The Impacts of Environmental Cues and Browsing Experience on Impulse Buying on Social Shopping Website

Based on the stimulus-organism-response (S-O-R) paradigm, this study develops a model to theorize how environmental cues on social shopping website affect impulse buying behavior from the perspective of browsing experience. Social shopping websites bring a novel online browsing experience for customers. However, how browsing experience on this platform affect customers impulsively have received insufficient academic attention. The results reveal that the unique factors of social shopping website, namely the quality of user-generated content and social presence are critical for facilitating customers’ browsing experiences. The results also show that both utilitarian browsing and hedonic browsing experience have a positive impact on customers’ urge to buy impulsively. The theoretical and managerial implications are discussed

How to Promote Healthier Shopping Behaviour: Which Are the Most Effective Retail Marketing’ Levers in E-Commerce Grocery

The World Health Organization (WHO) suggests people to eat at least five portion of fruits and vegetables a day, but the level of consumption of this category is far from been reached. Considering that the majority of food purchases occurs in grocery context, increasingly in e-commerce channels, understanding how retailers could improve food choice, both in physical and digital stores, is paramount to healthier living. This paper aims to understand which are the most effective retail marketing’ levers in stimulating impulse buying in fruits and vegetables category, therefore in promoting healthier shopping behavior. Since fruit and vegetable is known for its healthy vocation and its role in differentiating and enhancing the perceived image of retailers, this category is the ideal place to host nutritional marketing initiatives. We used a quantitative survey method to explore shoppers’ behaviour in an online setting, focusing on fruit and vegetables’ category. Respondents were exposed to nine marketing stimuli, according to different communication contents (price versus non price). All the data was considered for linear regression analysis. Our results show that the pre-shopping preparation has an effect on purchasing behaviour, limiting its impulsiveness. Furthermore, price levers and communication levers influence the intention to buy impulse in the online channel, with the latter more effective than the other ones. Therefore, as this process takes place in the digital context, marketing efforts need to focus on dimensions that increase the propensity to make impulse purchases online: communicative and price stimuli

Investigating the Product Impulsive Buying in Tourism Mobile Commerce

The purpose of this study is to investigate what motivates buyers to purchase tourism products through mobile-commerce applications, and how these motives have an impact on consumers’ impulse buying behavior. For this study, we conducted a mixedmethods approach that combines qualitative and quantitative research methods. First, we interviewed via the qualitative research methods to study motivation for mobilecommerce application use. Then, we extracted the motivation factors and examined how these factors affect impulse purchase intentions for tourism products through mobile-commerce applications. To do this, a questionnaire survey was conducted. Based on the results of the questionnaire, we conducted a hypothesis test of the research model set up through the previous research study. In addition, fuzzy-set qualitative comparative analysis (fsQCA) provided in-depth analysis of factors that may influence impulse buying. As a result of the study, it was found that the characteristics of mobile devices had a positive effect on perceived value. The perceived value, transaction characteristics, and impulsiveness of the individual had a positive influence on urge to buy impulsively

Investigating Impulse Buying Behavior in Live Streaming Commerce: The Role of Social Presence

Live streaming is changing the paradigm of people’s entertainment and consumption. It has been adopted by many small individual sellers to improve their market performance, leading to the emergence of live streaming commerce. Although existing literature has paid attention to consumer purchase behavior in live streaming commerce, little knowledge on impulse buying can be available. Drawing on social presence theory and cognitive-affective framework, this paper attempts to develop a theoretical model to investigate how social presence affects consumers’ urge to buy impulsively through the mediating mechanism of cognitive state (i.e., product risk) and affective state (i.e., affective intensity). This paper is expected to advance knowledge on consumers’ impulse buying in live streaming commerce

Understanding Impulse Buying Behaviour: A Systematic Literature Review

The consumer buying a product can be influenced not only because of the need for them but also by the sudden urge to buy them. Academic research on impulse purchases has proliferated significantly in recent decades, spanning the last sixty years. However, attention to this phenomenon has been vitally discussed in the past few years. Thereby, the paper aimed to provide a detailed account of the impulse buying behaviour by compiling the various research work literature in the field of Retailing and Consumer Behaviour which presents a broad overview of the impulse buying construct and the various behavioural aspects of it. The authors adopted a review protocol to conduct the review, finally, through the review indented gaps and further insight have been discussed. Keywords: Impulse Buying, Systematic Revie

