Online impulse buying: who had suggested you to buy on instagram

Assadam, Elvina

doi:10.18860/mec-j.v3i3.7042

Cited by 2 publications

(3 citation statements)

References 21 publications

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“…The results also confirm findings by other studies that determined that impulse buying is the response to consumer behaviour stemming from positive emotions stimulated by environmental, design, and social characteristics (Chang et al, 2014), or by Internet browsing activities stimulated by the attractiveness of the content (Huang, 2016). The will to impulse buying can even be stimulated by communication among peers and the intensity of Internet use (Assadam, 2019), as well as from emotional aspects of the consumer stimulated by the store atmosphere (Barros et al, 2019).…”

Section: Final Considerationssupporting

confidence: 88%

“…And in relation to response ( R ), some of the reactions studied were: brand loyalty (Yang and Tan, 2018), purchase intention (Jang and Namkung, 2009; Zhang et al. , 2018), consumer satisfaction (Ürgüplü and Hüseyinoğlu, 2021), consumer loyalty (Tan, 2019), and impulse buying (Huang, 2016; Assadam, 2019; Barros et al. , 2019; Kimiagari and Malafe, 2021; Ampadu et al.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…, 2014), or by Internet browsing activities stimulated by the attractiveness of the content (Huang, 2016). The will to impulse buying can even be stimulated by communication among peers and the intensity of Internet use (Assadam, 2019), as well as from emotional aspects of the consumer stimulated by the store atmosphere (Barros et al. , 2019).…”

Section: Final Considerationsmentioning

confidence: 99%

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Impulse buying behaviour in omnichannel retail: an approach through the stimulus-organism-response theory

Pereira

Petroll²,

Soares³

et al. 2022

IJRDM

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PurposeThis study investigates impulse buying as a consumer behaviour outcome in omnichannel retail through the stimulus-organism-response (S-O-R) theory. For such, the authors addressed convenience and channel integration as the stimuli, the relationship among consumer empowerment, trust, satisfaction, and perceived value as the organism, and impulse buying as the response.Design/methodology/approachAn online survey was conducted with 229 customers of a Brazilian retailer that adopts the omnichannel strategy. Data were analysed by partial least squares structural equation modelling (PLS-SEM).FindingsChannel integration and convenience had a positive influence on consumer empowerment which, in turn, influenced customer satisfaction and trust, producing direct and indirect effects on their perception of value relative to the retailer. In addition, impulsive buying was significantly influenced by perceived value.Practical implicationsThe results indicate that retailers that use the omnichannel strategy need to be alert to the factors mentioned above. The study empirically demonstrates that investing in channel integration increases customer empowerment, which will significantly improve customer trust and satisfaction and, eventually, customer impulse buying from the retailer.Originality/valueThis work contributes to the literature on marketing and consumer behaviour by identifying factors that influence consumers' impulse buying behaviour in the context of omnichannel retail. It suggests that impulse buying may be a relevant variable to understand the reaction of consumers empowered by the integration of the marketing channels and the convenience offered to them in an omnichannel retail environment.

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Section: Final Considerationssupporting

confidence: 88%

Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Final Considerationsmentioning

confidence: 99%

See 1 more Smart Citation

Impulse buying behaviour in omnichannel retail: an approach through the stimulus-organism-response theory

Pereira

Petroll²,

Soares³

et al. 2022

IJRDM

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Analysis of the Success Rate of Paid Click Advertising and Risk Perception on Behavior and Purchases Impulsivity in Online Shopping

‎,

Nasution,

‎

et al. 2024

KSS

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This study aimed to analyze the impact of paid click advertising on online purchasing behavior, assess the significant influence of perceived risk on online purchasing behavior, and investigate the indirect effect of paid click advertising and perceived risk on online impulse purchases, with a subsequent examination of how online impulse purchases directly impact consumer emotional intelligence. The population in this study are all people who have recorded experience using QRIS payments in the city of Rantauprapat as a payment method and the sample size used is 150 respondents. The data tested model uses the SEM-PLS (Partial Least Square) structural equation technique using Smart-PLS 4.0 software, within the framework of quantitative descriptive research methodology.. Based on the results of research and discussion, the findings of this study are as follows: first, The majority of respondents reported experiencing impulsive buying, primarily influenced by online advertisements viewed through smartphone applications, with 58 individuals (38.7%) attributing their online shopping behavior to this factor. Second, the results of the study partially show that paid click advertising and perceived risk have a positive and significant effect on online purchasing behavior and impulsive buying online. Third, partially that online purchasing behavior has a positive and significant effect on impulsive buying online. Finally, partially impulsive buying online has a positive and significant effect on emotional intelligence. Keywords: paid click advertising, risk perception, online purchasing behavior, online impulsive buying, consumer emotional intelligence

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Online impulse buying: who had suggested you to buy on instagram

Cited by 2 publications

References 21 publications

Impulse buying behaviour in omnichannel retail: an approach through the stimulus-organism-response theory

Impulse buying behaviour in omnichannel retail: an approach through the stimulus-organism-response theory

Analysis of the Success Rate of Paid Click Advertising and Risk Perception on Behavior and Purchases Impulsivity in Online Shopping

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