Online Impulse Buying Research Articles

The impulsive online shopper: effects of COVID-19 burnout, uncertainty, self-control, and online shopping trust

Consumerism during the COVID-19 pandemic has been characterized by impulsive buying. Using the theoretical lens of uncertainty avoidance and ego-depletion to identify the mediating mechanisms and moderating factors for online impulse buying, we surveyed young consumers across two relevant periods for high consumerism—the week preceding the 2021 Chinese Spring Festival (Study 1; February 4–9, 2021, n = 1495) and the weeks during and after the festival (Study 2; February 12 to March 2, 2021, n = 923). Perception of COVID-19 variant uncertainty was both directly and indirectly (via online shopping trust) positively associated with online impulse buying. COVID-19 burnout was consistently indirectly associated with online impulse buying via self-regulation and self-appraised impulsivity but inconsistently directly associated. Self-regulation was surprisingly positively associated with online impulse buying, possibly reflecting evidence of already depleted resources from prolonged regulatory exertion among high self-regulators. Self-appraised impulsivity negatively interacted with perception of COVID-19 variant uncertainty, suggesting that as trait impulsivity increases, individuals are less incentivized by peripheral drivers of online impulse buying.

Effect of mindfulness on online impulse buying: Moderated mediation model of problematic internet use and emotional intelligence.

Online impulse buying behavior is an unplanned urge to buy a product or service in an online setting and it has several negative consequences for customers, such as guilt and financial distress, and e-commerce firms, such as higher returns and customer complaints. Evidently, it is important to examine the various psychological processes which may assist in a better understanding, therefore addressing the high prevalence of online impulse buying. This study builds upon self-regulation theory to explore how mindfulness influences online impulse buying, and examines problematic internet use as a mediator in the relationship between mindfulness and online impulse buying. Further, this study investigates how emotional intelligence as a moderator plays the role of a suppressant on the adverse impact of problematic Internet use which fuels online impulse buying. A total of 598 individuals working with various servicebased industries responded to the questionnaire. Multiple regression and moderated mediation analysis was used using SPSS and AMOS for analyzing the data. Problematic internet use mediates the relationship between mindfulness and online impulse buying behavior. Emotional intelligence negatively moderates the relationship between problematic internet use and online impulse buying behavior. This study findings outlined the inverse relationship of mindfulness & online impulse buying, along with the mediating effect of problematic internet use between mindfulness and online impulse buying. Further, this study showed how emotional intelligence played an important role as a moderator by suppressing the adverse impact of problematic Internet use and preventing online impulse buying. The study offers implications to online marketers in regulating the unplanned purchase process-while minimizing uninhibited buying behavior that leads to regret, and the subsequent intention to return products. Further, social and theoretical implications are discussed.

Online Impulse Buying in the Youth Context: Hedonic Motives, Emotional Responses, and Involvement in Fashion as Antecedents

The main aim of this study is to examine how hedonic motives, emotional variables, and involvement in fashion can impact impulsive behaviors in the fashion industry within Generation Z. The data was collected from 40 respondents through an online survey, with mostly high school graduates located in Jakarta were tested and finally analyzed. The result shows that both hedonic motives and involvement in fashion have significant effects towards impulse buying. However, the research shows that emotional variables did not have a significant impact on impulse buying. The suggested study will contribute to the growing body of online impulse buying knowledge in the context of the youth in a developing country.

Towards better interaction between salespeople and consumers: the role of virtual recommendation agent

PurposeIn the context of a profound digital transformation, the need for social interactivity is becoming fundamental for consumers on e-commerce sites. It allows them to interact with the company in the same way as with salespeople in physical stores. Among the different existing virtual agents used by companies to offer online solid interaction, this study focuses on virtual recommendation agents (VRAs). The purpose of this paper is to investigate the effectiveness of VRA on consumers’ psychological states and online impulse buying.Design/methodology/approachAn experimental website was designed for this study. After interacting with VRA, respondents had to take part in a survey. The questionnaire included measures of perception of the VRA, perceived enjoyment, online impulse buying and perceived risk. Structural equation modelling was used to test the research model.FindingsThe results confirm the positive influence of the VRA on perceived enjoyment, which is positively associated with online impulse buying. The effect of the VRA’s presence on perceived enjoyment is moderated by gender.Research limitations/implicationsOnly one product category was studied, for which the advice of VRAs is undoubtedly essential. However, this could also be valid for other products, such as technological products, where the consumer’s level of expertise may be low. Hence, the authors propose to extend this study to various products for a better generalization of the results.Practical implicationsThis study provides practitioners with relevant findings on the efficiency of VRAs and offers them guidelines to design more interactive commercial websites with higher levels of social interactions. Such interactions should reduce perceived risks and make visitors more confident. This can encourage more traffic and sales, which implies growth in incomes and revenues.Social implicationsThrough this technology, VRAs can create more humanized links between consumers and companies.Originality/valueWorking on VRAs is original as they represent the technology that can replace salespeople. In addition, to the best of the authors’ knowledge, this research is the first to test the impact of VRA on online impulse buying. By examining the VRA’s set of fundamental capabilities, this study contributes to existing research on how companies should integrate digital technologies in their sales interactions with consumers, which to date has focused on other sales channels such as social media platforms.

