Harnessing the power of suspense in megalive sessions: decoding mediating pathways and moderating effects through a multi-theory psychological framework.

The phenomenon of impulse behavior has been extensively studied by social studies researchers over the last century. An extension of this, impulse buying behavior has also been well-researched at least within the brick-and-mortar context. However, impulse buying behavior within the online context has been relatively unstudied compared to the offline equivalent. In this systematic literature review the authors attempt to synthesize literature on this topic, provide clarity of concept regarding the various forms of impulse shopping behavior, propose a theoretical framework that encapsulates both impulsive and compulsive buying behaviors within the online context, and discuss the underlying theoretical foundations, characteristics, contexts, and methodologies that define the literature within this domain. This review is the first within the online impulse buying behavior domain which provides a distinction between the various forms of impulse buying behavior, such as consumer impulsivity, the buying impulse, impulsive, compulsive, and panic buying behaviors. It is also the first to propose a comprehensive framework that incorporates both impulsive and compulsive buying behaviors within the online context. The theoretical framework proposed within this review would be of managerial relevance to practitioners within the e-commerce or social commerce domain since this is the first paper that discusses both online impulsive and compulsive buying behaviors within the same theoretical model. Policyholders in the field of addictive behavior and disaster management would benefit from the discussion of online compulsive and panic buying, along with the theoretical underpinnings of these phenomena. Lastly, this review would provide a fundamental but holistic view of online impulse shopping behavior to academicians within this domain.

The concept of impulsive buying is important because it offers an opportunity to enhance profits. Despite the effect of impulsive purchase in the service environment, limited research has been conducted to understand customers’ impulsive buying behavior. Given the unique characteristic of cruise experience, this study aims to investigate the relationship between individuals’ traits, emotions, and impulsive buying behavior. PLS–SEM tests the hypotheses using a sample of 143 cruise customers. Based on trait activation theory, results reveal that impulsive buying tendency has an impact on positive and negative affects and impulsive buying behavior. Furthermore, customers’ emotion mediates the relationship between impulsive buying tendency and behavior. Findings improve the understanding regarding the psychological mechanism of cruise customers’ impulsive buying behavior.

PurposeThis study aims to examine the effects of cruise attributes on impulse buying of service customers through impulsive buying tendency. Specifically, this study investigates whether service attributes (variety of selection and price) influence the impulsive buying behavior of customers by stimulating their impulsive buying tendency.Design/methodology/approachPartial least squares-structural equation modeling was used to test the hypothesis using a sample of 143 cruise customers. Mediating analysis was conducted to examine whether customer personal traits (impulsivity) mediated the relationship between service attributes and impulsive buying behavior.FindingsThe findings showed that price attributions had a significant positive direct impact on impulsive buying tendency and behavior, while a variety of selections had a significant direct effect on impulse buying behavior. The results revealed a significant mediating role of impulsive buying tendency in the relationship between price attributions and impulse buying.Originality/valueAlthough studies on the decision-making style of service customers have been widely discussed, a limited number of studies has examined customers’ impulsive buying behavior in the service sector. Considering the importance of impulsive purchasing as a valuable marketing tool, the results of this study can help service providers and researchers enhance their knowledge of the mechanism of impulse buying behavior.

The rapid integration of digital and interactive technologies in brick-and-mortar retail has completely changed visual merchandising from a static display function to a dynamic, experience-based strategy. This research examines the effects of technology-enabled visual merchandising on impulse purchase behaviour in supermarkets, specifically focusing on how visual engagement and emotional arousal act as mediating variables. Using the Stimulus Organism Response (S-O-R) theoretical framework, we conceptualised technology-enabled visual merchandising as the environmental stimulus, visual engagement and emotional arousal as organismic states, and impulse purchase behaviour as the behavioural response. We used quantitative cross-sectional research, collecting data from 400 supermarket consumers in five major cities in Tamil Nadu, India. We employed Structural Equation Modelling (SEM) using SPSS and AMOS to test the hypothesised relationships and mediation effects. The findings indicate that technology-enabled visual merchandising increases visual engagement, which then positively impacts emotional arousal. Emotional arousal is found to be a strong predictor of impulse purchase behaviour. However, technology-enabled visual merchandising does not have a direct effect on either emotional arousal or impulse purchase behaviour; thus, visual engagement and emotional arousal fully mediate the sequential effects between technology-enabled visual merchandising and impulse purchase behaviour.

