Psychological drivers of customer citizenship buying behaviour in green cosmetics: Evidence from a mixed-methods approach.

The globalization of trade and the rapid development of the digital economy have promoted the explosion of e-commerce through livestreaming, which stands out as the megalive phenomenon, extremely large-scale broadcasts with outstanding sales. In this context, keeping consumers in suspense (KCIS) has emerged as an essential strategy that shapes perceptions and promotes consumer behavior. However, this topic has not been fully explored. Therefore, this study aims to explore the impact of KCIS strategies, including preview fuzziness (PF), suspense setting (SS), and delight creation (DC), on impulsive buying behavior (IBB) through perceived scarcity (PS), curiosity (CU), emotional arousal (EA), and price perception (PP). A purposive sampling method was employed to collect data from 508 Vietnamese consumers. Structural equation modeling (SEM) using SmartPLS was applied for data analysis. The findings reveal that PF, SS, and DC positively influence PS, CU, and EA. In turn, PS, CU, and EA mediate the relationships between PF, SS, DC, and IBB. Furthermore, PP significantly moderates the links between CU and IBB, EA and IBB, and PS and IBB. Based on these results, the study proposes managerial implications for retailers and brands conducting business through livestreaming on e-commerce platforms to enhance the IBB of consumers in megalive sessions. It also provides theoretical insights while highlighting limitations and suggesting directions for future research.

ABSTRACT Consumer buying behaviour is a key factor influencing the performance of retail stores in urban markets like Coimbatore. This study analyzes the purchasing behaviour, preferences, and decision-making patterns of consumers shopping in retail stores in Coimbatore. It particularly examines how demographic factors such as age, income level, education, and social class (middle, upper-middle, and high-income groups) affect buying decisions. The research is based on primary data collected through a structured questionnaire from retail customers, along with supporting secondary data. Statistical tools such as percentage analysis and ranking methods were used for interpretation. The findings indicate that product quality, price, brand reputation, store ambience, and promotional offers significantly influence consumer purchase decisions. Middle-income consumers are more price-conscious, while higher-income consumers show stronger preference for branded products and shopping experience. The study concludes that retailers in Coimbatore must understand varying consumer expectations to develop effective marketing strategies and improve customer satisfaction and loyalty. Keywords: Consumer Buying Behaviour, Retail Stores, Coimbatore, Customer Preference, Retail Marketing, Purchase Decision

ABSTRACT The growth of Facebook Marketplace has increased sellers’ reliance on social networks. The pandemic introduced many cold-start sellers and altered buyer behavior, leading to sparse and imperfect observations of item quality. Users’ trust in the sellers varies from quality to quality and from point to point, thereby could lead to a loss from the cold start sellers. A robust approach is required that could walk along the paths of strongly connected graphs to analyze products brought by the users, so that better recommendations can be built. Due to demographic structural differences, larger networks exhibit weaker expansion properties, causing many recommender systems to struggle on platforms such as Facebook and Twitter when analyzing user reviews. Our proposed work is based on constructing an Expander Graph on Facebook network around a calculated Cheegers constant, a measure for deriving well-connected family of Graphs on which the product reviews can be analyzed. The proposed approach builds regularized social graphs, groups them based on spectral expansion characteristics, integrates sentiment-driven frequent item mining to extract buying patterns across strong connected communities. Experimental evaluation demonstrates that SpectR* identifies Cheeger connected expander graph families and extracts consistent 2-frequent itemset’s across multiple expansion paths.

The expansion of social commerce has reshaped consumer decision-making, particularly among Generation Z as digital natives who are highly engaged with social media platforms. TikTok Shop integrates entertainment, social interaction, and instant purchasing features that may intensify psychological stimuli such as Fear of Missing Out (FOMO), thereby encouraging impulsive buying behavior. This study investigates the level of FOMO and impulsive buying among Generation Z students at Universitas Pendidikan Indonesia (UPI) Tasikmalaya who use TikTok Shop, and empirically examines the effect of FOMO on impulsive buying behavior. Employing a quantitative descriptive-verificative design, data were collected through structured questionnaires from 339 respondents selected using purposive sampling. Simple linear regression analysis was applied to test the proposed hypothesis. The findings reveal that Fear of Missing Out has a positive and statistically significant effect on impulsive buying behavior among Generation Z TikTok Shop users. This indicates that psychological concerns related to social exclusion and trend avoidance play a critical role in accelerating unplanned purchasing decisions within digital commerce environments. The study contributes empirical evidence to consumer behavior research in social commerce contexts and highlights the importance of understanding psychological drivers in shaping responsible consumption and effective digital marketing strategies.

