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

2022 ◽  
Author(s):  
Xiaoping Zhang ◽  
Xusen Cheng ◽  
Xiaowen Huang ◽  
Haolin Li
Keyword(s):  
Social Presence ◽  
Live Streaming ◽  
Impulse Buying ◽  
Buying Behavior

How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Junlan Ming ◽  
Zeng Jianqiu ◽  
Muhammad Bilal ◽  
Umair Akram ◽  
Mingyue Fan
Keyword(s):  
Social Presence ◽  
Consumer Trust ◽  
Equation Modeling ◽  
Live Streaming ◽  
Flow State ◽  
Buying Behavior ◽  
Content Type ◽  
The Social ◽  
Impulsive Buying ◽  
Sense Of Power

Purpose This paper aims to examine how presence (the social presence of live streaming platforms, of viewers, of live streamers and telepresence) affects consumer trust and flow state, thus inducing impulsive buying behaviors, personal sense of power as moderator. Design/methodology/approach Drawing on the Stimulus-Organism-Response (S-O-R) framework, the conceptual model covers social presence, telepresence, consumer trust, flow state, personal sense of power and impulsive buying behavior. An online survey was conducted from 405 consumers with the experience of live streaming shopping in China; structural equation modeling (SEM) was used for data analysis. Findings Results find that three dimensions of social presence (the social presence of live streaming platforms, of viewers, of live streamers) and telepresence have a positive and significant influence on consumer trust and flow state, thus triggering consumers’ impulsive buying behavior. Furthermore, consumers’ sense of power moderates the process from consumer trust, flow state to impulsive buying behavior. Practical implications This study will help live streamers and e-retailers to have a further understand on how to stimulate consumers’ buying behavior. Furthermore, it also provides reference for the development of live streaming commerce in other countries. Originality/value This research examines the effect of social presence and telepresence on impulsive buying behavior in live streaming commerce, which is inadequately examined in extant literature.

The effects of cruise attributes on impulse buying behavior: the mediating role of impulsive buying tendency

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jookyung Kwon ◽  
Jiseon Ahn
Keyword(s):  
Service Providers ◽  
Equation Modeling ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Content Type ◽  
Mediating Role ◽  
Impulsive Buying ◽  
Positive Direct ◽  
The Relationship

Purpose This study aims to examine the effects of cruise attributes on impulse buying of service customers through impulsive buying tendency. Specifically, this study investigates whether service attributes (variety of selection and price) influence the impulsive buying behavior of customers by stimulating their impulsive buying tendency. Design/methodology/approach Partial least squares-structural equation modeling was used to test the hypothesis using a sample of 143 cruise customers. Mediating analysis was conducted to examine whether customer personal traits (impulsivity) mediated the relationship between service attributes and impulsive buying behavior. Findings The findings showed that price attributions had a significant positive direct impact on impulsive buying tendency and behavior, while a variety of selections had a significant direct effect on impulse buying behavior. The results revealed a significant mediating role of impulsive buying tendency in the relationship between price attributions and impulse buying. Originality/value Although studies on the decision-making style of service customers have been widely discussed, a limited number of studies has examined customers’ impulsive buying behavior in the service sector. Considering the importance of impulsive purchasing as a valuable marketing tool, the results of this study can help service providers and researchers enhance their knowledge of the mechanism of impulse buying behavior.

scholarly journals Effect of the COVID-19 Pandemic on Consumers’ Impulse Buying: The Moderating Role of Moderate Thinking

2021 ◽  
Vol 18 (21) ◽  
pp. 11116
Author(s):  
Shuyang Wang ◽  
Yun Liu ◽  
Yingying Du ◽  
Xingyuan Wang
Keyword(s):  
Systems Theory ◽  
Impulse Buying ◽  
Loss Of Control ◽  
Buying Behavior ◽  
Consumer Responses ◽  
Event Systems ◽  
Underlying Mechanisms ◽  
The Impact ◽  
The Relationship

