Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing

The influence of internet information exposure on Chinese youth's intention of online psychological counseling: based on SOR theory and the mindful coping model

Psychological health is a prominent social issue worldwide and in China. Simultaneously, the rapid development of internet medical services in China provides a solid foundation for online psychological counseling. However, the cultural values of Chinese people often lead to a reluctance to pursue psychological counseling, adding to the complexity of the issue. The purpose of this study is to explore how information exposure, trait mindfulness, public stigma, and self-stigma among Chinese youth affect their intentions of seeking online psychological counseling. Based on the SOR (stimulus-organism-response) theory, combined with a mindful coping model, a structural equation model was constructed to analyze the path of the effects of information exposure, trait mindfulness, public stigma, and self-stigma on behavioral intention. A total of 671 valid questionnaires were collected through online surveys. First, SPSS 26.0 was used for questionnaire reliability and validity analysis, demographic characteristic difference testing, and correlation testing between variables. Secondly, Amos 26.0 was used to construct the structural equation model, verify the model fitting, identify the relationship between latent variables, and perform path testing. The study results indicate that (1) The intention of online psychological counseling among Chinese youth has significant differences in terms of age, occupation, monthly income, and previous counseling experiences. (2) Information exposure positively affects counseling intention (β = 0.434, P < 0.001), Trait mindfulness positively affects counseling intention (β = 0.100, P < 0.05), information exposure doesn't significantly affect public stigma (β = 0.015, P = 0.727), information exposure negatively affects self-stigma (β = -0.079, P < 0.05), mindfulness character negatively affects public stigma (β = -0.421, P < 0.001), mindfulness character negatively affects self-stigma (β = -0.115, P < 0.001), public stigma positively affects self-stigma (β = -0.766, P < 0.001), public stigma negatively affects counseling intention (β = -0.234, P < 0.01), and self-stigma negatively affects counseling intention (β = -0.248, P < 0.001). Combining the SOR theory with the mindful coping model, it has been found that information exposure and trait mindfulness positively affect counseling intention, information exposure doesn't affect public stigma but negatively affects self-stigma, trait mindfulness negatively affects both public and self-stigma, and both public stigma and self-stigma negatively affect counseling intention. This study provides a sample for the SOR theory and the mindful coping model, and provides new insights and path support for individuals resisting the stigma of psychological illness and seeking professional help under Eastern cultural values.

Impact of Scene Features of E-Commerce Live Streaming on Consumers' Flow and Purchase Intentions of Sporting Goods

Purpose-The purpose of this study is to examine the mechanism of scene features (i.e., visual appeal, presence, and scene-product matching) of e-commerce live streaming and how it impacts consumers' flow and purchase intentions of sporting goods. Design/methodology/approach-To test the hypotheses in the conceptualized model that was developed based on the Stimulus-Organism-Response (S-O-R) model, sports consumers (N = 340) who watched e-commerce live streaming responded to an online survey administration. Structural equation modeling (SEM) was applied to examine the research model and test the hypotheses. Findings-The results reveal that scene features positively affect consumer flow experience, in which scene-product matching is the main contributing factor. Moreover, the flow experience plays a critical mediating role in influencing purchase intentions; meanwhile, the moderation role of sport identification was not found to be statistically significant. Originality/value-This study fills the void to explore how scene features of e-commerce live streaming influence consumer behavior associated with sporting goods merchandise through immersed flow experience. Confirming the applicability of the S-O-R model in the sports e-commerce live streaming setting, the findings of this study identify dimensions of scene features of e-commerce live streaming and highlight the significance of developing scene-product congruence features when designing, operating, and promoting live streaming programs while enhancing immersive involvement.

Exploring the underlying mechanisms of customers' intention to adopt product recommendations from live streamers: A moderated mediation approach

Live streaming has emerged as one of the indispensable channels for product information dissemination. Product recommendations from live streamers play an increasingly important role in customers' purchasing decisions. Our study aims to understand the mechanism behind individuals' intention to adopt product recommendations in live streaming. To that end, we implemented a moderated mediation model to test the direct and indirect effects of perceived value on customers' intention to adopt product recommendations from live streamers, the mediating role of perceived credibility in the relationship between perceived value and adoption intention, the moderating role of sense of telepresence in the link between perceived value and perceived credibility, and the moderating role of self-identification in the association between perceived credibility and adoption intention. Results show that perceived credibility plays a partial intermediary role in the link between perceived value and adoption intention, sense of telepresence can positively predict perceived credibility but cannot significantly moderate the relationship between perceived value and adoption intention, and self-identification can positively buffer the association between perceived credibility and adoption intention, but negatively moderate the relationship between perceived value and adoption intention. This study advances theoretical research on product recommendations in the live-streaming context and provides practical inspiration for live streamers and managers of social commerce companies.

How technical and situational cues affect impulse buying behavior in social commerce? Evidence from bored consumers

Introduction

With the rise of social media and web technologies, users are increasingly spending time on browsing and purchasing on social commerce, particularly during idle moments of casual scrolling. Social commerce applications with sophisticated social features and security measures may tend to attract a significant number of highly engaged users. The purpose of this study is to find out whether customers will be interested in the content posted on the applications and generate impulse consumption when they are bored.

