Impulse Buying Behavior Research Articles

Analysis of the Influence of Perceived Enjoyment and Perceived Usefulness on Impulse Buying in Live Streaming on Online Marketplaces

Impulsive buying behavior in the digital age is rapidly evolving with the emergence of live streaming technology on e-commerce platforms. This technology enables direct real-time interaction between sellers and buyers, often triggering spontaneous purchases. Live streaming features offer an engaging shopping experience by allowing consumers to view product demonstrations and interact directly, supporting impulsive buying behavior. This study analyzes the roles of perceived enjoyment and perceived usefulness influence variables between visual appeal and social presence in influencing impulsive purchases during live streaming sessions on Shopee. Using a quantitative method, data was collected from 241 respondents through a questionnaire and analyzed using Structural Equation Modeling (SEM). The results indicate that live streaming strengthens social interaction and visual appeal, enhancing perceived enjoyment and perceived usefulness, which in turn increases the tendency for impulsive buying. This research provides insights for marketers to design effective e-commerce strategies to capitalize on the phenomenon of impulsive buying through interactive and visually appealing live streaming technology, optimizing user experience and sales conversions.

Buy Now, Think Later: Financial Literacy and Impulse Buying Behavior among College Students in City of Malolos

Buy Now, Think Later: Financial Literacy and Impulse Buying Behavior among College Students in City of Malolos

Analisis Program Promosi yang dilakukan oleh Larissa Aesthetic Center untuk menaikkan Impulsive Buying

This study aims to analyze the promotional program by Larissa Aesthetic Center to increase impulse buying behavior in consumers through the role of social media used by Larissa Aesthetic Center. This research method is a qualitative study with data collection using interviews with the manager of Larissa Aesthetic Center, who is competent in his field and has the information sources needed by researchers. The results of data collection were analyzed using 3 triangulation methods, namely technical triangulation, time triangulation, and source triangulation. The results of this study provide an overview that Larissa uses several promotional programs that are considered capable of increasing impulse buying behavior in consumers and the role of social media in supporting promotional programs carried out by Larissa Aesthetic Center. These findings have practical implications for marketers and business professionals interested in consumer behavior and marketing strategies.

Impact of perceived ease of use on impulsive buying behaviour through mobile commerce with hedonic and utilitarian effects

PurposeThis study investigates the impact of perceived ease of use on mobile shoppers’ inclination to make impulsive purchases in the context of mobile commerce. The authors employ a technology acceptance model to examine how perceived ease of use affects the impulsive tendencies of smartphone users. Additionally, we utilise a motivation orientation framework to understand the moderating effect of utilitarian and hedonic values in the relationship between perceived ease of use and impulsive buying behaviour.Design/methodology/approachA self-administered online survey was conducted on 427 users of mobile commerce applications. Structural equation modelling was employed through SPSS AMOS 26 to analyse the collected data.FindingsAccording to the findings, perceived ease of use has a substantial negative connection with impulsive buying behaviour. This inverse relationship is interesting as it shows that user-friendliness alone may not be enough to drive spontaneous buying. However, hedonic and utilitarian values moderated the connection between perceived ease of use and impulsive buying behaviour.Research limitations/implicationsThe study’s findings will help marketers, policymakers, organisations and academicians comprehend the significance of hedonic and utilitarian values in driving IBB and making rational decisions.Originality/valueThis study contributes to the technology acceptance model and motivation orientations by determining the crucial role of utilitarian-hedonic values in triggering impulsive purchases in the mobile commerce sector of a non-tech savvy developing country.

Indulging in virtual luxuries: unveiling the allure of impulse buying in metaverse

PurposeThis study aimed to examine consumers’ impulse purchases of luxury products in the metaverse, specifically by exploring how consumers’ motivational and emotional experiences affect virtual luxury product purchases in the metaverse.Design/methodology/approachAn online survey was administered to a total of 230 users of various metaverse platforms in China. The data were analysed using partial least squares structural equation modelling (PLS-SEM) disjoint two-stage approach.FindingsThe findings indicated that motivational experience (goal importance and goal interest) and positive emotion (fantasy, feeling and fun) have positive effects on impulse buying of luxury products in the metaverse, but none for negative emotions (loneliness and isolation).Practical implicationsThis study indicated that understanding and leveraging consumers’ motivational experiences and positive emotions can drive their impulse buying behaviour of luxury products in the metaverse, hence providing virtual and brand retailers with a testbed for their products before they launch in the physical market.Originality/valueThis study enriches our comprehension of consumers’ metaverse luxury purchases by delving into the impacts of motivational and emotional experiences on impulse buying behaviours.

