The impact of personalized advertising on impulse shopping behavior on Tiktok

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.

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 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.

Background:Impulsive buying behavior among youths, particularly in relation to clothing, represents a growing psychological and behavioral concern, often driven by cognitive distortions and difficulties in emotion regulation. Cognitive behavioral therapy (CBT) has shown promise in addressing maladaptive cognitions and behaviors; however, its targeted application to impulsive clothing purchases remains underexplored. Therefore, this study examined the effect of CBT on impulsive clothing buying behavior among young adults, with a specific focus on cognitive distortions and emotion regulation difficulties.Methods:A total of 122 eligible participants (aged 18–35 years) were recruited through purposive and convenience sampling from local communities, youth centers, and online platforms. Participants were randomly allocated via computer-generated randomization to either a CBT intervention group or a waitlist control group (1:1 ratio). Following attrition, 113 participants (53 in the CBT group and 60 in the control group) completed the study and were included in the final analysis. Only gender information was obtained at baseline, as participants were unwilling to provide additional demographic details. The intervention was delivered over 8 weekly sessions (90 minutes each) by licensed clinical psychologists trained in cognitive-behavioral approaches, under the supervision of a senior CBT consultant to ensure intervention fidelity. The CBT manual was adapted from A Therapist’s Guide to Brief Cognitive Behavioral Therapy. Standardized measures included the Clothing-Related Impulsive Buying Scale, the Clothing-Related Cognitive Distortions Scale, and the Clothing-Related Difficulties in Emotion Regulation Scale. Data were analyzed using analysis of covariance to assess group differences while controlling for pretest scores.Results:The CBT group demonstrated a statistically significant reduction in impulsive clothing buying behavior (P < .001), cognitive distortions (P < .01), and emotion dysregulation (P < .01) compared with the control group. Effect sizes were moderate to large, indicating a meaningful therapeutic impact.Conclusion:CBT delivered by trained and supervised clinical psychologists was effective in reducing impulsive clothing buying behavior by addressing cognitive distortions and enhancing emotion regulation. These findings highlight the potential of tailored CBT interventions for managing impulsive buying tendencies, particularly in fashion-related contexts.

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.

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 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.

The transformation in consumer purchasing patterns and the corresponding factors is a pertinent issue and a captivating subject for further examination by marketers and scholars in contemporary times. Within this context, the impulsive and compulsive buying behaviors among young individuals in Tebing Tinggi who utilize halal cosmetics have become the focal point of this research endeavor. The primary objective of this study is to ascertain the potential impact of hedonic motivation on impulsive and compulsive buying tendencies. The methodology adopted involves the utilization of accidental sampling technique encompassing a total of 200 participants. The data analysis procedure employed is Structural Equation Modeling (SEM). The findings indicate a positive and noteworthy correlation between hedonic motivation and impulsive buying behavior. Moreover, there exists a constructive and significant association between impulsive buying and compulsive purchasing patterns. Conversely, hedonic motivation does not exhibit any influence on compulsive buying behavior.

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.