Methods

Drawing on stimulus-organism-response framework, this paper explores how technical cues and situational cues affect impulse buying behavior in social commerce applications and the mediating impact of consumer-perceived values. Data were gathered from 395 respondents who frequently utilize and have shopping experience on social commerce applications. The PLS-SEM and fsQCA were applied to formulate and test the proposed hypotheses.

Results

The results of PLS-SEM reveal technical cues (ease of use, visual appeal and security) and situational cues (passing time and serendipity) positively influenced impulse buying. The results of fsQCA offer six solutions of different combinations of constructs which can lead to high impulse buying.

Discussion

These findings may extend existing research on impulse buying behavior and consumer psychology, offering valuable insights for marketers. They also point towards strategies for more effectively encouraging impulse purchase in digital retail environments, particularly among consumers who are browsing out of boredom.

Trend Conformity Behavior of Luxury Fashion Products for Chinese Consumers in the Social Media Age: Drivers and Underlying Mechanisms

When a bandwagon consumption trend of luxury fashion products appears, potential consumers tend to conform to the trend. The conformity behavior is enhanced by social media because it makes bandwagon trends more visible. However, no research has explored the drivers of fashion trend conformity in the social media age and the underlying mechanisms. Our empirical research demonstrates that fashion trend conformity is a socially directed type of behavior driven by trend perception and reference group pressure, which represent the informational and normative social influence stimuli, respectively. In addition to the direct impact, we also examine the mediating roles of demand amplification and the urge to buy impulsively (UBI). Demand amplification and UBI, respectively, reflect the rational cognitive reaction and irrational emotional reaction to stimuli of fashion bandwagon consumption. However, our results show that only the cognitive reaction path works, but the emotional reaction path does not. Put simply, trend conformity behavior is largely the result of consumers' rational reactions rather than irrational reactions to the social influence stimuli of bandwagon consumption. Our study contributes to the research on luxury fashion consumption by introducing three new concepts, i.e., fashion trend conformity, trend perception, and demand amplification, to describe and theorize the characteristics of consumer behavioral patterns for luxury fashion products and new drivers and novel underlying mechanisms of consumer behaviors in the social media age. Our findings offer practical insights for retailers and manufacturers to promote fashion trend conformity behavior.

How social and media cues induce live streaming impulse buying? SOR model perspective

Live streaming is revolutionizing the landscape of e-commerce, creating new opportunities for platforms and e-tailers to improve their performance. However, little is known about the underlying mechanisms that shape consumer behavior in this burgeoning business phenomenon. This study aims to shed light on the relationships between environmental cues generated by live streaming and online impulse buying. Drawing upon the Stimulus-Organism-Response framework, a comprehensive model was formulated to explore how social cues (streamer interaction, peer interaction) and media cues (vividness, realness) impact pleasure, arousal, perceived uncertainty, and subsequently induce consumers' urge to buy impulsively. The model was tested by survey data from 403 consumers. SPSS and PLS are employed to verify the model. The findings revealed that realness and streamer interaction can reduce perceived uncertainty and foster a pleasant consumer experience, while vividness and peer interaction serve to awaken and delight consumers. Pleasure, arousal, and perceived uncertainty mediate antecedent variables' effects on urge to buy impulsively in a parallel and reverse way, and emotions exert a more powerful influence. This study enriched the research on the influence mechanisms of impulse buying driven by live streaming and provided suggestions for platforms and streamers to optimize product display and guide interaction, which is conducive to leveraging the advantages of live streaming and creating greater commercial value.

Examining the relationship between pro-environmental consumption behaviour and hedonic and eudaimonic motivation

The present study examines the factors that influence the adoption of environmentally friendly products and environmentally conscious consumption by individuals. The conceptual framework incorporates environmental knowledge, perceived behavioral control, environmental concern, and perceived consumer efficacy in order to highlight the factors that contribute to environmental consciousness. Incorporating the theories of reasoned action and planned behavior, 479 participants completed structured questionnaires as part of this study. The study examined the mediating effects of hedonic and eudaimonic perspectives, in addition to the moderating effects of age and consumer attributes. Structural Equation Modeling Artificial Neural Networks (SEM ANN) were utilized for validation. Findings confirm the substantial influence of predictors from the Theory of Planned Behavior on hedonic motivation, amplifying cognitive rational processes and ultimately resulting in satisfaction and repeat product purchases. Individuals are driven by eudaimonic motivations to take part in sustainable actions, even if they have limited environmental knowledge. This reflects their deeper values of fulfillment and social responsibility. Generation Z and millennials have unique motivations that influence their decision to purchase green products. Regular buyers' hedonic motivations have a significant impact on their purchase intentions, whereas eudaimonic motivations consistently influence purchase decisions regardless of the type of buyer. The findings of the study offer significant insights for marketers of environmentally friendly products, enabling them to comprehend the aspects that impact pro-environmental considerations and successfully establish their green products as a brand.

Mobile app impulsive buying: A situational factors dataset analysis

This dataset examines the empirical model of situational factors for impulsive buying on mobile apps. The model presents factors driving impulse buying based on situational factors consisting of the physical environment, social environment, time perspective, and hedonic and utilitarian exploration. The data collection technique in this study used a questionnaire distributed online according to predetermined criteria, namely mobile device users who accessed online market board applications and made regular purchases in the last six months. The data were tested statistically using Structural Equation Modeling to ensure the model's fit.