Exploring advertising stimulus, hedonic motives, and impulse buying behavior in Indonesia’s digital context: demographics implications

Exploring advertising stimulus, hedonic motives, and impulse buying behavior in Indonesia’s digital context: demographics implications

BRAND AMBASSADORS, FOMO, AND PERCEIVED VALUE INFLUENCING LEVI'S IMPULSE BUYING

In today's dynamic market landscape, complex changes are evident across various industries. Consumers now expect a positive shopping experience, viewing consumption activities as both personal fulfillment and social identity markers. To stay competitive, businesses must align their branding strategies accordingly. One strategic approach to enhancing brand appeal involves collaborating with brand ambassadors. Specifically, the allure of K-pop idols plays a substantial role in shaping brand images, thereby motivating consumers to make impulsive purchases. This study seeks to investigate the impact of brand ambassadors on impulse buying behaviors. Additionally, we aim to analyze the significance of perceived value in influencing these behaviors. Data collection utilized Google Forms, gathering responses from 160 Indonesian females between ages 17 and 40 who were familiar with the New Jeans music group and had recently purchased or used Levi’s collections. Our methodology includes processing the data using SMART-PLS 4.0 with Structural Equation Modeling (SEM). Our preliminary findings indicate that brand ambassadors significantly enhance impulse buying through increased perceived value and fear of missing out (FOMO). This research contributes valuable insights into consumer behavior under modern marketing strategies, emphasizing the importance of aligning branding efforts with evolving consumer expectations. By leveraging celebrity influences effectively, businesses can stimulate spontaneous retail activity, offering practical implications for marketers aiming to maximize customer engagement and loyalty. Ultimately, our analysis underscores the strategic potential of collaborating with influential figures like K-pop idols to boost sales within competitive markets.

Digital Influencers' Visual Narratives and Algorithmic Power: Identity Construction and Impulsive Consumption on Social Networks

This study explores how visual narratives created by digital influencers, combined with personalized algorithmic recommendations, influence impulsive buying behavior and identity construction on social commerce platforms. Through a qualitative approach, in-depth interviews were conducted with active social commerce consumers and methodological triangulation was used. The results indicate that impulsive purchases are not merely reactions to visual stimuli, but part of a broader strategy of self-expression and social validation. Additionally, algorithms play an active role in amplifying these behaviors by customizing recommendations that align with consumers’ identity aspirations. The research reveals that impulsive consumption in digital environments is driven by cultural, technological, and social factors, suggesting that social commerce platforms not only facilitate consumption but also serve as spaces for identity experimentation. These findings offer new theoretical insights into the role of consumption in digital identity formation and practical implications for brands seeking to engage consumers in a more authentic and personalized manner.

Marketing Stimuli and Impulse Buying: The Role of Traits, Reviews and Motives

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.

Compulsive Use of Social Media and Unrestrained Buying Behavior: Delineating the Role of Social Comparison, Fear of Missing Out and Self Esteem

Drawing on Theory of Compensatory Internet Use and Social Comparison Theory, the study explores how compulsive use of social media can lead to impulsive and compulsive buying behaviors among young adults in India. Findings reveal that compulsive social media use positively correlates with both impulsive and compulsive buying behaviors. This relationship is significant mediated by social comparison and FoMO, suggesting that users who frequently engage in social media are more likely to compare themselves to others and experience anxiety over missing out, thereby driving them towards unrestrained buying. Additionally, self-esteem negatively significant moderates these relationships, with individuals possessing high self-esteem less likely to succumb to impulsive and compulsive buying due to social comparison and FoMO. Research contributes significantly to digital marketing field by offering insights into the darker aspects of social media’s impact on consumer behaviour. Furthermore, study’s conceptual model integrates compensatory internet use theory and social comparison theory, providing a novel framework for future research on digital consumption behaviors.

Impact Of UPI Transaction on Purchasing Decision of Customers: A Survey in Chennai City

In today’s digital age, the Unified Payments Interface (UPI) has significantly transformed consumer purchasing behavior, making transactions more seamless and efficient. This study investigates the impact of UPI transactions on customers' purchasing decisions in Chennai, analyzing awareness, usage patterns, and the role of demographic factors. Data collected from 121 respondents reveal a high awareness and adoption rate of UPI, with a substantial portion of participants preferring UPI over cash for everyday purchases. Regression analysis indicates a strong positive correlation (r = 0.65, p < 0.01) between UPI transaction frequency and consumer purchasing activity. Additionally, age and income are shown to significantly influence UPI usage. The findings highlight UPI’s role in enhancing consumer convenience and security while promoting more frequent and impulsive buying behavior. The study offers insights for marketers and policymakers to leverage digital payment trends for improved consumer engagement.

