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This study investigates the factors influencing Generation Y and Z's satisfaction and perceived enjoyment of using E-wallet. This paper further assesses whether consumers perceived enjoyment and satisfaction with using E-wallet would significantly affect their impulsive buying behavior. PLS-SEM was conducted based on 201 valid responses from active E-wallet users collected through an online survey. The results revealed that perceived interactivity and subjective norm positively influenced perceived enjoyment and satisfaction with using E-wallet, respectively. Perceived risk had no significant impact on perceived enjoyment and satisfaction with E-wallet, whereas visual appeal positively influenced perceived enjoyment but not satisfaction. Moreover, this study found that perceived enjoyment of using an E-wallet positively affected impulse buying while satisfaction with E-wallet had no significant relationship with impulse buying. Implications and recommendations for future research are discussed in this paper.
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Drawing on Lemon and Verhoef's customer journey, this study examines the context of local family businesses to investigate product scarcity's role as a mediator between information overload and competitive arousal in affecting consumers' behavioural intentions during the first wave of the COVID-19 pandemic. Data were collected regarding purchases in three famous local family businesses operating in the Food and Beverage sector in the North of Italy. Results reveal that during a sanitary emergency, the consumer in family firms are less inclined to react impulsively than those in large distribution, except when they perceive product scarcity, which increases their level of competitiveness towards the market and other consumers. This behaviour towards other businesses is due to the family business efficacy, which pushes family firms in reinventing themselves and takes care of their trusted consumers. The paper ends by highlighting the main theoretical and managerial contributions, delineating new paths of analysis.
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Live stream commerce is the most effective method for online marketing and sales. The Malaysian government implementation of movement control order (MCO) and social distancing during the Covid-19 pandemic had a significant impact on consumer purchasing behaviour and ways of conducting business. Hence, this research aims to examine the factors which influence Malaysian consumers' impulse buying in live stream commerce. The Stimulus Organism Response Framework (SOR) is used to assess stimuli (live streamer attractiveness, expertise, scarcity, and promotion) that impact reactions (perceived enjoyment, urge to buy, and arousal) and subsequently influence response behaviour (live stream impulse buying). The total of 385 questionnaires were disseminated during the implementation of MCO 2.0 in 2021. The findings demonstrated that all hypotheses were significant. Perceived enjoyment, arousal, and urge to buy are associated with impulse buying in live stream. This study provides a deeper insight and identifies the key variables that influence live stream impulse buying in Malaysia. The findings would help businesses and marketers to formulate effective marketing strategies and to fill research gaps relating to live stream commerce. © 2022 Authors. All rights reserved.
ABSTRACT
Purpose: The paper explores how consumer behavior for purchasing impulse products changed in the complex and disruptive (emergency) situation of the COVID-19 pandemic when the customer is shopping in-home and not visiting the offline stores in an emerging economy context. This paper further explores how digital transformations like the use of blockchain technology can aid offline/omnichannel retailers in reviving sales via permission marketing for impulse products. Design/methodology/approach: The authors followed a qualitative research design and conducted 24 personal interviews with millennials and 15 interviews with offline/omnichannel retailers from an emerging economy. The data collected were analyzed using the thematic analysis procedure. Findings: The authors discuss their findings under three themes – customers' conscious impulse buying during the pandemic, customers' unconscious impulse buying during the pandemic, and a viable solution for retailers in response to the pandemic. Practical implications: The authors suggest that marketers primarily from an offline/omnichannel store should adapt to permission marketing and use technologies like blockchain for the digital transformation of their marketing strategies. Doing so can help offline retailers minimize future damages in the retail sector during emergency situations. Originality/value: This paper is one of the first that explores how impulse – pure, suggestion, planned and reminder – purchases got affected during the COVID-19 pandemic disruptions in an emerging economy. This paper is also one of the first to explore the role of permission marketing and digital transformation by the use of blockchain in helping offline retailers in forming swift trust and practice trust-based marketing. © 2022, Emerald Publishing Limited.