Unlocking luxury purchase intentions in China: A study of consumer attitude, perceived value, and the moderating effect of perceived enjoyment

This research aims to provide a picture of the elements influencing customers' intentions to purchase luxury products online using social exchange theory (SET). Second, we determined whether perceived enjoyment moderates the relationship between perceived value, consumer attitude, and intention to purchase luxury products. Data were collected from 389 participants through an online survey. Structural equation modelling (SEM) was used to analyze the data. The results showed that eWOM, perceived value, and consumer attitudes significantly affected luxury purchase intention. Moreover, perceived enjoyment moderates the relationship between perceived value, consumer attitude, and purchase intention. This study is designed to help practitioners and researchers understand why young Chinese consumers are interested in purchasing luxury goods online. Luxury brand companies can improve their marketing strategies by developing strategies aligned with the mindset of digital native Generation Z.

Understanding consumer impulse buying in livestreaming commerce: The product involvement perspective

The rapid development of livestreaming commerce has received widespread attention from both theoretical and practical circles. However, relatively few studies have been conducted from a product perspective, and even fewer studies have analyzed product characteristics influencing consumers’ impulse buying based on product-involvement theory. Grounded on product involvement theory, this study proposed a theoretical research model and empirically tested the model using online survey data collected from 504 livestreaming consumers in China. The results showed that functional value for money, perceived product quality, perceived product scarcity, instant feedback on product information, and perceived product knowledge of streamers can drive product cognitive and affective involvement, which, in turn, induce the consumer-felt urge to buy impulsively and engage in impulse buying behavior. However, the functionality of product design can only affect the product cognitive involvement, not the affective involvement. Implications for research and practice are discussed.

The role of scarcity promotion and cause-related events in impulse purchase in the agricultural product live stream

Harvest agricultural products are perishable. If they cannot be sold, there will be serious grain loss and food waste. It is an important issue related to human sustainable development and urgent to address. As the most popular way of shopping, live shopping has achieved remarkable achievements, while the existing research is relatively silent on how to promote the sales of agricultural products in the context of live streams. Based on S-O-R theory and dual-system theory, three studies investigated the intrinsic mechanism of consumers' impulse purchase intention (IPI) in live streams. The results show that scarcity promotion (SP) and cause-related events (CRE) are positively correlated with consumers' IPI through arousal and moral elevation. Interestingly, when SP and CRE are presented at the same time, the impact of CRE on IPI is no longer significant. Overall, the proposed model could be used to predict consumers' willingness and provide the choice of marketing strategy to promote the sale of agricultural products, which has significant theoretical and practical value.

The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment

The paper draws on the theory of planned behavior (TPB) to investigate the dual effect of digital communication reinforcement drivers: positive (i.e., interactivity, argument quality, hedonic motivation, and perceived enjoyment online) and negative (i.e., intrusive concerns and privacy concerns) on purchase intention. This paper also examines the mediation effect of perceived usefulness and the moderation effect of habit. Using a time-lag approach, 490 responses were collected from Pakistan's social media users and then analyzed using SmartPLS v.3.2.8. Findings showed that interactivity, argument quality, and privacy concerns significantly affected purchase intention. Furthermore, perceived usefulness was partially mediated, and habit was discovered to be a significant moderator in liking perceived usefulness with enjoyment online and purchase intention. This paper advances TPB understanding and develops an integrated model for businesses to better understand customer physiology on social commerce platforms through effective contributions in theory and practice.

Exploring the Impact of Gamification Elements in Brand Apps on the Purchase Intention of Consumers

The purpose of this manuscript is to understand how the elements of the game apps impact the intention of purchase of a consumer with the mediating effect of perceived enjoyment, hedonic value, and social interaction to derive benefits designed in terms of marketing strategies. Quantitative data obtained from the non-probability sampling via a standardized questionnaire in the design of exploratory analysis was done to examine the effect of gamification on behaviour intention by adopting mechanic-dynamics-aesthetics (MDA) framework. The findings of the research indicated that fun as a sub-element of mobile gamification can significantly affect social interaction, and storytelling has a significant impact on perceived enjoyment. The study identifies perceived enjoyment as an important antecedent of consumer intention to involve gamification. This provides managers and developers to focus on dynamics, mechanics, and proper feedback systems with the emergence of new technologies.

Effects of Background Fitting of e-Commerce Live Streaming on Consumers' Purchase Intentions: A Cognitive-Affective Perspective

Purpose

The purpose of this paper is to explore the effects of the background fitting of e-commerce live streaming on consumers' purchase intentions and the relevant internal psychological mechanism from the cognitive-affective perspective.

Methods

In this study, a theoretical framework model of SOR comprising six variables is established. SPSS and SmartPLS are used to test the model and analyze data collected from a comprehensive questionnaire survey of 424 Chinese online consumers.

Results

Results demonstrate that the impact of background fitting in e-commerce live streaming on consumers' purchase intentions can be divided into three stages. In the first stage, background fitting (comprised of both product-background fit and anchor-background fit) positively affect consumer cognitive process (perceived trust and perceived value). Perceived trust is mainly affected by anchor-background fit, while perceived value is mainly affected by product-background fit. In the second stage, consumers' cognitive process subsequently affects their affective process (perceived pleasure). Perceived value also has a greater positive effect on consumers' perceived pleasure than perceived trust, although perceived trust is a prerequisite for improving perceived value. In the third stage, the affective process further promotes consumers' purchase intentions.

