Analysing impulse purchasing in cross-border electronic commerce

好奇心 脉冲(物理) 结构方程建模 采购 心理学 产品(数学) 营销 业务 广告 计算机科学 社会心理学 数学 物理 量子力学 机器学习 几何学
作者
Wenlong Zhu,Ruzhen Yan,Zhihui Ding
出处
期刊:Industrial Management and Data Systems [Emerald Publishing Limited]
卷期号:120 (10): 1959-1974 被引量:30
标识
DOI:10.1108/imds-01-2020-0046
摘要

Purpose The purpose of this paper is to explore the impact of product information on impulse purchases in a cross-border electronic commerce (CBEC) setting from the perspective of cue stimulation. Design/methodology/approach This study proposes a research model of impulse purchases in CBEC based on the cue utilization theory and Stimulus-Organism-Response (S-O-R) model. The research model was tested using covariance-based structural equation modelling. Data were collected from the consumers of a popular CBEC platform in China. Findings A high-quality product description has a significant positive effect on concentration but not on curiosity and autotelic experience. A high-quality product display has a significant positive effect on concentration, curiosity and autotelic experience. High-quality product content has a significant positive effect on curiosity and autotelic experience but not on concentration. Curiosity and autotelic experience both have a significant positive effect on impulse purchases; however, concentration has no such effect on an impulse purchase. Curiosity and autotelic experience have a full mediation effect between product display and impulse purchases and between product content and impulse purchases, respectively. Originality/value This study integrates the S-O-R model and cue utilization theory to construct a theoretical model of product information-flow experience-impulse purchases. According to the model, we can understand how product information influences consumers' impulse purchases in CBEC.
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