purchase in E-commerce livestream marketing

With the development of internet technology makes human behavior change in shopping, that is, by online shopping, one of them is through E- commerce which keeps on increasing from year to year. With this, it is important for E-commerce companies to be able to study consumer behavior in making purchase decision in order to be able to increase the purchase number of company's products. Without realizing it, there are a lot of E-commerce consumers do purchase suddenly without prior planning, that is, impulse purchase. This research focuses on the factors that influence impulse buying, that is, hedonic shopping motivation, shopping lifestyle and sales promotion. This research is done to find out the influence of Hedonic Shopping Motivation, Shopping Lifestyle and Sales Promotion on Impulsive Purchase on Tokopedia Indonesia E-commerce consumers. The research method uses quantitative method, by collecting research data with distributing questionnaires using Google Forms to 100 respondents who are Tokopedia E-commerce consumers that domicile in Surabaya. Using primary data source type is with non-probability sampling method with purposive sampling technique. Data analysis tool that is used is SPSS version 25. The result of this research shows that there is partial or simultaneous influence of Hedonic Shopping Motivation, Shopping Lifestyle and Impulsive Purchase variables on Tokopedia Indonesia E-commerce consumers. Keyword: Hedonic Shopping Motivation, Shopping Lifestyle, Sales Promotion, Impulsive Purchase.

With technology advancements within the field of AI there has been an increased interest in chatbots used for e-government services. Despite this increased interest, there is a knowledge gap in terms of what contributes to the satisfaction with e-government chatbots. To fill this gap, this study investigates factors affecting the satisfaction and use of chatbots from a citizen perspective. To this end, this study builds on the Information Systems success model, by examining the role of key critical antecedents (i.e., information quality, system quality, service quality) and extends it by considering the role citizens’ trusting beliefs and perceived empowerment when using e-government chatbots, in order to explain citizens’ satisfaction and intention to use chatbots. A model that captures the multidimensional and interdependent nature of chatbot success is suggested and tested on data collected from 105 users of e-government chatbots in Norway. The findings indicate that information and service quality positively influence the degree of trusting beliefs by the citizens while all three quality dimensions positively influence empowerment perceived by citizens. The degree of trusting beliefs and empowerment positively affect satisfaction, while satisfaction positively affects intention to use. This study identifies the impact of quality dimensions on trusting beliefs and empowerment and is the first study to investigate both empowerment and trusting beliefs in the context of e-government chatbots.KeywordsEmpowermentTrustE-governmentChatbotIS Success Model

The rapid popularity of live streaming promotes the emergence of a new business model known as live streaming commerce. Due to high interactivity and rich-sensory stimuli, live streaming easily leads to consumers’ impulse buying. However, knowledge on impulse buying in live streaming commerce is considerably limited. Drawing on the social presence theory and cognitive-affective framework, our study proposes a theoretical framework with which to examine how live streaming affects consumers’ urge to buy impulsively. In an online survey, 267 valid responses were obtained. Results indicate that social presence of live streamer, social presence of other viewers and social presence of product positively influence affective intensity. Results also show that social presence of other viewers and social presence of product negatively influence perceived risk. Furthermore, this study proves that the urge to buy impulsively is driven by affective state (i.e., affective intensity) instead of cognitive state (i.e., perceived risk) in the live streaming commerce context. This study provides a deep understanding of the psychological mechanism underlining consumers’ impulse buying in live streaming commerce. The findings also offer suggestions for online retailers to enhance product sales.

Purpose This study differentiates pure impulse buying behaviour from suggestive impulse buying behaviour in using mobile shopping applications (apps). This study aims to assess the moderating effects of instant discount and cashback promotional offers along with the mediating effects of impulse buying intention (IBI) and user satisfaction (US), using the app stimuli (performance expectancy, effort expectancy, layout, atmosphere, privacy and security). Design/methodology/approach The study was done in three stages: analysis of variance, followed by structural equation modelling (SEM) and paired t-tests. Findings The results showed that instant discounts and cashback offers are different from each other for the mediating variable IBI. The SEM results for pure impulse buying showed that, except for layout, the remaining variables have a positive relationship with IBI. For suggestive impulse buying, effort expectancy and layout were significantly related to both the mediating variables. Finally, pure and suggestive impulse buying behaviour showed significant differences. Originality/value Previous studies have looked into impulse buying in its generic sense and not through the “types” of impulse buying they were measuring. As impulse buying behaviour is a predominant theme for discussion today, marketing professionals and researchers must comprehend the impact of app stimuli in the context of select types of impulse buying behaviour.

