2021
DOI: 10.1108/jrim-03-2021-0097
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In-store interactive advertising screens: the effect of interactivity on impulse buying explained by self-agency

Abstract: 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/meth… Show more

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Cited by 16 publications
(16 citation statements)
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“…The findings demonstrate that perceived interactivity significantly predicts impulse buying. The finding concords with the previous research indicating that perceived interactivity has an indirect effect [79] and a direct effect [80] on impulse buying. However, the relationship between these two variables is negatively related.…”
Section: Discussionsupporting
confidence: 72%
“…The findings demonstrate that perceived interactivity significantly predicts impulse buying. The finding concords with the previous research indicating that perceived interactivity has an indirect effect [79] and a direct effect [80] on impulse buying. However, the relationship between these two variables is negatively related.…”
Section: Discussionsupporting
confidence: 72%
“…In such cases, participants are often afterwards asked if the purchase was done impulsively (e.g., Mohan et al, 2013). This may lead to false answers, as it is likely that people defend their impulsively made choices by convincing themselves (and others) that the purchase was planned (see Moes et al, 2021). In Experiment 2, which will be a vignette‐based experiment, we are able to measure actual impulse behavior without encountering this problem (see “Experiment 2,” “Measurements”).…”
Section: Methodsmentioning
confidence: 99%
“…Impulse buying urge was measured with three items (e.g., "I feel a strong urge to buy the cookies," explained variance = 88.38%, Cronbach's α = 0.93, M = 3.6, SD = 1.4) on a 7-point Likert scale based on the measurement used by Sultan et al (2012); see also Moes et al (2021).…”
Section: Measurementsmentioning
confidence: 99%
“…Finally, Lee and Eastin (2021) Research shows that a more flexible interactive framework in social media will help users form a closer relationship with brand marketing communication organizations and brand customers’ decision makers, thus increasing impulsive consumption intention. Content information in highly interactive (and less interactive) electronic screens has a positive impact on impulsive access and impulsive consumption through self-agency ( Moes et al, 2022 ). The effective interaction between information sources and users in the live stream room may also promote users’ impulsive consumption intention.…”
Section: Theoretical Background and Literature Reviewmentioning
confidence: 99%