Purpose: This study aims to explore the factors that drive impulse-buying behavior among customers at MR. DIY Palu by examining the influence of price discounts, product variety, and interior displays. Methodology/approach: The research was conducted at MR. DIY Palu using a quantitative approach and survey method. Data were collected through questionnaires distributed to 100 respondents using accidental sampling method. The analysis was carried out using multiple linear regression with SPSS software to determine the effect of price discount, product variety, and interior display on impulse buying. Results/findings: The results show that price discounts and product variety have a significant positive effect on impulse buying, while interior display does not significantly affect impulse buying behavior. Simultaneously, all three variables jointly influence consumer impulse buying at MR. DIY Palu. Limitations: This study focused only on MR. DIY Palu with a limited number of respondents and did not include other potential influencing factors such as psychological, situational, or demographic variables. Therefore, the findings may not be generalizable to all retail contexts or to other countries. Contributions: This study contributes to the fields of consumer behavior and retail marketing by providing empirical insights into the in-store factors that trigger impulse buying. These findings can assist retail managers in formulating effective strategies to increase spontaneous purchases and improve store performance. Conclusions: Overall, price discounts and product variety remain dominant drivers of impulse buying, emphasizing the importance of strategic pricing and diverse product offerings in retail environments.

Abstract This study investigates the impact of Green Marketing on consumer purchase behaviour in Sri Vijaya Puram. It examines the role of awareness, environmental concern, and price perception in influencing the adoption of green products. Data were collected from 150 respondents and analyzed using SPSS, including descriptive statistics, correlation, regression, Chi-Square, and ANOVA. The results indicate that awareness and environmental concern positively affect purchase behaviour, while price perception has a negative effect. Demographic factors such as gender and age also influence buying behaviour. The study emphasizes that targeted green marketing, environmental education, and competitive pricing can effectively promote sustainable consumption. These findings provide practical insights for marketers, local businesses, and policymakers to encourage eco-friendly practices in the region. Keywords: Green Marketing, Consumer Purchase Behaviour, Environmental Concern, Price Perception, Awareness, Sustainable Consumption, Eco-Friendly Products, Sri Vijaya Puram.

Digital marketing has significantly transformed consumer buying behavior, particularly in urban, tech-savvy markets like Kochi. This study examines the influence of social media, influencer marketing, SEO, and mobile advertising on awareness, purchase intentions, and online/offline buying patterns among 65 respondents, predominantly students and young professionals. Findings reveal high engagement with digital campaigns, with Instagram as the most influential platform, strong reliance on online reviews, and considerable responsiveness to discounts and influencer recommendations. Digital marketing also impacts offline purchases, especially in fashion products. The study highlights the importance of personalized content, mobile optimization, and multi-channel strategies to enhance consumer engagement and loyalty.

Purpose This study systematically reviews technology-influenced impulsive buying behavior (IBB) literature. Design/methodology/approach The Scopus database was used to select 183 representative studies from 1991 to 2024. Descriptive and content analyses were performed using Bibliometrix R-tool and VOS Viewer software. The study also used keyword analysis and thematic mapping to identify thematic clusters and gain insight into the complex interplay between technology and IBB. Findings This study uncovers patterns and thematic clusters from influential studies. Five research directions were formulated, and suggestions for further research were provided to expand knowledge in the field. Practical implications This study offers actionable insights for digital marketers and policymakers, demonstrating that triggers such as push notifications, limited-time offers, and visual cues drive impulsive purchasing behavior. E-commerce platforms like Amazon and Zalando utilize countdown timers and flash sales to create a sense of urgency, prompting users to make impulsive purchases. Marketers can strategically apply these techniques to increase conversion rates, provided that they also consider ethical boundaries. Originality/value This study aims to provide a coherent and exhaustive presentation of the effects of technology on IBB anticipatory bias. This study highlights trends, key themes, and gaps in current research. It also provides new insights and a foundation for future work.

This study aims to analyze the influence of social media marketing, influencer endorsements, and price discounts on impulsive purchases with trust as a mediating variable in Bohe Bali perfume consumers. This study uses a quantitative approach with a survey method. Data were collected through questionnaires distributed to Bohe Bali consumers and analyzed using the Partial Least Square (PLS) method. The results showed that social media marketing did not have a significant direct effect on impulsive purchases, but had a positive and significant effect on trust. Conversely, influencer endorsements and price discounts were proven to have a positive and significant direct effect on impulsive purchases. Price discounts were the variable with the strongest direct effect in encouraging impulsive purchases. Furthermore, influencer endorsements and price discounts did not have a significant effect on trust. The test results also showed that trust had a positive and significant effect on impulsive purchases. In testing the mediation effect, trust was proven to fully mediate the influence of social media marketing on impulsive purchases. However, trust was unable to mediate the influence of influencer endorsements and price discounts on impulsive purchases. These findings indicate that social media marketing works through building trust, while influencer endorsements and price discounts encourage impulse purchases through emotional mechanisms and price urgency. The conclusion of this study shows that trust is a key factor in bridging digital marketing strategies with impulse buying behavior, especially for perfume products that are experience goods. Therefore, Bohe Bali needs to balance short-term promotional strategies with efforts to build consumer trust sustainably.

