Using theory integration to explain online impulse buying behavior in social commerce

Samah Abdelsalam and Naomie Salim and Rose Alinda Alias and Omayma Husain and Sayeed Haider Salih and Ramayah Thurasamy and Muzaffar Hamzah and Mosab Hamdan and Hafiz Muhammed Faisal Shehzad (2024) Using theory integration to explain online impulse buying behavior in social commerce. IEEE Access, 12. pp. 32033-32052. ISSN 2169-3536

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URL: https://ieeexplore.ieee.org/document/10423002

Abstract

Online Impulse Buying Behavior (IBB) significantly increases and contributes to the total S-commerce 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 characteristics, website, and marketing factors, but they neglected the role of social factors. This study integrated Social Influence and Uses and Gratifications Theories to explore the social factors affecting online IBB. The findings indicate that social influences, entertainment, purposive value, and maintaining interpersonal connectivity influence IBB significantly. UBI also mediates the relationships between social influences and IBB. Impulsiveness moderates the indirect relationships between compliance, internalization, and IBB through UBI. This study has practical implications for social commerce designers, marketers, and managers.

Item Type:	Article
Keyword:	Impulse buying behavior, Social commerce, Social interaction, Social influence, Uses and gratifications
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business Q Science > QA Mathematics > QA1-939 Mathematics > QA71-90 Instruments and machines > QA75.5-76.95 Electronic computers. Computer science
Department:	FACULTY > Faculty of Computing and Informatics
Depositing User:	SITI AZIZAH BINTI IDRIS -
Date Deposited:	18 Oct 2024 15:54
Last Modified:	18 Oct 2024 15:54
URI:	https://eprints.ums.edu.my/id/eprint/41488

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