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Although prior studies have studied the relationship between online consumers' attitudes and buying behaviour, the research focussing on online consumers' impulse buying behaviours and exploring the role of celebrity endorsement is limited. Drawing on the social presence and the social facilitation theory, this paper establishes a research model based on the stimuli–organism–response (S–O–R) model and the motivation theory. It explores how live streamers impact online consumers' impulse buying behaviours under specific social and cultural backgrounds, with celebrity endorsement as a moderating variable.

To test the research model, the online questionnaire method has been conducted in this study. This paper utilises Chinese online consumers as samples and promotes an online survey. Using the variance-based structural equation modelling and partial least squares path modelling (SEM-PLS), 433 valid questionnaires have been analysed on SmartPLS.

First, live streamers' attractive appearance positively correlates with online consumers' hedonic attitude and positively impacts their utilitarian attitude to live shopping. Second, live streamers' real-time interaction positively affects consumers' utilitarian attitudes because of their professional marketing and communication skills. Third, their hedonic and utilitarian attitudes positively influence online consumers' impulse buying behaviours. Finally, this paper presents that celebrity endorsement negatively moderates the relationship between online consumers' hedonic attitudes and impulse buying during live shopping.

This research combines the S–O–R model and the motivation theory and analyses related social influencing factors to study online consumers' impulse buying behaviours. Meanwhile, it explores the celebrity endorsement factor as a moderate role and identifies the different effects between live streamers and celebrities in live shopping, which is of great significance to the strategy of live shopping marketing and the literature on online consumers' behaviours.

Coronavirus disease (COVID-19) pandemic has given rise to different dimensions of uncommon human behavior, and panic buying is one of them. Interestingly, panic buying research has not been given much attention. The purpose of this paper is threefold. Firstly, it examines the influences of the theory of planned behavior (TPB) elements (subjective norm, attitude and perceived behavior control (PBC)) on panic buying. Secondly, it investigates online news and the perceived likelihood of being affected (PLA) as antecedents to the TPB constructs. Finally, to examine online news verification as a moderator on the relationship between the TPB constructs and panic buying.

Data were collected from 371 respondents and analyzed using the partial least squares method structural equation modeling (PLS-SEM). PLS predict was applied to determine the predictive power of the model further.

This study found that subjective norms and attitude influence panic buying. The results further revealed that online news has a direct influence on the PLA and attitude. However, PBC has no such effect on panic buying. Surprisingly, online news verification also has no moderating effects on the relationships between the TPB elements and panic buying.

This research helps to understand consumer panic buying behavior, especially during shock events such as the COVID-19 pandemic. This study is the first that extends the TPB incorporating both online news and PLA as antecedents to panic buying in the same model. Furthermore, the study serves as an initial attempt to investigate online news verification as a moderator between the link of three constructs of TPB and panic buying, contributing to existing literature. Lastly, it advances the body of knowledge on consumer behavior and contributes methodologically by introducing the PLS approach.

The purpose of this study is to explore the changing buying behavior of young Bangladeshi consumers in this pandemic situation toward online orientation. The major determinants of the technology acceptance model (TAM) and consumer value theory are used to explore their impact on buying attitudes toward behavior.

In this study, a model has been conceptualized to examine the influence of hedonic and utilitarian motivational values along with perceived usefulness and perceived ease of use on actual buying behavior under pandemic conditions. A structured questionnaire has been prepared for an online survey, and data have been collected from 395 online shoppers. The structural equation modeling technique has been applied to analyze the data using SPSS and SmartPLS 3 software.

The results of this study support that perceived enjoyment and utilitarian attributes (price, convenience and health aspects) positively affect online buying attitudes along with perceived usefulness and perceived ease of use. Finally, online buying behavior is significantly influenced by the positive attitude of consumers.

The findings of this study may contribute to developing marketing strategies that may attract buyers toward a new business orientation with prosperous supreme features in the future. The emergence of the COVID-19 pandemic has changed the existing behavioral patterns of consumers and opened a new opportunity for marketers.

Young consumers are a larger section, and deep knowledge about youngsters may direct marketers toward appropriate use of marketing tools and strategies in the future.

This study integrated the TAM with hedonic and utilitarian motivational predictors to measure their impact on consumers' online buying behavior.

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.

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.

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.

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.

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

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‐buying behavior online and also to examine how internal factors of impulse buying (impulse‐buying tendency (IBT), affective and cognitive state, normative evaluation) are related to online impulse‐buying behaviors.

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‐buying behavior, and between a person's affective state and online impulse‐buying behavior. A negative correlation was found between a person's cognitive state and actual online impulse‐buying behavior. And last, a significant positive correlation was found between a person's normative evaluation and actual online impulse‐buying behavior.

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.

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‐buying behavior in an online setting.

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.

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.

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.

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.

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.

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

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.

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.

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.

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.

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.

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.

Los resultados muestran que: el canal offline es ligeramente percibido como más 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.

Las limitaciones radican en el plan de muestreo, el tamaño muestral, y la medición de algunas variables; sólo una industria es analizada. Futuras investigaciones deberán: confirmar que los gastos de envío-devolución, así como la gratificación 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 investigación contribuye a la validación de un instrumento para medir la influencia de las redes sociales en la compra impulsiva.

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.

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.

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.

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.

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.

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.

By drawing on protection motivation theory, this study explores consumers' motivation to engage in adaptive behaviour envisioned through a transition from offline to online clothing purchasing during the COVID-19 pandemic. Additionally, this paper explores the conditioning effects of consumer resilience and satisfaction with retailers' assistive intent through the consumer well-being framework.

A total of 363 useable surveys were obtained from Croatian consumers. Data were analysed with confirmatory factor analysis and structural equation modelling.

Coping appraisal positively impacts adaptive behaviour by increasing online clothing purchase intention, while threat appraisal has no direct effect on adaptive behaviour. The relationship between threat appraisal and adaptive behaviour is negatively moderated by consumer resilience and satisfaction with the retailer's assistive intent.

Limitations include the convenience sampling method and data collection at one point as well as the focus on consumers from one country.

This study provides a blueprint for designing marketing actions that retail managers should consider to respond to a crisis effectively while maintaining satisfactory buying experiences during health crises and other challenging events.

Given the unique research context, i.e. the COVID-19 pandemic, this study is one of the few and the first in Croatia to unfold the importance of protection motivation theory in providing a greater understanding of consumer's adaptive behaviour (transition from offline to online) in online clothing retail channels during the period of the global health-related crisis. Benefits from understanding consumers' coping and threat appraisal mechanisms while addressing their buying needs in adverse circumstances are revealed. In addition, the theoretical implications regarding the conditional effects of consumer resilience and consumer satisfaction with retailers' assistive intent during a pandemic are also provided.

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.

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.

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.

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.

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.