Conclusion

Combining both SOR theory and cognitive-affective perspective, this study reveals that the internal influence mechanism of background fitting in e-commerce live streaming on consumers' purchase intentions is divided into three stages. Theoretically, this study not only expands the application of SOR theory in the research field of e-commerce live streaming from the perspective of external background stimulation, but also importantly contributes to the application of cognitive-emotional perspective in e-commerce live streaming. Practically, the study suggests optimizing background fitting as an effective way to improve consumer purchase intention in e-commerce live streaming, and it is better to optimize background fitting from the perspective of improving perceived trust, perceived value, and perceived pleasure.

The Effect of the COVID-19 Pandemic on the Mobile Messaging Application Among Millennials in Public Universities in Malaysia

Mobile messaging apps are currently a popular method in Malaysia for communicating while on the go, owing to its convenience, reliability, and contact-free feature of mobile application. Fueled by mobile internet and smartphone growth, mobile messaging apps have become a strong force in the mobile app sector, offering users an alternative to SMS-based texting paired with social media elements and enhanced features, such as group chats and photo sharing. The study was anchored using the unified theory of acceptance and use of technology 2 theory. A survey with 150 respondents and PLS analysis is used to determine the antecedents of mobile application continuance usage during the COVID-19 pandemic. The results revealed that there is an influence in the usage of mobile messaging apps among the younger generation in Malaysian public university students during the COVID-19 pandemic. The main implication shows that mobile application among young generations in public universities has become popular. The convenience usage of the internet has turned the world into a global village.

Research on the impact of live streaming marketing by online influencers on consumer purchasing intentions

Drawing from the stimulus–organism–response (S-O-R) model, this study explores the impact on consumer attitudes in the context of Chinese online influencers' e-commerce live streaming. To examine this impact, we distributed our survey questionnaire to Chinese consumers with live streaming shopping experiences. Using data from 430 valid questionnaires, a hierarchical regression analysis was used to examine our hypotheses. The results show that expertise, bargaining power, post-sales services, and live streaming schedules of online influencers affect consumer trust in online influencers. The expertise, bargaining power, and livestreaming schedules of online influencers affect consumer impulsivity. Moreover, the trust and impulsiveness of online influencers increase consumer purchasing intentions. The implications and future research directions are discussed in this article.

Unprofessional or Admirable? Determinants of Purchasing Behavior in Government Officials' Livestreamed Shopping

As a new form of poverty governance, government officials' livestreaming e-commerce of agricultural and sideline products has been booming since the outbreak of the coronavirus disease (COVID-19) in 2019. However, exploring the determinants of consumer purchase intentions in the context of government officials' livestreaming is still limited. Drawing on the stimulus-organism-response (S-O-R) framework, this study develops a research model to examine the effect of platform factor (information quality), user factor (bullet screen mutuality), and streamer factors (streamer trustworthiness, streamer expertise, and streamer responsiveness) on perceived information usefulness and arousal, which in turn affect purchase intention. This study also integrates impulsiveness as a moderator. We use structural equation modeling to analyze 430 samples. Our results show that perceived information usefulness and arousal have a significant positive influence on purchase intention. Moreover, impulsiveness moderates the relationship between perceived information usefulness and purchase intention and between arousal and purchase intention. Livestreaming features and streamer characteristics can activate these two mechanisms. This study provides theoretical contributions to livestreaming and the S-O-R literature, as well as practical insights into livestreaming government officials.

The impact of social presence and facilitation factors on online consumers' impulse buying in live shopping – celebrity endorsement as a moderating factor

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Exploring food waste prevention through advent food consumption: The role of perceived concern, consumer value, and impulse buying

Every year, about one-third of food intended for human consumption is wasted along the distribution chain, in which advent food contributes a significant portion. Advent food marketing and consumption are suggested as the primary channel to use advent food and reduce food waste. With the booming of the advent food market, it is necessary to explore factors attributed to advent food purchase and food waste reduction behaviors. This study explored what consumer concern and value might influence food waste reduction intention in the context of advent food consumption. Based on a survey of Chinese consumers (N = 509), this study develops a structural equation and tests the hypotheses with consistent Smart-pls software. Results show that, as expected, health concerns, utilitarian value, and impulse buying significantly affect food waste reduction intention. Price concern, utilitarian value, and hedonic value exert direct positive effects on impulse buying, which negatively influence food waste reduction intention. In the mediating effect analysis, impulse buying partially mediates the relationship between price concern and food waste reduction intention. Theoretical and managerial implications and recommendations for future research are discussed.

