Analyzing the Effect of Virtual Atmospheric Cues, Sales Promotions, and Situational Factors on Online Impulse Buying in Manado

The growth of e-commerce in Indonesia has increased significantly in recent years, while Indonesias shoppers tend to be more impulsive, and it includes shoppers in Manado. There are many factors that could possibly affect online impulse buying. Some of them are virtual atmospheric cues, sales promotions, and situational factors. The aim of this study is to analyze the effect of virtual atmospheric cues, sales promotions, and situational factors on online impulse buying. This research collects primary data through questionnaires and uses Multiple Regression. Population observed is internet users in Manado who have ever bought products online with 60 respondents as the sample size. The result of this study shows that sales promotions and situational factors have significant positive effect on online impulse buying, while virtual atmospheric cues does not have that effect. To attract more consumers to buy impulsively, the recommendations for online shop owners are to keep offering sales promotions effectively, giving affordable price to increase purchasing power of consumer, and also maintaining the 24 hours services and easiness of accessing online shop to stimulate consumer to spend more time at the online shop. Keywords: impulse buying, virtual atmospheric cues, sales promotions, situational factor

Exploring Consumers’ Intention to Urge to Buy in Mobile Commerce: The Perspective of Pleasure-Arousal-Dominance

Mobile services have gradually transformed and broadened, and are still being developed, bringing users more convenience, ubiquity, universality, and diversification. The mobility and ubiquity of smartphones increase users’ perception of convenience, which can induce online purchases. Consumers can browse webpages on a smartphone find interesting products anywhere and anytime. They may impulsively decide to buy these products or conduct instant chats with friends to obtain product information or recommendations. It is important that we examine users’ emotions when shopping via mobile devices, now that m-commerce is gradually being accepted and used, by investigating factors such as customers’ perceptions of value, immersion, commitment, and pleasure. So, this study investigates consumers’ urge to buy and browsing activities in m-commerce from the emotional perceptive. Findings derived from data analysis of 578 records collected from the online survey. First, the relationship of pleasure, dominance and arousal on urge to buy is demonstrated in m-commerce. Second, results show that pleasure and browsing activities are critical to inducing consumers’ impulsive purchase intention in m-commerce. The total effect of pleasure on the urge to buy is close to 50%. The influence of pleasure on browsing activities is almost twice that of the urge to buy. Third, effects of web atmospherics and mobile characteristics are distinct. Web atmospherics tend to influence consumers’ perceived dominance of mobile websites, thus increasing their perceived control over the interaction process. Mobile characteristics are less important to arousal and dominance. The most popular characteristics of smartphones for consumers and vendors, ubiquity and localization, do not increase consumers’ perceived dominance and arousal towards mobile websites. Academic and practical implications are discussed further

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

Do Website Quality, Fashion Consciousness, and Sales Promotion Increase Impulse Buying Behavior of E-Commerce Buyers?

The prevalence of online shopping also gave rise to irrational shopping behavior like impulse buying, which makes up a large share of e-retailer revenue. This study’s objective was to analyze the factors that affect impulse buying (i.e., website quality, sales promotion, and fashion consciousness) within the context of apparel/fashion product purchase. Besides, this study also sought to examine the role of sales promotion in moderating the relationship between website quality and impulse buying. An online survey with a final sample size of 211 respondents was carried out using Google Forms and analyzed with Confirmatory Factor Analysis and multiple regression analysis (using R Statistical Software) to analyze four hypotheses. The result indicated that website quality did not affect impulse buying, while sales promotion and fashion consciousness was found to affect impulse buying positively. However, the role of website quality was still critical, since it still played a role as a hygiene factor. Once website quality interacted with sales promotion, it could positively affect impulse buying. Keywords: fashion consciousness, impulse buying, sales promotion, website qualit

The Role of e-Store Content, e-Store Design, e-Store Navigation of Instagram as an Online Shop toward Online Impulse Buying Behavior

This research investigated about the role of e-store content, e-store design, and e-store navigation of Instagram as an online shop toward online impulse buying behavior. The data obtained through online questionnaire. The samples were drawn from 160 people who had already bought product impulsively on online shop in Instagram. The data analyzed by using SmartPLS 2.0. In this research there are 7 variables; those are independent variable which are e-store content, e-store design, and e-store navigation; mediating variables which are shopping enjoyment, impulsiveness, and browsing; and the dependent variable which is online impulse buying behavior. The findings indicated that e-store design and e-store navigation can directly influence consumers to online impulse buying behavior while e-store content doesn’t have significant impact on online 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

The influence of online store characteristics on consumer impulsive decision-making: A model and empirical application

This study is one of the first to provide insight into the relationships between the online store and consumer impulsive decision-making. We develop a model and show how online store merchandise, ease of use (high task-relevant cues), enjoyment and style (low task relevant cues) relate to online impulse buying. The model is tested using survey data from 532 customers of a Dutch online store. The results show significant effects of merchandise, enjoyment and online store style, mediated by consumers’ emotions and browsing behavior. The study adds to the literature by enhancing our understanding of online impulse buying and by assessing the impact of the online store beyond rational decision-making settings. Keywords: impulsive decision-making, emotions, online store, high task-relevant cues, low task-relevant cues

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