An Empirical Study of Online Impulsive Buying Behavior

Using the SOR model, this study examines the effect of Online Review, Shopping Enjoyment, Impulse Buying Tendency, and Perceived Acquisition Value on online impulsive buying behaviour among the millennial generation. Data was collected through online questionnaires using the convenience sample method. After data filtering, 256 replies were used in this study. The findings have shown that shopping enjoyment and impulsive buying tendency play an important role to influence online impulsive buying behaviours. These insights can be used by online retailers, online marketers, and online purchasing platform providers to plan future efforts to boost sales revenue and ensure the e-commerce industry's long-term viability. Keywords: Online shopping; impulsive purchase; buying behavior; online review eISSN: 2398-4287 © 2022. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open-access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under the responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians), and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/ebpj.v7iSI8.3912

The Role Website Quality, Credit Card, Sales Promotion On Online Impulse Buying Behavior

The usage of online marketplace in Indonesia increases due to Covid-19 pandemic and its supporting environment such as payment systems. This investigation was conducted to determine the effect of Website Quality on Online Impulsive Buying Behavior moderated by Sales Promotion and Credit Card Usage in Indonesian marketplace. This study uses quantitative methods with causal analysis. In this research, data was collected through online questionnaires and 275 respondents who used the marketplace website responded. This research uses PLS-SEM data analysis technique. The results of this study showed that three out of five hypotheses are accepted. This study shows that Website Quality, Credit Card Use, and Sales Promotion have positive significant effect on Online Impulse Buying Behavior. However, the result of this study also revealed interesting findings, that there is not enough evidence to support moderation effect of Credit Card use and Sales Promotion in the relationship between web quality and Online Impulse Buying Behavior.

PERAN CREDIT CARD USAGE DALAM ONLINE IMPULSE BUYING DI KOTA DENPASAR

This study aims to determine the effect of materialism, endorsement and brand image on online impulse buying in Denpasar City and also to see whether credit card usage can moderate the relationship between them on online impulse buying. The population of this research are consumers who have made unplanned purchase online domiciled in Denpasar City, with a sample of 135 respondents. Sampling using a purposive sampling technique. Collecting data using an online questionnaire with a Likert scale measurement tool. The type of data used in this study is quantitative data. The data analysis method used in this study uses validity test, reliability test, classic assumption test, and Moderated Regression Analysis (MRA) using the SPSS version 24.0 application for Windows. The results of this study stated that the variable materialism and endorsement had a positive and partially significant effect on online impulse buying, whereas the variable brand image had a negative and partially significant effect on online impulse buying in Denpasar City. Also, the moderating variable credit card usage is able to strengthen the effect of brand image on online impulse buying in Denpasar City. This study is expected to provide an understanding of marketers which can later be used to design efforts that are possible to be applied by service or product providers to increase online impulse buying of consumers and their target consumers.

The Role of Consumers' Emotions in Online Impulse Buying of Fashion Apparel

This study examined emotions as predictors of subsequent buying behavior. The primary aim of this research was to investigate consumers’ experience of impulsive buying in the online shopping environment and the influence that emotions have on these experiences, focusing on fashion apparel. Hypotheses were developed around the premise that emotions play a prominent role in everyday decisions, including an individual’s impulsive decisions and buying behavior. The study used a self-administered 10-item questionnaire to test the hypotheses. One hundred and twenty-eight people (N=128; 55% men, 45% women) from various parts of the world, with persons aged between 18 and 34 (77.34%) most represented, completed the survey. The data revealed a strong correlation between negative emotions and impulse buying, and between low arousal of negative emotions and impulse buying. Other results and implications are discussed.

