Online Impulse Research Articles

Modelling the antecedents of online impulse buying in cross-cultural context

Modelling the antecedents of online impulse buying in cross-cultural context

The Study of Perceived Severity of COVID-19 on Online Impulsive Buying Behaviour in Vietnam: the Role of Internal Factors

The Study of Perceived Severity of COVID-19 on Online Impulsive Buying Behaviour in Vietnam: the Role of Internal Factors

COVID-19 and its impact on online impulse buying behaviour: empirical evidence from the Kingdom of Bahrain

COVID-19 and its impact on online impulse buying behaviour: empirical evidence from the Kingdom of Bahrain

Covid-19 and its impact on online impulse buying behaviour: empirical evidence from the Kingdom of Bahrain

Covid-19 and its impact on online impulse buying behaviour: empirical evidence from the Kingdom of Bahrain

Impact of Website Stimuli on Online Impulse Buying: A Quantitative Analysis

Understanding the factors that influence consumers to buy impulsively in an online context has become increasingly important to businesses nowadays in order to help them stay competitive in the intensively competitive e-commerce market. Though existing literature has demonstrated how a website can improve the shopping experience and influence online shoppers to buy impulsively, the focus is more on design and quality dimensions such as visual appeal, website navigability, ease of use, etc. A more detailed analysis of how the advanced technology-supported website stimuli like recommender system, information search, customer services, and privacy & data security influence the consumer shopping experience and impulse buying behavior is still needed. Based on a Stimulus-Organism-Response model’s conceptual framework and 403 valid respondents collected via an online questionnaire, this study aims to identify and explore the influence of advanced technology-supported website stimuli on customer satisfaction and online impulse buying behavior in the Malaysian context. The results showed that the recommender system, information search, and customer service had a significant influence on customer satisfaction, and the latter significantly impacted online impulse buying behavior.

A Systematic Review on Customers Shopping Response towards Online Impulsive Buying Behaviour

Purpose: Online Impulsive buying, which accounts for 40% of sales in developed nations, has a big impact on the current consumer markets. The purpose of this study is to thoroughly investigate the complicated dynamics of this behaviour, comprehending the factors that lead to impulsive purchases and the subtle interactions between customer trust and buy intents. The research is aimed at providing essential insights into the changing digital consumer landscape that is impacted by the interaction of convenience, emotional triggers, and impulsive behaviour. Specifically, it aims to unravel the change from trust to intention to buy and ultimately leading to online impulsive buying. Design/Methodology/Approach: This study depends on secondary sources gathered from a variety of sources, including case studies, journal articles, magazines, books, and internet searches. Findings/Result: Findings reveal that, retailers are strategically using consumers' emotions to drive impulsive purchases through their online shopping habits. Contextual considerations, trust-building programs, and website subtleties all significantly influence decision-making. These results highlight the crucial role that these components play in influencing online impulsive purchases, providing businesses with a framework to encourage impulsive buying, client loyalty, and happiness in the ever-changing world of e-commerce. Originality/Value: This review summarizes findings from the research on the various aspects influencing consumers' online purchasing decisions. It provides a thorough grasp of the factors influencing consumers' online buying behaviour, making it a valuable resource for internet businesses and marketers. Equipped with this understanding, enterprises can devise customized promotional plans intended to enhance spontaneous purchasing, resulting in increased revenue and profitability within the virtual marketplace. Type of Paper: Literature Review

Digital generation online shopping users: not a secret for generation z

Impulse buying is often a label for generation Z. This study was carried out to test the influence of sentiment polarity and observational learning on online impulsive buying moderated by impulsive buying tendencies. This research takes data from generation Z who live in the city of Solo who buy online. The sample obtained was 96 respondents and tested using logistic regression analysis. It was found that sentiment polarity has no effect on online impulse buying and impulse buying tendency is an ordinary independent variable that has an independent effect on impulse buying. In contrast, observational learning has a positive effect on online impulsive buying, while the impulsive buying tendency variable does not moderate the relationship between sentiment polarity and observational learning on online impulsive buying.

The Influence of Hedonic Browsing and Flow Experience of Instagram on Food and Beverages Online Impulsive Buying

Marketers use Instagram as one of the most popular social media platforms to sell their products or services. Its features have encouraged its consumers to spend time doing hedonic browsing. This online browsing enables consumers to get a flow experience that makes them buy products and services impulsively, especially food and beverages. This study is to determine the effects of the hedonic browsing and flow experience of Instagram on food and beverages to online impulsive buying. The questionnaires were taken from 160 respondents and analyzed using SPSS and Partial Least Square (PLS). The results of this study show that hedonic browsing has a positive and significant influence on flow experience. Flow experience has a positive and significant influence on online impulsive buying. Hedonic browsing also has a positive and significant influence on online impulsive buying. Finally, flow experience has mediated the effect of hedonic browsing on the impulsive online buying of food and beverages.