Background The existing research on impulse buying behavior mainly discusses the influence of external stimuli on impulse buying intention, while there is less research on the internal psychological factors of impulse buying behavior. This paper aims to explore the psychological process of consumers' compliance with impulsive purchase after reading online word-of-mouth, as well as the regulatory effect of impulsive purchase intention and purchase constraint. Research Objects and Methods Taking belief, desire and willingness behavior as the research object, this paper discusses the influence of conformity psychological process on impulsive purchase behavior, as well as the regulatory effect on product demand cognition and purchase constraints. We design a structural equation model from four dimensions: compliance, product desire, impulse purchase intention and product demand cognition. Through this model, we verify the causal relationship between dimensions, the impact of impulsive purchase intention on impulsive purchase behavior and the adjustment of purchase constraints. Through an online survey, 616 valid questionnaires were collected from consumers who had at least online word-of-mouth experience in the past six months. Results Consumers' compliance after reading online word-of-mouth had a positive impact on product desire. Consumers' product desire has a positive impact on impulse purchase intention. Impulse purchase intention has a positive impact on impulse purchase behavior. Purchase constraints have a negative regulatory effect on the impact of impulsive purchase intention on impulsive purchase behavior. Product demand cognition has no moderating effect between conformity and product desire. The results showed that impulse purchase was significantly negatively correlated with economic support ability, self-control and emotion perception, emotion evaluation, emotion control and emotion regulation reflex, emotion regulation self-efficacy (P &amp;lt; 0.01), and emotion regulation self-efficacy (P &amp;lt; 0.05); It was positively correlated with self-care ability, emotion regulation ability and all dimensions (P &amp;lt; 0.01); Incentive autonomy and emotion regulation ability were significantly positively correlated with each dimension (P &amp;lt; 0.01); The ability of self-control and emotion regulation were significantly negatively correlated with each dimension (P &amp;lt; 0.01). Conclusion The same online word of mouth has different effects on different consumers. This influence depends on the conformity degree of consumers, which affects consumers' product desire and indirectly increases the possibility of consumers' impulse purchase through the increase of impulse purchase intention. Purchase constraint can inhibit impulse buying behavior. If enterprises can effectively connect online word-of-mouth with the product purchase process, when consumers have product desire due to the integration effect caused by online word-of-mouth, they can directly guide consumers to the purchase step, so that consumers can complete the purchase in a short time. Therefore, effectively linking the herd effect of online word-of-mouth with consumers' browsing word-of-mouth is an effective way for enterprises to stimulate herd consumers' impulse buying behavior. From a sequential perspective, this paper discusses the psychological process of consumers' impulse purchase and the role of regulatory variables under the background of the popularity of mobile Internet, and discusses the internal changes of positive and negative emotions in the process of consumers' impulse purchase. This is an in-depth study of online impulse buying behavior. Acknowledgements The work is supported by Science and Technology Planning Project of Henan Province of China (soft science research), grant number 212400410095.

Impulse buying is a well-known fact. With the increase in internet users and growth in e-commerce, consumers have more opportunities for impulse buying. Over $4 billion US economy is based on impulse buying. This study explored the direct and indirect effects of dispositional variables (Impulse buying tendency, Shopping excitement trait and Lack of self-control) and situational variables (Time availability and Money availability) on consumers’ impulse buying behavior. Moreover, the mediation role of impulse buying tendency between dispositional and impulse buying behavior, and situational variables and impulse buying behavior has also been analyzed. The hypotheses were tested using partial least square-structural equation modeling (PLS-SEM). The results confirmed the direct effects of antecedents on impulse buying behavior. Whereas, the mediation role of impulse buying tendency is only confirmed between shopping excitement trait and impulse buying behavior. The findings have important managerial implications. Keywords: dispositional, situational, impulse buying, impulse buying tendency, lack of self-control DOI : 10.7176/EJBM/11-1-11

In an increasingly advanced era, humans are required to keep abreast of the times in order to keep pace with life. Technological advances in obtaining information are certainly very influential in the development of technology-based businesses. This study aims to determine the effect of Harbolnas, shopee paylater features and shopee coins on impulse buying behavior with individual characteristics as intervening variables (case study of Islamic campus students in North Sumatra). This research was conducted with a quantitative approach method and used 3 independent variables, namely Harbolnas (X1), Shopee Paylater (X2) and Shopee Coins (X3) and one dependent variable, namely impulse buying (Y) and one intervening variable, namely individual characteristics (Z). . The sample used in this study were students of an Islamic campus in North Sumatra with 99 samples of shopee users. The type of data used is by distributing questionnaires. While the technique that researchers use to analyze is path analysis. The results of this study indicate that (i) the Harbolnas variable has no significant effect on the impulse buying variable (ii) the shopee paylater feature variable has a positive and significant direct effect on impulse buying (iii) the shopee coin variable has a positive and significant direct effect on impulse buying ( iv) individual characteristic variables cannot mediate harbolnas variable on impulse buying behavior (v) individual characteristic variable is able to mediate shopee paylater variable on impulse buying behavior (vi) individual characteristic variable is able to mediate shopee coin variable on impulse buying behavior. (vii) individual characteristic variables have a negative and significant effect on impulse buying.&#x0D; Keywords: Harbolnas, Shopee Paylater Features, Shopee Coins, Impulse Buying, Individual Characteristics&#x0D;

