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2024-11-06

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Vol. 9 No. 10 (2024): Published

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How to Cite

Dong, Z., & Sukpasjaroen, K. (2024). The impact of anchor attributes and product content on impulse buying behaviour of beauty consumers. Environment and Social Psychology, 9(10). https://doi.org/10.59429/esp.v9i10.3010

The impact of anchor attributes and product content on impulse buying behaviour of beauty consumers

Zhou Dong

Chakrabongse Bhuvanarth International College of Interdisciplinary Studies, Rajamangala University of Technology Tawan-ok, Bang Phra, 10400, Thailand

Khunanan Sukpasjaroen

Chakrabongse Bhuvanarth International College of Interdisciplinary Studies, Rajamangala University of Technology Tawan-ok, Bang Phra, 10400, Thailand


DOI: https://doi.org/10.59429/esp.v9i10.3010


Keywords: live e-commerce, anchor attributes, beauty product, IBB

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.

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