The situational nature of impulse buying on mobile platforms: A cross-temporal investigation

While online impulse buying has attracted increasing attentions from researchers, there is still limited research that investigates consumers’ impulse buying behavior across different situations. Categorizing external stimuli into three types (website, marketing and situational stimuli), our study examines their joint influences on consumers’ affective and cognitive reactions as well as their online impulse buying behavior. Our empirical findings indicate that the positive effects of website stimuli and marketing stimuli on consumers’ internal reactions exhibit significant variations based on a situational stimulus (i.e., a non-holiday season versus a holiday season). Specifically, consumers react more sensitively to perceived website quality to form both hedonic and utilitarian values during the non-holiday season, while they focus more on prices to judge utilitarian value rather than hedonic value during the holiday season. Furthermore, our results suggest that the cascading mediation effects of consumers’ internal responses vary greatly between the non-holiday season and the holiday season.

The impact of website quality on online compulsive buying behavior: evidence from online shopping organizations

PurposeThe influence of website quality on online compulsive buying behavior (OCBB) in the context of online shopping based on the usage of a credit card (UCC) and online impulsive buying behavior (OIBB) was investigated in this study.Design/methodology/approachThe authors used a research model to examine the relationships between the study components as per the prescription. For this investigation, the authors used an online survey form to obtain primary data from 350 respondents on social media. A covariance-based structural equation modeling approach was used to evaluate the structural research model and data.FindingsThe findings reveal that the quality of online shopping websites positively affects consumers' UCC and OIBB, and these in turn positively influence their OCBB.Practical implicationsThe study emphasized impacting elements on consumer behavior and gave advice for future research based on the results. Using several dimensions of website quality, this study bridges the knowledge gap between UCC, OIBB and OCBB.Originality/valueBased on UCC and OIBB, the authors developed a new model to investigate the link between website quality and OCBB. To the best of the authors' knowledge, it is the first experimental result that assesses the impact of website quality on OCBB.

The Impacts of Mobile Wallet App Characteristics on Online Impulse Buying: A Moderated Mediation Model

The adoption of cashless payment methods compels impulse buying. This research studies impulse purchase behavior by focusing on E-wallet app characteristics, a field where empirical research is still scarce. This paper is aimed at developing and testing a theoretical model to examine a moderated mediation model of mobile wallet app characteristics and impulse buying through perceived enjoyment moderated by mobile wallet user experience. An online survey acquired 208 valid responses from active E-wallet users. The framework was empirically analyzed by using Smart PLS-SEM. Findings indicate that perceived interactivity and visual appeal have positive relationships with perceived enjoyment and impulse buying, respectively. Perceived enjoyment is positively associated with impulse buying, and perceived enjoyment mediates the relationship between visual appeal and impulse buying. The impacts of perceived interactivity on perceived enjoyment and impulse buying are moderated by user experience. Moreover, user experience moderates the relationship between visual appeal and perceived enjoyment. This study identifies differences in consumer behavior between more experienced and less experienced E-wallet users. More experienced E-wallet users emphasize the app’s interactivity, while less experienced users pay more attention to the app’s appealing design. Practical implications are offered for E-wallet system developers and designers to attract new users and, at the same time, retain existing users.

STUDI KOMPARATIF PENGGUNAAN DIGITAL PAYMENT TERHADAP PERILAKU ONLINE IMPULSE BUYING (STUDI KASUS : PENGGUNA OVO, GOPAY DAN SHOPEEPAY)

This study aims to determine the differences in the use of digital payment Ovo, Gopay and Shopeepay on the level of the behavior of online impulse buying. The population in this study is a users digital payment (OVO,Gopay, or Shopeepay) are already using the app for at least 6 months and the number of samples in this study amounted to 96 people with each of the 32 respondents per application Collection of the respondents through the google form that was distributed on social media twitter and instagram. Based on the results of the questionnaire were processed using SPSS 25 hypothesis testing found no difference in the level of behavior online impulse buying based on the mean of the frequency distribution of the variable of impulse buying (Y) score with the mean highest on the user Shopeepay by 3,49. Respondents agreed with the indicator of spontaneity with the average score of the biggest no on the Shopeepay of of 4.62 highest compared to the other indicators in the variable of impulse buying (Y). The hypothesis for Ovo and Gopay is accepted, meaning that the variable digital payment (X) effect on the variable of impulse buying (Y) on the user's Ovo and Gopay, Hypothesis testing using the t table to prove that the hypothesis on the Ovo and Gopay is accepted and Shopeepay rejected. This proves the existence of differences in the behavior of online impulse buying between the use of digital payment Ovo, Gopay and Shopeepay although not too significant, so further research is needed to determine the factors of the other.
 