Online Impulsive Buying Behavior (OIBB) Influenced by Hedonism, Re-source Availability, and Shopping Convenience Moderated by the Ease of Using Digital Payment Methods

This research focuses on the influence of hedonism, resource availability, and shopping convenience online impulsive buying behavior (OIBB), moderated by ease of use of digital payment methods. Data was collected by distributing questionnaires to 356 respondents online. 340 respondents were selected to be the sample because they fit the specified respondent criteria. The data obtained was analyzed using the PLS-SEM method and processed using SmartPLS software version 4.0. This research shows that hedonism and the convenience of shopping directly positively and significantly influence online impulsive buying behavior. Meanwhile, the availability of resources (money) does not significantly influence online impulsive buying behavior. In the moderation relationship, ease of use of e-wallets strengthens the relationship between hedonism and online impulsive buying behavior. Still, it can decrease the relationship between shopping convenience and online impulsive buying behavior. Meanwhile, the ease of use of e-wallets does not influence the relationship between the availability of funds and online impulsive buying behavior.

Emerging Trends in Online Impulse Buying Behavior: A Bibliometric Analysis and Future Research Directions

Online impulse buying behavior has become a rapidly growing area of research in the study of online consumer behavior over the past two decades. With increasing academic attention and publication opportunities, this paper presents a bibliometric review of the scientific literature in this field. The study examines 363 articles from the Scopus database, spanning the period from 2000 to 2023, to identify the most relevant and influential authors, countries, affiliations, highly cited documents, and commonly used keywords. Through bibliometric analysis, the study suggests specific future research agendas in online impulse buying behavior. This analysis provides valuable insights for researchers and practitioners, offering a roadmap to address key research gaps and emerging trends in this field. By understanding the major research streams and influential contributors, academics can direct their efforts toward critical areas of investigation, while practitioners can use the findings to formulate effective strategies for online retail and marketing. Overall, this study contributes to the understanding of the evolution of online impulse buying behavior research and its potential impact on consumer behavior. As the field continues to grow, it presents both challenges and opportunities for academics and practitioners alike. The bibliometric analysis serves as a foundation for further exploration and offers a comprehensive view of the research landscape, enabling scholars and industry professionals to make informed decisions and advancements in this dynamic domain.

THE INFLUENCE OF WEBSITE QUALITY AND PAY-LATER PAYMENT ON ONLINE IMPULSE BUYING WITH SHOPPING ENJOYMENT AS A MEDIATION VARIABLE (CASE ON GENERATION Z INDONESIAN SHOPEE CUSTOMERS)

This research aims to analyze the influence of website quality and pay-later payment on online impulse buying with shopping enjoyment as a mediating variable (a case of Indonesian Shopee Generation Z customers). This form of research uses causality. Data collection uses primary data in questionnaires and interviews from Shopee customers belonging to Generation Z in Pontianak City. The sample uses convenience sampling. The sample in this research was 220 Generation Z Shopee customers in Pontianak City. The results of this research show that the Website Quality variable has a positive and significant effect on the Shopping Enjoyment variable among Generation Z Shopee paylater users in Pontianak City. The Paylater Payment variable has a positive and significant effect on the Shopping Enjoyment variable among Generation Z Paylater Shopee users in Pontianak City. Website Quality has a positive and significant effect on the Online Impulse Buying variable among Generation Z Shopee PayLater users in Pontianak City. The Paylater Payment variable has a positive and significant effect on the Online Impulse Buying variable among Generation Z Shopee Paylater users in Pontianak City. Shopping Enjoyment has a positive and significant effect on the Online Impulse Buying variable among Generation Z Shopee pay-later users in Pontianak City. Website Quality has a positive and significant effect on the Online Impulse Buying variable with the mediation of the Shopping Enjoyment variable in Generation Z Shopee pay-later users in Pontianak City. The Paylater Payment variable has a positive and significant effect on the Online Impulse Buying variable with the mediation of the Shopping Enjoyment variable among Generation Z Shopee Paylater users in Pontianak City.

Bridging artificial intelligence-based services and online impulse buying in E-retailing context

Artificial Intelligence (AI) often refers to computational agents that act intelligently. This paper explores the impact of AI-servicer quality performance on online impulse buying through information quality, system quality, and utilitarian and hedonic motivations. Primary data from 470 online shoppers in China were collected through an online survey. Structural equation modeling was employed. Our results indicate that AI service performance positively influences the information quality and system quality of shopping websites. Furthermore, system quality and information quality positively affect online impulse buying. However, the impact of system quality on online impulse buying is more significant for customers with higher hedonic motivations. The effect of information quality on impulse buying is more significant for customers with higher utilitarian motivations. This study contributes to the services and consumer behaviour literature. It extends stimulus-organism-response (SOR) theory in the AI context by examining the role of AI-based services provided by shopping websites in influencing online impulse buying.

