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Article
Publication date: 4 June 2018

Kem Z.K. Zhang, Haiqin Xu, Sesia Zhao and Yugang Yu

Online reviews have shown important information that affects consumers‚Äô online shopping behavior. However, little research has examined how they may influence consumers‚Ä…

Abstract

Purpose

Online reviews have shown important information that affects consumers’ online shopping behavior. However, little research has examined how they may influence consumers’ online impulse buying behavior. The purpose of this paper is to bring theoretical and empirical connections between them.

Design/methodology/approach

The framework of this study was tested on three popular online group shopping websites in China (ju.taobao.com, dianping.com, and meituan.com). An online survey with 315 participants who had experience using these websites was recruited to verify the effects of consumers’ perceived value from reading online reviews on urge to buy impulsively and impulse buying behavior.

Findings

The empirical findings show that consumers’ perceived utilitarian and hedonic value from reading online reviews enhance their browsing behavior. Browsing positively affects consumers’ urge to buy impulsively and finally affects their impulse buying behavior. Further, this study finds that consumers with high impulsiveness focus more on hedonic value of online reviews, whereas consumers with low impulsiveness put more emphasis on utilitarian value. Browsing demonstrates a stronger effect on urge to buy impulsively for consumers with high impulsiveness.

Originality/value

This study is one of the early studies to investigate the relationship between social influence (e.g. influence of online reviews) and impulse buying. It draws upon the perspectives of browsing and consumer’s perceived value from the literature. This research also considers consumer differences regarding the level of impulsiveness.

Details

Internet Research, vol. 28 no. 3
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 27 March 2009

Sandy Dawson and Minjeong Kim

The purpose of this paper is to investigate the internal and external factors of impulse buying in online shopping.

Abstract

Purpose

The purpose of this paper is to investigate the internal and external factors of impulse buying in online shopping.

Design/methodology/approach

Two pretests were conducted; Pretest 1 to identify external impulse trigger cues on web sites and Pretest 2 to evaluate the content validity of the findings from Pretest 1. Based on the pretests, a web experiment and survey were conducted to explore the effect of different external impulse trigger cues on impulse‚Äźbuying behavior online and also to examine how internal factors of impulse buying (impulse‚Äźbuying tendency (IBT), affective and cognitive state, normative evaluation) are related to online impulse‚Äźbuying behaviors.

Findings

No significant differences were found among the types of external impulse trigger cues, however a positive correlation was found between a person's IBT and online impulse‚Äźbuying behavior, and between a person's affective state and online impulse‚Äźbuying behavior. A negative correlation was found between a person's cognitive state and actual online impulse‚Äźbuying behavior. And last, a significant positive correlation was found between a person's normative evaluation and actual online impulse‚Äźbuying behavior.

Research limitations/implications

This study extends the Consumption Impulse Formation Enactment model into an online shopping context. Marketers can use this information to assess their own web sites in terms of what external stimuli to present on their web sites to trigger impulse buying.

Originality/value

Given the prevalence of impulse buying in online shopping and the importance of impulse purchases to a retailer's profit, this study provides useful insights into impulse‚Äźbuying behavior in an online setting.

Details

Direct Marketing: An International Journal, vol. 3 no. 1
Type: Research Article
ISSN: 1750-5933

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Book part
Publication date: 21 October 2013

Katija Vojvodic and Matea Matic

This chapter explores the relationship between impulsive online purchasing and the features of online consumers.

Abstract

Purpose

This chapter explores the relationship between impulsive online purchasing and the features of online consumers.

Design/methodology/approach

The data was collected through a survey questionnaire using the purposive sample of 240 Croatian consumers from the Dubrovnik-Neretva County. The data was analysed using factor analysis and one-way analysis of variance.

Findings

Research results indicate that Croatian online consumers are influenced by two major factors, impulsiveness and recreational factor. Based on the obtained results, profiles of Croatian online consumers can be identified.

Research limitations/implications

The sample contained Internet users from one Croatian county only, which possibly limits the generalisation of the findings. Future research should include Internet users from other Croatian counties, as well as their socio-economic characteristics.

Practical implications

The findings may be useful to online retailers, as well as marketers and practitioners to recognise and understand the determinants of online purchasing behaviour in order to convert casual online visitors to buyers and to encourage impulsivity in online buying behaviour.

Originality/value

The research provides new insights into impulsive purchasing behaviour of Croatian consumers in the online retailing environment.

Details

Challenges for the Trade of Central and Southeast Europe
Type: Book
ISBN: 978-1-78190-833-4

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Article
Publication date: 14 April 2020

Haiqin Xu, Kem Z.K. Zhang and Sesia J. Zhao

Consumers often communicate with other consumers and perform impulse buying behavior on social commerce websites. Based on stimulus-organism-response framework and dual…

Abstract

Purpose

Consumers often communicate with other consumers and perform impulse buying behavior on social commerce websites. Based on stimulus-organism-response framework and dual systems theory, the present study examines the effects of social interactions and self-control on consumers' impulse purchase.