Based on event systems theory, this study examined the impact of the COVID-19 pandemic on consumers’ impulse buying, as well as the underlying mechanisms and boundary conditions from the perspective of individual consumers. Results of three experiments (N = 437) show that, first, the COVID-19 pandemic enhanced consumers’ impulse buying behavior. Second, two key elements, loss of control and anxiety, mediated the relationship between the COVID-19 pandemic and impulse buying; and third, moderate thinking (also known as Zhong-Yong thinking) moderated the relationship between the COVID-19 pandemic and impulse buying. The findings indicate that in consumers with low moderate thinking, the COVID-19 pandemic has had a stronger effect on impulse buying and has mediated more between the loss of control and anxiety. Conversely, in consumers with high moderate thinking, COVID-19 has had a weaker effect on impulse buying and has mediated less between loss of control and anxiety. This study extends the application of event systems theory and enriches the literature on how the COVID-19 pandemic affects consumer behavior. Furthermore, it provides strategic recommendations for government and consumer responses to COVID-19 pandemic shocks.

scholarly journals Consumer mindfulness and impulse buying behavior: testing moderator effects of hedonic shopping value and mood

2020 ◽  
Vol 16 (4) ◽  
pp. 24-36
Author(s):  
Melis Kaytaz Yiğit
Keyword(s):  
Structural Equation ◽  
Equation Modeling ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Study Results ◽  
Hedonic Shopping Value ◽  
Hedonic Shopping ◽  
Moderator Role ◽  
The Relationship

Given the limited quantity of studies within the literature, this study investigates the moderator role of hedonic shopping value and mood in the relationship between consumer mindfulness and impulse buying behavior. The study is quantitative and descriptive and using a convenient sampling method, 223 online questionnaires were obtained in Samsun, Trabzon, and İstanbul. The responses collected from a close-ended questionnaire using a 5-point Likert scale was tested at Structural Equation Modeling (SEM) through AMOS.The findings of the study indicated that consumers with mindfulness exhibit negative impulse buying behavior. Although the study results reveal that hedonic shopping value has a moderator role in the relationship between consumers with low mindfulness and their impulse buying behavior, the moderator role of hedonic shopping value in the relationship between consumers with high mindfulness and impulse buying behavior is not proved. Besides, it is found that consumers’ positive and negative moods have not a moderator role in the relationship between mindfulness and impulse buying behavior. From this viewpoint, the study’s result will provide practitioners and academicians to understand the impulse buying behavior patterns of consumers with mindfulness.

scholarly journals The Moderator Role of Brand Awareness and Brand Loyalty on Consumers’ Online Impulse Buying Behavior

2018 ◽  
Vol 7 (1) ◽  
pp. 35-48
Author(s):  
Melis Kaytaz Yigit ◽  
Mehmet Tıgli
Keyword(s):  
Brand Loyalty ◽  
Time Pressure ◽  
Brand Awareness ◽  
Strategy Development ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Moderator Effect ◽  
Browsing Behavior ◽  
Moderating Role

In recent years, with consumers’ widespread preference for shopping in Private Shopping Clubs (PSCs) on the internet, there has been a remarkable increase in impulse purchases with the attractive opportunities and smart strategies of PSCs stimulating consumers’ impulse buying behavior. Within the PSC framework, the purpose of this article is to investigate the moderator effect of brand awareness and brand loyalty on the relationship between online impulse buying behavior and perceived low price, browsing behavior and time pressure. The study created and tested five hypotheses using data collected in Turkey. Results indicate that browsing behavior, time pressure and perceived low price do influence online impulse buying behavior. A hierarchical regression analysis was also used to analyze the moderating role of brand awareness and brand loyalty on impulse buying behavior and both variables were found to have a moderating role. The results provide substantial information on strategy development for internet retailers.

scholarly journals EVALUATION THE ROLE OF SALES PROMOTION IN INFLUENCING IMPULSE BUYING BEHAVIOR: A COMPARISON BETWEEN INTERNATIONAL AND LOCAL TOURIST AT PREMIUM OUTLET IN MALAYSIA

