Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing

Zheng, Xiabing; Men, Jinqi; Yang, Feng; Gong, Xiuyuan

doi:10.1016/j.ijinfomgt.2019.02.010

Cited by 282 publications

(272 citation statements)

References 90 publications

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“…At this point, our results are partially consistent with previous studies. For instance, consumers concerned most about the price value of products in GOSC [14,29,85,86]. However, we further added an "emotional" puzzle to the present transmission mechanism we acknowledged.…”

Section: Implication and Future Studiesmentioning

confidence: 95%

“…With the development of e-commerce [26,27], studies have extensively investigated the effect of emotion on consumption behaviors, such as impulsive buying and usage of e-commerce websites [28]. For example, Zheng et al (2019) [29] investigated the mediating effect of customer emotion on the relationship between situational factors and impulse buying behavior in a retailing context. Similarly, this study also acknowledges the importance of the emotional state to platform sustainable usage, and adopts the widely applied theory of PAD.…”

Section: Theory Of Pleasure-arousal-dominance (Pad)mentioning

confidence: 99%

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Exploring Determinants of Consumers’ Platform Usage in “Double Eleven” Shopping Carnival in China: Cognition and Emotion from an Integrated Perspective

Wang

Zhao

2020

Sustainability

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There is a great deal of interest concerning how e-commerce in China can be developed in sustainable ways. Answering this question requires not only the strategic management at the aggregate level, but also developing a micro framework that can effectively understand the cognitive-behavioral pathway of consumers in various online contexts. This paper focuses on the “Double Eleven” Global Online Shopping Carnival (GOSC) in China and attempts to investigate the determinants of consumers’ behaviors of shopping platform usage. The distinguishing feature of this study is that we define GOSC as a unique scenario compared to normal online shopping context, where consumers’ emotional state towards such an event plays a larger role in determining behaviors. Based on Cognitive Emotion Theory (CET), the main findings of this paper suggest that (1) consumers’ behaviors of online platform usage can be affected by both cognitions related factors, including price value, gamification and personalized services, and by emotional state such as having arousal and being pleasured; (2) cognition has an effect on emotional state, such as the positive effect of price value on arousal and pleasure or gamification on arousal. Our study, therefore, has highlighted a number of key points to the sustainable development of GOSC. Limitations and further research directions are also discussed.

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Section: Implication and Future Studiesmentioning

confidence: 95%

Section: Theory Of Pleasure-arousal-dominance (Pad)mentioning

confidence: 99%

Exploring Determinants of Consumers’ Platform Usage in “Double Eleven” Shopping Carnival in China: Cognition and Emotion from an Integrated Perspective

Wang

Zhao

2020

Sustainability

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“…In retail design, the use of color and light acts as a crucial design technology to attract customers and create more market opportunities [60]. High-quality photos and videos increase the attractiveness of websites, while helping consumers browse, evaluate, compare, and choose products [61]. Chen et al [33] highlighted that social network environmental stimulus (the information quality of text advertisements, number of "likes" of users labeled on posts), and individual differences (impulse traits) remarkably impacted the impulse purchases of consumers.…”

Section: Live Platform Exterior Design and Impulse Buyingmentioning

confidence: 99%

The Effects of Live Platform Exterior Design on Sustainable Impulse Buying: Exploring the Mechanisms of Self-Efficacy and Psychological Ownership

Gong

et al. 2020

Sustainability

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The sensory upgrading facilitated by live platforms, such as YouTube Live, Twitch, and Periscope, can facilitate much better interactions and understanding between a product, its brand, and the user. The question of how to enhance sustainable marketing effects using exterior design is currently a major topic in the live streaming marketing sector. The effect of the exterior design of a live platform on the impulse purchases of its consumers has rarely been discussed by academic research. Accordingly, based on the theory of self-determination, this study explored the direct effects of exterior design, self-efficacy, psychological ownership, and impulse buying by using multiple linear regression, and examined the indirect effects of these variables using the structural equation model. In this study, 534 samples were collected from live consumers, and our hypotheses were verified by employing hierarchical regression. As revealed from the results obtained, the self-efficacy and psychological ownership exhibited by consumers exerted synchronous and chain mediating effects on the relationships between the exterior design of the platform and consumer impulse buying. To enhance this marketing effect, live platforms should focus on designing pleasant exterior clues, creating a better psychological atmosphere, and the enhancement of consumers' self-efficacy.Sustainability 2020, 12, 2406 2 of 16 real-time games, special events, and behind-the-scenes tours [4,5]. The live streamer, acting as the content creator of the streaming platform, is capable of uploading real-time video and audio (e.g., video games, talent shows, and daily life records) to satisfy the diversified needs of users [6]. In other words, flattened, equal, and real-time communication can be achieved between users and the live streamer through the live platform, as well as among users, thereby narrowing the distance between companies and individuals.The growing popularity of live platforms has also had certain effects on the existing marketing methods and user buying behavior of companies [7]. Data show that in 2017, 48 percent of internet users in the USA watched live streaming at least once a week [8]. As suggested by a report from the China Internet Information Center, the number of live streaming users in mainland China reached a total of 433 million in June 2019, making up 50.7% of China's entire internet population. With such a considerable number of users, live platforms have started reshaping marketing channels and enhancing marketing effects. The global live streaming market was predicted to expand from US$30.29 billion in 2016 to US$70.05 billion by 2021 [9]. During the "618" period in 2019, Taobao's live streaming led to commodity sales worth CNY13 billion. Compared with the conventional marketing channels, live platforms have a more thorough impact on consumers' purchasing behavior. Thus, since live streaming is such a novel and powerful marketing tool, the questions of whether consumers engage in impulse buying after being exposed to live streami...

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“…Zheng (2019) studied the role of browsing in mobile commerce. The influencing factors include interpersonal influence, visual appeal, portability, hedonistic, and utilitarian browsing [4]. Chen (2019) studied the impact of official WeChat recommendations on impulse purchases, including cognitive and affective trust, and product emotions [1].…”

Section: Introductionmentioning

confidence: 99%

Research on Product Recommendation and Consumer Impulsive Purchase Under Social Commerce Platform—Based on S-0-R Model

Yang¹,

Dan²,

Zhao³

2020

Proceedings of the 5th International Conference on Social Sciences and Economic Development (ICSSED 2020)

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This article builds its own model and assumptions on the basis of the S-0-R model. It examines the impact of third-party product recommendations on consumer impulse purchases on social commerce platforms, and conducts empirical research on several popular product recommendation platforms in China. According to a survey of 201 social commerce platform consumers, the results indicate that the urge to buy impulsively is determined by the affective trust of the recommender and the perceived enjoyment of the product. In addition, the speciality of the information and the similarity with the recommender significantly affect cognitive trust. Visual appeal of products and feasibility significantly affect perceived enjoyment. Visual appeal of products exerts an impact on perceived usefulness, and affective trust is influenced by the speciality.

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Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing

Cited by 282 publications

References 90 publications

Exploring Determinants of Consumers’ Platform Usage in “Double Eleven” Shopping Carnival in China: Cognition and Emotion from an Integrated Perspective

Exploring Determinants of Consumers’ Platform Usage in “Double Eleven” Shopping Carnival in China: Cognition and Emotion from an Integrated Perspective

The Effects of Live Platform Exterior Design on Sustainable Impulse Buying: Exploring the Mechanisms of Self-Efficacy and Psychological Ownership

Research on Product Recommendation and Consumer Impulsive Purchase Under Social Commerce Platform—Based on S-0-R Model

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