 Keywords : Digital Payment, Impulse Buying

Impact of online convenience on generation Z online impulsive buying behavior: The moderating role of social media celebrity.

This research aims to determine which dimensions of online convenience influence generation z consumers’ cognitive and affective attitudes and online impulsive buying behavior. The moderating effect of social media celebrity is also investigated to examine the attitude-behavior gap. A total of 348 responses from Chinese users who followed digital celebrities were received using purposive sampling. Data analysis and hypothesis testing were carried out using SmartPLS, version 3 (partial least squares). The results indicated that relationship convenience, possession convenience, post possession conveniences, transaction convenience, and evaluation convenience have a crucial impact on cognitive and affective attitudes. Similarly, cognitive and affective attitudes are significant and positive predictors of generation z consumers’ online impulsive buying behavior. Moreover, empirical results supported the moderating role of social media celebrities that aid marketers in selecting a product endorser. The implications for marketers and policymakers are discussed based on the above research findings. Moreover, future research directions are suggested.

Consumers' Impulsive Buying Behavior in Online Shopping Based on the Influence of Social Presence.

The rapid development of online shopping has contributed to marketing strategy. Social presence plays an important role in the field of marketing. Therefore, this paper studies the influence of social presence on online impulse buying. The key marketing strategy is that consumers make impulsive buying behavior in online shopping. This paper proposes a research scheme for an impulsive buying sharing model based on user features and an article studied before which has some factors presented. The model is evaluated on a data analysis based on SPSS24.0 and AMOS23.0. The results show that the main factors such as interactivity, vividness, and media richness, all have positive effects on social presence. Therefore, in the variable relationship, social presence has a direct impact on impulsive buying behavior. This result has a theory contribution on the marketing theory model which also has an important practice significance in marketing strategy for enterprises.

Online Promotions and Hedonic Motives as Moderators in the Relationship Between e-Impulsive Buying Tendency and Customer Satisfaction: Evidence From India

This research aims to empirically examine the interrelationships between online impulse buying tendencies (IBT), hedonic motives, online promotions, impulse purchase decision (IPD), and customer satisfaction. A structured survey instrument was used to collect data from 625 consumers from southern India. After checking the psychometric properties of the survey instrument with structural equation modeling, the moderated-mediation model was analyzed using Hayes PROCESS. The results showed that (i) impulse purchase decision (IPD) mediated the relationship between impulsive buying tendency (IBT) and customer satisfaction (CS), (ii) hedonic motives moderated the relationship between IBT and IPD, and (iii) hedonic motives and online promotions moderate the relationship between IPD and CS. This study contributes to the literature because it provides valuable insight into two-way and three-way interactions among the significant variables in consumer behavior. The COVID-19 global pandemic brought a paradigm change in consumer behavior, and thus understanding the e-shopper’s IB behavior is critical for e-retailers to change their strategies to capture a broader market. The implications for marketing research are discussed.

The Determinants of Impulsive Buying Behavior in Electronic Commerce

Consumers’ online impulsive buying behavior has become more and more frequent in the digital era. There is increasing concern regarding the adverse consequences that impulsive buying has generated for consumer wellbeing and the sustainability of our society and environment. In search of a way to decreasing impulsive consumption, this article proposes a comprehensive framework to explore the potential determinants of online impulsive buying behavior from the perspective of consumer characteristics grounded on the literature on sustainability, psychology and consumer behavior. Through an online survey, a total of 425 valid responses were obtained. Extroversion and neuroticism in personality, negative emotions, collectivism in culture and the cognitive and affective factors of impulsive buying tendency are found to be positively correlated with impulsive buying behavior, whereas self-control shows a negative impact on impulsive buying behavior. Furthermore, this study identifies the mediating roles that negative emotions and collectivism play. Specifically, in addition to the direct routes, neuroticism, self-control and the affective factor of impulsive buying tendency can indirectly influence impulsive buying behavior through the mediation of negative emotions, whereas extroversion can indirectly affect impulsive buying behavior with collectivism as the mediator. To conclude, theoretical and practical implications of this research are elaborated to promote sustainable consumption from both the micro and macro perspectives.

