Impulse Buying Tendency Research Articles

Influence of promotional factors on online impulse buying: exploring the mediating role of impulse buying tendency

Influence of promotional factors on online impulse buying: exploring the mediating role of impulse buying tendency

Impact of Online Video Advertisement on Impulsive Buying Tendency with the Mediating Effect of Attitudes (Evidence from University Students in Sri Lanka)

Purpose: TikTok is a growing video-sharing application that allows users to make and share short videos on any topic. At present, young consumer’s impulsive decisions have been increased steadily, due to higher exposure to TikTok on online context. Thus, this research was carried out to examine the factors impacting on impulsive buying tendency of young consumers with a particular focus on attitudes toward online advertisements. Design/methodology/approach: Through a comprehensive survey conducted among 200 undergraduates at University of Ruhuna, data was collected based on a convenient sampling technique. Further, the collected data was analyzed using Smart PLS 4 software. Findings: The findings indicated that informativeness, personalization, and credibility of online video advertisements positively affect attitudes toward online video ads. Additionally, the mediating effect was proved revealing that young consumers make impulsive purchasing decisions based on the attitude formation through informativeness, personalization, and credibility. Originality: Although, the application of Tik Tok is important as a marketing tool, research on the TikTok platform is still scarce and inadequately documented. Implications: The study provides practical advice for marketers and brand managers to focus on improving consumers’ perceptions through the video ad’s informativeness, entertainment, personalization, and credibility to encourage consumers to purchase impulsively.

The Influence of The Big 5 Personality, Financial Perceptions, and External Factors on Impulsive Buying Tendencies in Live Streaming

The digital era has significantly transformed the behavior of Indonesian consumers, particularly with the emergence of shopping trends through live streaming on e-commerce platforms. This study investigates the influence of the Big Five personality traits, financial perception, and external factors on the tendency for impulsive buying during live streaming. By integrating theories from consumer behavior and psychology, this research explores how self-control, money availability, economic well-being, time pressure, and sales promotions affect the tendency for impulsive buying. Using an online survey distributed among Indonesian consumers, this study provides insights into how these factors interact in the context of digital shopping during live streaming purchases. The findings aim to help e-commerce businesses optimize their sales strategies and offer recommendations to enhance consumer satisfaction. The results show a negative influence between self-control and the tendency for impulsive buying, with conscientiousness and extraversion personality traits showing significant effects on impulsive buying. The perception of money availability has a positive influence on the tendency for impulsive buying. From an external factors perspective, sales promotions positively influence purchase intentions, while time pressure negatively affects buying intentions or the tendency for impulsive buying. These insights aim to assist digital marketers and e-commerce businesses in optimizing their sales strategies and improving consumer satisfaction.

Generation Z Impulse Buying Analysis on Shopee in Special Region of Jakarta

The rise of e-commerce has made online shopping increasingly convenient, leading consumers to often make purchases driven by emotional factors rather than careful planning. This behavior is characterized as impulsive buying, where decisions are made spontaneously. Understanding the various categories of impulsive buying is essential for companies, as it enables them to tailor marketing strategies effectively. This study focuses on assessing the impulsive buying tendencies of Generation Z consumers in Jakarta's Special Capital Region while identifying their specific impulsive buying type categories. The research evaluates dimensions such as Pure Impulse Buying, Reminder Impulse Buying, Suggestion Impulse Buying, and Planned Impulse Buying, alongside Cognitive and Affective Aspects. Data was collected through an online questionnaire distributed via Google Forms, targeting 126 Generation Z Shopee users in Jakarta. A quantitative approach was employed, utilizing descriptive analysis, simple tabulation, and mean score calculations. Findings reveal that Generation Z's impulsive buying level on Shopee is rated as "Agree" and "High." Most respondents fall into the Suggestion Impulse Buying and Planned Impulse Buying categories, with their impulsive purchasing behavior significantly influenced by Affective Aspects. These insights are valuable for Shopee, as they highlight opportunities for developing targeted marketing strategies that can stimulate impulsive buying behavior and ultimately boost sales within this demographic. Understanding these dynamics is crucial for businesses aiming to enhance their engagement with young consumers in the competitive online marketplace.

