The impact of anchor attributes and product content on impulse buying behaviour of beauty consumers
Vol 9, Issue 10, 2024, Article identifier:
VIEWS - 0 (Abstract) 0 (PDF)
Abstract
This study is guided by the relevant literature on impulse buying behaviour (IBB) and the "stimulus-organism-response (SOR) model" to explore the relationship between anchor attributes and beauty product content on IBB. The stratified random sampling method was used to collect data from 466 customers in the beauty live broadcast, and regression analysis was used to understand the impact of anchor attributes and beauty product content on IBB. Research results prove that anchor attributes and beauty product content significantly impact IBB. The mediating variable directly affects beauty product content and IBB, as well as an indirect impact on anchor attributes and IBB. This research paper will significantly benefit live broadcast, e-commerce practitioners, and researchers, helping them fully understand the relationship between anchor attributes, beauty product content, and consumer IBB.
Keywords
Full Text:
PDFReferences
1. Rodrigues, R.I., Lopes, P., and Varela, M.: ‘Factors affecting impulse buying behavior of consumers’, Frontiers in Psychology, 2021, 12, pp. 697080
2. Zhang, L., Sethi, S., and Zhang, Y.: ‘Seeing is Believing: Does Live Streaming E-commerce Make Brands More Shoppable?’, Available at SSRN 3992063, 2021
3. Chen, L.-R., Chen, F.-S., and Chen, D.-F.: ‘Effect of social presence toward livestream e-commerce on consumers’ purchase intention’, Sustainability, 2023, 15, (4), pp. 3571
4. Josué, M.I.P., Moreno, M.F., and Muchaluat-Saade, D.C.: ‘Supporting Targeted Advertising in Integrated Broadcast-Broadband Systems With Automatic Media Content Preparation’, IEEE Access, 2022, 10, pp. 126845-126857
5. Vergura, D.T., Zerbini, C., and Luceri, B.: ‘Consumers’ attitude and purchase intention towards organic personal care products. An application of the SOR model’, Sinergie Italian Journal of Management, 2020, 38, (1), pp. 121-137
6. Sultan, P., Wong, H.Y., and Azam, M.S.: ‘How perceived communication source and food value stimulate purchase intention of organic food: An examination of the stimulus-organism-response (SOR) model’, Journal of Cleaner Production, 2021, 312, pp. 127807
7. Yang, W., Yang, X., Bai, Y., Yi, H., He, M., and Li, X.: ‘Research on purchase intention of fresh agricultural products based on sor theory under live broadcast situation’, in Editor (Ed.)^(Eds.): ‘Book Research on purchase intention of fresh agricultural products based on sor theory under live broadcast situation’ (IEEE, 2021, edn.), pp. 416-424
8. Qi, X., and Ploeger, A.: ‘An integrated framework to explain consumers’ purchase intentions toward green food in the Chinese context’, Food Quality and Preference, 2021, 92, pp. 104229
9. Clover, V.T.: ‘Relative importance of impulse-buying in retail stores’, Journal of marketing, 1950, 15, (1), pp. 66-70
10. Muruganantham, G., and Bhakat, R.S.: ‘A review of impulse buying behavior’, International journal of marketing studies, 2013, 5, (3), pp. 149
11. Rook, D.W.: ‘The buying impulse’, Journal of consumer research, 1987, 14, (2), pp. 189-199
12. Stern, H.: ‘The significance of impulse buying today’, Journal of marketing, 1962, 26, (2), pp. 59-62
13. Kimiagari, S., and Malafe, N.S.A.: ‘The role of cognitive and affective responses in the relationship between internal and external stimuli on online impulse buying behavior’, Journal of Retailing and Consumer Services, 2021, 61, pp. 102567