Influence of Fashion Involvement and Product Presentation on Consumers’ Online Impulse Buying

The buying and selling of goods online (e-commerce) has grown significantly in recent years and will continue to grow (Grand View Research, 2023). E-commerce platforms serve as an alternative environment to brick-and-mortar stores, providing customers with the opportunity to make impulse purchases. Due to this, it is important to understand the reasons why people make impulse purchases online. The purpose of this study was to examine the driving factors behind impulse purchase patterns within e-commerce platforms. Using the stimulus-organism-response theory, this study examined the impact of consumer characteristics and external stimulus on consumer’s impulse purchase behavior. In particular, the study explored the influence of fashion involvement, online product presentation, and perceived value on impulse purchase behavior. After obtaining permission from the Institutional Review Board (IRB), an online survey was administered through Amazon Mechanical Turk. A total of 506 responses were used to test the proposed hypotheses in the study. Results of this study support the idea that fashion involvement and product presentation positively influence perceived value which in turn influences online impulse buying. Multiple regression analysis showed that fashion involvement and online product presentation had a significant direct impact on online impulse buying. Fashion involvement had a stronger impact on online impulse buying than online product presentation did. Product presentation was insignificant on online impulse buying when the path between perceived value and online impulse buying was looked at. Perceived value had the strongest impact out of all the variables on online impulse buying. The results of this study contribute to understanding online shoppers’ impulse purchase behavior. Research on the influence of various stimuli on impulse purchase patterns is essential for marketers and brand managers if they want to increase sales. Findings of this study help marketers develop successful e-business strategies

SOCIAL INFLUENCE AND ONLINE IMPULSE BUYING OF INDONESIAN INDIE COSMETIC PRODUCTS

As part of social influence, online reviews provide important information and peers as consumer socialization agents had shown that they affect on consumers’ online shopping behavior.  This study aims to identify how Indonesian indie cosmetic products can generate online impulse buying. To do so, a research model combining theories of online reviews and peers influence along with browsing and peer communication was used. Further, this research had 173 participants on the online survey that was conducted in Greater Area of Jakarta, Indonesia. The data results were analyzed using structural modeling equation, specifically partial least square method. Results show how hedonic value of online reviews have influence on browsing while tie strength with peers and identification with peer group have influence on peer communication; that then encourage urge to buy impulsively that stimulates impulse buying behavior

Online Impulse Buying: Understanding the Interplay between Consumer Impulsiveness and Website Quality

With the proliferation of e-commerce, there is growing evidence that online impulse buying is an emerging phenomenon, which has been the focus of researchers from a variety of disciplines. This paper reports on two empirical studies that examine the interplay between a consumer’s inherent impulsiveness to buy and website quality. Specifically, consistent with past online impulse buying research, website quality manifests as an environmental cue that directly influences the likelihood that a consumer will experience an urge to buy impulsively. Further, highly impulsive consumers can be both positively and negatively influenced by varying degrees of website quality. Thus, while the objective quality of an e-commerce website is important, the inherent impulsiveness of a consumer is also a critical factor for understanding how and why individuals react impulsively to varying degrees of website quality. The implications of the results for both future research and the design of electronic commerce websites are discussed

Post-pandemic Impulse Buying Behavior: Exploring the Antecedents of Impulsive Buying Across Product Categories During Post COVID-19 Era in the China

Due to COVID-19 pandemic, online purchases have become the new normal. Based on the S-O-R framework, this study proposed a model to understand consumers’ impulsive shopping behavior during post COVID-19 era in China. This study investigated the antecedents of impulsive purchase behavior, while exploring the product categories most likely to be consumed because of the pandemic. An online survey was employed using a convenience national sample frame in China. A total sample of 322 was used to test the proposed model, hypotheses and answer the research questions. Theoretically, the study provides an alternative model that explains the role of website appearance and ease of use on impulsive buying behavior. In addition, the findings indicated the latter variables relate to consumers’ product involvement, which affect the hedonic value and, in turn, predicts impulsive shopping behavior. Overall, Chinese participants indicated the most purchased products during post COVID-19 era in 2020 are clothing