ABSTRACT
Impulse buying is such a craving that satisfies the happiness of an individual. The tendency of a customer to buy goods and services without prior planning is known as impulsive buying. When a customer makes such impulsive purchases, it is usually motivated by emotions and feelings. This study dives into the factors that lead to impulsive purchases. The study showcases insights from 118 individuals and their views on different situations which go alongside in the flow of an impulsive purchase. The data that was studied from secondary research and interactions with individuals helped in identifying key findings with the help of different methods used to do it. Based on these findings, we propose 'Curbit' a solution to curb the impulsiveness while buying. This solution utilizes technologies such as OCR (Optical Character Recognition) reading, image processing and data analytics. The concept is yet to be prototyped and validated which will be the next step to perform. © 2022 ACM.
ABSTRACT
Purpose>The paper explores how consumer behavior for purchasing impulse products changed in the complex and disruptive (emergency) situation of the COVID-19 pandemic when the customer is shopping in-home and not visiting the offline stores in an emerging economy context. This paper further explores how digital transformations like the use of blockchain technology can aid offline/omnichannel retailers in reviving sales via permission marketing for impulse products.Design/methodology/approach>The authors followed a qualitative research design and conducted 24 personal interviews with millennials and 15 interviews with offline/omnichannel retailers from an emerging economy. The data collected were analyzed using the thematic analysis procedure.Findings>The authors discuss their findings under three themes – customers' conscious impulse buying during the pandemic, customers' unconscious impulse buying during the pandemic, and a viable solution for retailers in response to the pandemic.Practical implications>The authors suggest that marketers primarily from an offline/omnichannel store should adapt to permission marketing and use technologies like blockchain for the digital transformation of their marketing strategies. Doing so can help offline retailers minimize future damages in the retail sector during emergency situations.Originality/value>This paper is one of the first that explores how impulse – pure, suggestion, planned and reminder – purchases got affected during the COVID-19 pandemic disruptions in an emerging economy. This paper is also one of the first to explore the role of permission marketing and digital transformation by the use of blockchain in helping offline retailers in forming swift trust and practice trust-based marketing.
ABSTRACT
Experts and industry reports agree that the COVID-19 crisis spurred the adoption of new retail technologies, like mobile payment. However, empirical academic evidence that compares their adoption and usage before, during, and after the crisis remains scarce. So far, academic mobile payment research has focussed almost entirely on the different building blocks of technological acceptance models, like perceived usefulness and ease of use, and their role in explaining intention to use. We need to learn more about the profile of the actual user. In this Belgian study, we investigate the evolution in mobile adoption based on survey data from 2019 to 2020 (2019: N = 897;2020: N = 895). We examine differences in the profile of mobile payers in terms of their socio-demographics, retail, and social media behaviours. The pandemic triggered a clear uplift in mobile payment users between 2019 to 2020. Nonetheless, striking differences in socio-demographic profile and retail patronage remain. Our data shows that there is still inequality in adoption, related to age and social grade. We also observe a clear association between general impulse buying tendency and mobile payment. The link between internet/online shopping and mobile payment is firmly established. Finally, mobile adoption is related to the use of Instagram and Facebook. Consequences for retailers, researchers and public officers are further discussed.
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Consumerism during the COVID-19 pandemic has been characterized by impulsive buying. Using the theoretical lens of uncertainty avoidance and ego-depletion to identify the mediating mechanisms and moderating factors for online impulse buying, we surveyed young consumers across two relevant periods for high consumerism—the week preceding the 2021 Chinese Spring Festival (Study 1;February 4–9, 2021, n = 1495) and the weeks during and after the festival (Study 2;February 12 to March 2, 2021, n = 923). Perception of COVID-19 variant uncertainty was both directly and indirectly (via online shopping trust) positively associated with online impulse buying. COVID-19 burnout was consistently indirectly associated with online impulse buying via self-regulation and self-appraised impulsivity but inconsistently directly associated. Self-regulation was surprisingly positively associated with online impulse buying, possibly reflecting evidence of already depleted resources from prolonged regulatory exertion among high self-regulators. Self-appraised impulsivity negatively interacted with perception of COVID-19 variant uncertainty, suggesting that as trait impulsivity increases, individuals are less incentivized by peripheral drivers of online impulse buying.