The main subject of this study is impulsive buying and compulsive buying behaviors that can occur in consumers’ online shopping and are considered as the unusual or irrational aspects of purchasing. The study mainly focused on personal factors that may be the precursors of these behaviors. In this respect, the study aims to statistically analyze the relationships between the five-factor personality traits, consumer decision-making styles, impulsive buying, and compulsive buying variables based on the relational screening model. It aims to determine which personality and decision-making styles are associated with impulsive and compulsive buying. Within the scope of quantitative research, data was obtained through a survey method from 478 participants, which was determined through convenience sampling and analyzed. The findings from the analyses showed a significant negative relationship between agreeableness and impulsive buying behavior regarding personality traits and, similarly, between openness, conscientiousness, and agreeableness and compulsive buying behavior. It has been revealed that consumers who buy brand consciousness, fashion consciousness, recreational orientation, indecisiveness, impulsive, and habitual decision-making styles are more prone to impulsive and compulsive buying. The study’s findings are expected to contribute to understanding the personality and characteristic features of consumers’ behaviors.

This study explores the influence of TikTok’s Daily Reward gamification, user experience, and social presence on impulsive buying behavior within social commerce, with emotional arousal as a mediating variable. The research addresses the growing prevalence of impulsive consumer behavior driven by interactive and emotionally engaging platform features such as gamification and live streaming. Using a quantitative approach, data were collected from 127 TikTok Shop users through an online survey and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that both Daily Reward gamification and social presence significantly affect emotional arousal, which in turn moderately influences impulsive buying behavior. However, emotional arousal was only found to significantly mediate the relationship between gamification and impulsive buying behavior, while its mediating role between social presence and impulsive buying was not statistically supported. These findings underscore the importance of emotionally engaging platform features in stimulating unplanned consumer purchases and provide strategic insights for businesses aiming to enhance user interaction and conversion rates on social commerce platforms.

Purpose In this study, we assessed some of the factors that enable characteristics of anchors to influence consumers' impulsive purchasing behavior from the perspective of emotional rendering. As based on the stimulus-organism-response (SOR) theoretical framework, data were obtained from a questionnaire survey as a means to evaluate the impact of anchor characteristics on consumers’ impulsive purchasing behavior. The hypotheses proposed in this study were verified using AMOS software and structural equation modeling. Design/methodology/approach A questionnaire survey focusing on responses to live streaming of agricultural products was disseminated to participants who were required to have had a prior shopping experience using live streaming platforms of agricultural products. The survey utilized the Wenjuanxing platform for data collection and analyses, with a total of 372 questionnaires distributed. To ensure the reliability and validity of the data analysis, some responses were excluded, resulting in a final number of 316 valid questionnaires for analyses (84.94% response rate). Findings The two major findings derived from these questionnaires were (1) in the context of agricultural product live streaming, the credibility, professionalism and attractiveness of anchors significantly impacted consumers' impulsive purchasing behavior and (2) emotional experience, including perceived pleasure and emotional trust, represented the main factors influencing consumers’ impulsive purchasing behavior. Taken together, these findings demonstrate that during the live streaming of agricultural products, anchors should direct their focus on enhancing consumers’ emotional experiences and guide these consumers toward arriving at rational and prudent purchasing decisions. Such measures have the potential to enhance the purchase intentions of consumers. Originality/value In this study, the impact of situational characteristics of anchors during the live streaming of agricultural products upon consumer impulse purchasing was investigated. These findings were based on the emotion-driven theory of consumer impulse purchasing and the SOR theoretical framework and focused on anchor characteristics, audience emotions and audience participation. Data were collected via questionnaires, with structural equation modeling employed to analyze and validate the theoretical framework and hypotheses of this report. The findings from this report have the potential to enrich research in related areas, such as live streaming of agricultural as well as other products, e-commerce and impulse purchasing.

