Online Impulse Buying: Impact of Internet Celebrity Endorsement and Peer Pressure

Li, Chunsheng; Jiang, Huimin; Huang, A; Chen, Huanyong; Yu, Jiangruixue

doi:10.2991/assehr.k.211209.150

Cited by 2 publications

(2 citation statements)

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“…Consumers' herd mentality will prompt them to follow the buying behavior of others, thereby increasing their willingness to buy [29]. However, Li et al (2021) got the different results. They observed that when a hot-selling product which was recognized by most consumers cannot promote consumers' impulse buying behavior.…”

Section: Consumer-consumer Interactionmentioning

confidence: 99%

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Factors Affecting Consumers’ Purchasing Behaviours in Live Streaming E-Commerce: A Review

Liu¹

2022

Advances in Economics, Business and Management Research

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Live streaming e-commerce is a new shopping mode in recent years. It has taken off in a big way and become an indispensable part of online shopping among many consumers. Based on the current development status of live broadcast, this paper sorts out and summarizes the literature from four factors that affect consumers' purchase intention and behaviour in live broadcast e-commerce, namely price promotion, streaming media credibility, platform design and interactivity. aspect. The research results show that the attractiveness, credibility and professionalism of streamers have a positive impact on consumers' purchase intention and behaviour, and the design of e-commerce platforms can significantly affect consumers' shopping experience. Real-time interactions can enhance product trust. Finally, the paper provides possible inspiration for the improvement of live e-commerce.

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Section: Consumer-consumer Interactionmentioning

confidence: 99%

“…A possible reason was that consumers may focus more on the uniqueness of the product. Therefore, they will be more cautious when making purchases [30].…”

Section: Consumer-consumer Interactionmentioning

confidence: 99%

Factors Affecting Consumers’ Purchasing Behaviours in Live Streaming E-Commerce: A Review

Liu¹

2022

Advances in Economics, Business and Management Research

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A Systematic Review on Customers Shopping Response towards Online Impulsive Buying Behaviour

Rachana,

2023

IJAEML

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Purpose: Online Impulsive buying, which accounts for 40% of sales in developed nations, has a big impact on the current consumer markets. The purpose of this study is to thoroughly investigate the complicated dynamics of this behaviour, comprehending the factors that lead to impulsive purchases and the subtle interactions between customer trust and buy intents. The research is aimed at providing essential insights into the changing digital consumer landscape that is impacted by the interaction of convenience, emotional triggers, and impulsive behaviour. Specifically, it aims to unravel the change from trust to intention to buy and ultimately leading to online impulsive buying. Design/Methodology/Approach: This study depends on secondary sources gathered from a variety of sources, including case studies, journal articles, magazines, books, and internet searches. Findings/Result: Findings reveal that, retailers are strategically using consumers' emotions to drive impulsive purchases through their online shopping habits. Contextual considerations, trust-building programs, and website subtleties all significantly influence decision-making. These results highlight the crucial role that these components play in influencing online impulsive purchases, providing businesses with a framework to encourage impulsive buying, client loyalty, and happiness in the ever-changing world of e-commerce. Originality/Value: This review summarizes findings from the research on the various aspects influencing consumers' online purchasing decisions. It provides a thorough grasp of the factors influencing consumers' online buying behaviour, making it a valuable resource for internet businesses and marketers. Equipped with this understanding, enterprises can devise customized promotional plans intended to enhance spontaneous purchasing, resulting in increased revenue and profitability within the virtual marketplace. Type of Paper: Literature Review

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Online Impulse Buying: Impact of Internet Celebrity Endorsement and Peer Pressure

Cited by 2 publications

References 0 publications

Factors Affecting Consumers’ Purchasing Behaviours in Live Streaming E-Commerce: A Review

Factors Affecting Consumers’ Purchasing Behaviours in Live Streaming E-Commerce: A Review

A Systematic Review on Customers Shopping Response towards Online Impulsive Buying Behaviour

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