The role of cognitive and affective responses in the relationship between internal and external stimuli on online impulse buying behavior |
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| Institution: | 1. Harbin Institute of Technology, China;2. University of Alabama in Huntsville, United States;1. School of Management, Huazhong University of Science and Technology, China;2. College of Business and Entrepreneurship, University of Texas Rio Grande Valley, Edinburg, TX 78539, USA;1. Department of Information Management, National Chung Cheng University, Taiwan;2. Department of Marketing and Logistics Management, Southern Taiwan University of Science and Technology, Taiwan |
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| Abstract: | Based on the impulse purchase decision-making process, the stimulus-organism-response framework, and technology acceptance model, this study investigated the role of cognitive and affective responses in the relationship between internal and external stimuli and social-media-based impulse buying behavior. We conducted an online survey and applied partial least squares structural equation modeling for data analysis and found that navigability, price attribute, trust propensity, and self-confidence are direct predictors of online impulse buying. Variety of selection and quality of information had indirect effects on the same through utilitarian browsing, while quality of information, navigability, and price attribute affected it through hedonic browsing. Trust propensity and self-confidence moderated the relation between utilitarian browsing and online impulse buying, while self-confidence moderated the hedonic browsing effect. Furthermore, utilitarian browsing affected hedonic browsing and online impulse buying. Thus, online merchants should control both external and internal stimuli to boost impulse buying through social media platforms. |
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| Keywords: | Social network sites (SNS) stimuli Marketing stimuli Online impulse buying behavior |
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