Exploring Impulsive Buying Motivation in Consumers From a Management Perspective and Sharia Accounting

Impulse buying is consumer behavior without pre-purchasing products or irrational purchases associated with smooth and unplanned purchases, as well as high emotional impulses. This study aims to determine the tendency of impulsive buying among students at UIN North Sumatra and to find out whether there is a tendency for impulsive buying among students in terms of online shopping options including marketplaces, social media and e-commerce. The population in this study are students at UIN Sumatra. North as many as 100 respondents using purposive sampling. Data collection techniques with questionnaires. Using simple linear regression analysis. The results of this study indicate that partially there is a tendency for impulsive buying among students based on the choice of places to shop online with a tcount (8,496) > ttable (1,984) and with a Sig. (0.000) < (0.05), it can be concluded that the Impulsive Buying Tendency variable influences the Choice of Online Shopping Places. In terms of the coefficient of determination (R Square), which means that every 1% increase in Impulsive Buying Tendencies will increase the Choice of Online Shopping Places by 42.4%.

Pengaruh Product Browsing terhadap Pembelian Impulsif pada Produk Fashion di Ecommerce Shopee dengan Flash Sale sebagai Variabel Moderasi dalam Persepektif Bisnis Islam

In the rapidly growing era of digitalization, significant changes have occurred in consumer behavior, especially with the existence of e-commerce platforms and online marketing innovations. Today's consumers frequently browse for information about fashion products before making a purchase. Goals of the study to examine the impact of product searches on impulsive buys, Together with the relationship's moderating effect of flash sales, as well as sharia business perspective. Purposive sampling is a quantitative research method that is utilized. involving Shopee users in Bandar Lampung City. Data were collected using a Google Form-based questionnaire with a Likert scale. The findings indicated that the chance of making an impulsive purchase increased with the amount of time spent searching.. In addition, flash sales were shown to moderate this relationship, increasing impulse buying tendencies when found during browsing. These findings imply that the management of product browsing and flash sale offers needs to be considered in marketing strategies, taking into account the Shariah perspective to ensure fair and non-wasteful transactions.

Environmental, Social, and Governance practices on impulse buying tendency through young customer engagement

This research explores how customer engagement with the F&B brand’s dedication to social responsibility, sustainable business practices, and corporate governance influences impulsive buying. An online survey was requested, and a total of 322 participants were chosen for data analysis. To conduct statistical analysis, partial least squares structural equation modeling (PLS-SEM) was used with the SmartPLS3 program. The findings reveal that F&B brands’ ESG practices (environmental, social, and governance) influence customer engagement and impulsive buying tendency. It confirms that strong ESG efforts lead to higher customer engagement, with the social pillar having the strongest impact. Engaged customers, especially those valuing ESG, are more likely to impulsively buy products aligning with their values. Based on the results, both theoretical and practical implications are suggested to focus on social responsibility initiatives like employee well-being and diversity programs, followed by using time-sensitive marketing like limited-edition items to create urgency and boost sales.

How does TAM affect impulsive buying on halal fashion products via shopping mobile apps?

PurposeBy using Technology Acceptance Model, the purpose of this study is to investigate how the perceived usefulness and ease-of-use of shopping mobile apps affects consumer’s flow experience, attitude, impulsive buying tendency (IBT) and urge to impulsive buying on halal fashion products.Design/methodology/approachA quantitative study was done on 357 Indonesian online shoppers to find out how perceived usefulness and ease of use of mobile shopping apps affect impulsive buying tendencies and urges on halal fashion products. Flow experience and attitude were used as mediating variables, and the research hypotheses were tested using Partial Least Square Structural Equation Modeling (PLS-SEM).FindingsThis study confirmed significant positive relationships between perceived usefulness and ease of use of mobile apps, flow experience, attitude, IBT and urge to impulsive buying. The results of this study show that perceived usefulness and ease of use influence flow experience. Ease of use also influences attitude, but perceived usefulness did not impact attitude. In addition, flow experience did not impact attitude. However, both flow experience and attitude influence IBT. Furthermore, IBT significantly mediated flow experience and attitude into urge to impulsive buying.Research limitations/implicationsThis study only captured consumers in one country, so its results cannot be generalized to other nations. Random sampling may limit result generalization. In this study, three mobile shopping applications were investigated and the results would have been different if more mobile shopping applications were investigated.Originality/valueThe study gives a better understanding of how the perceived usefulness and ease of use of mobile shopping apps affect a consumer's tendency and urge to impulsive buying on halal fashion products by using flow experience as mediating variable.