The impact of anchor attributes and product content on impulse buying behaviour of beauty consumers

This study is guided by the relevant literature on impulse buying behaviour (IBB) and the "stimulus-organism-response (SOR) model" to explore the relationship between anchor attributes and beauty product content on IBB. The stratified random sampling method was used to collect data from 466 customers in the beauty live broadcast, and regression analysis was used to understand the impact of anchor attributes and beauty product content on IBB. Research results prove that anchor attributes and beauty product content significantly impact IBB. The mediating variable directly affects beauty product content and IBB, as well as an indirect impact on anchor attributes and IBB. This research paper will significantly benefit live broadcast, e-commerce practitioners, and researchers, helping them fully understand the relationship between anchor attributes, beauty product content, and consumer IBB.

The Impulsivity of Gen Z: The Influence of External and Situational Factors in a Traditional Buying Environment

The research assesses the impact of external and situational factors on impulsive buying behavior among Generation Z (Gen Z). Two external factors (EF) (sales promotions /discounts (SP) and store environment (SE)) and two situational factors (SF) (time availability (TA) and money availability (MA)) were studied.The data was analyzed from 201 Gen Z respondents through an online survey. The proposed model examined the direct relationships between EF and IBB and SF and IBB. Two hypotheses were developed and analyzed using SmartPLS-4.The results depicted that EF and SF had a positive significant impact in triggering impulse buying among Gen Z. The study also found that when external and situational factors are considered together (ComE), they have a significant and positive impact on the impulse buying behavior of Gen Z.This study looks at impulse buying behavior of Gen Z in a traditional (brick and mortar) setting which will help marketers target this segment appropriately.

Perilaku Impulse Buying Konsumen pada Produk Lifestyle dengan Pendekatan Theory Of Planned Behavior

Increasing economic growth and development of the retail industry in Indonesia has strengthened competition among retail business players. Therefore, one way for companies to compete with other retail businesses is to understand the factors that trigger impulsive buying behavior. The purpose of this study is to determine the influence of the factors in the Theory of Planned Behavior, namely attitude toward behavior, subjective norm, and perceived behavioral control on impulse buying behavior, either directly or indirectly through impulse buying intention. The sampling method used is non-probability sampling, and the technique to be used is purposive sampling. Data analysis was conducted using Partial Least Square - Structural Equation Modeling (PLS-SEM) with a sample size of 165 respondents. The results of the study prove that attitude toward behavior, subjective norm, and perceived behavioral control influence impulse buying intention. Attitude toward behavior, subjective norm, and perceived behavioral control influence impulse buying behavior, either directly or through impulse buying intention. Additionally, impulse buying intention influences impulse buying behavior. This research contributes to companies in designing marketing strategies to shape consumers impulsive buying behavior. Keywords: Impulse Buying, Attitude Toward the Behavior, Subjective Norm dan Perceived Behavioral Control.

Beyond the myth: understanding women's impulsive retail footwear shopping

PurposeThis research focuses on common misconceptions about the factors driving women to purchase footwear impulsively. Its primary objective is to explore how emotional and social triggers specifically influence women's purchasing decisions, contrasting with the traditionally rational consumer models.Design/methodology/approachAn online questionnaire was administered to a sample of women, yielding 199 useable responses.FindingsThe findings reveal the key determinants of women's impulsive retail footwear purchases, which include self-regulation, hedonic motivations and the influence of the retail store environment. This research challenges the prevailing assumption that women's passion for shopping is driven solely by inherent characteristics and suggests that external factors substantially shape their impulsive buying behaviour. In summary, the stereotypical portrayal of women as compulsive retail footwear shoppers may result more from external stimuli and environmental factors rather than an intrinsic trait.Originality/valueThis study improves the existing knowledge of women’s impulsive buying behaviour by unveiling the determinants of women's impulsive footwear purchases and assessing whether prevailing stereotypes hold true.