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The condition of consumer behavior of ethnic Chinese mothers in Indonesia, which has experienced significant changes due to the increasingly massive Covid-19 pandemic, uses the marketplace as a shopping medium. This condition has encouraged commercial growth and economic recovery after the Covid-19 pandemic. In this case, the growth of the modern market that attracts a large number of customers causes consumer purchasing decisions to be more spontaneous. This study aims to analyze the ability of positive emotions to mediate the relationship between the influence of shopping style, social factors, and sales promotion on online impulse buying. This research is exploratory quantitative research that uses purposive sampling in the sampling process. The criteria for the desired respondents are ethnic Chinese mothers who have purchased products online more than 7 times. This study's sample number was 1,357 respondents with data analysis techniques using path analysis (SEM). The analysis results show that there is a direct influence of shopping style, social factors, sales promotion on positive emotions and online impulse buying. This study also revealed that positive emotions were able to mediate the relationship between the influence of shopping style, social factors, and sales promotion on online impulse buying. © 2022, SRAC - Romanian Society for Quality. All rights reserved.
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COVID-19 outbreak was first detected in Wuhan City, Hubei Province, China on December 1, 2019, and the outbreak this set as pandemic by the World Health Organization (WHO) on March 11, 2020. Based on Worldometers data, September 8, 2020 has there are 27,479,194 confirmed cases in the world positive for covid-19, with a total of 896,421 people died and 19,573,079 people were declared recover. Indonesia alone including countries with amount patient enough positive big reach almost 200 thousand people on week second. Destination study this is for knowing the impulse buying stimulus of consumers teenager shopee at indragiri upstream with smile as intervention variable. Destination study this is for knowing the impulse buying stimulus of consumers teenager shopee at indragiri upstream with smile as intervention variable. [ FROM AUTHOR]
ABSTRACT
This study aims to present the problems and solutions of live shopping to suggest the direction of live commerce broadcasting in the future by examining the influence of the types of impulse buying on consumers’ emotional responses and the reuse intention according to changes into non-contact economy due to the COVID-19 pandemic. To achieve the purpose of this study, the theoretical foundation of related factors was established based on literature research and previous studies. Accordingly, research models and research hypotheses were presented. To verify the hypothesis, a survey was conducted through an online survey method targeting 300 consumers who have experience using live shopping in China. The statistical analysis was conducted by frequency analysis, exploratory factor analysis, correlation analysis and multiple regression analysis using SPSS26.0 program. The results of the empirical analysis and implications of this study are as follows. First, pure impulse buying, planned impulse buying, stimulus impulse buying and reminder impulse buying had a significant positive (+) effect on jealousy and vanity of emotional response. Therefore, the seller of the product is expected to increase sales by stimulating customers ’ impulse buying. In addition, the purchaser may meet emotional responses such as jealousy or vanity, but this may lead to economic losses or unnecessary product purchases. Second, jealousy and vanity of emotional response had a significant positive (+) effect on reuse intention. Therefore, the purchaser should try to find ways to reduce emotional responses such as jealousy and vanity. Third, pure impulse buying, planned impulse buying, stimulus impulse buying and reminder impulse buying had a significant positive (+) effect on reuse intention. Therefore, impulse buying can lead to product purchase even if there is no stimulus of emotional reaction such as jealousy or vanity, so product buyers should exclude the factors that can cause impulse buying as much as possible. This study also aims to present the research results and implications based on some limitations in the process of the study. First, if the study is conducted for all age groups, it is expected that the results of more objective research will be derived. Second, if comparative research is conducted on live shopping users in various countries, it is judged that strategies will be derived to help identify the tendency of live shopping users by country and to establish marketing strategies for product sellers. © 2022, Success Culture Press. All rights reserved.