The present study investigates the complex interplay between emotional, cognitive, and self-regulatory mechanisms in shaping impulsive buying behaviour among urban consumers. Drawing upon theories of affective motivation, cognitive appraisal, and self-control, this research develops a comprehensive structural model that integrates hedonic motivation, positive affect, attitude, materialism, self-control, and situational triggers to explain impulsive buying tendencies and behaviour. Data were collected from 412 urban respondents through a structured questionnaire comprising newly developed and validated scales. The proposed framework was tested using Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS 4, ensuring rigorous assessment of reliability and validity through Confirmatory and Exploratory Factor Analyses. The findings reveal that emotional constructs-hedonic motivation and positive affect-exert the strongest positive effects on impulsive buying behaviour, followed by cognitive variables such as attitude and materialism. Self-control displays a significant negative relationship with impulsive buying, highlighting its restraining function, whereas situational triggers moderate this effect by weakening consumers’ self-regulatory capacities in stimulating retail environments. Impulse buying tendency mediates the relationship between both emotional and cognitive predictors and actual impulsive behaviour, underscoring the psychological pathway through which internal states translate into consumption actions. The model explains 68.4% of the variance in impulsive buying behaviour, demonstrating strong explanatory power. The study contributes theoretically by extending the dual-system perspective of consumer decision-making, wherein emotions and cognitions operate alongside self-regulatory processes to influence behaviour. Managerially, it offers strategic insights for retailers and digital marketers to design emotionally engaging yet ethically responsible environments that evoke positive affect without exploiting consumer impulsivity. Future research may explore cross-cultural variations and employ longitudinal designs to capture temporal dynamics in impulsive consumption.

Social media networks, besides being an area where users communicate and share with each other, have become one of the important promotion activities of businesses. Businesses are trying to influence the purchasing behavior of consumers by using the advertising element effectively in social media networks. Hedonic and impulse buying behaviors can be expressed as important buying behaviors that are becoming increasingly widespread among consumers today. This study, focused on investigating the correlation among that despite the growing prevalence of digital technological developments, social media advertising which has seen little work done in scientific journals the impulse buying and hedonic buying behavior that has become a common phenomenon in the purchasing decision process. In this context, it is thought that the findings will contribute to the relevant literature. The data within the extent of the study were obtained by applying the survey method. In total, 992 survey data were obtained. The result, it is concluded that social media ads have a positive predictive effect on impulse and hedonic buying behavior. In addition, the partial mediation effect of hedonic buying behavior has been determined in this relationship.

