Factors affecting users' impulse purchases in online group buying: online consumer reviews, countdowns and self-control

Abstract

PurposeThis paper aims to investigate how online consumer reviews (OCRs), countdowns and self-control affect consumers' online impulse buying behavior in online group buying (OGB) and uncover the relationship between these factors.Design/methodology/approachBased on the stimulus-organism-response (SOR) framework, this research examines the effects of OCRs, countdowns and self-control on users' impulse purchases. First, the influence of emotions on impulse purchases in group purchasing is investigated. In addition, this study innovatively applies stress-coping theory to group buying research, with countdowns exerting temporal pressure on consumers and OCRs viewed as social pressure, to investigate in depth how countdowns and OCRs affect users' impulse purchase behavior. Finally, this study also surveys the moderating role of users' self-control in the impulse purchase process.FindingsThe results show that the perceived value of OCRs and positive emotions (PE) were positively correlated with impulsiveness (IMP) and the urge to buy impulsively (UBI), while negative emotions (NE) were negatively correlated with IMP. Countdowns (CD) had a positive effect on UBI. Self-control can indirectly affect users' impulse buying by negatively moderating the relationship between PE and UBI, PE and IMP and CD and UBI.Originality/valueThe research results can help group buying platforms and related participants understand the factors influencing users' impulse purchases in OGB and facilitate them to better design strategies to increase product sales.

The behaviour of e-commerce users: An empirical investigation of online shopping

“…If consumers show a positive attitude towards online shopping, it will drive purchase intention. In addition, another study by Dewi, Mohaidin, and Murshid (2020) and Sun et al (2024) found that price, trust, product advertising and service quality influence and impact purchase intention. Previous studies have demonstrated that trust has a theoretical and empirical impact on customer intention.…”

Exploring e-deal proneness: the interplay of price consciousness and anticipatory regret

“…Whilst past studies (e.g. Besharat et al ., 2021; Sun et al ., 2023; Xiao, 2018; McCabe and Branco Illodo, 2019) suggest that enjoyment and variety-seeking are significant motivators for e-deal behaviour within a broader online coupon context, the lack of consensus across studies highlights the need to better understand how consumers evaluate e-deals and the impact of situational variables such as time and peer pressure on online purchasing behaviour (McCabe and Branco Illodo, 2019). Therefore, it is crucial for businesses in the hospitality industry to gain a deeper understanding of how consumers evaluate e-deals and the situational variables that influence their behaviour.…”

“…Potential purchasers frequenting these websites often rely on indicators that amalgamate insights from prior consumers' interactions to shape their buying choices. Deal popularity is an example of such information cues (Sun et al ., 2023; Bae and Koo, 2018; Kao et al ., 2020). It shows the cumulative number of deals sold to consumers within a specific time duration (Ieva et al ., 2018; Luo et al ., 2014).…”

“…Through the OGB platform, vendors promote their products and services, whilst the OGB website displays details like the discount percentage, original price, discounted price, minimum number of buyers required, offer expiration time and vendor information (Sun et al ., 2023). Consumers who express interest in an offer typically make a prepayment and then receive the purchased goods or services at a later date (Xiao, 2018; Ieva et al ., 2018).…”

“…Despite the increasing prevalence of e-deal sites in many industries (Besharat et al ., 2021; Sun et al ., 2023; Xiao, 2018), research on consumer-related drivers and outcomes is lacking. Existing literature focusses on the benefits of e-deal sites as a business tool (Sigala, 2013; Lo et al ., 2014; McCabe and Branco Illodo, 2019), rather than exploring the underlying psychological and behavioural factors driving consumer decision-making regarding e-deals.…”