Online Impulse Research Articles

Unveiling the dynamics that shape online impulse buying behavior

PurposeThis study uses self-determination theory (SDT) to investigate the impact of limited-time deals and credit card usage on online impulse buying behavior, with a focus on hedonic motivation as a mediating variable.Design/methodology/approachA survey was conducted with 290 participants from northern India, specifically Punjab, Haryana, Delhi NCR and Chandigarh. The current analysis validates the conceptual framework using the partial least squares structural equation modeling (PLS-SEM) methodology.FindingsThe results indicate that limited-time deals and credit card usage have a favorable impact on both hedonic motivation and online impulse buying behavior. Additionally, hedonic motivation mediates the relationship between limited-time deals, credit card usage and online impulse buying behavior.Originality/valueThe study’s originality stems from its novel application of the SDT to investigate the effects of limited-time deals and credit card usage on online impulse buying. By exploring the mediating role of hedonic motivation, it sheds new light on the psychological dynamics of online consumer behavior.

The Influence of Social Interaction, Digital Celebrities Relationship, and Sale Proneness to Online Impulse Buying in Social Commerce

The Influence of Social Interaction, Digital Celebrities Relationship, and Sale Proneness to Online Impulse Buying in Social Commerce

Investigating the determinants of consumer confidence and online impulse buying intentions: an experimental study

PurposeThis study examines the effects of risk reduction, seller reputation, eWOM and warranties on consumer confidence and online impulse buying intentions through the lens of the stimulus-organism-response (SOR) model. It also explores the role of installment options in online impulse buying.Design/methodology/approachWe performed a between-subjects experiment (installment vs. no-installment option). Data were collected from 199 consumers and analyzed using SmartPLS 3.3.9.FindingsThe results show that risk reduction, eWOM and warranty positively affect consumer confidence (CC) in online shopping and that CC positively predicts online impulse buying intentions. It was also found that the effect of CC on online impulse buying intentions was stronger when consumers were offered an installment option than a no-installment option.Practical implicationsFindings suggest that online sellers should invest more resources in building consumer confidence, which affects online impulse buying intentions. Moreover, online sellers should offer installment options to consumers, thereby reaping stronger effects of consumer confidence on online impulse buying intentions.Originality/valueEmploying the experimental approach, this study makes a novel attempt to examine the role of the installment option in fostering online impulse buying intentions among Pakistani consumers. Likewise, this is one of the early studies to explore the effects of risk reduction, seller reputation, eWOM and warranties on CC among Pakistani consumers using the SOR model.

Pathway of Online Impulsive Buying Tendency Research (2007-2024): Bibliometric Analysis

The goals of this study were to assess the body of knowledge about the propensity for online impulsive purchasing, to rectify the shortcomings of past reviews, and to provide academics and industry professionals with an up-to-date, thorough overview of the state of research in the field of online impulse buying tendency. We employed bibliometric analysis approaches to analyze the body of literature on online impulsive purchasing propensity. It was useful for summarizing data through significant contributions, the most prolific writer, the most powerful organization, output within a specific time frame, the rise of keywords, and so on. Article searches were conducted using the Scopus database from 2007 until 2024. The number of studies undertaken in this sector has significantly increased in recent years, as evidenced by bibliometric studies, with China and the United States being the leading contributors. The literature frequently mentioned hedonistic consumption habits, the impact of social media, website design, and promotion. Future studies should look more closely at how emerging technologies like virtual reality and artificial intelligence affect impulsive purchasing behaviour. More comprehensive insights could also be obtained by conducting in-depth studies on cultural variations and the ways in which cultural elements influence impulsive internet purchases.

Using theory of interpersonal behavior to consumers' online impulse buying behavior in social commerce live-streaming: perceived price's moderating role

Using theory of interpersonal behavior to consumers' online impulse buying behavior in social commerce live-streaming: perceived price's moderating role

What drives online impulse buying among Zoomers on TikTok in an emerging market? A new model based on flow theory

What drives online impulse buying among Zoomers on TikTok in an emerging market? A new model based on flow theory

Impulse Buying Behaviour in Live Streaming Commerce: The Influence of Celebrity-Owned Brands

