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1 – 10 of over 29000Anne Moes, Marieke Fransen, Bob Fennis, Tibert Verhagen and Harry van Vliet
Physical stores are increasingly dependent on impulse visits and the impulse purchases of passers-by. Interactive advertising screens in store windows could help retailers…
Abstract
Purpose
Physical stores are increasingly dependent on impulse visits and the impulse purchases of passers-by. Interactive advertising screens in store windows could help retailers increase impulse-visit urges and impulse-buying urges. However, the effects of interactive screens in physical surroundings have not been studied before. Therefore, this study aimed to examine the effect of interactive screens on impulse urges and gain insight into the underlying mechanism that explains the possible effect.
Design/methodology/approach
An interactive screen was placed in a store window. Using three field experiments, we studied the effect of interactivity-level (high vs low) on the impulse-visit and impulse-buying urges of passers-by, and the mediating role of self-agency in these effects.
Findings
Highly interactive (compared to less interactive) advertising screens in store windows positively affect impulse-visit and impulse-buying urges through self-agency. Retailers can therefore use interactive advertising screens to increase the number of impulse purchases if feelings of self-agency are activated.
Originality/value
This is the first study to examine the extent to which interactive screens in a store window enhance the impulse-visit and impulse-buying urges of passers-by and the mediating factor of these effects. By conducting three field experiments, we achieved a high external validity and managed to share very reliable results owing to the replication of the findings.
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Geetha Mohan, Bharadhwaj Sivakumaran and Piyush Sharma
This paper aims to explore the process by which four store environment (music, light, employee, and layout) and two individual characteristics (shopping enjoyment tendency (SET…
Abstract
Purpose
This paper aims to explore the process by which four store environment (music, light, employee, and layout) and two individual characteristics (shopping enjoyment tendency (SET) and impulse buying tendency (IBT)) influence impulse buying behavior through positive and negative affect, and urge to buy impulsively.
Design/methodology/approach
The data were obtained using a structured questionnaire from 733 respondents in a mall survey conducted in Chennai, South India.
Findings
In the structural model tested with AMOS, the authors found that store environment drove impulse buying (IB) through positive affect and urge. Results also showed that the personality variables (SET and IBT) influenced IB through positive affect and urge. This paper did not find support for the relationship between negative affect and urge.
Research limitations/implications
Theoretically, the authors add to the list of antecedents of impulse buying, and to the outcomes of store environment. From a managerial viewpoint, the authors suggest that retail managers invest in improving the store environment to increase the level of impulse buying in their stores. Specifically, they need to focus on enhancing friendliness of store employees, playing appropriate music, designing proper layouts and having well-lit stores to encourage impulse buying.
Originality/value
Prior research studied the elements of the store independently and also its long-term impact. To the best of the authors' knowledge, their research is the first to study the impact of store environment (in conjunction with trait variables) on impulse buying.
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Abaid Ullah Zafar, Jiangnan Qiu and Mohsin Shahzad
Growing evidence asserts that individuals are inclined to buy impulsively in the social commerce environment due to interactive elements. However, extant literature does not…
Abstract
Purpose
Growing evidence asserts that individuals are inclined to buy impulsively in the social commerce environment due to interactive elements. However, extant literature does not reveal the influence of emerging digital celebrities and their communities on impulse buying, although users may encounter them synchronously. Hence, this study explores the impact of parasocial relationships and social climate on impulse buying following the stimulus–organism–response framework with the incorporation of the urge to buy. Besides, this research investigates the role of hedonic and utility gratification-seeking behavior in parasocial relationships following uses and gratifications theory (UGT).
Design/methodology/approach
An empirical research study was conducted on Facebook, and data were collected from Pakistani users who followed digital celebrities. Partial least squares structural equation modeling (PLS-SEM) approach was employed to analyze the valid data of 231 respondents.
Findings
The results indicate that integrated constructs significantly influence impulse buying with complementary partial mediation of urge to buy. Besides, social climate significantly interacts the relationship of parasocial relationships and impulse buying. Further, passing time, enjoyment and information seeking has a significant impact on parasocial relationships, except for self-presentation.
Originality/value
This research provides key knowledge to comprehend the overall phenomenon of emerging digital celebrities through the integration of their parasocial relationships and the social climate of their communities, with potential intervening and interaction effects. This study also unveils the role of gratifications in building digital celebrities' parasocial relationships.
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Alton Y.K. Chua, Anjan Pal and Snehasish Banerjee
Integrating the uses and gratifications (U&G) theory, the notion of information richness and personal epistemology framework, the purpose of this research is to propose and…
Abstract
Purpose
Integrating the uses and gratifications (U&G) theory, the notion of information richness and personal epistemology framework, the purpose of this research is to propose and empirically validate a framework which specifies Internet users' urge to click clickbaits.