The Effect of Parasocial Relationship on Online Impulsive Buying Tendency: Exploring the Role of Financial Literacy and Self-Control

Impulsive buying behavior has increased alongside the growth of digital transactions and technological advancements that simplify purchasing. Psychological studies have scientifically demonstrated that e-commerce website design and enjoyable online shopping experiences can trigger positive emotions that drive impulsive buying behavior, especially in women where self-esteem and body image have been proven to be contributing factors. The urgency to examine this issue has been amplified by the COVID-19 pandemic, which has been found to stimulate impulsive buying. With self-control and financial literacy as moderating factors, researchers are focusing on the phenomenon of impulsive buying among women in their early adulthood, as this age group is considered the most vulnerable to impulsive buying behavior. Researchers aim to investigate how self-control and financial literacy might mitigate the influence of parasocial relationships on impulse buying tendencies, with the ultimate goal of preventing individuals in early adulthood from getting trapped in the cycle of impulsive buying and its long-term ripple effects. Participants in this study are 195 women aged 18 to 25 who have a favorite celebrity figure and had purchased beauty products in the previous two months. According to the findings of simple regression analysis, parasocial relationships affect impulsive purchasing tendencies (F(1.191) = 12.100, p < .05, = .059, = .054). It was also discovered that self-control has a moderating role on the influence of parasocial relationships toward impulse buying tendencies (R =.4172, F(1.191) = 13.4189, p < .05), but financial literacy has no moderating role.

Conceptualizing Online Impulse Buying of Celebrity-Owned Brands on Live Streaming Commerce

Celebrity-owned brands have quickly become popular, but whether consumers are triggered to purchase their brands online is questionable. Meanwhile, traditional marketing methods are no longer able to meet the consumer’s shopping needs and styles of these consumers. Subsequently, live streaming commerce has become one of the new business models adopted by celebrities to promote their products online in this new era due to its effectiveness. This paper explores the concept of online impulse buying. A comprehensive review and analysis of the literature suggest some unresolved issues regarding the state of knowledge on online impulse buying. In addition, the current conceptualizations of online impulse buying behaviour are still lacking in capturing this behaviour on the internet. Hence, this paper intends to review past literature and develop a conceptual framework based on Stimulus Response Theory (SR theory) that will identify and understand the factors leading to online impulse buying in live streaming commerce on celebrity-owned brands context. Therefore, we propose a broadened conceptualization to resolve those issues and accurately capture impulse buying that occurs physically in retail stores and on the Internet. The results of our exploratory study are consistent with our conceptualization and present a robust platform for future research.

Effects of Flow Experience on Impulse Buying Intent: An Application in E-Retailing

With today's digital transformation, consumer habits have changed, and online shopping has become widespread. E-retail sites influence consumers' impulse buying behavior, defined as buying behavior with a sense of instant excitement and predominantly strong impulses. In online consumer behavior, the flow experience has attracted attention as a factor in recent years. The purpose of this study, which focuses on online consumer behavior, is to determine the impact of flow theory on online impulse buying. At the same time, examining the moderating role of customer satisfaction on flow and online impulse buying behavior is also included in the scope of the study. For this purpose, an online survey was conducted with 283 volunteer participants over 18 who have shopped at least once on an e-retail site. The data obtained from the study were analyzed with SmartPLS 4 program. When the results obtained from the study are analyzed, it is determined that flow status significantly affects online impulse buying. On the other hand, it was determined that customer satisfaction did not have a regulatory role on flow and online impulse buying.

The Effect of Tiktok Live Streaming Shopping and Perceived Enjoyment Toward Online Impulsive Buying Behavior with The Moderating Variable of Trust

This research studied the effect of social-media influencers, product price, and purchase convenience toward perceived enjoyment to online impulsive buying behavior with the moderating variable of trust on Tiktok live shopping consumers in Indonesia. This research used a quantitative design by developing an online questionnaire to collect data through purposive sampling with the criteria: 1). Age of 17 - 58 years old, 2). Reside in the Jabodetabek area, 3). Use Tiktok in their daily life, 4) Happened to join Tiktok live streaming shopping, and 5). Buy the product during that live streaming. The data was collected on February 2023 and the number of respondents was 105. SPSS 29.0 was used for data preparation and SmartPLS 4.0 was used to analyze the data and the hypothesis accordingly. The result showed that there was a significantly positive effect of social-media influencers, product price, and purchase convenience on perceived enjoyment. In addition, perceived enjoyment also has a positive effect on online impulsive buying behavior. However, trust did not play a moderating role to the effect of perceived enjoyment to online impulsive buying behavior. The findings suggest that stores Tiktok live shopping should collaborate with an influencer who is knowledgeable, understand the product well, and is communicative. Hence, they can create a lively and persuasive shopping experience. On the other hand, the online seller can create special prices or discounts during the special season such as payday, national big day, religious celebration day, or national shopping day.

