Factors affecting users' impulse purchases in online group buying: online consumer reviews, countdowns and self-control
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 14 July 2023
Issue publication date: 9 January 2024
Abstract
Purpose
This paper aims to investigate how online consumer reviews (OCRs), countdowns and self-control affect consumers' online impulse buying behavior in online group buying (OGB) and uncover the relationship between these factors.
Design/methodology/approach
Based on the stimulus-organism-response (SOR) framework, this research examines the effects of OCRs, countdowns and self-control on users' impulse purchases. First, the influence of emotions on impulse purchases in group purchasing is investigated. In addition, this study innovatively applies stress-coping theory to group buying research, with countdowns exerting temporal pressure on consumers and OCRs viewed as social pressure, to investigate in depth how countdowns and OCRs affect users' impulse purchase behavior. Finally, this study also surveys the moderating role of users' self-control in the impulse purchase process.
Findings
The results show that the perceived value of OCRs and positive emotions (PE) were positively correlated with impulsiveness (IMP) and the urge to buy impulsively (UBI), while negative emotions (NE) were negatively correlated with IMP. Countdowns (CD) had a positive effect on UBI. Self-control can indirectly affect users' impulse buying by negatively moderating the relationship between PE and UBI, PE and IMP and CD and UBI.
Originality/value
The research results can help group buying platforms and related participants understand the factors influencing users' impulse purchases in OGB and facilitate them to better design strategies to increase product sales.
Keywords
Citation
Sun, J., Li, T. and Sun, S. (2024), "Factors affecting users' impulse purchases in online group buying: online consumer reviews, countdowns and self-control", Asia Pacific Journal of Marketing and Logistics, Vol. 36 No. 1, pp. 224-240. https://doi.org/10.1108/APJML-07-2022-0560
Publisher
:Emerald Publishing Limited
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