Analysis of Factors influencing Impulse Buying behavior towards e-tailing sites: An application of S-O-R model

Abstract

Impulse buying behavior among consumers was previously examined within the brick-and-mortar stores. The internet revolution is the shift from a traditional retail environment to electronic commerce where products and services are offered online and consumers benefit from buying impulse towards e-tailing sites. By applying the S-O-R model, this study seeks to evidently identify the influencing factors of impulse buying behavior towards e-tailing sites. The survey data were analyzed using partial least squares structural equation modeling (PLS-SEM). The result indicates that website stimulus has no significant positive relationship with online impulsive buying behavior, but an indirect relationship is found to be associated with impulse buying behavior. Results also highlighted that website stimulus, marketing stimulus, and product variety positively influence perceived enjoyment, where perceived enjoyment was a strong predictor of online impulse buying behavior. The study contributes to the existing literature by Contemporary Management Research 98 employing external stimuli of the research framework. It was thus recommended to the online e-tailers to maximize their relationship with consumers by providing valuable products and services through online platforms.

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

“…This study finds that perceived enjoyment positively influences impulse buying, which coheres with prior findings [38,[84][85][86]. The significant result indicates that perceived enjoyment can be obtained by adopting mobile payment services (E-wallet).…”

Research on the Impact of Marketing Strategy on Consumers’ Impulsive Purchase Behavior in Livestreaming E-commerce

“…The SOR model is a mediation model in which a stimulus provokes a response through the mediating effects of the organism. The SOR model has been applied to studies of online purchasing behavior ( Hashmi et al, 2019 ; Huang and Suo, 2021 ; Karim et al, 2021 ; Lee and Chen, 2021 ; Ming et al, 2021 ). Impulse purchases are unplanned and occur when consumers are stimulated internally and/or externally ( Rook, 1987 ; Lim et al, 2017 ).…”

The mood effect in relation to impulsive online buying behavior

“…Consumers who make purchases online also receive direct interference from the characteristics of the digital environment, such as visual appeals using detailed images, text providing information, short and interactive videos, quick and easy forms of payment (Dutta et al, 2003; Kimiagari & Malafe, 2021; Liu et al, 2013), and easy navigation around the site on which the product is found (Liu et al, 2013; Parboteeah et al, 2009; Wells et al, 2011). In addition, the lack of borders in the form of days or hours of operation introduces the consumer to a space in which it is possible to buy anytime and anywhere (Karim et al, 2021; Lin et al, 2018; Wagner et al, 2018).…”

“…Regarding the impact of mood on the impulsiveness of consumption, it has been identified that negative mood will induce the consumer to seek face‐to‐face relationships, in view of the need for human contact, changing scenarios, and a drive to become disconnected from the negative situation (Lerner et al, 2015). On the other hand, the ease of purchase offered by the online environment (Karim et al, 2021) can serve as a justification to prolong the positive mood (Dittmar, 2005), leading the consumer to manage their mood more quickly and easily (Verplanken & Sato, 2011); or as an escape from a negative mood (Youn & Faber, 2000).…”