Voice Search Technology and Consumer Buying Behaviour of Smart Phones in Port Harcourt

This study investigated the relationship between voice search technology and consumer buying behaviour of smartphones in Port Harcourt. Specifically, the objectives of the study were to determine how voice recognition accuracy and user experience relates to routine and impulse purchase behaviour of smartphones in Port Harcourt. The population of this study comprised of twenty-two registered mobile phone dealers in Port Harcourt. The census approach was adopted to choose the respondents for this study. To generate data for the study, researcher purposively distributed the copies of questionnaire in the frame of three (3) copies to each mobile phone firm. A total of sixty-six (66) respondents were used as the study subjects, however only fifty-eight (58) respondents provided data for the analysis. From results of the analysis it was revealed that voice recognition accuracy and user experience which are the dimensions of voice search technology positively and significantly relate with routine buying behaviour and impulse buying behaviour (measures of consumer buying behaviour). Therefore, the study concludes that the impact of voice search technology on consumer buying behavior of smartphones in Port Harcourt reveals significant correlations between the dimensions of voice search technology—voice recognition accuracy and user experience—and different buying behaviors. Furthermore, the study recommended that amongst others that Smartphone dealers should invest in advanced voice recognition technology to ensure high accuracy in voice commands. This will enhance consumer satisfaction and potentially increase both routine and impulse purchases.

The Influence of Paylater Existence on the Level of Impulsive Buying Behavior in Society

The Influence of Paylater Existence on the Level of Impulsive Buying Behavior in Society

The Difference between Consistent and Inconsistent Planned Impulse Buying Based on External Stimulus and Virtual Cart Use

Impulse-buying behavior is enjoyable for consumers and profitable for marketers. Selecting what they want and putting it in the shopping cart gives customers a sense of shopping enjoyment. However, the virtual shopping cart feature can be a barrier to impulse-buying behavior due to the abandonment of virtual carts. Sellers can overcome abandonment behavior in virtual carts by understanding consumer behavior, one of which is when exposed to external stimuli. The application of different external stimuli also produce different consumer behavior as well. The research aimed to validate the differences between Consistent Planned Impulse Buying (CPIB) and Inconsistent Planned Impulse Buying (IPIB) based on the influence of external stimuli: informativeness, appearance, and sales promotion, with the virtual cart used as the mediator variable using cognitive consistency theory. Data collection was carried out by distributing online questionnaires to 364 participants in Indonesia from October to November 2021 using a hierarchical linear model as the data analysis method. The analysis shows that sales promotion distinguishes between CPIB and IPIB. Sales promotions do not influence CPIB. Meanwhile, sales promotion affects IPIB. Hence, e-marketplace owners and their seller partners can apply the most appropriate external stimulus to induce impulse-buying behavior of different types. The research results also reveal a positive and significant relationship between the independent variables on virtual cart use and virtual cart on CPIB and IPIB.

Factors Affecting Impulsive Product and Service Buying Behavior: A Study of College Students in the Kathmandu Valley

Impulsive buying is the tendency of a customer to buy goods and services without planning. The study's objective is to determine the factors affecting the impulsive buying behavior of the students in Kathmandu Valley. The study was based on the cross-sectional research design which followed the quantitative design. The study targeted college-level students studying at Bachelor's and Master's level in Kathmandu Valley. 200 students were selected from different colleges through a simple random sampling technique. A well-structured closed-ended survey questionnaire was developed and disseminated in a well-organized manner to respondents to collect the primary data from the field and analyzed systematically in 2023. The study analyzed the data using statistical tools like frequency distribution, mean, standard deviation, and correlation to derive the findings. The study finds that social influence is considered the first important cause influencing impulsive buying behavior. Similarly, it is followed by emotional triggers, lack of control, and financial resources influencing respectively. The study also shows that there was a strong relationship between social influence and impulse buying behavior. Business organizations should strategically leverage social factors in marketing campaigns to tap into this influential aspect of consumer behavior. Future researchers need to survey another variable with a large sample size by applying different methods.

Mitigating overconsumption through mindfulness: the role of cashless payments in impulsive buying and sustainable consumer behaviour

ABSTRACT Cashless payments are becoming increasingly common and potentially cause relevant overconsumption issues, a key concern in Sustainable Development Goal 12 (United Nations 2015). This study explores the impact of this phenomenon and proposes measures to address it. Insights from 498 e-commerce shoppers analysed in SEM reveals a positive relationship between cashless payments and impulsive buying (β = 0.23). However, mindfulness significantly reduces impulsive tendencies (β = –0.55) and moderates the influence of cashless payments on impulsive behaviour. These findings contribute to consumer behaviour literature by highlighting how mindfulness can curb impulsive buying, thereby promoting sustainable consumption. The research provides actionable insights for policymakers and marketers aiming to foster responsible consumer practices in the digital age, aligning with global sustainability efforts.