Design/methodology/approach
The hypotheses in the proposed framework were tested using a between-participants experimental design (N = 204) that manipulated information richness (text-only vs. thumbnail clickbaits).
Findings
Curiosity, perceived enjoyment and surveillance were significant predictors of the urge to click. In terms of information richness, the urge to click was higher for thumbnail vis-à-vis text-only clickbaits. IEB (IEB) moderated the relation between the gratification of passing time and the urge to click.
Originality/value
This paper represents one of the earliest attempts to investigate Internet users' urge to click clickbaits. Apart from extending the boundary conditions of the U&G theory, it integrates two other theoretical lenses, namely, the notion of information richness and personal epistemology framework, to develop and empirically validate a theoretical framework.
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Namho Chung, Hyo Geun Song and Hyunae Lee
First, this paper aims to investigate the impact of impulsiveness on two types of shopping value (e.g. utilitarian and hedonic value) and the urge to buy restaurant products and…
Abstract
Purpose
First, this paper aims to investigate the impact of impulsiveness on two types of shopping value (e.g. utilitarian and hedonic value) and the urge to buy restaurant products and services impulsively in social commerce environments. Second, the study assesses the impact of situational factors (e.g. scarcity and serendipity) on individuals’ shopping values.
Design/methodology/approach
Data were collected from 332 participants. By using PLS-graph 3.0, structural equation modeling was conducted. Furthermore, a hierarchical regression model was conducted for testing the mediating and moderating effects.
Findings
The results indicate that impulsiveness is a strong predictor for two types of shopping value (hedonic and utilitarian) and the urge to buy impulsively. While the hedonic shopping value was found to have a significant influence on the urge to buy impulsively, utilitarian value was not. Scarcity was moderator in the relationships between impulsiveness and both types of shopping value, whereas serendipity was found to moderate only the relationship between impulsiveness and the utilitarian shopping value.
Practical implications
The findings show that the marketing managers and application developers of social commerce should place their focus on scarcity and serendipity to stimulate consumers in having a hedonic shopping value so to have an urge to buy impulsively.
Originality/value
First, although most previous studies focused on only rational or planned consumption, this study focused on irrational and unplanned consumption as well. Second, the authors assessed the role of situational factors (scarcity and serendipity) occurring in social commerce and asserted that these factors moderate the relationship between consumers’ shopping values and their urge to buy impulsively.
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By using Technology Acceptance Model, the purpose of this study is to investigate how the perceived usefulness and ease-of-use of shopping mobile apps affects consumer’s flow…
Abstract
Purpose
By using Technology Acceptance Model, the purpose of this study is to investigate how the perceived usefulness and ease-of-use of shopping mobile apps affects consumer’s flow experience, attitude, impulsive buying tendency (IBT) and urge to impulsive buying on halal fashion products.
Design/methodology/approach
A quantitative study was done on 357 Indonesian online shoppers to find out how perceived usefulness and ease of use of mobile shopping apps affect impulsive buying tendencies and urges on halal fashion products. Flow experience and attitude were used as mediating variables, and the research hypotheses were tested using Partial Least Square Structural Equation Modeling (PLS-SEM).
Findings
This study confirmed significant positive relationships between perceived usefulness and ease of use of mobile apps, flow experience, attitude, IBT and urge to impulsive buying. The results of this study show that perceived usefulness and ease of use influence flow experience. Ease of use also influences attitude, but perceived usefulness did not impact attitude. In addition, flow experience did not impact attitude. However, both flow experience and attitude influence IBT. Furthermore, IBT significantly mediated flow experience and attitude into urge to impulsive buying.
Research limitations/implications
This study only captured consumers in one country, so its results cannot be generalized to other nations. Random sampling may limit result generalization. In this study, three mobile shopping applications were investigated and the results would have been different if more mobile shopping applications were investigated.
Originality/value
The study gives a better understanding of how the perceived usefulness and ease of use of mobile shopping apps affect a consumer's tendency and urge to impulsive buying on halal fashion products by using flow experience as mediating variable.
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Payal S. Kapoor and Vanshita Singhal
High dispositional optimism is often associated with people engaging in behaviour that has adverse effects on their health such as smoking. This study aims to investigate people’s…
Abstract
Purpose
High dispositional optimism is often associated with people engaging in behaviour that has adverse effects on their health such as smoking. This study aims to investigate people’s intention to adopt preventive health behaviour by observing the effectiveness of anti-smoking ads during the ongoing coronavirus (COVID-19) pandemic.
Design/methodology/approach
Two studies have been carried out, first with a UK sample and second with the US sample. The studies examined the effectiveness of anti-smoking ad (appeal: high fear vs low fear), smoking behaviour elicited perception of vulnerability to COVID-19 and dispositional optimism on lowering people’s urge to smoke.