The Impacts of Mobile Wallet App Characteristics on Online Impulse Buying: A Moderated Mediation Model

The adoption of cashless payment methods compels impulse buying. This research studies impulse purchase behavior by focusing on E-wallet app characteristics, a field where empirical research is still scarce. This paper is aimed at developing and testing a theoretical model to examine a moderated mediation model of mobile wallet app characteristics and impulse buying through perceived enjoyment moderated by mobile wallet user experience. An online survey acquired 208 valid responses from active E-wallet users. The framework was empirically analyzed by using Smart PLS-SEM. Findings indicate that perceived interactivity and visual appeal have positive relationships with perceived enjoyment and impulse buying, respectively. Perceived enjoyment is positively associated with impulse buying, and perceived enjoyment mediates the relationship between visual appeal and impulse buying. The impacts of perceived interactivity on perceived enjoyment and impulse buying are moderated by user experience. Moreover, user experience moderates the relationship between visual appeal and perceived enjoyment. This study identifies differences in consumer behavior between more experienced and less experienced E-wallet users. More experienced E-wallet users emphasize the app’s interactivity, while less experienced users pay more attention to the app’s appealing design. Practical implications are offered for E-wallet system developers and designers to attract new users and, at the same time, retain existing users.

Modeling the influencing factors of electronic word-of-mouth about CSR on social networking sites

Corporate social responsibility (CSR) information can now be disseminated via social networking sites. An organization's image and upcoming portfolios are directly affected by electronic word of mouth (eWOM). It generates from its customers, employees, and other stakeholders. We developed a critical model to enlighten the behavior to share and comment on a negative news story about CSR displayed on Wechat and QQ to figure out what was causing this behavior. Structural equation modeling (SEM) and the partial least squares regression (PLS) approach were used to conduct a self-administered survey of hotel customers in China. Social and environmental awareness, information usefulness, corporate image, and a company's motivation to comment and share on CSR news were all considered explanatory variables in our study. We asked 300 Wechat and QQ users to rate a fake environmental news story. We found that social and environmental awareness affects the effectiveness of information and the attitude toward behavior, which may describe the eWOM intent of the particular news. On the other hand, corporate reputation could discourage people from disseminating eWOM and sharing the news with their social linkage contacts. The findings of the study suggest having a better understanding of how specific CSR activities can increase customers' commitment, which leads to positive eWOM, will benefit the hotel industry.

Impact of online convenience on generation Z online impulsive buying behavior: The moderating role of social media celebrity

This research aims to determine which dimensions of online convenience influence generation z consumers’ cognitive and affective attitudes and online impulsive buying behavior. The moderating effect of social media celebrity is also investigated to examine the attitude-behavior gap. A total of 348 responses from Chinese users who followed digital celebrities were received using purposive sampling. Data analysis and hypothesis testing were carried out using SmartPLS, version 3 (partial least squares). The results indicated that relationship convenience, possession convenience, post possession conveniences, transaction convenience, and evaluation convenience have a crucial impact on cognitive and affective attitudes. Similarly, cognitive and affective attitudes are significant and positive predictors of generation z consumers’ online impulsive buying behavior. Moreover, empirical results supported the moderating role of social media celebrities that aid marketers in selecting a product endorser. The implications for marketers and policymakers are discussed based on the above research findings. Moreover, future research directions are suggested.

The Contribution of Cognitive Factors to Compulsive Buying Behaviour: Insights from Shopping Habit Changes during the COVID-19 Pandemic

The last decade has seen an increase in compulsive behaviours among young adults worldwide, particularly in 2020, during restrictions due to the COVID-19 pandemic. Importantly, even if shopping is an ordinary activity in everyday life, it can become a compulsive behaviour for certain individuals. The aim of this study was to investigate the role of working memory and decision-making style in compulsive behaviour. A total of 105 participants (65 F, 40 M) were recruited online from May 2020 to December 2020. They completed a series of questionnaires to measure shopping compulsive behaviour, decision-making styles, deficits in working memory and online shopping habits. The results show that during the COVID-19 pandemic, people spent much more time shopping online, made more purchases and spent more money than prior to the pandemic. Moreover, both higher working memory deficits and spontaneous decision-making style predicted a greater tendency to engage in compulsive buying. These results suggest the need to develop specific training programs to improve cognitive aspects related to compulsive shopping behaviour.

How perceived utilitarian and hedonic value influence online impulse shopping in India? Moderating role of perceived trust and perceived risk

Purpose

The study aims to explore the impact of perceived utilitarian and hedonic value (PHV) on shopper attitude and impulsive online purchasing using the technology acceptance model’s moderating role of perceived trust and risk.

Design/methodology/approach

Convenience sampling was used to collect primary data from 408 Indian online shoppers, and structural equation modeling was used to analyze the data.

Findings

The results indicated that cognitive absorption improved perceived usefulness (PU) and ease of use. Similarly, perceived ease of use influenced PU and PHV significantly. PU influenced utilitarian value positively. Perceived hedonic and utilitarian values significantly influenced attitude, and shoppers’ online buying attitudes strongly impacted impulsive online shopping. Finally, the trust had shown to substantially moderate shoppers’ attitudes toward impulsive online buying, whereas perceived risk had no such effect.

Practical implications

This research reveals a high degree of hedonic and utilitarian values, as well as low-risk features that might improve consumer attitudes about online impulsive behavior.

Originality/value

This research will aid e-retailers in building new strategies and plans to increase sales volume and strengthen relationships with online customers via the provision of trust and security throughout the purchase process.

The Impact of Scarcity on Consumers' Impulse Buying Based on the S-O-R Theory

Purpose

The global COVID-19 pandemic impacted the healthcare systems of every nation. The scarcity of medical protective equipment led to impulse buying at the early stages of the COVID-19 outbreak in China which resulted in stockpiling and the increase of prices by retailers and insufficiencies among frontline workers. This situation impacted epidemic control work and market order and is the context from which this paper identifies how the scarcity of medical protective equipment affected Chinese consumers’ impulse buying based on the theories of S-O-R model and bandwagon effect. The research provides insight into the mechanism of mediation (fear of missing out) and moderation (bandwagon) in the relationship between scarcity and impulse buying.