Social presence is a theory that explains self-involvement in social interactions. Even though it is often not realized, social presence has an important role in explaining a person's condition towards the nature of virtual interaction. The flexibility of social presence makes this theory often applied in various scientific fields such as education, tourism, marketing to other fields, especially in the current digitalization era. One of the aims of this research is to explore and reaffirm the performance of social presence within the scope of live streaming marketing by involving consumer trust as a driver of impulsive buying behavior. This study adopts the SOR theory which explains the function of stimulus, organism, and response in influencing consumer behavior. This study has five variables, namely live streaming social presence, viewer social presence, broadcaster social presence, consumer trust, and impulse buying. This research was conducted using a quantitative approach with a convenience sampling technique and collected data from 188 respondents which were processed using SPSS and PLS-SEM. The main findings of this study indicate that the social presence of live streaming and social presence of watching has a positive and significant effect on consumer trust. Furthermore, consumer confidence has a positive and significant effect on impulsive purchases. In addition, the effect of social media presence on consumer trust is negative and insignificant.

With the proliferation of live streaming, there is evidence that online impulse buying is becoming an emerging phenomenon. Although many studies have investigated impulse buying in the context of offline shopping and business-to-consumer e-commerce, online impulse buying in live streaming has attracted little attention. In this study, we aim to explore the effect of social presence in live streaming on customer impulse buying based on the stimulus–organism–response framework. The research model presented here identifies pleasure and arousal as the mediation of impulse buying in live streaming. We use the AMOST and IBM SPSS PROCESS software to estimate our model based on data at the minute level from 189 customers, who watched live streaming in the past three months. The results suggest that the social presence of the broadcaster and the social presence of the live streamer positively affect impulse buying directly and indirectly via pleasure and arousal, promoting consumer online impulse buying in live streaming, but the social presence of the viewers has no significant effect on pleasure and arousal. For practice, our results can help policymakers and operators of the live streaming platform alleviate impulse buying in the digital world.

TikTok live streaming shopping is an effective sales strategy that combines limited-time promotions and strong social presence to influence consumer behavior. This study, using non-probability judgmental sampling and SEM-PLS analysis, examines the impact of Sales Promotion and Social Presence on Impulse Buying, with Emotional Response as an intervening variable. The results show that both Sales Promotion and Social Presence have direct and indirect positive effects on Impulse Buying through Emotional Response. Therefore, enhancing promotions and social interaction during live streaming can trigger emotional responses that lead to impulsive purchasing behavior

The introduction of mobile shopping apps has resulted in the growth of impulse buying or excessive compulsion, especially in the fashion industry. This paper aims to establish a relationship between app stimuli (including performance expectancy, effort expectancy, atmosphere, layout, and privacy and security) and impulse buying behaviour. Besides this, it also examines the moderating effects of the video product presentation and product scarcity claim and the mediating effects of impulse buying intention and user satisfaction. The study was carried out in two phases. In the first phase, a paired t-test analysis was carried out to compare the mean of each set. This was followed by multi-group structural equation modelling to check the model’s validity. The results show that while video product presentation produced a significant difference between impulse buying intention and impulse buying behaviour for both the male and female respondents, scarcity claims achieved positive results only for male participants. The SEM results, meanwhile, demonstrated that both the mediating variables bear a relationship to performance expectancy, privacy and security, and impulse buying behaviour. However, effort expectancy was only related to impulse buying intention, while atmosphere and layout were exclusively associated with user satisfaction. Based on the findings of the study, theoretical and managerial implications are presented.

PurposeThe purpose of this paper is to explore the impact of product information on impulse purchases in a cross-border electronic commerce (CBEC) setting from the perspective of cue stimulation.Design/methodology/approachThis study proposes a research model of impulse purchases in CBEC based on the cue utilization theory and Stimulus-Organism-Response (S-O-R) model. The research model was tested using covariance-based structural equation modelling. Data were collected from the consumers of a popular CBEC platform in China.FindingsA high-quality product description has a significant positive effect on concentration but not on curiosity and autotelic experience. A high-quality product display has a significant positive effect on concentration, curiosity and autotelic experience. High-quality product content has a significant positive effect on curiosity and autotelic experience but not on concentration. Curiosity and autotelic experience both have a significant positive effect on impulse purchases; however, concentration has no such effect on an impulse purchase. Curiosity and autotelic experience have a full mediation effect between product display and impulse purchases and between product content and impulse purchases, respectively.Originality/valueThis study integrates the S-O-R model and cue utilization theory to construct a theoretical model of product information-flow experience-impulse purchases. According to the model, we can understand how product information influences consumers' impulse purchases in CBEC.