14. Liu, A.Y., Vittinghoff, E., Mayer, K., Thompson, M., Grohskopf, L., Colfax, G., Pathak, S., Gvetadze, R., O'Hara, B., and Collins, B.: ‘Sexual risk behavior among HIV-uninfected men who have sex with men participating in a tenofovir preexposure prophylaxis randomized trial in the United States’, JAIDS Journal of Acquired Immune Deficiency Syndromes, 2013, 64, (1), pp. 87-94
15. Xu, Y., and Huang, J.-S.: ‘Effects of price discounts and bonus packs on online impulse buying’, Social Behavior and Personality: an international journal, 2014, 42, (8), pp. 1293-1302
16. Abdelsalam, S., Salim, N., Alias, R.A., and Husain, O.: ‘Understanding online impulse buying behavior in social commerce: a systematic literature review’, Ieee Access, 2020, 8, pp. 89041-89058
17. Zhang, Q., Wang, Y., and Ariffin, S.K.: ‘Consumers purchase intention in live-streaming e-commerce: A consumption value perspective and the role of streamer popularity’, Plos one, 2024, 19, (2), pp. e0296339
18. Chen, M.-F., and Lin, N.-P.: ‘Incorporation of health consciousness into the technology readiness and acceptance model to predict app download and usage intentions’, Internet Research, 2018, 28, (2), pp. 351-373
19. Lee, D., and Wan, C.: ‘The impact of mukbang live streaming commerce on consumers’ overconsumption behavior’, Journal of Interactive Marketing, 2023, 58, (2-3), pp. 198-221
20. Chen, A., Chen, Y., Li, R., and Lu, Y.: ‘The interaction between the anchor and customers in live-streaming E-commerce’, Industrial Management & Data Systems, 2024, 124, (6), pp. 2151-2179
21. Chen, H., Hu, J., and Xu, X.: ‘The Influence of Anchors' Personal Characteristics on Consumer Behavior’, Highlights in Business, Economics and Management, 2024, 27, pp. 239-245
22. Bandura, A.: ‘Social foundations of thought and action’, Englewood Cliffs, NJ, 1986, 1986, (23-28), pp. 2
23. Li, L., Chen, X., and Zhu, P.: ‘How do e-commerce anchors' characteristics influence consumers’ impulse buying? An emotional contagion perspective’, Journal of Retailing and Consumer Services, 2024, 76, pp. 103587
24. Fei, M., Tan, H., Peng, X., Wang, Q., and Wang, L.: ‘Promoting or attenuating? An eye-tracking study on the role of social cues in e-commerce livestreaming’, Decision Support Systems, 2021, 142, pp. 113466
25. Jin, S.-A.A., and Phua, J.: ‘Following celebrities’ tweets about brands: The impact of twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities’, Journal of advertising, 2014, 43, (2), pp. 181-195
26. Hovland, C.I., and Weiss, W.: ‘The influence of source credibility on communication effectiveness’, Public opinion quarterly, 1951, 15, (4), pp. 635-650
27. Simanjuntak, M., Khairunnisa, N., Rosita, R., and Leonita, L.: ‘Factors Influencing Impulse Buying Behavior on Live Streaming E-Commerce Platforms’, in Editor (Ed.)^(Eds.): ‘Book Factors Influencing Impulse Buying Behavior on Live Streaming E-Commerce Platforms’ (IEEE, 2023, edn.), pp. 40-45
28. Chen, S.-F.S., Monroe, K.B., and Lou, Y.-C.: ‘The effects of framing price promotion messages on consumers' perceptions and purchase intentions’, Journal of retailing, 1998, 74, (3), pp. 353-372
29. Trivedi, J., Kasilingam, D., Arora, P., and Soni, S.: ‘The effect of augmented reality in mobile applications on consumers' online impulse purchase intention: The mediating role of perceived value’, Journal of Consumer Behaviour, 2022, 21, (4), pp. 896-908
30. Qaisar, A., Sial, M.A., and Rathour, K.: ‘Understanding impulse buying behaviour of customers through the lens of different marketing related promotional practices’, Journal of the Punjab University Historical Society, 2018, 31, (1), pp. 23-35