Factors that Influence Impulse Buying: A Literature Review

An individual's personality, way of thinking, social interactions, and response to situations play an important role in impulse buying behavior. This phenomenon is now common among consumers, who often initially have the goal of buying one item but are tempted to buy additional items that attract attention while at the market. This article reviews the impulse buying literature, the focus is on understanding the phenomenon and the factors that influence it in the purchasing context. The method used is Systematic Literature Reviews (SLR). ). The research results show several factors that influence consumer impulse buying behavior. Positive emotions, store atmosphere, and financial knowledge interact to influence impulse buying tendencies.

Unveiling impulse buying patterns in travel live-streaming through the lens of social cognitive theory

Grounded in the social cognitive theory, the main aim of this study is to explore the impact of telepresence, social presence, and emotional engagement on impulsive buying tendencies within the realm of travel live-streaming (TLS). To examine further, the moderating effect of guidance shopping was included. An online questionnaire was distributed to 332 live-streaming viewers from China, and the collected data were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings indicate that telepresence and social presence exert significant influences on emotional engagement and impulsive buying tendencies. Notably, the study identifies the mediating effect of emotional engagement and the moderating effect of guidance shopping. In practice, this research highlights the importance of streamers leveraging TLS platform functionalities to amplify the sense of “presence” and cultivate stronger emotional connections with viewers, thereby stimulating impulse buying. Additionally, streamers are encouraged to guide viewers in their decision-making process, addressing concerns to elevate engagement levels.

Impulse buying tendency in online food delivery service among Muslims in Indonesia

This study investigates the factors influencing impulse buying behavior in online food purchases in Indonesia. The research gathered data from 270 valid respondents from the Muslim community through an online survey (Google Forms). Demographic analysis revealed a predominantly young, single-student population, primarily from Central Java. The study employed the Structural Equation Modeling (SEM) technique to analyze the data and test the hypotheses. The impulse buying tendency scale included seven variables: religiosity, platform quality, social influence, intentions, self-control, consumer mood and Impulse buying tendency. The results indicate that self-control (β: –0.140, p-value: 0.024) plays a crucial role in mitigating impulse buying tendencies whereas religiosity (β: 0.304, p-value < 0.001) can increase the level of self-control. Additionally, platform quality (β: 0.488, p-value < 0.001) significantly impacts individuals’ intention to engage in impulsive purchases. Consumer mood (β: 0.681, p-value < 0.001) is the highest cause of impulse buying behavior. Notably, self-control can reduce impulsive buying tendencies, which means that the higher the self-control ability, the lower the possibility of making impulse purchases. However, the social influence (β: –0.175, p-value: 0.026) has a negative effect on self-control.

Inducing shoppers’ impulsive buying tendency in live-streaming: integrating signaling theory with social exchange theory

PurposeThe increasing popularity of live-streaming commerce has provided a new opportunity for e-retailers to boost sales. This study integrated signaling theory and social exchange theory to investigate how streamer- and product-centered signals influence customers’ likelihood of making an impulsive purchase in the live-streaming commerce context.Design/methodology/approachAn online survey was designed and distributed to the target respondents in China using purposive sampling. A total of 735 valid responses were analyzed with partial least square structural equation modeling (PLS-SEM).FindingsBoth streamer-centered signals, i.e. streamer credibility and streamer interaction quality, were discovered to significantly influence product-centered signal, i.e. product information quality. Additionally, streamer interaction quality was found to have a significant impact on streamer credibility. Furthermore, it was observed that customer engagement played a significant mediating role in the relationship between product information quality and impulsive buying tendency. Moreover, the paths between product information quality and customer engagement, as well as the connection between engagement and impulsive buying tendency, were found to be moderated by guanxi orientation.Originality/valueDespite the prevalence of impulsive purchases in live-streaming commerce, few studies have empirically investigated the impact of streamer and product signals on influencing customers’ impulsive purchase decisions. Consequently, to the best of our knowledge, this study distinguishes itself by offering empirical insights into how streamers use reciprocating relationship mechanisms to communicate signals that facilitate impulsive purchase decisions.

