scholarly journals Customers’ impulse buying in social commerce: The role of flow experience in personalized advertising

2021 ◽  
Vol 21 (1) ◽  
pp. 1-8
Author(s):  
Lia Febria Lina ◽  
Larasati Ahluwalia
Keyword(s):  
Consumer Preferences ◽  
Survey Method ◽  
Flow Experience ◽  
Impulse Buying ◽  
Social Commerce ◽  
Result Show ◽  
Impulse Purchases ◽  
Strengthen Effect ◽  
Personalized Advertising

One of the advantages of using social commerce, especially Instagram, is the display of paid advertisement that are in accordance with consumer preferences or also called personalization. Previous study on the effectiveness of personalized advertising still shows mix result both positive and negative. Based on the limitations of previous research, the focus of this research is to examine and analyze the influence of personalized advertising on the value of advertising which then affects impulse purchases in social commerce and flow experience as moderation. This study using survey method on 157 active Instagram user. The findings in this result show that personalized advertising have positif affect to advertising value and encourage impulse buying. Then flow experience found strengthen effect advertising value on impulse buying. The result indicates when user has fully involved, happy, and excitement when using social media, then receive personalize advertising that match with their preference will encourage impulse buying.

scholarly journals The Role of Sales Promotion in inducing Impulse Purchases

2014 ◽  
Vol 3 (1) ◽  
pp. 362-372 ◽  
Author(s):  
Rim Ben Amara ◽  
Abir Sahraoui Kchaou
Keyword(s):  
Logistic Regression ◽  
Binary Logistic Regression ◽  
Structural Equations ◽  
Sales Promotion ◽  
Impulse Buying ◽  
Research Support ◽  
Impulse Purchases ◽  
The Impact

This paper focuses on promotional impulse buying. It aims at examining the impact of hedonic and utilitarian benefits of promotion on an impulse buying experience. The hypotheses were tested with a sample of 300 consumers doing their shopping in a hypermarket. Data were analyzed using binary logistic regression and structural equations. The results obtained allow us to confirm most of our hypotheses. The different outcomes of this research support the formulation of a number of theoretical, methodological and managerial recommendations. 

scholarly journals In-store interactive advertising screens: the effect of interactivity on impulse buying explained by self-agency

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anne Moes ◽  
Marieke Fransen ◽  
Bob Fennis ◽  
Tibert Verhagen ◽  
Harry van Vliet
Keyword(s):  
Field Experiments ◽  
Underlying Mechanism ◽  
Impulse Buying ◽  
Content Type ◽  
Mediating Role ◽  
Interactive Advertising ◽  
Impulse Purchases ◽  
Mediating Factor ◽  
Insight Into

PurposePhysical 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/approachAn 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.FindingsHighly 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/valueThis 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.

Do digital celebrities' relationships and social climate matter? Impulse buying in f-commerce

2020 ◽  
Vol 30 (6) ◽  
pp. 1731-1762 ◽  
Author(s):  
Abaid Ullah Zafar ◽  
Jiangnan Qiu ◽  
Mohsin Shahzad
Keyword(s):  
Structural Equation ◽  
Social Climate ◽  
Equation Modeling ◽  
Impulse Buying ◽  
Social Commerce ◽  
Parasocial Relationships ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeGrowing 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/approachAn 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.FindingsThe 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/valueThis 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.

scholarly journals Privacy Concerns in Personalized Advertising Effectiveness on Social Media

2021 ◽  
Vol 1 (2) ◽  
pp. 147
Author(s):  
Lia Febria Lina
Keyword(s):  
Purchase Intention ◽  
Advertising Effectiveness ◽  
Survey Method ◽  
Privacy Concerns ◽  
Consumer Privacy ◽  
Relationship Of ◽  
Personalized Advertising ◽  
The Relationship ◽  
Positive Effect

One of the characteristics of industry 4.0 is that consumers increasingly want products to be made just for themselves. This can be supported by the presence of big data, which of course cannot be separated from the use of information, the more complete the data, the more precise and accurate the targeting will be. However, the use of information for some people can also be considered a violation of privacy. Various research about personalized advertising been tested and have yielded mixed results both positive and negative on perceptions and behaviour, and provide directions for next research to testing various consumer factors as moderating variable. This study aims to fill the gaps in previous research by examining the role of consumer privacy concerns as a moderating variable that affects the relationship of personalized advertising on the perceived advertising value of consumers using a survey method on 131 respondents who are active users of Instagram in Indonesia. The findings of this study that advertising personalization have a positive effect on advertising value and purchase intention and privacy concerns do not moderate the effect of personalized advertising on advertising value. This is influenced by the factor of respondents aged 17-25 years, where they can be said to be the Tech Savvy generation. Further research suggestions are also discussed in this study.