Findings
The study findings revealed a high fear appeal ad is more effective in lowering people’s urge to smoke. However, this association is significantly mediated by perception of vulnerability to COVID-19. Further, high dispositional optimism was found to moderate the effect of the anti-smoking ad on the perception of vulnerability to COVID-19, although a comparatively smaller effect was observed for the UK sample. Finally, high dispositional optimism significantly moderated the mediation of vulnerability to COVID-19 on lower urge to smoke only for the US sample.
Originality/value
The study highlights a need for a greater collaborative effort by the public, government, firms in the business of nicotine replacement solutions, socially responsible cigarette and tobacco manufacturing firms and health agencies that may lead to increased preventive health behaviour during the ongoing pandemic.
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Kem Z.K. Zhang, Haiqin Xu, Sesia Zhao and Yugang Yu
Online reviews have shown important information that affects consumers’ online shopping behavior. However, little research has examined how they may influence consumers’ online…
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.
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Mian Yan, Alex Pak Ki Kwok, Alan Hoi Shou Chan, Yu Sheng Zhuang, Kang Wen and Kai Chao Zhang
E-commerce live streaming is a new influencer advertising method that allows influencers to interact directly with consumers on e-commerce platforms. Although evidence suggests…
Abstract
Purpose
E-commerce live streaming is a new influencer advertising method that allows influencers to interact directly with consumers on e-commerce platforms. Although evidence suggests that influencer live-streaming advertisements (ads) on social media can increase consumers’ buying impulses, little research examined how this similar but new advertising method on e-commerce platforms may influence consumers’ urge to buy impulsively. This study explores the role of influencer credibility, celebrity effect, perceived entertainment, trust and perceived usefulness on consumers’ attitudes toward influencer ads and their urge to buy impulsively.
Design/methodology/approach
A questionnaire containing seven constructs was developed and distributed to participants using a convenient sample and snowball sampling approach. The constructs were measured based on validated measurement items from the literature and adjusted according to this study’s focus. A total of 236 valid responses were obtained from the survey and used for data analysis. A partial least squares structural equation modeling approach was employed for parameter estimation and model testing.
Findings
The empirical results show that all constructs influenced consumers’ urge to buy impulsively via attitude toward influencer ads. The proposed research model explains 61.7% of the variance in attitude toward influencer ads and 19.4% of the urge to buy impulsively.
Originality/value
This is an early study investigating the relationship between influencer advertising and impulse buying. The results provide valuable insights into improving the design of influencer ads and marketing strategies.
Highlights
I-eIB model tests the mechanism of influencer ads on consumers’ buying impulse.
Consumers’ attitude towards influencer ads affects their urge to buy impulsively.
Influencer credibility affects consumer attitude via celebrity effect as a mediator.
Trust affects consumer attitude via perceived usefulness as a mediator.
Entertaining ads help develop favorable consumer attitude.
I-eIB model tests the mechanism of influencer ads on consumers’ buying impulse.
Consumers’ attitude towards influencer ads affects their urge to buy impulsively.
Influencer credibility affects consumer attitude via celebrity effect as a mediator.
Trust affects consumer attitude via perceived usefulness as a mediator.
Entertaining ads help develop favorable consumer attitude.
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Jen-Ruei Fu and Chiung-Wen Hsu
This study examines factors influencing viewers' impulse buying intention in live streaming. The authors draw upon the value theory to theorize how the product (i.e., local…
Abstract
Purpose
This study examines factors influencing viewers' impulse buying intention in live streaming. The authors draw upon the value theory to theorize how the product (i.e., local presence) and para-social interaction (PSI) in live-streaming shopping improve customers' shopping values and how these values subsequently influence their urge to buy impulsively. In addition, the authors examine value differences in live-streaming shopping through gender differences and previous shopping experiences.
Design/methodology/approach
An online survey was conducted in this study. Members with browsing or shopping experience of live-streaming shopping sites were invited. The structural equation model was used to conduct confirmative factor analysis (CFA) to assess the convergent validity (item loadings), internal consistency (reliability), discriminant validity, causality hypotheses, and mediating effects.
Findings
Utilitarian value appears more important than hedonic value in influencing consumers' urge to buy impulsively. Moreover, PSI with the co-viewers is more influential than PSI with the streamer on utilitarian and hedonic values. Finally, gender differences and prior live-streaming shopping experience moderate the relationship between shopping values and the urge to buy impulsively.
Originality/value
The authors extend the concept of PSI from a celebrity (the streamer) to co-viewers and find that PSI with co-viewers is crucial to impulse buying in live streaming. Additionally, the authors’ finding reveals that consumers with individual differences may react differently to the same set of perceived values in determining the level of their impulse shopping intention.
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