Design/Methodology/Approach

This study uses convenience sampling, surveying 488 Chinese consumers through an online questionnaire. Smart-PLS was used to test the hypotheses.

Findings

The empirical findings demonstrate that scarcity makes consumers fear missing the chance of getting protective medical equipment, leading ultimately to impulse buying. Besides, the scarcity effect on consumers’ impulse buying was found to depend on other consumers’ follow up behaviour in such emergency situations.

Research Limitations/Implications

The findings provide managerial and theoretical insight and a point of reference for businesses in the implementation of a scarcity strategy. The findings will also prove useful to the Chinese Risk Response Department as it continuously improves its responses to the risk of consumers’ impulse buying during a pandemic.

Originality/Value

This study consolidates and takes research forward in the areas of impulse buying and consumer behaviour, confirming the mediating effect of fear of missing out and the moderating effect of the bandwagon in the relationship between scarcity and impulse buying.

Examining Consumer’s Intention to Adopt AI-Chatbots in Tourism Using Partial Least Squares Structural Equation Modeling Method

Artificial intelligence (AI) is an important link between online consumers and the tourism industry. AI-chatbots are the latest technological advancement that have shaped the tourism industry. AI-chatbots are a relatively new technology in the hospitality and tourism industries, but little is known about their use. The study aims to identify factors influencing AI-chatbot adoption and their use in improving customer engagement and experiences. Using an offline survey, researchers collected data from 530 respondents. Using the structural equation modeling technique, the conceptual model was empirically tested. According to the results, the S-O-R theoretical framework is suitable for evaluating chatbot adoption intentions. Additionally, the structural model supported the ten hypotheses, validating the suggested directions of substantial impacts. In addition to practitioners and tourism managers, this study also has broad implications for scholars.

The Determinants of Impulsive Buying Behavior in Electronic Commerce

Consumers’ online impulsive buying behavior has become more and more frequent in the digital era. There is increasing concern regarding the adverse consequences that impulsive buying has generated for consumer wellbeing and the sustainability of our society and environment. In search of a way to decreasing impulsive consumption, this article proposes a comprehensive framework to explore the potential determinants of online impulsive buying behavior from the perspective of consumer characteristics grounded on the literature on sustainability, psychology and consumer behavior. Through an online survey, a total of 425 valid responses were obtained. Extroversion and neuroticism in personality, negative emotions, collectivism in culture and the cognitive and affective factors of impulsive buying tendency are found to be positively correlated with impulsive buying behavior, whereas self-control shows a negative impact on impulsive buying behavior. Furthermore, this study identifies the mediating roles that negative emotions and collectivism play. Specifically, in addition to the direct routes, neuroticism, self-control and the affective factor of impulsive buying tendency can indirectly influence impulsive buying behavior through the mediation of negative emotions, whereas extroversion can indirectly affect impulsive buying behavior with collectivism as the mediator. To conclude, theoretical and practical implications of this research are elaborated to promote sustainable consumption from both the micro and macro perspectives.

Effects of Interface Design and Live Atmosphere on Consumers’ Impulse-Buying Behaviour from the Perspective of Human–Computer Interaction

Since its introduction, live e-commerce has shown rapid growth, especially in regions such as China, where the total market size has exceeded trillions of RMB. However, e-commerce live streaming has also caused widespread consumer impulse-buying behaviour during the development process. Therefore, based on stimulus–organism–response theory, from the perspective of human–computer interaction, this paper develops an impulse-purchase model for live e-commerce consumers, uses partial least squares structural equation modelling to process and analyse 339 valid questionnaires and, finally, validates the proposed hypotheses. The findings show that consumers’ visual appeal, perceived arousal and engagement play a mediating role in the relations among interface design, live atmosphere and impulse purchase. To promote the sustainability of a live-streaming economy, live-streaming platforms need to design attractive live-streaming interfaces, build a pleasant live-streaming atmosphere and enhance consumers’ positive emotions, while preventing their irrational purchasing behaviour. An in-depth analysis of the formation mechanism of this behaviour can help in alleviating the limitations of the lack of rich research results and a single perspective in this field. In addition, it can help stakeholders promote the sustainability of e-commerce live streaming in practice.

Understanding Consumer Online Impulse Buying in Live Streaming E-Commerce: A Stimulus-Organism-Response Framework

With the proliferation of live streaming, there is evidence that online impulse buying is becoming an emerging phenomenon. Although many studies have investigated impulse buying in the context of offline shopping and business-to-consumer e-commerce, online impulse buying in live streaming has attracted little attention. In this study, we aim to explore the effect of social presence in live streaming on customer impulse buying based on the stimulus-organism-response framework. The research model presented here identifies pleasure and arousal as the mediation of impulse buying in live streaming. We use the AMOST and IBM SPSS PROCESS software to estimate our model based on data at the minute level from 189 customers, who watched live streaming in the past three months. The results suggest that the social presence of the broadcaster and the social presence of the live streamer positively affect impulse buying directly and indirectly via pleasure and arousal, promoting consumer online impulse buying in live streaming, but the social presence of the viewers has no significant effect on pleasure and arousal. For practice, our results can help policymakers and operators of the live streaming platform alleviate impulse buying in the digital world.