The Effect of Female College Students’ Perfume Consumption Propensities on Brand Attitudes and Brand Equity

The purpose of this study is to analyze the effects of female college students’ perfume consumption propensities on their brand attitudes and brand equity and to provide the fundamental data essential to establish a perfume brand marketing strategy. From August 14 to 28, 2023, an online questionnaire survey had been conducted with female college students who experienced any purchase of perfume. A total of 316 data were used for a final analysis. The results are as follows. First, regarding the effects of female college students’ consumption propensities on their brand attitudes towards perfume, more propensities for resource saving, planned purchase, and impulse buying-which are sub factors of consumption propensities-indicate higher brand attitudes. Second, regarding the effects of their consumption propensities on their brand equity for perform, more propensities for planned purchase, resource saving, and impulse buying indicate higher brand equity. Third, the impulsive buying tendency was the highest in the consumption tendency, and the resource saving tendency and planned buying tendency were high in the brand equity and the brand attitude. Based on the study results, it is considered that the study will be able to help to make reliable brand products in consideration perfume consumption propensities and to activate the perfume market.

Impulse Buying: A Multi-National Consumer Study

This study explores impulsive buying behavior among consumers in India and other countries. It identifies factors influencing impulsive purchases, analyses the most impulsively bought product categories, and explores the post-purchase satisfaction of these impulsive decisions. Additionally, the study examines the personality traits of impulsive buyers compared to non-impulsive buyers. The research highlights the factors marketers and retailers can leverage to encourage impulsive purchases. It also empowers consumers to identify their impulsive buying tendencies and understand the emotional drivers behind them. The study provides valuable insights for entrepreneurs, marketers, retailers, and consumers.

The role of microtransactions in impulse buying and purchase intention in the video game market

Despite having great potential, microtransactions are an understudied business model in the video game industry. The current study explores the buying process of microtransactions to highlight the most important factors affecting such behavior. Using pre-validated scales, a questionnaire was administered online to 301 participants who were asked to evaluate their impulse buying tendency (IBT) and purchase intention (PI) for microtransactions within gaming scenarios. The study found a positive relationship between drivers, such as performance, hedonic content and social factors, flow experience, and impulse buying. This tendency leads to a higher intention to purchase microtransactions. Businesses can utilize the paper’s findings to tailor their microtransaction content to these drivers, leading to higher profits.

The Phenomenon of Debt-loving Behavior Through the Islamic Worldview Perspective and Literacy in the Digital Era

The existing cultural problem of debt-loving behavior is slowly growing as a societal norm driven by an insatiable need to satisfy an individual’s worldly desires. In Islam, it is considered more favorable to incur debt in situations of emergency. Consequently, researchers want to examine the factors contributing to the prevalence of debt-loving behavior in the contemporary digital era, alongside exploring the Islamic perspective on addressing this situation. This research employed a descriptive qualitative methodology. The findings indicate that multiple reasons contribute to an individual’s affinity for debt. These aspects include 1) excessive consumptive behavior; 2) impulsive buying tendencies; 3) perceiving debt as a societal trend; 4) lack of financial literacy; and 5) being influenced by one’s worldview. The prevalence of social media platforms has profoundly impacted modern lifestyles, promoting a lifestyle centered around seeking pleasure and gratification. Hedonism constitutes an integral component of capitalist rationality. The Islamic worldview diverges from the Western worldview in considering worldly life and the afterlife. The notion of Islamic rationality encompasses using mathematical logic, metaphysical, and spiritual elements to address worldly challenges. The worldview can be seen and utilized to comprehend and evaluate every human activity and behavior.
 Keywords: debt, Islam, worldview

Young consumers’ impulse buying tendency on social media: an empirical analysis in Vietnam in light of the LST theoretical perspective

Purpose Social commerce has brought about a significant transformation in consumer experience due to diverse factors. As a result, users often find themselves prone to impulsive buying behaviour when exposed to such an environment. Prior research was limited to demonstrating the expanding influence of celebrities on social media and the linkage between social engagement and impulse buying context. Furthermore, the impulse buying tendency of consumers on social media in the context of celebrity posts has yet to be validated. This paper aims to assess the influence of consumer awareness, consumer trust and observational learning on the latent state-trait (LST) theory regarding celebrity posts on impulse buying tendencies. Design/methodology/approach The empirical research builds on a sample survey involving 750 students from the “Big Four” economics universities in Hanoi. The proposed model was analysed using a partial least squares structural equation modelling technique. Findings The authors find that consumer trust and observational learning from celebrity’ posts positively affect impulse buying tendency. Yet celebrity influence awareness directly impacts trust in celebrity’ posts rather than directly impacting impulse buying tendency. Perceiving the importance of interactive and authentic posts by a celebrity in influencing consumers’ purchase behaviour on social media, this research offers valuable insights for stakeholders in the digital celebrity sphere of communication and marketing. Practical implications Perceiving the importance of interactive and authentic posts by a celebrity in influencing consumers’ purchase behaviour on social media, this research offers valuable insights for stakeholders in the digital celebrity sphere of communication and marketing. Originality/value From a theoretical perspective, this expands the applicability of the LST theory in social commerce to promote impulse buying tendencies. Second, this contributes to the literature on the emerging phenomenon of social media celebrities, as existing literature does not clarify their influence on impulse buying behaviour. Third, this research applies the concept of observational learning in online shopping through key features of social media platforms, namely, likes, shares and comments, to investigate their influence on the impulse buying tendency of consumers. Concerning managerial implications, the authors propose practical recommendations for practitioners, particularly those involved or interested in the commercial services industry and social media marketing (namely, celebrities and partner companies).