31. Weerathunga, A., and Pathmini, M.: ‘Impact of Sales Promotion on Consumer's Impulse Buying Behaviour (IBB); Study in Supermarkets in Anuradhapura City’, 2015
32. Yang, F., Tang, J., Men, J., and Zheng, X.: ‘Consumer perceived value and impulse buying behavior on mobile commerce: The moderating effect of social influence’, Journal of Retailing and Consumer Services, 2021, 63, pp. 102683
33. Sheng, X., Zeng, Z., Zhang, W., and Hu, Y.: ‘Vlogger's persuasive strategy and consumers' purchase intention: The dual mediating role of para-social interactions and perceived value’, Frontiers in psychology, 2022, 13, pp. 1080507
34. Zhou, Y., and Huang, W.: ‘The influence of network anchor traits on shopping intentions in a live streaming marketing context: The mediating role of value perception and the moderating role of consumer involvement’, Economic Analysis and Policy, 2023, 78, pp. 332-342
35. Li, Z., and Zheng, S.: ‘The influence of the language style of the anchor on consumers’ purchase intention’, Frontiers in Psychology, 2024, 15, pp. 1370712
36. Peng, J.: ‘Research on the Influence Mechanism of E-commerce Virtual Hosts on Consumers' Purchase Intention--Based on perceived value theory’, Advances in Economics and Management Research, 2024, 10, (1), pp. 256-256
37. Ming, J., Jianqiu, Z., Bilal, M., Akram, U., and Fan, M.: ‘How social presence influences impulse buying behavior in live streaming commerce? The role of SOR theory’, International Journal of Web Information Systems, 2021, 17, (4), pp. 300-320
38. Bell, J., and Woolner, P.: ‘Developing and using questionnaires’, Research methods in educational leadership and management, 2012, pp. 266-280
39. Kotler, P., Keller, K.L., Brady, M., Goodman, M., and Hansen, T.: ‘Marketing Management 3rd edn PDF eBook’ (Pearson Higher Ed, 2016. 2016)
40. Solomon, M.R.: ‘Consumer behavior: Buying, having, and being’ (Pearson, 2020. 2020)
41. Alam, S.S., Masukujjaman, M., Makhbul, Z.K.M., Ali, M.H., Omar, N.A., and Siddik, A.B.: ‘Impulsive hotel consumption intention in live streaming E-commerce settings: moderating role of impulsive consumption tendency using two-stage SEM’, International Journal of Hospitality Management, 2023, 115, pp. 103606
42. Zhang, M., and Shi, G.: ‘Consumers’ impulsive buying behavior in online shopping based on the influence of social presence’, Computational Intelligence and Neuroscience, 2022, 2022, (1), pp. 6794729
43. Lo, P.-S., Dwivedi, Y.K., Tan, G.W.-H., Ooi, K.-B., Aw, E.C.-X., and Metri, B.: ‘Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis’, Journal of Business Research, 2022, 147, pp. 325-337
44. Zhang, Z., Zhang, N., and Wang, J.: ‘The Influencing Factors on Impulse Buying Behavior of Consumers under the Mode of Hunger Marketing in Live Commerce. Sustainability 2022, 14, 2122’, in Editor (Ed.)^(Eds.): ‘Book The Influencing Factors on Impulse Buying Behavior of Consumers under the Mode of Hunger Marketing in Live Commerce. Sustainability 2022, 14, 2122’ (s Note: MDPI stays neu-tral with regard to jurisdictional claims in …, 2022, edn.), pp.
45. Hämäläinen, L., and Tigerhielm, S.: ‘How do SMIs’ Influence Our Impulsive Buying Behavior?: A consumers’ perspective: A qualitative study on SMIs’ influence on consumers’ impulsive buying behavior’, in Editor (Ed.)^(Eds.): ‘Book How do SMIs’ Influence Our Impulsive Buying Behavior?: A consumers’ perspective: A qualitative study on SMIs’ influence on consumers’ impulsive buying behavior’ (2024, edn.), pp.