Why Do Some Consumers Still Prefer In-Store Shopping? An Exploration of Online Shopping Cart Abandonment Behavior

Shopping cart abandonment remains a challenge for many e-retailers despite the continued growth of the e-commerce industry worldwide. However, the issue of online shopping cart abandonment (OSCA) has not been explored extensively in the literature. Grounded by the stimulus-organism-response (S-O-R) model, this study explores a sequential mediation model comprising consumers' wait for lower prices as an antecedent, hesitation at checkout and OSCA as mediators, perceived transaction inconvenience as a moderator, and decision to buy from a land-based retailer (DBLR) as an outcome. An online questionnaire was designed and distributed to 883 online consumers in Mainland China. Partial least squares-structural equation modeling (PLS-SEM) was employed to analyze the survey data. The results show that waiting for lower prices positively influences hesitation at checkout, and subsequently, impacts both OSCA and DBLR. Hesitation at checkout and OSCA play sequential mediating roles in the framework path. In addition, perceived transaction inconvenience strengthens the relationship between waiting for lower prices and hesitation at checkout. Overall, this study contributes to theory and serves as a guideline for e-retailers in reducing the OSCA rate.

Exploring the Social and Systemic Influencing Factors of Mobile Short Video Applications on the Consumer Urge to Buy Impulsively

With the progress of digital and mobile technologies, mobile short video apps (MSAs) have been booming in recent years. These MSAs are expanding their role in social commerce, which has aroused scholar’s and practitioners’ attention. Drawing on the stimulus-organism-response model,this study proposes an integrated model to examine the impact of social factors (perceived expertise, similarity, and familiarity) and systemic factors (personalization, serendipity, and visual appeal) on the formation of utilitarian value and flow experience, and their subsequent effects on impulsive buying. The results suggest that both social factors and systemic factors can influence utilitarian value and flow experience. Further, utilitarian value and flow experience can positively affect consumers’ impulse buying independently. The contributions of the study to both academia and practice are discussed.

Use of Mobile Grocery Shopping Application: Motivation and Decision-Making Process among South Korean Consumers

With the revitalization of the online grocery trading market, many consumers are using mobile applications to purchase groceries. Although past studies were conducted on online grocery purchases, few measured mobile app users in a conceptual model that combines both motivational needs and behavioral components. Grounded in the uses and gratifications theory and the theory of planned behavior, this study investigated utilitarian motives, hedonic motives, experiential motives, attitudes, subjective norms, perceived behavioral control, purchase intention, and purchase behavior among mobile grocery app users in South Korea. As an additional analysis, a comparison between users and non-users of mobile grocery apps was implemented. The results showed that the utilitarian motives of grocery app users significantly influenced attitudes, attitudes and subjective norms influenced user intention, and user intention influenced grocery purchase behavior. Users showed statistically higher utilitarian motives, hedonic motives, and attitudes than non-users. The results suggest that South Korean consumers hold positive attitudes toward mobile grocery shopping and that the opinions of others may influence the decision to use the services. Mobile groceries in South Korea may have the potential for continued growth if individuals’ perceived control of the service improves. Implications and suggestions for future research are discussed.

Big Data Contribution in Desktop and Mobile Devices Comparison, Regarding Airlines’ Digital Brand Name Effect

Rising demand for optimized digital marketing strategies has led firms in a hunt to harvest every possible aspect indicating users’ experience and preference. People visit, regularly through the day, numerous websites using both desktop and mobile devices. For businesses to acknowledge device’s usage rates is extremely important. Thus, this research is focused on analyzing each device’s usage and their effect on airline firms’ digital brand name. In the first phase of the research, we gathered web data from 10 airline firms during an observation period of 180 days. We then proceeded in developing an exploratory model using Fuzzy Cognitive Mapping, as well as a predictive and simulation model using Agent-Based Modeling. We inferred that various factors of airlines’ digital brand name are affected by both desktop and mobile usage, with mobile usage having a slightly bigger impact on most of them, with gradually rising values. Desktop device usage also appeared to be quite significant, especially in traffic coming from referral sources. The paper’s contribution has been to provide a handful of time-accurate insights for marketeers, regarding airlines’ digital marketing strategies.

Does Product Semantics Matter in Stimulating Impulse Buying Behavior for Internet Products?

Design-driven innovation has become the source of the third-dimensional innovation driving force behind technology and outside the market, aiming to explore breakthrough innovation in product semantics for Internet products. This research tries to define the concept of product semantics and construct a consumer purchase decision model for Internet products with product semantic perception as the antecedent variable. In addition, how product semantics could stimulate consumers' expected regret and impulse purchase for Internet products is explained. The research finds that product semantic perception significantly affects consumers' expected inaction regret, which promotes their impulse purchase intention for Internet products; and expected inaction regret partially mediates between product semantic perception and impulse purchase intention. Self-control ability of consumers negatively moderates the relationship between their expected inaction regret and impulsive purchase intention for Internet products. Thus, the "non-use function" design of product semantics can effectively meet and lead the spiritual and cultural needs in hedonistic Internet shopping for consumers.