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As philanthropic sales via live-streaming shopping have played an important role in alleviating the huge backlog of agricultural products during the outbreak of the COVID-19 pandemic, this paper aims to study how online interaction in philanthropic marketing exerts influence on consumer impulse buying behaviors. We empirically explore four major dimensions of online interactions in philanthropic live-streaming sales, i.e., the live streamers' image, the herd effect of consumers, the responsiveness of sellers, and the mutual trust between consumers. The results reveal that the herd effect of consumers and the responsiveness of sellers could promote consumers' empathy ability toward the growers of the products sold lively, whereas the live streamers' image and the mutual trust between consumers have little effect on empathy promotions. Meanwhile, both the consumers' empathy ability and the live streamers' image positively affect consumers' impulse buying behavior, which suggests a partial moderating role of consumers' empathy ability. Lastly, by taking both social and business perspectives, we provide managerial implications for improving the effectiveness and efficiency of philanthropic live-streaming sales to alleviate social and economic pressure in emergencies.
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This work aims to promote the development of the online shopping market and improve the online marketing effect of goods. First, entrepreneurial psychology and online shopping are discussed. Then, impulse buying behavior (IBB) is analyzed, and the IBB model and hypotheses of consumers are proposed under the psychological model. Finally, consumers' IBB during COVID-19 is assessed under the psychological models. Hedonic shopping value (HSV) is a psychological factor directly affecting consumers' IBB during COVID-19. The results indicate that COVID-19 has a specific stimulating effect on IBB. Meanwhile, the types of goods consumers buy during COVID-19 vary widely across age groups and regions. Overall, clothing is the most purchased item by consumers. This work provides the main reference for the improvement of the online commodity marketing effect and makes a crucial contribution to the development of the online shopping market.
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There has been a huge expansion in internet business over the previous years and to which degree consumers use it. During the previous year, when the Covid-19 pandemic has assaulted among us, food utilization has additionally turned into a reality. Supermarkets have had the freedom to foster their web based business and proposition their clients an opportunity to buy items whenever appropriate. As the market is advancing, the idea of shopper conduct and motivation purchasing conduct has become more applicable and invigorating in research. In any case, little examination has been finished with respect to how supermarkets impact consumers' motivation purchasing conduct when shopping for staple goods online. The motivation behind this examination, according to a business viewpoint, is to research how staple organizations impact consumers' motivation purchasing conduct online and to recognize in case there are any contributing elements to affecting this conduct. The point is to foster a more significant information inside this point because of the absence of past research without really thinking purchasing conduct when shopping for staple goods online. The finish of this postulation shows that motivation buys increment the extra deals to the store and that there are clear techniques for how the supermarkets do to impact the drive purchasing conduct in the actual store. In any case, the review showed that supermarkets don't effectively attempt to impact consumers' drive purchasing conduct when shopping for staple goods online as they don't have the capacity to carry out them. This is on the grounds that the administrative centers control their web based business.
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Leveraging social media, social e-commerce (electronic commerce) has created a two-way reciprocal bridge between consumers and merchants, and it is becoming a new normalised purchasing platform in the post-COVID-19 era. Against this backdrop, consumers are highly susceptible to external stimulus cues that can lead to impulsive and irrational purchasing behaviour. Numerous works have identified various extrinsic cues that stimulate impulsive buying, but to date, there have been limited achievements on the impact of task-based and hedonic provocative cues on impulsive purchasing behaviour. To narrow the gap, this research, based on the S-O-R perspective, endeavours to examine the impact of three cues on the emotional response and impulse buying in social e-commerce in the post-COVID-19. We used a survey instrument to collect 264 empirical data from one demographic unit, the Chinese social e-commerce consumer, through a non-probability sampling strategy. After evaluation by AMOS-SEM, we confirmed that both ease of use and usefulness, two task-based social e-commerce cues, and hedonic cue-based entertainment all positively influence positive emotions, thereby promoting impulse buying. Our research not only adds theoretical value to impulse buying but also has positive implications for practitioners and policymakers developing social e-commerce marketing strategies in the post-COVID pandemic age.