Celebrity-owned brands have quickly become popular. Live streaming commerce has become one of the new business models adopted by celebrities to promote their products online in this era since traditional marketing methods are no longer able to meet all the consumer’s shopping needs and styles. We proposed a research model based on the Stimulus Response theory (SR Theory) to explore the reaction and behaviour of consumers after a certain stimuli factor. A total of 100 valid sample questionnaires with their experience in live streaming shopping were taken. This research adopted PLS-SEM statistical analysis as an empirical evaluation. Subsequently after the empirical investigation, it was found that attractiveness of the live streamer affects consumer’s impulse buying of celebrity-owned brands. Similarly, expertise of the live streamer also affects consumer’s online impulse buying of celebrity owned brands. However, the trustworthiness of the live streamer on live streaming commerce does not affect the online impulse buying of celebrity owned brands. In this paper, we build a framework for impulse buying in live streaming commerce. We verify this framework under Malaysian context. The findings of this paper provide concrete suggestions to business owners and celebrities for their marketing strategies.

Online impulse purchases versus planned purchases and the role of visual attributes

ABSTRACT Given the rapid growth of online buying, there seems to be a significant gap in understanding how consumers derive satisfaction from their past online fashion purchases, particularly in the absence of tactile experiences, relying solely on visual aesthetics for both planned and impulse decisions. This gap examines the necessity of evaluating how online shopping platforms should cater to diverse consumer behaviors. The goal is to examine how the visual aesthetic attributes of fashion clothing purchased online, whether through impulse or planned decisions, can influence satisfaction through a conceptualized model. It incorporates several variables’ mediating and moderating roles for a more plausible explanation. Two distinct samples were drawn from consumers who independently made planned purchases and those who made impulse purchases, totalling 483 respondents in the survey. Multigroup Structural Equation Modeling was employed for data analysis. The findings reveal that visual aesthetics significantly and positively impact perceived risk, perceived quality, and satisfaction. Additionally, perceived risk positively influences perceived quality. However, perceived quality exhibits a negative relationship with satisfaction. Both impulse and planned behaviors significantly moderate the relationship, except for the value aesthetic attributes of fashion clothing and perceived risk for impulse buyers. This article contributes to the theoretical and practical implications.

The Impact of Promotion, Product Quality, and Trust toward Online Impulsive Buying Decisions: The Mediating Role of Flow Experience

Online purchasing has experienced significant growth, with approximately 40 percent of total online purchases classified as impulsive. However, there is a gap between the potential rise in online purchases and the proportion of impulsive purchases, which remains at 40 percent. To address this gap and boost short-term sales for producers, this study aims to evaluate the impact of promotion, product quality, and trust on online impulsive buying decisions, considering the role of flow experience as an intervening variable. The research employs a descriptive quantitative method, collecting data through questionnaires using a Likert scale. The study was conducted in the D.K.I Jakarta area, involving 246 respondents. Data analysis was performed using path analysis to examine the relationships between the independent variables (promotion, product quality, and trust), the intervening variable (flow experience), and the dependent variable (online impulsive buying decisions). The findings reveal that promotion has a positive and significant influence on online impulsive buying decisions. Moreover, promotion significantly impacts flow experience, which in turn mediates the effect of promotion on online impulsive buying decisions. On the contrary, product quality and trust do not significantly affect either online impulsive buying decisions or flow experience. This suggests that promotional activities are crucial for enhancing impulsive purchases online, while product quality and trust play a lesser role in this context.

The Effect of Attractiveness, Expertise, Visual Attractiveness and Interactivity on Online Impulsive Buying Behavior

An innovative approach to product marketing through live streaming on TikTok can potentially encourage impulsive buying behavior among Indonesian customers, offering opportunities for e-commerce business owners to increase sales. This research focuses on identifying factors influencing impulsive purchasing decisions for fashion products through live streaming on TikTok, namely attractiveness, expertise, visual appeal, and interactivity. Using the Stimulus-Organism-Response (SOR) theoretical framework, this study explores consumer reactions and behaviors caused by stimulus factors which are then analyzed using Structural Equation Modeling (SEM) PLS techniques with the SmartPLS application based on 156 valid respondents on TikTok. The results are expected to guide fashion business actors in social commerce to design effective marketing strategies using TikTok live streaming by emphasizing aspects of perceived enjoyment to encourage impulse buying.