Design/methodology/approach

An online survey consisting of 315 participants on social commerce websites was recruited to empirically examine the proposed research model. Partial Least Squares (PLS) was employed to analyze the research model.

Findings

Our main findings indicate that (1) source credibility, observational learning and review quality are important antecedents of perceived usefulness of online reviews, (2) source credibility, observational learning and perceived usefulness positively affect positive affect, which further results in urge to buy and impulse buying, (3) self-control weakens the effect of positive affect on urge to buy impulsively and also weakens the effect of urge to buy impulsively on impulse buying behavior.

Originality/value

The present study will bring more attention to social interactions in social networks in practice and encourage scholars to pay more attention to the reflective system in online impulse buying.

Details

Industrial Management & Data Systems, vol. 120 no. 5
Type: Research Article
ISSN: 0263-5577

Keywords

Content available
Article
Publication date: 24 April 2018

Laura Aragoncillo and Carlos Orus

This paper aims to explore the phenomenon of impulse buying in the fashion industry. The online and offline channels are compared to determine which is perceived as…

Abstract

Purpose

This paper aims to explore the phenomenon of impulse buying in the fashion industry. The online and offline channels are compared to determine which is perceived as leading to more impulsive buying.

Design/methodology/approach

As the result of the literature review, three research questions are proposed and examined through an online self-administered survey with 212 valid responses.

Findings

Results show that the offline channel is slightly more encouraging of impulse buying than the online channel; factors that encourage online impulse buying explain this behaviour to a greater extent than do discouraging factors; social networks can have a big impact on impulse buying.

Research limitations/implications

Findings are limited by the sampling plan, the sample size and the measurement of some of the variables; only one product type is analysed. Further research is needed to confirm that shipping-refund costs and delayed gratification (traditionally, discouraging factors of online buying) encourage online impulse buying; clarify contradictory results regarding the role of online privacy and convenience. This research contributes to the validation of a scale to measure the influence of social media on impulse buying behaviour.

Practical implications

Offline companies can trigger the buying impulse to a greater extent than online retailers. Managers must carefully select social networks to encourage impulse buying, Facebook and Instagram being the most influential; Twitter has the least impact.

Originality/value

This study compares the impulse buying phenomenon in both the physical store and the internet. Moreover, the influence of social networks on impulse buying is also explored.

Objetivo

Este trabajo explora la compra por impulso en el sector de la moda, comparando los canales físico y online para determinar cuál se percibe como más impulsivo.

Diseño/metodología/enfoque

De la revisión de la literatura se extraen tres preguntas de investigación, examinadas a través de una encuesta auto-administrada online con 212 respuestas válidas.

Resultados

Los resultados muestran que: el canal offline es ligeramente percibido como m√°s impulsivo que el online; los factores motivadores de la compra impulsiva online explican mejor este comportamiento que los desmotivadores; las redes sociales pueden tener un gran impacto en la compra impulsiva.

Limitaciones/implicaciones de la investigación

Las limitaciones radican en el plan de muestreo, el tama√Īo muestral, y la medici√≥n de algunas variables; s√≥lo una industria es analizada. Futuras investigaciones deber√°n: confirmar que los gastos de env√≠o-devoluci√≥n, as√≠ como la gratificaci√≥n retrasada (tradicionalmente considerados como motivadores de la compra online) pueden motivar la compra impulsiva online; clarificar resultados contradictorios sobre la privacidad y la conveniencia de Internet. Esta investigaci√≥n contribuye a la validaci√≥n de un instrumento para medir la influencia de las redes sociales en la compra impulsiva.

Implicaciones para la gestión

Las tiendas físicas pueden estimular la compra por impulso más que los vendedores online. Los gestores deben seleccionar cuidadosamente las redes sociales para favorece la compra por impulso, siendo Facebook e Instagram las más influyentes; Twitter tiene el menor impacto.

Originalidad/valor

Este estudio compara el fenómeno de la compra impulsiva tanto en el canal físico como online, y explora la influencia de las redes sociales en la compra impulsiva.

Details

Spanish Journal of Marketing - ESIC, vol. 22 no. 1
Type: Research Article
ISSN: 2444-9709

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Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Article
Publication date: 5 October 2015

Hong Zhang, Yaobin Lu, Sumeet Gupta and Ping Gao

Sustainable success of group-buying web sites implies that consumers not only accept them initially but also use them continuously. Most group-buying web sites, however…

Abstract

Purpose

Sustainable success of group-buying web sites implies that consumers not only accept them initially but also use them continuously. Most group-buying web sites, however, are unable to achieve such sustainable success. Drawing on expectation-confirmation model (ECM), the purpose of this paper is to examine the factors that influence group-buying web sites continuance.

Design/methodology/approach

In total, 605 valid responses were collected via a survey of a leading group-buying web site in China. Structural equation modeling was used to test the research model. This study also compared the three competing models of continued use behavior, namely, ECM, the research model and the integrated model.

Findings

The results show that perceived web site quality, perceived price advantage and confirmation are important determinants of consumer satisfaction, while perceived web site quality, perceived reputation, satisfaction and perceived critical mass significantly influence consumers’ continuance intention. The research model accounts for more variance in satisfaction and continuance intention than ECM and is the best-fitting model among the competing models.

