Impulse Buying Research Articles

Scroll, Stop, Shop: Decoding impulsive buying in social commerce

Technological advancements within social commerce platforms, such as “action buttons” on Facebook or Instagram (e.g., the “Shop” button), have simplified how customers interact with brands, leading to greater impulse buying opportunities. Using a mixed methodology in two studies involving Instagram users in the United States (US), this research conceptualizes (Study 1) and operationalizes (Study 2) a higher-order model of consumer motivation for social commerce engagement as a hierarchical construct that drives the urge to impulse buy. Further, consumer–brand identification and perceived social risk of commenting are included in the proposed framework. Results show consumer motives of brand intimacy, shopping planning, entertainment, channel advantage, remuneration, and escapism influence impulse buying. Findings further identify consumer–brand identification as a mediating mechanism between consumer motivation and the urge for impulse buying, which also neutralizes the negative moderating effect of the perceived social risk of commenting on social platforms. This study contributes to motivation and impulse buying theory as well as social commerce practice. The findings inform content marketing activities seeking to heighten customers’ urge for impulse buying and mitigate contingency variables. This study also acknowledges related ethical considerations, including the need for brands to understand the urge to impulse buying behaviors to ensure responsible marketing practices that align with principles of consumer well-being.

Discovering online Chinese consumers’ impulse buying in live streaming by the theory of planned behavior

<p class="MsoNormal" style="margin-top: 8pt; text-align: justify;"><span lang="EN-US" style="font-family: 'times new roman', times, serif; color: black; font-size: 12pt;">The study explores online consumers’ impulse buying intentions and behaviors on live streaming platforms. Unlike traditional shopping modes, the development of real-time video streaming provides online consumers with a distinct approach to interacting with live streamers and browsing online products in real-time, potentially causing their impulse buying intentions. To understand online consumers’ impulse buying intentions and behaviors, the paper establishes the research model based on the theory of planned behavior (TPB) model and analyses influencing factors from attitude, subject norm and perceived control aspects. Through the data analysis based on the partial least squares path modelling and variance-based structural equation modelling (PLS-SEM), the research results show that, three factors positively affect online consumers’ impulse buying intentions and lead to their final behaviors. Meanwhile, control variables, including gender, age, and income level, demonstrate insignificant effects across the model. Unlike existing literature, the current study displays the distinct features of live streaming platforms and discovers online consumers’ impulse buying intention based on the TPB model. The results are helpful for related scholars and departments to pay more attention to the live shopping environment and understand online consumers’ impulse buying issues.</span></p>

The Impulse Buying Behavior on Social Networks among Generation Z Consumers in Vietnam

The Impulse Buying Behavior on Social Networks among Generation Z Consumers in Vietnam

The Influence of Marketing Stimulation and Situational Factors on Impulse Purchasing Behavior of Vietnamese Consumers

Today, with the increasingly improved standards of living, consumers’ demands are becoming more diverse. As daily purchasing activities are becoming less planned, impulse purchases are increasingly the norm. This paper focuses on factors influencing consumers’ impulse purchase behavior in three of Vietnam’s largest cities (Hanoi, Da Nang and Ho Chi Minh) based on a review of previous research as well as an analysis of effects of marketing stimuli and situational factors. Data were obtained from 264 Vietnamese consumers who have made impulse purchases using an online survey. Hypothesis testing and path modeling demonstrated that among four marketing stimuli factors, except for price incentives, all have a significant positive impact on impulsive purchase behavior. In addition, time pressure and ability to pay have a significant impact on impulsive purchase behaviors of urban Vietnamese consumers. These findings enrich the extant knowledge on the relationship between marketing stimulation, situational factors and impulse purchasing behavior. They also have important implications for firms that aim to stimulate changes in consumers' psychological desires, thereby stimulating consumers to engage in impulsive purchase behavior.