Cognitive and affective appraisal of online impulse buying: a multi-mediation approach

Cognitive and affective appraisal of online impulse buying: a multi-mediation approach

A comprehensive study on factors influencing online impulse buying behavior: Evidence from Shopee video platform

The rapid expansion of online commerce has significantly altered consumer behavior, particularly among digitally-savvy Generation Z individuals. This research analyzes the influence of product presentation videos on online impulsive buying behaviors in this demographic, using the Shopee video platform as a case study. The study aims to investigate how various external factors, including time pressure (TP), quantity pressure (QP), economic benefits (EB), social influence (SI), visual (VS), and sound (SO), affect online impulse buying by mediating emotions of arousal (AR) and pleasure (PL). This study employed a quantitative approach, and data was collected through a Likert scale questionnaire using a non-probability sampling technique. PLS-SEM statistical analysis was utilized to assess the research model, exploring the interplay of these stimuli in shaping impulsive buying behavior on the Shopee platform, among 438 Vietnamese Generation Z. The study's results indicate significant impacts of all factors on arousal, while time pressure, quantity pressure, and economic benefits did not significantly influence pleasure. Notably, arousal and pleasure emerged as mediators shaping impulsive buying decisions among Generation Z. These findings indicate that strategic use of external factors can effectively trigger emotions, leading to impulsive buying among digital natives. This also offers valuable insights for marketers looking to enhance e-commerce strategies on platforms such as Shopee video. Marketers can trigger customers' impulsive buying by creating a sense of urgency (e.g. flash sales, limited quantities), useful online reviewing, and personalizing discounts. Additionally, using visual and sound strategies in a positive online experience can further enhance this behavior and shape preferences. This study's findings contribute to a deeper understanding of consumer behavior theories in the digital era, highlighting the intricate roles of arousal and pleasure in online impulse buying.

THE ROLE OF WEB STORE STIMULI ON CUSTOMERS' IMPULSE BUYING BEHAVIOUR THROUGH BRAND PERCEPTION

In light of prevailing technological advancements, online shopping has become increasingly prevalent. A well-designed webpage interface, particularly in terms of visual appeal, has the potential to evoke customer emotions such as pleasure and arousal, thereby stimulating impulse buying among consumers. In contrast to global brands, local web stores have faced challenges in devising strategies to cultivate an environment conducive to enhancing brand perception and encouraging impulsive buying behavior, specifically in the realm of online local brand retailing. Previous studies have primarily focused on customers’ cognitive perspectives, including privacy concerns, content sharing, and websites credibility. However, existing research has yet to provide a comprehensive framework for understanding customers’ online impulse buying behavior. Addressing these gaps, this study aims to investigate the effect of different web store stimuli on creating consumers’ brand perception of online web stores and its impact on customers’ impulsive buying behavior. Data was collected through purposive sampling, involving 423 users of different online local web stores. The results showed interesting findings with implications for both theory and practice. Specifically, environmental stimuli, such as ambience (lighting), assortment, forum fnac and helping staff, were found to significantly enhance the brand perception of local web store outlets, consequently boosting customers’ impulse buying behavior.

The Influence of Digital Retail Environment on Consumer Purchasing Behavior: A Causal Study

As e-commerce continues to evolve, understanding consumer behavior in the context of online shopping becomes increasingly challenging. This study investigates the impact of purchasing attitudes among Saudi customers within the online clothing environment. By collecting 410 responses from residents of Riyadh, Saudi Arabia, the study emphasizes the convenience aspect of online and virtual markets and employs advanced statistical techniques, specifically SPSS-AMOS software, including confirmatory factor analysis, path analysis, and structural equation modeling. The findings reveal several key insights: perceived entertainment, perceived ease of use, and perceived usefulness significantly and positively influence the user experience on websites. The research highlights the importance of website quality indicators, such as perceived entertainment, ease of use, and usefulness, in shaping the user experience within the online clothing environment. It confirms that website quality, encompassing indicators of the user experience, exhibits a significant positive association with online impulse buying behavior. Additionally, the flow experience, which refers to the immersive and enjoyable state when browsing a website, also demonstrates a statistically significant and positive effect on online impulse buying behavior. These findings offer valuable insights for businesses and marketers seeking to understand and adapt to the evolving landscape of e-commerce, specifically concerning online clothing purchases.

Mapping the Impact of Consumer Online Service Experience on Online Impulse Buying Behaviour

Managers of e-commerce platforms and online retail stores have noticed a connection between the consumer online service experience (COSE) and the inclination to engage in online impulse buying behaviour (OIBB). Previous research has shown that COSE can influence OIBB, but the specific relationships between the emotional and utilitarian dimensions require further investigation. This study aims to fill this gap by examining how attitudinal loyalty serves as a mediator between COSE and OIBB. A survey-based quantitative methodology was employed to gather data on the attitudes and behaviours of 1,504 online shoppers. The collected data were analysed using structural equation modeling, revealing a positive relationship between the examined COSE factors and OIBB, with attitudinal loyalty acting as a mediator. Although the regional biases and cross-sectional nature of the study are limitations, the results are generally applicable. However, future research utilizing a longitudinal approach and a broader geographic sample would provide valuable insights.