Abstract Social comparison has emerged as a critical psychological mechanism in understanding consumer behavior, particularly in shaping impulse buying decisions. Drawing on social comparison theory, this study investigates the relationship between social comparison and impulse buying behavior, with a specific focus on the mediating roles of utilitarian and hedonic shopping values. Using a quantitative research design, data were collected through a structured online questionnaire from apparel consumers in Pakistan. A convenience sampling technique was employed, yielding 294 valid responses. The proposed research model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM 4.0). The findings reveal that social comparison exerts a significant and positive influence on impulse buying behavior. Moreover, both utilitarian and hedonic shopping values significantly mediate this relationship, indicating that consumers’ shopping motivations play a pivotal role in translating social comparison into impulsive purchase decisions. By integrating social influence and shopping value perspectives, this study contributes to the consumer behavior literature in the context of an emerging market. The findings offer practical insights for marketers and retail managers by highlighting the importance of designing promotional strategies and communication messages that appeal to both utilitarian and hedonic motivations to stimulate impulse buying. Additionally, the results provide useful implications for policymakers and practitioners seeking to better understand consumption patterns in developing economies.

A Study On Consumer Buying Behaviour Towards Gold Jewellery In Coimbatore

This study aims to analyze the influence of live streaming features on impulsive buying behavior among Generation Z through trust in the Shopee e-commerce platform. In today’s fast-paced digital era, live streaming has become an innovative marketing strategy offering real-time, interactive, and engaging shopping experiences. Generation Z, known for their tech-savviness, is the primary target of this trend. This research employs a quantitative approach using purposive sampling on 200 respondents, all Generation Z Shopee users residing in Surabaya. The independent variables include product demonstration, flash sale, and influencer collaboration; the mediating variable is consumer trust; and the dependent variable is impulsive buying. Data was collected through questionnaires and analyzed using the Partial Least Square (PLS) method. The results show that product demonstrations, flash sales, and influencer collaborations significantly affect consumer trust and impulsive buying decisions. Furthermore, consumer trust acts as a significant mediator between live streaming features and impulsive buying behavior. This research provides practical implications for e-commerce platforms to enhance digital marketing strategies by optimizing live streaming features to improve customer experience and stimulate impulsive purchases among Generation Z.Keywords: Live Streaming, Consumer Trust, Impulsive Buying, Generation Z, Shopee.

Unveiling the longitudinal influence of augmented reality cosmetic applications on female buying behavior: A cross-lagged panel model analysis

Materialistic values continue to drive overconsumption and hinder sustainability. Virtual reality (VR) storytelling that evokes empathy toward nature may encourage sustainable consumption by promoting responsible purchasing and curtailment behaviors. Drawing on narrative transportation theory and the stimulus–organism–response (S-O-R) framework, this study investigates how VR storytelling influences sustainable consumption through a serial mediation mechanism. A dual-stage SEM-ANN analysis of 543 Chinese respondents reveals that story characteristics (narrativity, credibility, and anthropomorphism) and viewer characteristics (perceived curiosity, similarity, and familiarity) positively influence narrative transportation. Among media characteristics, vividness and telepresence exert significant effects, while interactivity does not. Narrative transportation enhances natural empathy, which subsequently promotes both sustainable buying and curtailment behaviors. Moreover, fantasy proneness strengthens the relationship between narrative transportation and natural empathy. This research deepens our understanding of VR storytelling’s persuasive role and offers actionable insights for policymakers and environmental organizations seeking to promote sustainable consumption.

