Using Theory Integration to Explain Online Impulse Buying Behavior in Social Commerce
Samah Abdelsalam,
Naomie Salim,
Rose Alinda Alias
et al.
Abstract:Online Impulse Buying Behavior (IBB) significantly increases and contributes to the total Scommerce revenue. Hence, understanding such behavior is critical for an online business to strengthen competitiveness, enhance revenue, and ensure business sustainability. The majority of the prior research used urge-to-buy (UBI) to examine online IBB instead of the actual IBB. Hence, the studies that differentiate between UBI and IBB are limited. Moreover, these studies have concentrated on the impact of consumer charac… Show more
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