Originality/value

Drawing on ECM, this research proposes a model by incorporating three online group-buying characteristics (perceived price advantage, perceived reputation and perceived web site quality) and two social influence factors (subjective norm and perceived critical mass). Specially, this study uses these three online group-buying characteristics to represent perceived usefulness in ECM. These constructs are found to influence consumer satisfaction and continuance intention. This study extends ECM and provides a better explanation of consumers’ post-purchase behavior in the online group-buying context.

Details

Internet Research, vol. 25 no. 5
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 7 January 2019

Anum Tariq, Changfeng Wang, Yasir Tanveer, Umair Akram and Zubair Akram

The purpose of this paper is to examine the impact of consumers‚Äô attitudes towards organic food on online impulse buying behaviour as well as the moderating effect of…

Abstract

Purpose

The purpose of this paper is to examine the impact of consumers’ attitudes towards organic food on online impulse buying behaviour as well as the moderating effect of three website features (visual, information and navigation design) on this relationship.

Design/methodology/approach

Survey data were collected via an online survey using social media platforms. A total of 653 online questionnaires were collected (response rate = 72.5 per cent) and analysed by applying exploratory and confirmatory factor analyses. The proposed hypotheses were tested through structural equation modelling.

Findings

Social media forums, ratings and reviews shape Chinese consumers’ attitudes towards organic food and positively influence their online impulse buying in this market. Website features are critical for disseminating information on organic food. Informative webpages featuring product quality and certification have a greater moderating effect on purchase. Information cues such as nutritional content; production and processing methods, and environmentally friendliness also influence consumers’ attitudes and thus impulse buying decisions.

Practical implications

Marketers should reconsider their tactics for dealing with modern consumers, as webpages should be user-friendly and visually appealing with a social learning mechanism to drive organic food consumption.

Originality/value

This study bridges a gap in the literature on social commerce initiatives for developing consumers’ attitudes towards organic food and online impulse buying. Further, it proposes measures that can enhance organic consumption and contributes to the literature on the importance of social factors, resulting in enhanced knowledge on the online impulse buying of organic food.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 31 no. 1
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 20 May 2021

Long She, Ratneswary Rasiah, Hassam Waheed and Saeed Pahlevan Sharif

This study aims to examine the mediating role of online compulsive buying in the association between excessive use of social networking sites (SNS) and financial…

Abstract

Purpose

This study aims to examine the mediating role of online compulsive buying in the association between excessive use of social networking sites (SNS) and financial well-being among Chinese young adults.

Design/methodology/approach

A sample of 539 SNS users and active online shoppers (M age = 20.32‚ÄČyears, SD age = 2.11) completed an online survey questionnaire measure of excessive use of SNS, online compulsive buying and financial well-being. Covariance based-structural equation modelling was used to assess the measurement model and the proposed mediation model.

Findings

Results indicated that excessive use of SNS was positively related to online compulsive buying behaviour and financial anxiety. Also, the results showed that online compulsive buying mediated the positive relationship between excessive use of SNS and financial anxiety.

Practical implications

Several implications were suggested and discussed to enhance the levels of financial well-being among youths by tackling their problematic behaviour such as excessive SNS usage and online compulsive buying.

Originality/value

The findings of this study contribute to the limited body of knowledge in the area of financial well-being and further improves our understanding of the effect of the excessive use of SNS on financial well-being and the mechanism behind it.

Details

Young Consumers, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-3616

Keywords

Content available
Article
Publication date: 19 September 2019

Zhanbo Zhao, Xiaomeng Du, Fan Liang and Xiaoming Zhu

Impulse buying has been the focus of attention in the marketing. With the rise of online shopping, online impulse buying phenomenon becomes increasingly serious. Whereas…

Abstract

Purpose

Impulse buying has been the focus of attention in the marketing. With the rise of online shopping, online impulse buying phenomenon becomes increasingly serious. Whereas, the impulse buying behavior in an online environment is rarely discussed in relevant literature. The purpose of this paper is to explore the impact of the type of product and time pressure on consumer online impulse buying intention; this is a relatively new issue of marketing academia in China.

Design/methodology/approach

In this paper, the experimental methodology was adopted to explore the impact of consumer online impulse buying tendencies, the departure from the type of product and the time pressure.

Findings

Results show that low-involvement feeling products stimulate consumer online impulse buying tendencies. Simultaneously, there is an interaction effect between time pressure and product type, which is, under the influence of time pressure, the enhancement of low-involvement feeling products on consumer online impulse buying tendency is more significant.

Originality/value

This study discusses the interaction between time pressure and product type on consumers’ online impulse buying tendency, which has not been studied before. While discussing the impact of product types on consumers’ impulse buying tendency on the internet, this paper considers the impact of time pressure on consumers’ impulsive buying tendency, and applies the term of time pressure, a psychological research term, to the field of marketing research, so as to make the cross-links between disciplines closer.

Details

Journal of Contemporary Marketing Science, vol. 2 no. 2
Type: Research Article
ISSN: 2516-7480

Keywords

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