46. Zhang, Z., Zhang, N., and Wang, J.: ‘The influencing factors on impulse buying behavior of consumers under the mode of hunger marketing in live commerce’, Sustainability, 2022, 14, (4), pp. 2122
47. Haimson, O.L., and Tang, J.C.: ‘What makes live events engaging on Facebook Live, Periscope, and Snapchat’, in Editor (Ed.)^(Eds.): ‘Book What makes live events engaging on Facebook Live, Periscope, and Snapchat’ (2017, edn.), pp. 48-60
48. Tendai, M., and Crispen, C.: ‘In-store shopping environment and impulsive buying’, African journal of marketing management, 2009, 1, (4), pp. 102-108
49. Amos, C., Holmes, G.R., and Keneson, W.C.: ‘A meta-analysis of consumer impulse buying’, Journal of Retailing and Consumer Services, 2014, 21, (2), pp. 86-97
50. Verhagen, T., and Van Dolen, W.: ‘The influence of online store beliefs on consumer online impulse buying: A model and empirical application’, Information & Management, 2011, 48, (8), pp. 320-327
51. Kaplan, A.M., and Haenlein, M.: ‘Users of the world, unite! The challenges and opportunities of Social Media’, Business horizons, 2010, 53, (1), pp. 59-68
52. Cleveland, M., Papadopoulos, N., and Laroche, M.: ‘Identity, demographics, and consumer behaviors: International market segmentation across product categories’, International Marketing Review, 2011, 28, (3), pp. 244-266
53. Workman, J.E., and Kidd, L.K.: ‘Use of the need for uniqueness scale to characterize fashion consumer groups’, Clothing and textiles research journal, 2000, 18, (4), pp. 227-236
54. Park, H.J., and Lin, L.M.: ‘Exploring attitude–behavior gap in sustainable consumption: Comparison of recycled and upcycled fashion products’, Journal of business research, 2020, 117, pp. 623-628
55. Hu, M., and Chaudhry, S.S.: ‘Enhancing consumer engagement in e-commerce live streaming via relational bonds’, Internet Research, 2020, 30, (3), pp. 1019-1041
56. ZAIDI, S.F.A., and BAIG, N.: ‘SUBMITTED BY’
57. Wu, K., Vassileva, J., Noorian, Z., and Zhao, Y.: ‘How do you feel when you see a list of prices? The interplay among price dispersion, perceived risk and initial trust in Chinese C2C market’, Journal of Retailing and Consumer Services, 2015, 25, pp. 36-46
58. Moulard, J.G., Raggio, R.D., and Folse, J.A.G.: ‘Disentangling the meanings of brand authenticity: The entity-referent correspondence framework of authenticity’, Journal of the Academy of Marketing Science, 2021, 49, pp. 96-118
59. Lou, C., and Yuan, S.: ‘Influencer marketing: How message value and credibility affect consumer trust of branded content on social media’, Journal of interactive advertising, 2019, 19, (1), pp. 58-73
60. Murray, K.B.: ‘A test of services marketing theory: consumer information acquisition activities’, Journal of marketing, 1991, 55, (1), pp. 10-25
61. Peck, J., and Childers, T.L.: ‘If I touch it I have to have it: Individual and environmental influences on impulse purchasing’, Journal of business research, 2006, 59, (6), pp. 765-769
62. Lo, H.-Y., and Harvey, N.: ‘Shopping without pain: Compulsive buying and the effects of credit card availability in Europe and the Far East’, Journal of Economic Psychology, 2011, 32, (1), pp. 79-92
DOI: https://doi.org/10.59429/esp.v9i10.3010
(0 Abstract Views, 0 PDF Downloads)
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Zhou Dong, Khunanan Sukpasjaroen
This work is licensed under a Creative Commons Attribution 4.0 International License.