Exploring the Influence of Gender, Age, Education Level, and Income on Online Impulsive Purchasing Behavior among College Students

This paper investigates the impact of gender, age, education level, and income on online impulsive purchasing behavior specifically among college students using cross-tabulation and chi-square tests. With the rise of e-commerce and online shopping, understanding the factors that influence impulsive buying tendencies in this demographic group is crucial. Primary data was collected through a questionnaire. The findings indicate that gender and age do not have a significant influence on online impulsive purchasing behavior. However, education level shows a significant relationship, suggesting that higher education levels are associated with a higher likelihood of engaging in impulsive buying online. Monthly income, on the other hand, does not exhibit a significant relationship with impulsive purchasing behavior. The findings of this study have implications for promoting responsible online shopping habits, enhancing financial literacy, and tailoring digital marketing strategies to address impulsive buying tendencies among college students.

Impulse buying behavior during livestreaming: Moderating effects of scarcity persuasion and price perception

This research aimed to identify the factors that influence impulse buying behavior during livestreaming and advance the existing literature based on a proposed conceptual framework grounded in the stimulus-organism-response (S–O-R) model. We also tested the moderating effects of price perception and scarcity persuasion. An online self-administered questionnaire was used to collect data from 837 Chinese participants aged over 18 years. The data were analyzed using partial least squares structural equation modeling using Smart-PLS version 4.0. The findings showed that susceptibility to social influence, impulse buying tendency, cognitive reactions, affective reactions, and the urge to buy impulsively are statistically significant predictors of impulse buying during livestreaming, with price perception and scarcity persuasion as moderators. The study expands the S–O-R model for livestreaming impulse buying in e-commerce context, highlighting its multifaceted nature and revealing the mediating role of Urge to Buy Impulsively in translating cognitive and emotional factors into impulse buying behavior. These insights offer practical guidance for marketers to design tailored strategies that leverage psychological triggers and external cues to enhance consumer engagement and encourage desired behaviors, ultimately leading to more effective marketing campaigns and improved consumer experiences.

THE IMPACT OF SOCIAL COMPARISON ON NEGATIVE PSYCHOLOGY AND IMPULSIVE BUYING BEHAVIOR OF CUSTOMERS IN VIETNAM

Purpose: This study consolidates core theories pertaining to social comparison, particularly upward comparison, impulsive buying behavior and notions associated with social characteristics such as envy, self-esteem, negative mood, depression and self-efficacy. At the same time, provide hypotheses and study models connected to the impact of social comparison on negative psychology and impulsive purchase behavior of customers in Vietnam. Method: Furthermore, this subject employed qualitative research methods such as group discussions and in-depth interviews with experts to reach a consensus on the definition of components, as well as to refine and enhance the measuring scales used to assess these factors. Subsequently, establish a foundation for carrying out initial quantitative investigation in order to finalize the official questionnaire, and subsequently proceed with the official quantitative study. A representative survey was conducted with a sample size of 647 customers who utilize social networks and engage in online shopping on e-commerce platforms. The study was conducted in major cities in Vietnam, including Ho Chi Minh, Hanoi, Da Nang, Hue, Can Tho and Bien Hoa. Result: Experimental research results have indicated that upward social comparison has a negative influence on self-esteem but a favorable impact on envy and negative mood. Simultaneously, increased self-esteem decreases depression and impulsive buying tendencies, whereas feelings of envy and negative mood have a beneficial effect. Conclusion: Additionally, the research findings demonstrate the influence of self-efficacy as a moderator and dedepression as a mediator. These findings provide a foundation for the researcher to suggest managerial recommendations for organizations to enhance client purchasing behavior.