Effects of Sentiment on Impulsive Buying Behavior: Evidence of COVID-19 in Indonesia

Abstract This study aims to investigate the effects of positive and negative sentiment on impulsive buying behavior among Indonesia people based on the theory of stimulus organism response (S-O-R). First, it examines how COVID-19 information, information credibility, and scarcity affect positive sentiment and negative sentiment. Second, it verifies the influence of positive sentiment and negative sentiment on impulsive buying tendencies and impulsive buying behavior. Third, this study verifies impulsive buying tendency impacts impulsive buying behavior. Data was collected from Indonesian people living in a COVID-19 red zone with an online survey via Google form. In total, 320 respondents completed the survey and data analysis employs confirmatory factor analysis (CFA) and structural equation modelling (SEM).  The result found that COVID-19 information and information credibility have a positive effect on positive sentiment, while it has an insignificant effect on negative sentiment. Scarcity has a positive effect on negative sentiment; on the other hand, it has no significant effect on positive sentiment. Both positive sentiment and negative sentiment have positive effects on impulsive buying tendencies.  Only positive sentiment has a positive effect on impulsive buying behavior, while negative sentiment does not. Finally, impulsive buying tendencies have a positive effect on impulsive buying behavior.   AbstrakPenelitian ini bertujuan untuk menginvestigasi pengaruh positif sentimen dan negative sentimen terhadap perilaku pembelian tidak terencana masyarakat Indonesia berpijak pada teori stimulus organism response (S-O-R). Pertama, penelitian ini menguji bagaimana pengaruh informasi tentang COVID-19, kredibilitas informasi, dan kelangkaan terhadap sentimen positif dan sentimen negatif. Kedua, memverifikasi pengaruh sentimen positif dan sentimen negatif terhadap kecenderungan untuk melakukan pembelian tidak terencana dan perilaku pembelian tidak terencana. Ketiga, memverifikasi pengaruh kecenderungan untuk melakukan pembelian tidak terencana dan perilaku pembelian tidak terencana. Pengumpulan data penelitian ini dilakukan terhadap orang-orang Indonesia yang tingga di zona merah COVID-19 melalui survey online dengan Google form. Secara total ada 320 responden berpartisipasi dalam survey ini, kemudian data dianalisis menggunakan analisis confirmatory (CFA) dan struktural equation modeling (SEM). Hasilnya menunjuukan bahwa informasi tentang COVID-19 dan kredibilitas informasi mempunyai pengaruh positif terhadap sentimen positif, tetapi tidak mempunyai pengaruh yang signifikan terhadap sentimen negatif. Kelangkaan mempunyai pengaruh positif terhadap sentimen negatif, sebaliknya tidak mempunyai pengaruh yang signifikan terhadap sentimen positif. Baik sentimen positif maupun sentimen negatif mempunyai pengaruh positif terhadap kecenderungan untuk melakukan pembelian tidak terencana. Hanya, sentimen positif yang mempunyai pengaruh positif terhadap perilaku pembelian tidak terencana, sedangkan sentimen negatif tidak berpengaruh. Terakhir, kecenderungan untuk melakukan pembelian tanpa rencana mempunya pengaruh positif terhadap perilaku pembelian tidak terencana

Cognitive load during planned and unplanned virtual shopping:Evidence from a neurophysiological perspective

Rapid adoption of virtual-reality-assisted retail applications is inadvertently reshaping consumer buying patterns, making it crucial for businesses to enhance their shopping experience. This new scenario challenges marketers with unique hurdles in both the commercialization of products and in managing information cues derived via VR retailing. Therefore, this study examined consumers’ impulsive behavior and unplanned purchases in a virtual retail store, using self-reports and electroencephalography. Borrowing assorted perspectives from retailing, virtual reality, and neuromarketing literature, we extended the stimulus-organism-response framework to evaluate how unplanned behavior evolves through conscious and unconscious measures. We found that consumers’ impulsiveness was significantly associated with their unplanned expenditure and the number of unplanned purchases. Using mediation analysis, we observed that flow experience during shopping partially mediated the relationship between the sense of presence and the desire to stay longer in a virtual shopping store. Desire to stay in the virtual store positively influenced store satisfaction, basket-size deviation, and budget deviation. Additionally, cognitive workload obtained via electroencephalogram revealed significant differences during both planned and unplanned purchases. These findings provide fresh opportunities for retailers to leverage the disruptive potential of immersive and interactive virtual technology to transform consumer shopping experiences