This study examines the effect of the product, price perception, location, marketing, store atmosphere, and visual merchandising on impulse buying behavior. The Okemart Minimarket, one of Palembang's minimarkets, is the subject of this research. An early poll was conducted at the start of the study, which revealed that visual merchandising did not influence impulse buying behavior. The participants in this study were all Palembang City residents who had shopped at the Okemart Minimarket at least twice in the previous six months. In this study, non-probability purposive sampling was used to select a sample of 207 respondents using an electronic questionnaire. The data was gathered, collected, and analyzed using SmartPLS software and the Partial Least Square – Structural Equation Modeling (PLS-SEM) approach. This study used a one-tailed statistical test with a significance level of 0.05. The findings of this study showed that impulse buying behavior is influenced by price perception, store atmosphere, and visual merchandising, but not by product, location, and promotion. The managerial implications of this study offer several recommendations and bring new ideas to the Okemart Minimarket, including a focus on product resiliency, parking lot extension, and other promotional activities to boost impulse buying inside the store.
 Keywords: Impulse Buying Behavior, Marketing Mix, Okemart Minimarket Palembang, Store Atmosphere, Visual Merchandising.
 Penelitian ini mengkaji pengaruh produk, persepsi harga, lokasi, pemasaran, suasana toko, dan visual merchandising terhadap perilaku impulse buying. Minimarket Okemart, salah satu minimarket Palembang, menjadi subjek penelitian ini. Jajak pendapat awal dilakukan pada awal penelitian, yang mengungkapkan bahwa visual merchandising tidak mempengaruhi perilaku pembelian tidak terencana. Responden penelitian ini adalah seluruh warga Kota Palembang yang telah berbelanja di Minimarket Okemart setidaknya dua kali dalam enam bulan sebelumnya. Pada penelitian ini menggunakan teknik non-probability purposive sampling untuk memilih sampel sebanyak 207 responden yang memenuhi kriteria dengan menggunakan kuesioner elektronik. Data dikumpulkan dan dianalisis menggunakan perangkat lunak SmartPLS dengan pendekatan Partial Least Square – Structural Equation Modeling (PLS-SEM). Penelitian ini menggunakan uji statistik satu arah dengan tingkat signifikansi 0,05. Temuan penelitian ini menunjukkan bahwa perilaku impulse buying dipengaruhi oleh persepsi harga, suasana toko, dan visual merchandising, tetapi tidak oleh produk, lokasi, dan promosi. Implikasi manajerial dari penelitian ini menawarkan beberapa rekomendasi dan membawa ide-ide baru ke Minimarket Okemart, termasuk fokus pada ketahanan produk, perluasan tempat parkir, dan kegiatan promosi lainnya untuk meningkatkan pembelian impulsif di dalam toko.
 Kata Kunci: Atmosfer toko, Bauran pemasaran, Minimarket Okemart Palembang, Perilaku pembelian tidak terencana, Visual merchandising.

Single’s Daywas first promoted by Alibaba's shopping website on November 11, 2009. Ten years later, Taobao successfully developed this day into a global carnival shopping festival. This research focuses on undergraduate business school students through online questionnaires across the Taiwan Strait. This study is based on five impact factors, including impulse buying tendencies, herd behavior, website features, promotional techniques and impulse buying behavior. No evidence showed that gender, age and monthly disposable income affect students’ buying behavior. This study also found that herd behavior, website features and promotional techniques are moderator effects between impulse buying tendency and impulse buying behavior. We also proved that website design and the opinions of their peers affect consumers' decision aking. According to the analysis, in the current online shopping environment, operators should pay more attention to herd behavior, website features and promotional techniques. This study suggests that the industry should provide sufficient information to reduce emotional conflict, and use these important factors to attract consumers' future purchases.

In this paper, the “stimulus-organism-response (S-O-R)” analysis framework of environmental psychology is applied to the research of online consumer behavior, and the mechanism of the effect of information quality factors on impulsive buying behavior is discussed. From the perspective of consumer emotion, the paper analyzes the path and mechanism of impulse buying behavior under the stimulation of richness, vividness and reliability characteristics of website information, and the elicitation of consumer pleasure and arousal emotion. A model of impulse buying behavior in network environment is proposed. The structural equation model is used to analyze 333 questionnaires, and the conclusions are as follows: (1) The richness, vividness and reliability of the information on the website positively affect the mood of pleasure; (2) The pleasurable emotion and arousal emotion positively influence the impulse buying behavior; (3) The richness, vividness and reliability of website information positively affect arousal mood is not significant.

Culture plays a significant buying role in shaping different aspects of consumer behavior such as rational, impulse, and compulsive buying behavior. Impulse buying is one of the prevalent phenomena that significantly affect the sales revenue of companies. This study focuses on unveiling the interaction between cultural factors and impulse buying behavior. For this systematic literature review, 112 significant articles were examined to understand the relationship between various aspects of culture and impulse buying behavior in both online and offline contexts. Further investigation of impulse buying in cross-cultural context helps to understand and classify different theoretical perspectives to study impulse buying behavior and cultural factors. This study offers practical implications for retail professionals and e-commerce strategists to design and implement viable cross-cultural marketing campaigns. Academic researchers may also understand research gaps and contribute further to understanding cross-cultural impulse buying.