Investigating impulse purchases in live streaming e-commerce: A perspective of match-ups

Enabled by live streaming technologies, live streaming e-commerce (LSE) is becoming an increasingly promising marketing channel. Due to high entertainment and immersion, LSE greatly telescopes consumer decision journeys from awareness to purchase, thereby more readily stimulating consumer impulse purchase desire. This study reveals the influence of product-based fit on impulse purchases through affective and cognitive systems from the match-up perspective. The results indicate that both streamer-product fit and self-product fit enhance affective intensity and reduce perceived product risk. Unexpectedly, live content-product fit increases perceived product risk but has no significant impact on affective intensity. In addition, both streamer-product fit and live content-product fit enhance consumer perception of self-product fit, which, in turn, influences perceived product risks and affective intensity. However, emotion but not cognition breeds impulse purchase intention. Our findings can offer guidance for online retailers on how to utilize live streaming technology to increase sales.

The influence of financial knowledge on financial management behavior with locus of control and financial attitude as mediation variables

The rapid development of Financial Technology (Fintech) has had an impact on Indonesia's digital economy. Paylater has become the service people choose to meet their daily needs in addition to the increasing number of business transactions carried out electronically (ecommerce). The increase in the use of paylaters in e-commerce increases every year, accompanied by negative impacts such as impulsive buying and consumptive behavior that can befall users and heve derimental impact, especially Generation Z on the island of Java, if they do not have good Financial Management Behavior. The unique phenomenon that currently occuring is that there is an increase in the knowledge possessed but the Non Performing Loan (NPL) rate is also high. This research aims to determine the factors that influence of Financial Knowledge on Financial Management Behavior with Locus of Control and Financial Attitudes as mediation. This research is categorized as explanatory research. The respondents in this study were Generation Z e-commerce paylater users on the island of Java. The sample size in this study was determined using a purposive sampling technique with a total sample of 317 respondents. The data collection method uses a questionnaire, data is analyzed using PLS-SEM. The research results show that Financial Knowledge influences Financial Management Behavior and Locus of Control and Financial Attitudes as a psychological variable added based on Behavioral Finance partially mediate this relationship. It is hoped that beside from increasing their knowledge, ecommerce paylater users on the island of Java must have faith for what in what they can get in the future is controlled by themselves and attitudes in carrying out financial management.

IMPACT OF BNPL SERVICE ON CONSUMERS PURCHASING BEHAVIOUR

The impact of Buy Now, Pay Later (BNPL) services on consumers' retail purchase behavior is examined in this study. The study uses a mixed-methods approach to investigate the attitudes, behaviors, and motives behind BNPL adoption. Quantitative analysis of survey data from many participants is combined with qualitative insights. This research aims to fill this gap by examining how Flipkart's BNPL service influences consumer behavior, cart abandonment rates, and overall e-commerce sales. Additionally, it seeks to explore the implications for both consumers and businesses and assess the role of regulatory factors in this context. The objective of the study is to examine the influence of BNPL services on consumer decision-making processes, investigate the effects of BNPL on consumer spending habits and financial behaviors, explore the relationship between BNPL services and consumer loyalty in the e-commerce sector and to assess the impact of BNPL on impulse buying and its implications for consumer financial well-being. And we have gathered primary data through questionnaire, and these questionnaire contain 12 questions which was filled by 225 respondents, we have circulated the questionnaire on social media. Among every 100 active customers 75 are using BNPL. the research underscores the transformative influence of Buy Now, Pay Later (BNPL) services on online consumer transactions. The advent of BNPL has, indeed, raided the online purchase realm, altering the traditional dynamics of how consumers engage with e-commerce. As we witness this paradigm shift, it is imperative for stakeholders to recognize the far-reaching consequences, adapt to the changing landscape, and formulate strategies that balance the allure of BNPL with responsible financial practices for sustained and healthy growth in the digital shopping sphere.