In an increasingly advanced era, humans are required to keep abreast of the times in order to keep pace with life. Technological advances in obtaining information are certainly very influential in the development of technology-based businesses. This study aims to determine the effect of Harbolnas, shopee paylater features and shopee coins on impulse buying behavior with individual characteristics as intervening variables (case study of Islamic campus students in North Sumatra). This research was conducted with a quantitative approach method and used 3 independent variables, namely Harbolnas (X1), Shopee Paylater (X2) and Shopee Coins (X3) and one dependent variable, namely impulse buying (Y) and one intervening variable, namely individual characteristics (Z). . The sample used in this study were students of an Islamic campus in North Sumatra with 99 samples of shopee users. The type of data used is by distributing questionnaires. While the technique that researchers use to analyze is path analysis. The results of this study indicate that (i) the Harbolnas variable has no significant effect on the impulse buying variable (ii) the shopee paylater feature variable has a positive and significant direct effect on impulse buying (iii) the shopee coin variable has a positive and significant direct effect on impulse buying ( iv) individual characteristic variables cannot mediate harbolnas variable on impulse buying behavior (v) individual characteristic variable is able to mediate shopee paylater variable on impulse buying behavior (vi) individual characteristic variable is able to mediate shopee coin variable on impulse buying behavior. (vii) individual characteristic variables have a negative and significant effect on impulse buying.&#x0D; Keywords: Harbolnas, Shopee Paylater Features, Shopee Coins, Impulse Buying, Individual Characteristics&#x0D;

This study investigates the impact of fashion product attributes and mobile shopping mall attributes on impulse buying behavior and mobile shopping satisfaction. The findings provide new information to marketers on marketing strategy for mobile shopping malls. We obtained 283 usable questionnaires from college students. Data were analyzed by frequency analysis, correlation analysis, factor analysis using SPSS for Window 21.0 and confirmatory factor analysis and structural equation model analysis by AMOS 21.0. The results were as follows. The utility of fashion products attributes had the greatest impact on impulse buying behavior when buying fashion products in a mobile mall. Utility had a negative effect on impulsive buying behavior and exhibitionistic had a positive effect on impulsive buying behavior. Next, continuous management of mobile shopping mall attributes influenced impulse buying behavior. In addition, impulse buying behavior showed that the positive effect on satisfaction. Fashion product attributes had a greater impact on impulsive buying behavior than mobile mall properties when buying fashion products in the mobile mall; in addition, impulse buying facilitated customer satisfaction.

Consumer behaviours have great importance for marketers. Impulse buying, which is an appearance of consumer behaviour, arises with a sudden stimulus. Different aspects affect impulse buying. Life satisfaction, which is one of these aspects, brings consumers about impulse buying behaviour by influencing them. Moreover, the rapid development of online shopping and the fact that online interaction occurs in virtual environments at all hours of the day affects people's quality of life. This study aimed to investigate how consumers' life satisfaction shapes consumers' impulse buying behaviour and whether there is a difference between the descriptive and main variables in line with this relationship according to consumers' online or offline purchasing behaviour. The methodological base is the questionnaire form as a data collection method in Duzce province (Turkey) between March and May 2018. Participation in the study was conducted by convenience sampling method. In the research purpose line, a model is comprised. In turn, a path diagram was performed according to the confirmatory factor analysis with a Structural Equation Model. The obtained results showed the negative relationship between life satisfaction and sub-dimensions of impulse buying (positive emotions, emotion conflict, unplanned behaviour, and mood management). The authors noted only a positive relationship between life satisfaction and rational behaviour in the study. Thus, that is another sub-dimensions of impulse buying. Besides, comparing the mean, there was a significant difference between positive emotions, unplanned behaviour, type and shopping channels. These findings could help future studies aimed at researching the effect of different variables on impulsive behaviours. This study was carried out in a short period due to time and cost constraints. One of the study's limitations is that the study data were obtained only from the participants in Duzce province (Turkey).