Xue Yuhan, Feng Taiwen, Wu Chong
School of Economics and Management, Harbin Institute of Technology, Harbin, China.
School of Economics and Management, Harbin Institute of Technology, Weihai, China.
Front Psychol. 2024 Oct 2;15:1405189. doi: 10.3389/fpsyg.2024.1405189. eCollection 2024.
With the rise of social media and web technologies, users are increasingly spending time on browsing and purchasing on social commerce, particularly during idle moments of casual scrolling. Social commerce applications with sophisticated social features and security measures may tend to attract a significant number of highly engaged users. The purpose of this study is to find out whether customers will be interested in the content posted on the applications and generate impulse consumption when they are bored.
Drawing on stimulus-organism-response framework, this paper explores how technical cues and situational cues affect impulse buying behavior in social commerce applications and the mediating impact of consumer-perceived values. Data were gathered from 395 respondents who frequently utilize and have shopping experience on social commerce applications. The PLS-SEM and fsQCA were applied to formulate and test the proposed hypotheses.
The results of PLS-SEM reveal technical cues (ease of use, visual appeal and security) and situational cues (passing time and serendipity) positively influenced impulse buying. The results of fsQCA offer six solutions of different combinations of constructs which can lead to high impulse buying.
These findings may extend existing research on impulse buying behavior and consumer psychology, offering valuable insights for marketers. They also point towards strategies for more effectively encouraging impulse purchase in digital retail environments, particularly among consumers who are browsing out of boredom.
随着社交媒体和网络技术的兴起，用户越来越多地花时间在社交商务平台上浏览和购物，尤其是在随意滚动屏幕的空闲时间。具有复杂社交功能和安全措施的社交商务应用可能会吸引大量高参与度用户。本研究的目的是探究当用户感到无聊时，他们是否会对应用上发布的内容感兴趣并产生冲动消费。
本文借鉴刺激-机体-反应框架，探讨技术线索和情境线索如何影响社交商务应用中的冲动购买行为以及消费者感知价值的中介作用。数据收集自395名经常使用社交商务应用并有购物体验的受访者。运用偏最小二乘结构方程模型（PLS-SEM）和模糊集定性比较分析（fsQCA）来提出并检验假设。
PLS-SEM的结果显示，技术线索（易用性、视觉吸引力和安全性）和情境线索（打发时间和意外发现）对冲动购买有正向影响。fsQCA的结果提供了六种不同构建组合的解决方案，这些组合会导致高冲动购买。
这些发现可能会扩展关于冲动购买行为和消费者心理学的现有研究，为营销人员提供有价值的见解。它们还指出了在数字零售环境中更有效地鼓励冲动购买的策略，特别是在那些因无聊而浏览的消费者中。