E-commerce : impulsive buying in fashion clothes stores

Mestrado Bolonha em ManagementThe rising usage of the internet in many nations has revolutionized the way people socialize, learn, govern, and conduct business in recent years. E-commerce transactions are also increasing and are becoming a societal trend. The existence of a simple and convenient online shopping system may encourage impulsive buying behaviour. The digital revolution is the transition from a conventional shopping landscape to E-commerce in which goods and services are supplied electronically. Previous studies have found that online shopping behaviour can be influenced by impulse as well as reasoned considerations of the advantages of E-commerce. Due to the pandemic that we are currently experiencing, consumers' online behaviour has changed, and online purchases have increased. Therefore, it becomes crucial to analyse the factors that lead to online impulse purchases. To explore this topic three theories were used. Theory of Reasoned Action (TRA)-based Web Trust Model to get an overview of the various stages of consumer behaviour when making a purchase, the S-O-R Framework to determine which factors influence online impulsive buying under the context of purchasing clothes and fashion products, and the Theory of Reasoned Action to understand the consequences of E-Impulsive Buying Behaviour. A quantitative method was adopted, based on information obtained through a survey with 261 participants. The research was evaluated using Partial Least Squares (PLS). The study’s findings indicated that Hedonic Social Motivation, Sales Promotion, Social Influence, and Website Security impact E-Impulsive Buying Behaviour. Nevertheless, Website Navigability, Website Visual Appeal, Perceived Website Quality, and Personalized Advertising concluded that the effect is not statistically relevant. Additionally, the outcomes of this investigation indicated that consumers’ E-Impulsive Buying Behaviour has an immediate effect on Regret, and it has no influence on Complain, as this variable was rejected. However, post-purchase regret of online customers who have previously made impulsive purchases may impact their complaint behaviour. It was also stated that complain affects both variables, Return Intention and Return Tendency. Lastly, it was confirmed that between refunding and exchanging products, the most usual is to exchange them.info:eu-repo/semantics/publishedVersio

The Effects of Social Capital on Chinese Consumers’ Online Impulse Buying in Social Commerce Environment

The purpose of this study is to examine the impact of social capital including social interaction shared language and trust on Chinese consumer online impulse buying in social commerce platforms To verify the hypothesis we surveyed the Chinese customers who have buying experiences of using social commerce by snowball sampling technique After analyzing 548 valid data we confirmed that three dimensions of social capital social interaction shared language and trust positively affects both peer intrinsic motivation and peer extrinsic motivation In addition peer motivation exerts a positively impact on consumer impulse purchases on social commerce The findings not only provide a new theoretical perspective for studying consumers impulse buying behavior in theory but also have important implications for the online sellers in their follower s groups to improve online marketin

Pengaruh Media Sosial Online dan Media Promosi Offline Terhadap Pemilihan Merek Produk Skincare dan Klinik Kecantikan

This study aims to determine the effect of online social media and offline promotional media on the selection of skincare product brands and beauty clinics. The data used in this study are primary data and sample selection in this study uses a non-probability sampling approach with purposive sampling technique. The sample used was 300 respondents. Data analysis methods in this study include validity test, reliability test, classic assumption test, multiple linear regression test, hypothesis test. The results of this study indicate that (1) online social media has a significant effect on the selection of skincare product brands (2) online social media has a significant effect on beauty clinic selection (3) offline promotional media has a significant effect on skincare product brand selection (4) offline promotional media influences significant to the selection of beauty clinics (5) online social media is more effective than offline promotion media on the selection of skincare products and beauty clinics

Cognitive load during planned and unplanned virtual shopping: Evidence from a neurophysiological perspective

Rapid adoption of virtual-reality-assisted retail applications is inadvertently reshaping consumer buying patterns, making it crucial for businesses to enhance their shopping experience. This new scenario challenges marketers with unique hurdles in both the commercialization of products and in managing information cues derived via VR retailing. Therefore, this study examined consumers’ impulsive behavior and unplanned purchases in a virtual retail store, using self-reports and electroencephalography. Borrowing assorted perspectives from retailing, virtual reality, and neuromarketing literature, we extended the stimulus-organism-response framework to evaluate how unplanned behavior evolves through conscious and unconscious measures. We found that consumers’ impulsiveness was significantly associated with their unplanned expenditure and the number of unplanned purchases. Using mediation analysis, we observed that flow experience during shopping partially mediated the relationship between the sense of presence and the desire to stay longer in a virtual shopping store. Desire to stay in the virtual store positively influenced store satisfaction, basket-size deviation, and budget deviation. Additionally, cognitive workload obtained via electroencephalogram revealed significant differences during both planned and unplanned purchases. These findings provide fresh opportunities for retailers to leverage the disruptive potential of immersive and interactive virtual technology to transform consumer shopping experiences