Modeling the significance of advertising values on online impulse buying behavior

Growth in online impulsive buying and digital advertising have drawn the attention of researchers in developed countries, but it is still in its early stages, especially in China. China is positioned to overtake the world as the nation with the highest volume of online purchases owing to a variety of growth-related variables, including impulsive purchases. Surprisingly, there is a deficiency in the holistic understanding of Chinese customers in different age groups regarding the links between advertising value and online impulsive buying behavior. Thus, to advance the line of research, this study intends to determine the connection between advertising value and online impulse buying behavior along with the indirect connection between the urge to buy impulsively and moderation of anxiety. To achieve this objective, data were obtained from 1422 online consumers. Data analysis was performed using structural equation modeling. The results confirm that informativeness, credibility, creativity, entertainment, integration, and the urge to buy online significantly and consequently urge to buy online positively influence online impulsive buying among Chinese consumers. Surprisingly, this interaction was statistically insignificant. Furthermore, the proposed moderator, customer anxiety, also showed no moderating impact on the urge to buy online impulsively and online impulsive buying behavior. The mediation result suggests that urge to buy impulsively significantly mediates the relationship between informativeness, credibility, creativity, entertainment, and integration with online impulse buying behavior, except for interaction and online impulse buying behavior. These findings contribute theoretically by adding new information about Chinese motivational factors for impulsive buying. Empirically, it adds value to marketers, advertisers, and online retailers by considering informativeness, creativity, entertainment, integration, and the urge to buy online while communicating with Chinese consumers at all customer touch points.

The Role of Openness Personality in Indonesia an Online Marketplace that Influences Online Impulsive Buying Behavior

The development of technological innovation in this era has resulted in shopping activities through online marketplaces, which are currently trendy and have shown increasingly high sales, which can be used as the right context to explore consumers' impulsive buying behavior in online marketplaces. The results are only hedonic motives and monetary sales promotions that can significantly influence online impulsive buying behavior partially. Openness personality does not moderate the influence of e-wom, hedonic motives, and monetary sales promotion on online impulsive buying behavior. Suggestions to increase strong online impulsive buying, online stores can use stimulating sales promotion activities that integrate hedonic benefits such as providing promotions when releasing new products.

Effect of body satisfaction on online impulse purchase behavior of young people

Purpose: This research aims to determine the effect of body satisfaction on impulse purchase behaviour and to detect differences in body satisfaction and impulse buying behaviour according to demographic factors. Materials and Method: The data were collected from 346 students educating different departments at a foundation university in Mersin. The survey method was used and analyzed with path analysis, independent samples t-test, and one-way ANOVA. Results: The positive effect of body satisfaction was observed on impulse buying behaviour. And differences in body satisfaction and impulse buying behaviour were investigated according to gender and monthly budget. Body satisfaction differs by gender, while impulse buying behaviour to a monthly budget. Conclusion: Purchase behaviour tends to increase when body satisfaction increases. Body satisfaction is higher among male students, and the purchase behaviour of students with a high monthly budget is more.

Impact of External and Internal Stimuli on Online Impulsive Buying Behavior: Mediating Role of Hedonic and Utilitarian Shopping Value

Purpose: This study delves into the examination of the multifaceted determinants that impact impulsive purchasing inclinations within the realm of online retail, while simultaneously considering the idiosyncratic disparities in consumer shopping patterns. Theoretical framework: The concept of perceived usefulness (PU) pertains to the degree to which a customer holds the belief that engaging in online purchasing will enhance their ability to carry out transactions effectively. The streamlined layout of a website facilitates user navigation and enhances their ability to access a wide range of information. Method: The research utilises a quantitative survey to collect valuable perspectives from a heterogeneous cohort of internet consumers. The empirical evidence indicates that the presence of external stimuli, namely perceive ease of use and perceive usefulness exerts a substantial influence on impulsive purchasing tendencies. Findings: The present study serves to enhance comprehension regarding the underlying mechanisms that drive impulsive purchasing behaviours in the contemporary digital era. Research, Practical & Social implications: It offers valuable insights for both marketers and consumers who aspire to adeptly navigate the intricate online shopping landscape. Originality: The research problem addressed in this study is the phenomenon of Impact of External and Internal Stimuli on Online Impulsive Buying Behavior: Mediating role of Hedonic and Utilitarian shopping value. this study proposes ideas for guiding government control in public events.