Materialism, Financial Literacy, and Online Impulsive Buying: A Study on the Post Millennial Generation in a Pandemic Period

Objective: The research aims to ascertain the influence and examine the function of materialism (centrality, success, and pleasure) on impulsive online purchasing using financial literacy as a moderating factor. Design/Methods/Approach: The quantitative study uses the SEM analysis technique with the assistance of the SmartPLS 3.6 software. This research uses a purposive sampling strategy to choose 415 individuals. Sample criteria: 1) Minimum age of 17 years and maximum age of 25 years; 2) Online transaction including an impulsive buy. Google form is used to get the data. Findings: The findings indicated that materialism and impulsive online buying have a positive and substantial impact. The association between financial literacy and materialism could not be moderated. The association between financial literacy and impulsive online buying is nonexistent. However, the relationship between central, happiness, and success on materialism is significant. Originality: Materialism and financial literacy work together to impact impulsive internet purchase choices. During the pandemic, it was found that Malang's students' financial literacy did not have a significant influence on their buying habits. This suggests that disadvantaged students are nevertheless prone to impulsive internet purchases despite their materialistic outlook.

Flash sale and online impulse buying: Mediation effect of emotions

Flash sale (FS) is a marketing strategy that is widely used and developed in sales through e-commerce. The implementation of the FS strategy is to provide discounts or special propositions on products offered within a certain time limit. Time restrictions aim to encourage consumers’ emotions to make impulse buying (IB). This study examines the effect of consumer emotions as a mediating variable on IB among Shoppee consumers in Indonesia caused by FS activities that are not carried out on certain important days. The required data were collected through the distribution of online questionnaires to respondents who, in the last three months, had made transactions through Shoppee e-commerce platform. A total of 150 questionnaires are analyzed using PLS-SEM. The results of the analysis show that the flash sale strategy carried out by the Shoppee e-commerce platform in Indonesia has a direct effect on increasing consumer emotions. This means that the higher the intensity of the FS promotion, the stronger the influence on consumer emotions. Emotions increase IB. FS has no significant effect on increasing IB. Subsequent findings show that FS indirectly has a positive and significant effect on IB through emotions. In other words, this study proves that the emotions are a mediating variable in online IB. This study is helpful for companies in developing appropriate strategies for their promotions in utilizing consumers’ impulse buying behavior by using strategies that trigger consumers’ emotions.

Understanding the impact of online customers’ shopping experience on online impulsive buying: A study on two leading E-commerce platforms

Research offers some indication that the online customers' shopping experience (OCSE) can be a strong predictor of online impulsive buying behavior, but there is not much empirical support available to form a holistic understanding; whether, and indeed how, the effects of the OCSE on online impulsive buying behavior are affected by customers' attitudinal loyalty and self-control are not well understood areas of research. In this study, we examine how functional and psychological dimensions of the OCSE influence online impulsive buying within e-commerce platforms. We will investigate customers' attitudinal loyalty as a mediator between the OCSE and online impulsive buying behavior, and the customers' self-control as a moderator between customers' attitudinal loyalty and online impulsive buying. To analyze these relationships we will conduct an online survey (n = 1489) with customers of two leading Chinese e-commerce platforms: Jindong and Taobao. The findings from structural equation modeling indicate a positive relationship between the tested dimensions of the OCSE and customers' online impulsive buying. We also find a mediating role of customers' attitudinal loyalty and negative moderation of customers’ self-control. Theoretically, the findings contribute to the literature regarding online impulsive buying and the online customer experience. For managers, the findings stress the importance of ethical management with regard to the online shopping experiences.

Understanding Consumer Online Impulse Buying in Live Streaming E-Commerce: A Stimulus-Organism-Response Framework.

With the proliferation of live streaming, there is evidence that online impulse buying is becoming an emerging phenomenon. Although many studies have investigated impulse buying in the context of offline shopping and business-to-consumer e-commerce, online impulse buying in live streaming has attracted little attention. In this study, we aim to explore the effect of social presence in live streaming on customer impulse buying based on the stimulus–organism–response framework. The research model presented here identifies pleasure and arousal as the mediation of impulse buying in live streaming. We use the AMOST and IBM SPSS PROCESS software to estimate our model based on data at the minute level from 189 customers, who watched live streaming in the past three months. The results suggest that the social presence of the broadcaster and the social presence of the live streamer positively affect impulse buying directly and indirectly via pleasure and arousal, promoting consumer online impulse buying in live streaming, but the social presence of the viewers has no significant effect on pleasure and arousal. For practice, our results can help policymakers and operators of the live streaming platform alleviate impulse buying in the digital world.