The Effect of Consumer Personality Traits and Decision-Making Styles on Online Impulsive and Compulsive Buying Behaviors

The main subject of this study is impulsive buying and compulsive buying behaviors that can occur in consumers’ online shopping and are considered as the unusual or irrational aspects of purchasing. The study mainly focused on personal factors that may be the precursors of these behaviors. In this respect, the study aims to statistically analyze the relationships between the five-factor personality traits, consumer decision-making styles, impulsive buying, and compulsive buying variables based on the relational screening model. It aims to determine which personality and decision-making styles are associated with impulsive and compulsive buying. Within the scope of quantitative research, data was obtained through a survey method from 478 participants, which was determined through convenience sampling and analyzed. The findings from the analyses showed a significant negative relationship between agreeableness and impulsive buying behavior regarding personality traits and, similarly, between openness, conscientiousness, and agreeableness and compulsive buying behavior. It has been revealed that consumers who buy brand consciousness, fashion consciousness, recreational orientation, indecisiveness, impulsive, and habitual decision-making styles are more prone to impulsive and compulsive buying. The study’s findings are expected to contribute to understanding the personality and characteristic features of consumers’ behaviors.

Congruence effects in social media influencer marketing: the moderating role of wishful identification in online impulse buying intentions

Purpose Grounded in self-congruency theory, this study aims to investigate the impact of different types of congruence in social media influencer marketing on consumers’ online impulse buying intentions under the moderating influence of wishful identification. Design/methodology/approach This study collects survey responses from an online sample of 232 social media users and analyses them using partial least squares structural equation modelling. Findings This study delineates two distinct pathways influencing online impulse buying intentions within influencer marketing: direct consumer–product congruence and the conditional role of consumer–influencer congruence. Particularly, the alignment between a consumer’s self-image and the product’s attributes independently drives online impulse buying intentions. Conversely, consumer–influencer congruence, despite high alignment, fails to spur online impulse buying intentions unless amplified by wishful identification – the consumer’s aspirational desire to emulate the influencer. This finding underscores the complexity of impulsive consumer behaviours in the digital marketplace, highlighting the pivotal role of product appeal and the conditional influence of influencer relationships on spontaneous purchasing decisions. Originality/value This study pioneers by elucidating the congruence interplay between consumers, influencers and products in online impulse buying, emphasising wishful identification as a critical moderating factor. Theoretically, it expands self-congruency theory by detailing the distinct roles of congruence types on impulsive behaviours, notably underlining the essential role of wishful identification for the effect of consumer–influencer congruence. Practically, the insights equip brands with a deeper understanding of the key drivers behind impulsive purchases in an influencer-centric digital marketplace, offering strategic guidance for optimising influencer collaborations and product presentations to enhance consumer engagement and sales.

Mediation and Moderation Model of the Relationship between Live Streaming Promotion and Online Impulsive Buying Behavior An Empirical Study on Egyptian Fashion Wear Customers

Mediation and Moderation Model of the Relationship between Live Streaming Promotion and Online Impulsive Buying Behavior An Empirical Study on Egyptian Fashion Wear Customers

Positive vs. Negative E-WOM: Understanding the More Significant Role in Mediating E-Commerce Quality on Online Impulse Buying

Positive vs. Negative E-WOM: Understanding the More Significant Role in Mediating E-Commerce Quality on Online Impulse Buying

Live Streaming E-commerce: Understanding what causes the impulse of consumers, what affects people's psyche, and how Live Streaming E-commerce promotes economic development at the same time

With the popularity of live streaming and the impact of the pandemic, people are gradually switching from offline to online shopping. There is evidence that online impulse buying is becoming a growing trend. Although many studies have looked into consumer impulse buying in offline shopping, there has been little attention paid to online impulse buying in live streaming. The purpose of this study is to investigate the impact of the live-streaming model on shoppers' impulse purchases and the resulting economic development using the stimulus-organization response (SOR) framework. We estimated the model with questionnaires and data from shopping software. The results show that the social status and image of the anchor affect impulse purchases directly or indirectly through pleasure. Our findings can help impulse-prone consumers mitigate impulse purchases in the digital world while providing economic evidence for live-streaming operators.