Impact of Flash Sale on Impulse Buying on E-Commerce Platforms of Gen Z Consumers in Vietnam

The study aims to examine the impact of Flash Sale programs on impulse buying behavior on E-commerce platforms of Gen Z consumers across the nation. The research was conducted with a sample of 453 Gen Z consumers who have made purchases on E-commerce platforms. SEM model was used to analyze collected data. The results indicate that Attitude towards Flash Sale programs, Arousal, and Pleasure all have positive effects on Impulse Buying. Perishability and Limited quantity scarcity positively influence Attitude towards Flash Sale. Limited time scarcity positively affects Arousal. Information, Visuality, Entertainment, and Economic Benefits positively influence both Arousal and Pleasure. The findings of the study can assist E-commerce platforms in developing Flash Sale programs to increase consumer impulse buying behavior, thereby significantly contributing to sales revenue.

Pengaruh Program Flash Sale dan Live Streaming Shopping terhadap Purchase Intention dengan Impulsive Buying sebagai Variabel Mediasi (Studi Kasus pada Pengguna Platform Shopee)

This research aims to determine the influence of flash sales and live streaming on impulsive buying and live streaming on Shopee e-commerce users and to determine the influence of flash sales, live streaming and impulsive buying on purchase intention on Shopee e-commerce users. The research population was undergraduate (S1) students from the Management study program, Faculty of Economics and Business, Islamic University of North Sumatra, class of 2020, totaling 160 people. Sampling in this study used probability sampling with a sampling technique, namely simple random sampling. The data collection technique used was a questionnaire. Data analysis techniques include data quality testing, validity and reliability testing. Based on the analysis results, flash sales have an effect on impulsive buying and purchase intention both simultaneously, partially and also have a significant effect. Live streaming has an effect on impulsive buying and purchase intention both simultaneously, partially and also has a significant effect. Impulsive buying has a significant effect on purchase intention

Impulse Buying Behavior of Generation Z Urban Muslims on Shopee

<p><em>This study aims to analyze the effect of flash sales and free shipping taglines on impulse buying behavior among Generation Z urban Muslim users of the Shopee marketplace. The research design employs quantitative methods with a sample size of 97 Generation Z urban Muslim respondents in Banjarmasin City. The data analysis utilizes multiple linear regression. The results showed that flash sale significantly affects impulsive buying behavior, while the free shipping tagline has no significant effect. This study contributes to providing empirical evidence about the behavioral preferences of Generation Z urban Muslim consumers, especially impulse buying behavior in online shopping. In the context of marketing, e-commerce platforms must consider the distinctive characteristics of Generation Z urban Muslims when developing promotional strategies to boost sales.</em></p>

Pengaruh Hedonic Shopping Motives, Sales Promotion, Fashion Involvement terhadap Impulse Buying Shopee

Purpose: Consumer impulse buying has received considerable attention in consumer research. This phenomenon is interesting because it is not only driven by various internal psychological factors but also influenced by external stimuli related to the market. This study aims to determine whether there is an influence between Hedonic Shopping Motives, Sales Promotion, and Fashion Involvement on Impulse Buying of a Pradita University student class of 2020 – 2023 Business Management Study Program, Retail Management, and Accounting, who use Shopee e-commerce. Method: A quantitative survey method was used. The sampling technique used the nonprobability sampling method and purposive sampling, with a total sample of 140 people. Data collection techniques using online questionnaires. Primary and secondary data were used in this study. The analytical tool used in this study was multiple regression using SPSS 26. Results: The results of this research show that Sales Promotion and Fashion Involvement have no effect on impulse buying on the Shopee application, while Hedonic Shopping Motives have a significant positive effect on Impulse Buying among the Pradita University student class 2020 – 2023 Business Management, Retail Management, and Accounting Study Programs that use Shopee e-commerce. Limitation: The limited scope of research focuses only on Pradita University students from 2020 to 2023. Contribution: Fashion involvement has no influence on impulse buying among Pradita University students’ class 2020 – 2023 Business Management, Retail Management, and Accounting Study Programs that use the Shopee application.