PENGARUH PENGGUNAAN PAYLATER DALAM E-MARKETING TERHADAP PERILAKU PEMBELIAN IMPULSIF MAHASISWA PENDIDIKAN EKONOMI FKIP UNTAN

The Indonesian Internet Service Providers Association has conducteda survey internet penetration and internet user behavior in Indonesia2019. The survey results show that Indonesian internet users havereached around 171.17 million. This means that the number ofinternet users is 64.8% of the total population of Indonesia. One thee-marketing innovations by providing PayLater facilities. PayLater isa credit card-like payment method where the app company pays theuser's bill the merchant. The presence of PayLater can be a solutionfor residents to shop when they don't have money. Easy registrationrequirements make people tempted to use it. So there is an allegationthat how to shop using PayLater services can affect product buyingbehavior impulsively. Informants in this study were 32 studentsEconomics Education. This type of research is quantitative whichidentifies the effect of using paylater in e-marketing on students'impulsive buying behavior. The data collection technique used in thisresearch is the questionnaire method. The results the research anddiscussion showed that students Economics Education FKIP Untanhad a good perception of paylater and e-marketing but the use ofpaylater in e-marketing did not significantly affect impulsive buyingbehavior in Economics Education students of FKIP UNTAN

Consumer behavior in electronic and virtual commerce: merging behavioural and neurophysiological perspectives