Purpose The purpose of the current exploratory study is to provide a more comprehensive understanding of the essence of impulse buying and postulate the drivers behind it for Azerbaijani consumers who practice Islam. Though there are numerous factors that impact impulsive buyer tendencies, current empirical research focuses on demographic indicators and persona characteristics that influence impulsive buying, which are considered as internal factors. Design/methodology/approach The current research is exploratory and uses the quantitative research method. A total of 442 responses were collected from the surveys between April 6th and May 6th, 2022, with random sampling. The collected data was analyzed with the SPSS Statistics software and the SPSS AMOS 26 version. Cronbach’s alpha was calculated to measure the reliability of the scales. The construct validity of the questionnaire was measured with confirmatory factor analysis (CFA). The correlation among variables was measured by calculating the Pearson correlation coefficient. The structural equation model was run to determine the structural relationship between latent variables and test the proposed hypotheses. Findings According to the regression weights, all the latent variables, excluding materialism, have a statistically significant impact on the impulsive buying tendency. Hedonic motivation and self-esteem have a positive relationship with hedonic buying tendency, while self-control is inversely related. In terms of the impact of demographic indicators on impulsive buying tendency, for Azerbaijani consumers, impulsive buying behavior, differs based on age, education and marital status. However, contrary to previous research, impulsive buying behavior does not change based on income level. However, based on the squared multiple correlations, the predictive power of the model is 24%. Research limitations/implications The current study measured the general impulsive behavior of the local population. Analyzing impulsive buyer behavior toward particular products or product categories might lead to different results. Therefore, other researchers can focus on studying impulsive buyer behavior toward different product categories. Practical implications Understanding consumer buyer behavior, including impulsive buyer behavior, is among extensively researched subjects. However, studies examining the state of impulsive buyer behavior in Azerbaijan and, most importantly, measuring the impact of the numerous factors behind it are lacking. The majority of the available empirical research in Azerbaijan analyzes consumer behavior from a different perspective. However, none of them approaches it from the perspective of analyzing and measuring impulsive buying. Hence, understanding the motivations behind impulse buying behavior can benefit both businesses and consumers, though for contrasting reasons. The former can use the data to determine the triggers for impulse buying, while the latter can be more conscious of their purchasing behavior to avoid unfavorable financial consequences. The primary implication for businesses is that they will be equipped with empirical evidence on which factors and to what extent they influence consumer buying behavior. Subsequently, they can use it while developing marketing and customer relationship strategies. Originality/value There are countless studies focused on defining and measuring impulsive buyer behavior; however, there is a gap in measuring the impulsive buyer behavior of Muslim consumers and, most importantly, understanding the underlying factors. In addition, empiric research examining the state of impulsive buyer behavior of local Muslim consumers in Azerbaijan and, most importantly, measuring the impact of numerous factors behind it is absent. The majority of the available empirical research in Azerbaijan analyzes consumer behavior from a different perspective. However, none of them approaches it from the perspective of analyzing and measuring impulsive buying. The current study analyzes the impact of consumers’ hedonic motivations, materialist values, ability to retain self-control and psychological state on their impulse buying tendency.

The study aims to analyze the influence (internet addiction, advertising appeal, and price discounts) on the impulsive buying behavior of online fashion products. This type of research is quantitative. Data collection is done by questionnaire method. The population in this study was all female consumers in North Aceh regency who had shopped for fashion products online. Samples are selected using the purposive sampling method. The number of samples in this study was 100 respondents. The results of the study obtained using multiple linear regression analysis techniques processed with the help of the SPSS version 18 computer program, namely Internet Addiction, Price Discount, partially significantly affect online impulsive buying behavior, Partial Ad Attractiveness has no significant effect on online impulsive buying behavior, and simultaneously the three independent variables (Internet Addiction, Internet Addiction, The attractiveness of advertising, and price discounts) significantly affects impulsive buying behavior online.