The adoption of live streaming channel considering impulse buying and product returns

Live streaming commerce has experienced rapid development in the past several years. One of the prominent advantages of live streaming is that streamers can stimulate impulse buying. However, impulse buyers may return the product when they calm down, leading to a high loss for the retailer. In this research, considering impulse buying and product returns, we explore the retailer's channel strategy within three channel structures: single traditional channel, single live streaming channel, and dual channel. We find that dual channel strategy dominates single live streaming channel strategy, and adopting live streaming may not always benefit the retailer. When there is a large proportion of impulsive customers and the product has a low marginal loss of return, it is better to adopt the dual channel strategy. Interestingly, the retailer will be more inclined to add a live streaming channel when there are more loyal consumers in the traditional channel. Moreover, considering the influence of product returns will make the retailer less likely to adopt live streaming e-commerce. Additionally, our analysis shows that consumer returns will significantly affect live streaming price. Under the single live streaming channel strategy, as the streamer possesses superior sales ability or there are more impulsive consumers, it is better to reduce the price. If the retailer neglects product returns, he will raise the price. Under the dual channel strategy, the retailer considering product returns will announce a low price in the live streaming channel and a high price in the traditional channel. However, if the retailer neglects product returns, he will announce a high price in the live streaming channel and a low price in the traditional channel.

Financial anxiety: a systematic review

PurposeFinancial anxiety has become a global concern and a growing research area with significant potential to contribute to the behavioral and personal finance literature. Despite this, the literature is fragmented and inconsistent. Prior studies vary greatly in the breadth of definitions and measures of financial anxiety. There has been no systematic evaluation of literature on financial anxiety antecedents, consequences, and coping strategies. This systematic review fills this gap.Design/methodology/approachWe followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines. We searched Scopus and Web of Science and identified 55 eligible studies published between 2009 and 2024.FindingsFinancial anxiety is defined and measured differently in different research domains. We identified several antecedents, including socio-demographic factors (e.g. gender, age, ethnicity, income, employment, racial background, and language proficiency), personality traits, compulsive and impulsive buying behavior, depression or other mental issues, family health issues, and the COVID-19 pandemic and consequences of financial anxiety, including psychological and psychic health, societal and personal relations, financial behavior and well-being, and job-related outcomes. In addition, the literature presents six financial anxiety coping strategies (self-imposed coping mechanisms, spiritual and theological resources, increased financial capability, social and family support, seeking professional help, and language proficiency training). Several future research directions are presented.Originality/valueThis review represents the first systematic compilation and evaluation of the research findings on financial anxiety.

College Students Online Love to Participate in the Promotion Activities

With the rapid development of big data, there are more and more consumption ways of online shopping online. As China's e-commerce platforms continue to expand, various e-commerce shopping festivals also emerge. At the same time, the competition among online businesses has become increasingly fierce, and different promotion means emerge in endlessly. Therefore, businesses should seize the opportunity, seize the opportunity, and study the vast consumer group of college students. College students are an emerging consumer group of online shopping software. Many college students will buy on impulse under the stimulation of various promotional activities. For example, after swiping discounts on TikTok, Kuaishou and other video software, they are easy to have the desire for impulse consumption. In addition, college students mainly show the continuity of purchase when buying goods. If they have a good experience in the process of buying goods, they may continue to buy products of the same brand, and will recommend the products to their friends and relatives. College students stand at the front of the consumption concept, easy to contact, but also easy to accept new things, consumption concept ahead and change relatively fast. Secondly, college students should pursue the practical ability brought by commodities more often. College students have now become one of the main forces of consumption. This paper takes the domestic online consumption environment as the research background, and through the review of questionnaires and literature, studies the influence of product promotion mode on the impulsive purchase of product promotion. his paper explores which kind of promotion method that college students love to participate in in online shopping in China. The consumption phenomenon of college students is expected to provide reference for merchants to carry out online shopping promotion.

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.

