Abstract
Today, with the advent of many e-commerce platforms, online impulse buying behavior (IBB) has become very popular globally, especially in emerging countries. Based on the Stimuli-Organism-Response (S-O-R) model, consumers’ IBB can be strongly influenced by hedonic motives (HM) and utilitarian motives (UM), which are triggered by marketing stimuli such as advertising visual design (AVD) sales promotion (SP) and variety of selection (VS). Therefore, this study was conducted to analyze and test the impact of the above factors on consumers’ IBB on e-commerce platforms. The research applied a non-probability random sampling method with a sample size of 501 consumers on e-commerce platforms in Vietnam. The data was analyzed using SPSS 26 and SmartPLS 4.0. The results show that AVD, SP, VP, HM, and UM positively impact IBB, while HM and UM mediate the correlation between AVD, SP, VP, and IBB. Moreover, positive product reviews (PPR) also significantly moderate the correlation between HM and IBB, while impulse buying traits (IBT) positively moderate the correlation between SP and IBB on e-commerce platforms. Based on the findings, the authors would propose theoretical implications for future research directions and management implications for the retailers on e-commerce platforms.
Published Version
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