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

The influence of epidemic risk perception on impulse buying behavior and its internal mechanism

This study investigates the impact of risk perception on impulse buying behavior during the epidemic, the mediating role of anxiety, and the moderating role of source credibility in order to reveal the internal mechanism under the relationship between risk perception and impulse buying behavior. Experiment 1 explored the cross-sectional relationship between risk perception and impulse buying behavior during the epidemic, as well as anxiety and sensation seeking. The results found that anxiety played a mediation role between risk perception and impulse buying behavior, and sensation seeking played a moderating role. Through manipulating the degree of risk perception and source credibility, Experiment 2 examined how risk perception and anxiety influence buying behavior, as well as the role of source credibility in this relationship. The results demonstrated that the main effect of impulse buying was substantial, and the interaction effect of risk perception and source credibility was significant. It further revealed that anxiety partially mediated the relationship between risk perception and impulse buying behavior. Overall, our study found that risk perception of the epidemic predicted impulse buying behavior. Anxiety mediates the effect of risk perception on impulse buying behavior. Sensation seeking and source credibility play a moderating role in the effect of risk perception on impulse buying behavior.

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.

Effect of mindfulness on online impulse buying: Moderated mediation model of problematic internet use and emotional intelligence

Introduction

Online impulse buying behavior is an unplanned urge to buy a product or service in an online setting and it has several negative consequences for customers, such as guilt and financial distress, and e-commerce firms, such as higher returns and customer complaints. Evidently, it is important to examine the various psychological processes which may assist in a better understanding, therefore addressing the high prevalence of online impulse buying. This study builds upon self-regulation theory to explore how mindfulness influences online impulse buying, and examines problematic internet use as a mediator in the relationship between mindfulness and online impulse buying. Further, this study investigates how emotional intelligence as a moderator plays the role of a suppressant on the adverse impact of problematic Internet use which fuels online impulse buying.

Method

A total of 598 individuals working with various servicebased industries responded to the questionnaire. Multiple regression and moderated mediation analysis was used using SPSS and AMOS for analyzing the data.

Result

Problematic internet use mediates the relationship between mindfulness and online impulse buying behavior. Emotional intelligence negatively moderates the relationship between problematic internet use and online impulse buying behavior.

Discussion

This study findings outlined the inverse relationship of mindfulness & online impulse buying, along with the mediating effect of problematic internet use between mindfulness and online impulse buying. Further, this study showed how emotional intelligence played an important role as a moderator by suppressing the adverse impact of problematic Internet use and preventing online impulse buying. The study offers implications to online marketers in regulating the unplanned purchase process-while minimizing uninhibited buying behavior that leads to regret, and the subsequent intention to return products. Further, social and theoretical implications are discussed.