2019 ◽  
pp. 32-43
Author(s):  
Sharifah Faridah Syed Ali ◽  
Yuhanis Abdul Aziz ◽  
Raja Nerina Raja Yusuf ◽  
Siew Imm Ng
Keyword(s):  
Sales Promotion ◽  
Pricing Strategies ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Shopping Experience ◽  
Impulse Purchase ◽  
Buying Behaviour ◽  
Buying In ◽  
Self Administered Questionnaire

The growing number of premium outlets in Malaysia has led to a new shopping experience for both local and international tourists. Associated with the concept of ‘everyday discount’, premium outlets would attract more consumers to purchase at the outlets. Previous studies have revealed the significant influence of sales promotion on consumer purchase behaviour as well as impulse buying behaviour. However, there are limited studies identifying the role of sales promotion on impulse buying behaviour in the perspective of international and local tourists. Moreover, previous research of literature on the premium outlets, especially in Malaysia is still lacking. Therefore this study aims to evaluate the role of sales promotion on impulse buying in the perspective of international and local tourists at premium outlets in Malaysia. Data were collected from 359 tourists at five premium outlets in Malaysia, using a self-administered questionnaire. The result of the study indicates that both groups have different preferences in terms of sales promotion that induced them to make an impulse purchase. This study suggests that retailers or marketers should improvise their pricing strategies and give out more samples and gifts to attract tourists to spend more money.

The Reinvesting Impact of Promotional Activity and Store Atmosphere on Impulse Buying Behavior: The Mediating Role of Payment Facility

TEM Journal ◽  
2021 ◽  
pp. 221-225
Author(s):  
Syed Mir Muhammad Shah ◽  
Jan Muhammad Sohu ◽  
Sarfraz Ahmed Dakhan ◽  
Raja Sikander Ali ◽  
Ikramuddin Junejo ◽  
...  
Keyword(s):  
Mediation Effect ◽  
Primary Data ◽  
Impulse Buying ◽  
Direct Impact ◽  
Buying Behavior ◽  
Promotional Activity ◽  
Mediating Role ◽  
Buying Behaviour ◽  
Buying In

This study aims to recognize the factor effecting impulse buying behaviour with the mediation effect of payment facility. This study is based on primary data and data collected from Hyderabad Division of Sindh, Pakistan through adopted questionnaire. Number of respondents were 200 females who are engaged in impulse buying in supermarkets such as Baig Mart, Dawood Super Market, Max Bachat Super Market and Grocers. The store atmosphere and promotional activity are mediated by payment facility for impulse buying behaviour and partial mediation effect used. However, promotional activity revealed more important for impulse buying behaviour due to higher beta value than store atmosphere. In the previous research scholars explored the direct impact of promotional activity and store atmosphere. However, this study checked indirect effect in presence of mediator payment facility.

scholarly journals The Role of Installment Buying Plans in Increasing the Impulse Buying Behavior among Jordanian House Holds

2015 ◽  
Vol 8 (1) ◽  
pp. 110 ◽  
Author(s):  
Firas Jamil
Keyword(s):  
Impulse Buying ◽  
Time Increase ◽  
Buying Behavior ◽  
Financial Status ◽  
The Relationship

<p>The current financial status of families and households in Jordan does not give them the chance to indulge themselves with the needed commodities and appliances due to its high prices and the families' inability to pay in cash. For that reason, the idea of installment buying appeared in order to ease the process of buying commodities among families and at the same time increase the price of the item in compensation for the installment in the payments. A questionnaire was distributed randomly on individuals in order to find out the relationship between the installment plans that are becoming more famous each day and the degree of their impulsion towards buying stuff that they do not eagerly need or stuff that are mean to be for leisure and entertainment. The results show that<em> </em>the impulse buying behavior influence the people’s attraction towards the installment plans positively.</p>

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