The Islamic hospitality industry faces a tough challenge in maintaining repurchase intentions amid increasingly fierce competition. Although social media marketing activities (SMMAs) have become the dominant strategy, the psychological mechanisms that explain the conversion of these activities into repetitive buying behaviors are still not optimally internalized; This is reflected in the empirical paradox in which increased digital investment successfully attracts new visitors, but fails to prevent a drastic decline in retention rates. This causal explanatory research aims to analyze the role of brand awareness (BA) mediation in the relationship between SMMA and buyback intention (RI) in the context of Islamic boarding houses, as well as validate relevant theoretical frameworks. Using the Partial Smallest Square Structural Equation Modeling (PLS-SEM) on a sample of 98 respondents who are actual customers of Islamic boarding schools in West Java, the results of the study prove that SMMA has a significant effect on the Republic of Indonesia, both directly and indirectly through the mediation of BA. In particular, Brand Awareness has been shown to act as a significant partial mediation mechanism, while also confirming the Stimulus-Organism-Response (S-O-R) Framework in the sharia hospitality market. These findings provide crucial practical implications for sharia lodging managers to shift the focus of their social media content strategy: optimizing efforts that consistently build brand recall and brand recognition instead of simply pursuing reach metrics), thus being able to transform brand awareness into continuous repeat buying behavior.

This paper analyses how mobile payment technologies affect customer buying behaviour on Jumia, a major e-commerce site in Nigeria. Using a quantitative survey of 150 respondents, the study examines three main areas: (1) whether mobile payment options improve conversion rates, (2) whether they build customer trust, and (3) how infrastructure issues like internet and smartphone access play a role. The results show that customer trust strongly predicts both mobile payment adoption and actual purchases (r = 0.451, p < 0.001), whereas infrastructure challenges have a minimal direct impact (r = 0.018, p = 0.811). Correlation analysis further confirms a moderate, positive link between trust and conversion (r = 0.456, p < 0.01). These findings highlight trust and perceived-security as essential for successful digital transactions. The implication is that, although infrastructure issues remain, improved platform reliability is making them less important. The research offers business management insights for building digital trust and simplifying payment systems as mobile commerce gains ground in Nigeria.

This study examines how trait impulsivity, bandwagon effect, financial knowledge, and spending self-control interact to shape impulsive buying behavior. To that end, we gathered primary data from two structured surveys. The final sample in Study 1 comprised 300 respondents, and Study 2 solicited data from 368 respondents. The results revealed that trait impulsivity and the bandwagon effect significantly increase impulsive purchases. In contrast, financial knowledge and spending self-control act as protective factors, reducing susceptibility to impulsive buying. The findings highlight the dual role of cognition and behavior regulation in countering both internal dispositions (trait impulsivity) and external social pressure (bandwagon effect). Besides advancing our theoretical understanding of the impulsive buying phenomenon, these insights offer practical implications for financial education and advisory services that aim to promote informed, responsible consumer choices in socially dynamic environments.

Objectives: This study aimed to examine the relationship between social media marketing and consumer purchasing behavior among users of the Nana application in the Kingdom of Saudi Arabia. It also sought to explore the extent to which this type of marketing influences purchase decisions and shapes consumer behavior. Methodology: The study adopted a descriptive-analytical approach appropriate to the nature of the research. The study population consisted of a broad segment of Nana application users in Saudi Arabia. A convenience random sampling method was employed, resulting in a sample of 300 application users from several governorates. Data were collected using a questionnaire that was distributed electronically to ensure access to the largest possible number of respondents. Results: The findings revealed a statistically significant impact of social media marketing on the purchasing behavior of Nana application users. However, the results also indicated that advertising content on social media platforms was not sufficient to exert a strong influence on purchase decisions. Consumers placed greater emphasis on highlighting the practical benefits of the product, the clarity of information, and explanations of product usage, while paying comparatively less attention to the visual or promotional aspects of advertisements. Conclusion: The study concluded that adhering to ethical standards in promotional advertising is essential for enhancing brand loyalty. It also emphasized the importance of rationalizing the use of influencers and focusing on credibility and actual product experience to strengthen consumer trust and support purchasing decisions.

The rapid advancement of Artificial Intelligence (AI) has transformed modern marketing by enabling businesses to analyze and interpret consumer emotions through facial recognition, voice tone analysis, text sentiment evaluation, and online behavioral tracking. This study examines how AI-driven emotional intelligence influences consumer purchase decisions and how businesses monetize consumer moods through personalized marketing strategies. Primary data were collected from 150 respondents using a structured questionnaire. Statistical tools such as percentage analysis, correlation, chi-square test, and regression analysis were applied to examine the relationship between emotional AI factors and consumer buying behavior. The findings reveal that emotional personalization significantly enhances purchase intention, impulse buying, and brand loyalty. Trust and perceived accuracy of AI systems play a mediating role in shaping consumer acceptance. However, concerns regarding privacy and ethical use of emotional data remain significant challenges. The study concludes that AI-powered emotional analytics contributes substantially to revenue generation by improving customer engagement and decision efficiency. Businesses adopting transparent and ethical AI practices are more likely to sustain long-term consumer trust and competitive advantage in the evolving digital marketplace.