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The COVID-19 pandemic has seriously disrupted the individual buying habits along with their consumption patterns. Previous studies indicated that anxiety and depression were related to impulse buying. However, no research has explored the mechanism possibly underlying the association between anxiety, depression, and impulse buying. Based on the regulatory focus theory and the emotion-cognition-behavior loop, this study aimed to examine the impacts of negative emotions on impulse buying and the mediating role of cognitive characteristics during the COVID-19 pandemic. In April 2021, 734 Chinese undergraduates were recruited by cluster sampling and they completed self-report measures of anxiety, depression, intolerance of uncertainty, cognitive flexibility, and impulse buying. Results showed that impulse buying was positively associated with anxiety, depression, and intolerance of uncertainty, while it was negatively associated with cognitive flexibility. Cognitive flexibility fully mediated the effects of anxiety and depression on cognitive facet of impulse buying. Meanwhile, intolerance of uncertainty fully mediated the effects of anxiety and depression on affective facet of impulse buying. Overall, this study shows that different pathways can explain how anxiety and depression exacerbate two aspects of impulse buying, and it highlights the importance of cognitive characteristics for the link between negative emotions and impulse buying. Intervention programs should focus on increasing cognitive flexibility and tolerance to uncertainty of high-risk individuals, so as to strengthen their adaptive purchase behaviors.
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A great deal of research has been carried out on adoption of mobile payments, focusing on user intentions. However, little is known about the actual users and what circumstances trigger mobile payment. Mobile payment is of particular interest to retailers, as it can facilitate and thus encourage finalization of the sales transaction. In this Belgian study (N = 1792, average age = 44.3, SD = 13.3, 49% female), we take a closer look at the profile of mobile payers in terms of their socio-demographics, frequency of patronizing convenience retail channels, and social media usage, and their underlying general impulsive buying tendency before and during the COVID-19 crisis. We observed a clear uplift in users between 2019 and 2020. We further find a higher occurrence of mobile payers among younger ages and those with a higher socio-economic profile. The link between internet/online shoppers and mobile payment adoption seems to be firmly established. Our data also indicate a higher incidence of mobile payment among petrol station shoppers but not for vending or newsagent shoppers, indicating that certain convenience stores seem more suitable contexts for using mobile payments than others. Furthermore, a clear positive association was observed between general impulse buying tendency and mobile payment incidence. Finally, higher mobile payment incidences can be found amongst Facebook and Instagram users, but not amongst Twitter and YouTube users. Understanding these differences can help retailers set their digital and commercial agendas and researchers in the field of mobile payment adoption to select appropriate moderators for their models. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.
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This research aims to empirically examine the interrelationships between online impulse buying tendencies (IBT), hedonic motives, online promotions, impulse purchase decision (IPD), and customer satisfaction. A structured survey instrument was used to collect data from 625 consumers from southern India. After checking the psychometric properties of the survey instrument with structural equation modeling, the moderated-mediation model was analyzed using Hayes PROCESS. The results showed that (i) impulse purchase decision (IPD) mediated the relationship between impulsive buying tendency (IBT) and customer satisfaction (CS), (ii) hedonic motives moderated the relationship between IBT and IPD, and (iii) hedonic motives and online promotions moderate the relationship between IPD and CS. This study contributes to the literature because it provides valuable insight into two-way and three-way interactions among the significant variables in consumer behavior. The COVID-19 global pandemic brought a paradigm change in consumer behavior, and thus understanding the e-shopper's IB behavior is critical for e-retailers to change their strategies to capture a broader market. The implications for marketing research are discussed.
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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.
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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.