Trust development and transfer in social commerce: prior experience as moderator

2015 ◽  
Vol 115 (7) ◽  
pp. 1182-1203 ◽  
Author(s):  
Si Shi ◽  
Wing S. Chow
Keyword(s):  
Transfer Process ◽  
Theoretical Foundation ◽  
Prior Experience ◽  
Survey Method ◽  
Research Model ◽  
Social Commerce ◽  
Content Type ◽  
Trust Development ◽  
Trust Transfer

Purpose – The purpose of this paper is to investigate the nature of social commerce trust, and how it impacts company trust and electronic word of mouth (eWOM) intention based on trust transfer theory. The authors also examine how customers’ prior transaction experience could impact their social commerce trust development and the trust transfer process. Design/methodology/approach – The proposed research model is empirically examined using a survey method consisting of 375 users of a social commerce web site (SCW). The statistical analysis applies a method based on variance using partial least squares. Findings – The results confirm positive impacts of social commerce trust on company trust, and their subsequent influences on consumers’ eWOM intention. Also, consumers’ prior experience is found to moderate the trust transfer process from information-based social commerce trust to company trust. Originality/value – The present study is one of the first few studies that attempts to explain trust development and transfer with SCWs with a theoretical foundation as well as examine the role of consumers’ prior experience during trust transfer. It provides practical guidance for the improvement of trust and eWOM in social commerce.

scholarly journals The role of internet in formation of passengers of airplanes passengers

2018 ◽  
Vol 19 (6) ◽  
pp. 1169-1172
Author(s):  
Tadeusz Cisowski
Keyword(s):  
Information Technology ◽  
Technological Innovation ◽  
Consumer Preferences ◽  
Air Transport ◽  
Survey Method ◽  
Modern Information Technology ◽  
Modern Information ◽  
Ticket Purchase ◽  
Further Development

The paper uses the diagnostic survey method to analyze consumer preferences in the field of air ticketing, with particular emphasis on the role of modern information technology. On the basis of the research, it has been unequivocally stated that passengers are heavily involved in the use of information technology in the area of ticket purchase and booking, which highlights the great importance of technological innovation in the operation, promotion and further development of services in the air transport market.

Peran Guru Pamong dan Dosen Pembimbing Terhadap Keberhasilan Program Pengalaman Lapangan (PPL) Mahasiswa

2015 ◽  
Vol 4 (1) ◽  
Author(s):  
Dasmo Dasmo ◽  
Sumaryati Sumaryati
Keyword(s):  
Survey Method ◽  
Teacher Role ◽  
Teaching Program ◽  
Result Show

<p>The research was intended to proof and analyse some factors that influence the <br />succses of field teaching program for the students of Technic Faculty, athematics and Science in University of Indraprasta PGRI. The method used in this research was survey method with multiple regresive technique. The result show that 1) there was an effect in the role of teacher and lecturer in group with average succsess 2) there was not an effect in teacher role to the success of students field teaching program, 3) there was an effect in the role of lecturer to the success of students field teaching program. <br /> <br />Keywords: field teaching program, teacher, lecturer</p>

scholarly journals Effect of Store Environmental and Individual Factors on Impulse Buying Behaviour of Pakistani Consumers

sjesr ◽  
2021 ◽  
Vol 4 (1) ◽  
pp. 416-430
Author(s):  
Dr. Ammar Hussain ◽  
Dr. Tariq Khan ◽  
Dr. Shiraz Khan
Keyword(s):  
Time Pressure ◽  
Reference Group ◽  
Total Sample ◽  
Purchase Behavior ◽  
Individual Factors ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Food Items ◽  
Impulse Purchases

The issues related to impulse buying have remained a major concern for marketing researchers as well as practitioners. This study aims to examine the factors influencing an individual's impulsive buying behavior. The study also aims to examine the association between independent variables which are the environment of store and individual factors influence with impulse purchasing and to investigate the mediating role of mood. To examine the relationship between the variables under investigation; responses of 279 respondents were used for analysis. A self-administered questionnaire was used for data collection. Regression and correlation analysis were conducted by using SPSS 17. The results show that the Store environment influences an individual's impulse purchase behavior similarly, further analysis of the data indicates that reference group influence is the aspect that influences the impulse buying behavior of individuals, and mood play's role of a partial mediator. Time pressure does not affect the impulse buying behavior of individuals. It was also found the difference between men and women impulse purchases and respondents were found of impulse purchases for food items. The study explored that mostly the food items are being purchased impulsively by the respondents, the results of the research show that 46.4 % of the total sample have purchased food items impulsively. The second product type which is being purchased impulsively is accessories like Tie, Belt, and artificial jewelry. Results show that 43.1% of respondents have purchased accessories impulsively. This study suggests some recommendations for the manager of stores for further improvement of store atmosphere to boost impulse buying behavior among buyers

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