In the last two decades, pragmatic shifts in technology have assisted Business-to-Consumers retailers to seek novel avenues for expanding their businesses and excite consumers with newer shopping experiences. On one hand, due to the continuous technological developments retailers have leveraged the power of Web 2.0 to make a shift from traditional brick-and-motor to e-commerce retail stores and empowered consumers with user-generated contents (UGC). With the advent of Web 3.0, retailers are attempting to set up stores in a three-dimensional space of extended reality by using virtual reality (VR), augmented reality (AR), or mixed reality (MR), thereby creating virtual world(s) for consumers to interact and share using Artificial Intelligence (AI). Evidently, this has resulted in a change of consumers’ patterns of shopping and has directly necessitated the need for researchers to develop apparatus to capture and understand the ever-evolving nature of consumer behavior. Parallelly, marketing research has taken huge strides to incorporate tools and techniques to observe consumers’ conscious and subconscious measurements. While conventional marketing techniques involved self-reports, focus group and panel data to understand explicitly stated observations, the advent of neurophysiological tools, such as Electroencephalography (EEG), Heart rate Variability (HRV) and Eye tracking (ET) has made it possible to record and quantify consumer’s unstated subconscious observations vis-à-vis marketing stimulus. These advancements exhibit future course of research as well as carries with itself newfound challenges such as identifying critical aspects of UGC that influences purchase behavior, triangulating neurophysiological data with explicit measurements, and dynamic consumption patterns in immersive marketplaces. Therefore, the development of this thesis partakes various domains– retailing, neuromarketing and virtual reality – only to contribute a fresh perspective on understanding consumer behavior and therefore, overcoming some of the challenges. The overarching aim of this thesis is to extend academic scholarship on consumer behavior through novel theoretical frameworks and methodological techniques. From conceptual perspective, the studies move on to examining purchases behavior in e-commerce to virtual commerce environments. In the e-commerce format, analyzing the attributes of product reviews on purchases decisions for different product categories broadened the classical cue-utilization framework (Chapter 2). In virtual reality format, critical differences in planned and unplanned purchase behavior while shopping in a virtual supermarket are stated (Chapter 4). From a methodological point-of-view, this thesis incorporates implicit (neuro physiological) measurements along with traditional explicit (self-report) measurements. Utilizing neuroscientific tools served two interconnected goals for this thesis – (a) updating classical marketing frameworks for today’s practitioners (Chapters 3 and 4); and (b) for evaluating the impact of marketing interventions (advertisement and retailing) on consumer purchase intentions (Chapter 4 and, in Appendix 1, 2 and 3). The usage of neuroscientific tools, in Chapter 3 and 4 (also in Appendix 1, 2 and 3) allowed for directly capturing real-time subconscious decision-making of consumers’ during the purchase stage of consumer journey. This allowed for updating the classical consumer behavior models (e.g., stimulus-organism-response) to include both explicit and implicit (like Cognitive load) measurements. Therefore, rather than relying on a single technique, this dissertation also contributes to the growing awareness of the benefits of triangulating data to understand consumer decision-making at a more fundamental level in varied contexts.En las últimas dos décadas, los cambios pragmáticos en la tecnología han ayudado a los minoristas Business-to-Consumers a buscar vías novedosas para expandir sus negocios y entusiasmar a los consumidores con nuevas experiencias de compra. Por un lado, debido a los continuos desarrollos tecnológicos, los minoristas han aprovechado el poder de la Web 2.0 para hacer un cambio de las tiendas físicas tradicionales a las tiendas minoristas de comercio electrónico y empoderaron a los consumidores con contenido generado por el usuario (UGC). Con la llegada de la Web 3.0, los minoristas intentan establecer tiendas en un espacio tridimensional de realidad extendida mediante el uso de realidad virtual (VR), realidad aumentada (AR) o realidad mixta (MR), creando así mundos virtuales para que los consumidores interactúen y compartan usando Inteligencia Artificial (AI). Evidentemente, esto ha resultado en un cambio de los patrones de compra de los consumidores y ha hecho necesario directamente que los investigadores desarrollen aparatos para capturar y comprender la naturaleza en constante evolución del comportamiento del consumidor. Paralelamente, la investigación de mercados ha dado grandes pasos para incorporar herramientas y técnicas para observar las mediciones conscientes y subconscientes de los consumidores. Si bien las técnicas de marketing convencionales incluían autoinformes, grupos focales y datos de panel para comprender las observaciones explícitamente establecidas, la llegada de herramientas neurofisiológicas, como la electroencefalografía (EEG), la variabilidad de la frecuencia cardíaca (HRV), el seguimiento ocular (ET), etc., es posible registrar y cuantificar las observaciones subconscientes no declaradas del consumidor frente a estímulos de marketing. Estos avances muestran el curso futuro de la investigación y conllevan nuevos desafíos, como la identificación de aspectos críticos de UGC que influyen en el comportamiento de compra, la triangulación de datos neurofisiológicos con mediciones explícitas y patrones de consumo dinámicos en mercados inmersivos. Por lo tanto, el desarrollo de esta tesis participa en varios dominios (venta minorista, neuromarketing y realidad virtual) para contribuir con una nueva perspectiva para comprender el comportamiento del consumidor y, por lo tanto, superar algunos de los desafíos. El objetivo general de esta tesis es ampliar los estudios académicos sobre el comportamiento del consumidor a través de marcos teóricos y técnicas metodológicas novedosos. Desde una perspectiva conceptual, los estudios pasan a examinar el comportamiento de compras en entornos de comercio electrónico y comercio virtual. En el formato de comercio electrónico, el análisis de los atributos de las reseñas de productos en las decisiones de compra para diferentes categorías de productos amplió el marco clásico de utilización de señales (Capítulo 2). En formato de realidad virtual, se establecen diferencias críticas en el comportamiento de compra planificada y no planificada al comprar en un supermercado virtual (Capítulo 4). Desde un punto de vista metodológico, esta tesis incorpora mediciones implícitas (neurofisiológicas) junto con mediciones tradicionales explícitas (autoinforme). La utilización de herramientas neurocientíficas sirvió para dos objetivos interconectados para esta tesis: (a) actualizar los marcos de marketing clásicos para los profesionales de hoy (Capítulos 3 y 4); y (b) para evaluar el impacto de las intervenciones de marketing (publicidad y venta minorista) en las intenciones de compra de los consumidores (Capítulo 4 y, en el Apéndice 1, 2 y 3). El uso de herramientas neurocientíficas, en los Capítulos 3 y 4 (también en los Apéndices 1, 2 y 3) permitió capturar directamente la toma de decisiones subconscientes en tiempo real de los consumidores durante la etapa de compra del recorrido del consumidor. Esto permitió actualizar los modelos clásicos de comportamiento del consumidor (por ejemplo, estímulo-organismo-respuesta) para incluir mediciones tanto explícitas como implícitas (como la carga cognitiva). Por lo tanto, en lugar de depender de una única técnica, esta disertación también contribuye a la creciente conciencia de los beneficios de triangular datos para comprender la toma de decisiones del consumidor a un nivel más fundamental en contextos variados

Understanding online impulsive buying behavior: In the fashion industry

The study of impulsive buying has attracted the attention of researchers for over 70 years. However, there are few studies on the influential elements of impulsive online buying. Thus, this study seeks to fill this gap and explore the influence of the COVID-19 pandemic on impulsive online buying, which marketing stimuli trigger impulsive online buying, and, finally, the impact of product characteristics on consumers' impulsive behavior. A qualitative approach was used to reach the study objective, conducted through 16 individual interviews and four focus groups. The results obtained revealed that the COVID-19 pandemic, marketing stimuli, and product characteristics are determinant elements in prompt online impulsive purchases. That is, they all have a significant impact and make the consumer buy impulsively. This study contributes to the existing literature on impulsive online buying, resulting in essential knowledge for marketing regarding developing more appropriate and effective stimuli that can influence online impulsive buying behavior