The Influence of Live Streaming on Flash Sale and ITS Impact on Impulse Buying of Shopee E-Commerce Users in Indonesia

This study aims to analyze the influence of Live streaming and Flash sale variables on the Impulse Buying behavior of Shopee E-commerce users in Indonesia. The method used is quantitative with descriptive analysis techniques to explain the characteristics of the sample and inferential analysis techniques using SPSS and AMOS software analysis tools. The study population consisted of Shopee e-commerce users in Indonesia, with a sample of 140 respondents selected by non-probability methods with purposive sampling techniques and analysis methods used in this study namely validity test, reliability test, classical assumption test, cross-tabulation test and path analysis. Data was obtained by distributing google form questionnaires through social media. The results of the analysis show that the existence of Live Streaming and Flash Sale has a positive and significant effect on Impulse Buying. This research provides a deeper understanding of the factors that influence Impulse Buying behavior in the context of Live Streaming and Flash Sale of Shopee e-commerce users. The results of this study can provide guidance for Shopee and other e-commerce parties to design more effective marketing strategies and focus on Flash Sale to increase impulse purchases. The results of the validity test output show that the data of this study is declared valid and the reliability test shows that each variable in this study is declared reliable or consistent. The statistical assumption test shows a positive and significant influence, which means that quality Live Streaming can provide stimulus to the Flash Sale program which is a limited number of offers for a short period of time so that it can encourage users to make impulse purchases or unplanned purchases. The path analysis fit model test shows a match of several samples that can subsidize the population as a whole

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.

Impulsivity is a stable, measurable, and predictive psychological trait

Impulsivity is a personality construct frequently employed to explain and predict important human behaviors. Major inconsistencies in its definition and measurement, however, have led some researchers to call for an outright rejection of impulsivity as a psychological construct. We address this highly unsatisfactory state with a large-scale, preregistered study (N = 1,676) in which each participant completed 48 measures of impulsivity derived from 10 self-report scales and 10 behavioral tasks and reported frequencies of seven impulsivity-related behaviors (e.g., impulsive buying and social media usage); a subsample (N = 196) then completed a retest session 3 mo later. We found that correlations between self-report measures were substantially higher than those between behavioral tasks and between self-report measures and behavioral tasks. Bifactor analysis of these measures exacted one general factor of impulsivity I, akin to the general intelligence factor g, and six specific factors. Factor I was related mainly to self-report measures, had high test-retest reliability, and could predict impulsivity-related behaviors better than existing measures. We further developed a scale named the adjustable impulsivity scale (AIMS) to measure I. AIMS possesses excellent psychometric properties that are largely retained in shorter versions and could predict impulsivity-related behaviors equally well as I. These findings collectively support impulsivity as a stable, measurable, and predictive trait, indicating that it may be too early to reject it as a valid and useful psychological construct. The bifactorial structure of impulsivity and AIMS, meanwhile, significantly advance the conceptualization and measurement of construct impulsivity.

Working and Non-Working Women: Fashion Involvement in Relation to Buying Behaviour

In the present study an attempt has been made to find out the relationship of fashion involvement with two types of buying behaviour namely, compulsive and impulsive buying in working and non-working married women. Data were collected from married female participants of 25-60 years of age having at least one child. On the basis of monthly earning three groups were formed, namely, high salaried group (WWH), low salaried group (WWL) and housewife group (WWN) with monthly pocket money. Eighty participants were recruited in each group. Results indicate that in each of the three groups both compulsive and impulsive buying behaviours were positively correlated with fashion involvement. Also, participants of the three groups with high fashion involvement (HFI) were found to be significantly higher in compulsive buying as well as in impulsive buying than those with low fashion involvement (LFI).

Impact of Broadcaster's Social Presence and Ad Content Persuasiveness on Impulsive Purchase Behaviour in China Live Streaming: A Mediation Analysis of Arousal and Emotion

The rapid rise of live streaming in China has revolutionized digital communication and e-commerce, merging entertainment with instant consumer interaction. This study delves into the impact of suggestive advertising on impulsive buying behavior within the Chinese live-streaming market, employing the Elaboration Likelihood Model and Emotional Response Theory to analyze viewers' cognitive and emotional processing. Through a mixed-method approach combining quantitative surveys with qualitative interviews, this research captures insights from Beijing and Shanghai to explore how live streaming influences consumer behavior. Key findings indicate that suggestive advertising effectively triggers impulsive purchases, particularly when mediated by broadcasters' social presence and emotional engagement. This study highlights the nuanced interplay between technology, advertising strategies, and consumer psychology in shaping modern buying habits.