A Meta-Analysis of Online Impulsive Buying and the Moderating Effect of Economic Development Level

Online impulsive buying has become increasingly prevalent in e-commerce and social commerce research, yet there is a paucity of systematically examining this particular phenomenon in the paradigm of information systems. To advance this line of research, this study aims to gain insight into online impulsive buying through a meta-analysis of relevant research. Derived from 54 articles, this meta-analysis categorized the critical factors that influence online impulsive buying into the website, marketing, and affective stimuli. This study further explores the moderating effect of economic development level. The empirical results reveal that the chosen 13 main factors are significantly and positively related to online impulsive buying except for website security, price, novelty, and negative emotion. Moreover, economic development level moderates the relationship between several factors (i.e., website visual appeal, ease of use, price, promotion, pleasure, and positive emotion) and online impulsive buying. This study contributes to both theory and practice. It not only extends the impulsive buying literature to the online context by emphasizing the IT-supported website stimuli, but also provides implications for future research on online impulsive buying behavior across different economic development levels. Moreover, it provides guidelines for practitioners on how to leverage information technology to induce online impulsive buying.

Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework

Live streaming commerce, which evolved from social commerce, has continued to flourish rapidly over the past few years in China. It is a new business model that allows vendors to directly face and interact with consumers. This study focuses on the impulsive buying behavior on consumers in live streaming commerce. We proposed a research model based on the stimulus organism response (S-O-R) framework to explore the reaction and behavior of consumers after certain stimuli factors. A total of 433 valid sample questionnaires with the shopping experience in the live streaming platform were taken. This research adopted PLS-SEM statistical analysis as an empirical research evaluation. After the empirical investigation, we found that perceived enjoyment positively affects the urge to buy impulsively. Perceived usefulness positively affects perceived enjoyment. However, perceived usefulness does not positively affect the urge to buy impulsively. Attractiveness and expertise positively affect perceived enjoyment. Product usefulness and purchase convenience positively affect perceived usefulness. We found that consumers in live streaming commerce are easier to have impulsive buying through the presentation and urging of the live streamer in a short period. In this paper, we build a model for impulsive buying in live streaming commerce. We verify this model under the Chinese context. The findings of this paper provide concrete suggestions to vendors.

A New Strategic Marketing Management Model for the Specificities of E-Commerce in the Supply Chain

The study seeks to answer the question of what strategic directions and opportunities we have for business in the midst of the info-communication changes of our time. In this research, we compare the results of non-representative primary research (cluster analysis and discriminant analysis) with the factors and latest methods of e-commerce or even mobile commerce and traditional commerce and their main differences. Based on the four clusters examined, we develop a new strategic model for practice with suggestions which can be used by small and medium-sized enterprises (SMEs) and which they can incorporate directly into their business models. Starting point of our hypothesis was that in order to develop an effective and delivered communication, a market needs to be targeted and at least four different clusters should be formulated.

Upward social comparison and state anxiety as mediators between passive social network site usage and online compulsive buying among women

Although Social Network Site (SNS) usage has been shown to be related to online compulsive buying among women, little is known about the mediating mechanisms underlying this association. Based on the Interaction of Person-Affect-Cognition-Execution model (I-PACE) for addictive behaviors and social comparison theory, the present study examined the mediating roles of upward social comparison and state anxiety in the link between passive SNS usage and online compulsive buying among female undergraduate students. A sample of 799 Chinese female undergraduate students (mean age = 19.86 years, SD = 1.63) were recruited to complete questionnaires measuring passive SNS usage, upward social comparison on SNS, state anxiety, and online compulsive buying. After controlling for online shopping experience, the results showed that passive SNS usage was positively associated with online compulsive buying; upward social comparison and state anxiety partially mediated this link, which contained three mediating pathways - the separate mediating effect of upward social comparison and state anxiety, and the sequential mediating effect of upward social comparison and state anxiety. These findings can advance our understanding of how passive SNS usage is related to online compulsive buying among female undergraduate students. Limitations and implications of this study are discussed.

Understanding content sharing on the internet: test of a cognitive-affective-conative model

Purpose

With the prevalence of user-generated content on the internet, this study aims to propose a cognitive-affective-conative model to examine how users create and share their content online. The moderating role of gender differences is also tested in the model.

Design/methodology/approach

This study collects a representative sample of 873 internet users via a nation-wide survey in Taiwan.

Findings

The results show that hedonic value has a positive impact on internet satisfaction, and social value affects life satisfaction and internet satisfaction positively. Both life satisfaction and internet satisfaction are positively related to content sharing on the internet. In particular, the positive effect of life satisfaction on online content sharing is greater for male users than for female users.

Research limitations/implications

This study contributes to the existing literature by investigating online content sharing behavior from the cognitive-affective-conative perspective. This study also provides a better understanding of this behavior by simultaneously examining life satisfaction and internet satisfaction as two underlying mechanisms. Furthermore, gender differences play an important role in determining content sharing on the internet.

Practical implications

For digital marketing practitioners, this study suggests several online editing and social mechanisms for encouraging users' engagement in content sharing behavior on the internet.

Originality/value

This study is one of the first that examines a cognitive-affective-conative framework of content sharing behavior on the internet. This study also demonstrates boundary conditions of this framework by testing the moderating role of gender differences.