Search Results (64)

With the rise of live-streaming services on e-commerce platforms, AI-powered virtual idols have demonstrated tremendous application potential and thus possess high commercial value. From the perspective of psychological distance, this study adopts the Stimulus–Organism–Response (S–O–R) theoretical framework to construct a research model of “AI-powered virtual idols–psychological distance–impulsive buying intention”. The model aims to explore how AI-powered virtual idols promote digital natives’ impulsive buying intention in the context of e-commerce live streaming. Furthermore, this study examines the moderating effect of technology readiness on the relationship between AI-powered virtual idols and psychological distance. The findings reveal that the level of intelligence of AI-powered virtual idols—including interactivity, anthropomorphism, homogeneity, and reputation—enhances digital natives’ impulsive buying intention by reducing psychological distance. For digital natives with lower technology readiness, the effect of AI-powered virtual idols in narrowing psychological distance is more pronounced. These findings enrich AI-driven consumer behavior models from a theoretical perspective and offer theoretical support and practical insights for developing AI-empowered digital marketing strategies tailored to the psychological traits and technological adaptability of digital natives. Full article

With the rapid advancement of real-time interaction technologies and the continuous breakthroughs in marketing innovation, live streaming e-commerce has quickly become an essential marketing channel for brands. Its real-time and interactive nature significantly enhances consumer immersion in online shopping, thereby accelerating the decision-making process. This study investigates the impact of atmospheric cues in live streaming on impulse buying through the lens of flow experience. The findings reveal that expertise cues, interaction cues, and entertainment cues all contribute to enhancing consumers’ flow experience, which in turn, fosters impulse buying. Moreover, recognizing the importance of consumer heterogeneity, this study examines the moderating effect of self-construal. It finds that, once in a flow state, consumers with a stronger independent self-construal are more likely to engage in impulse buying than those with a more interdependent self-construal. The findings of this study provide valuable insights for brands on better leveraging live streaming e-commerce. Full article

Although impulsive and hedonic purchasing behaviors may seem to contradict sustainability principles, there are unexplored opportunities through which social media platforms and influencers can redirect these impulses toward sustainable actions. Young consumers, increasingly concerned about the ecological impact of their choices, can be encouraged to adopt responsible and sustainable buying behaviors when these are promoted attractively, enjoyably, and emotionally satisfyingly through social media. This research investigates how social media communication influences hedonic and impulsive purchasing behavior in the Romanian clothing market. In the context where social media is one of the main sources of information and influence for consumers, the research analyzes several determining factors of the purchase decision. Price reductions and the use of credit cards are highlighted as elements that facilitate spontaneous and hedonic targeted purchases, while the attractiveness of clothing items and the need felt play an important role in terms of the desire to buy. In addition, sources of information (such as reviews) have a major impact on consumers’ perceptions and their purchase intentions. Additionally, the study investigates factors such as overall shopping experience and its influence on consumer loyalty. It is approached from two perspectives: attitudinal loyalty, reflected in the preference for brands promoted on social media, and behavioral loyalty, expressed through repeat purchases. The results show that social media acts as an accelerator for hedonic and impulsive buying behaviors, prompting consumers to react quickly to stimuli such as discount campaigns or personalized recommendations. The conclusions highlight the importance of adopting digital marketing strategies that capitalize on the consumers emotional need while also strengthening brand loyalty. These perspectives can guide companies in the clothing industry to adapt their promotion methods to the specifics of the Romanian market and the consumer behavior. Full article

This study aims to explore how key opinion leader (KOL) characteristics influence users’ purchase intentions in live shopping. Using a mixed-methods approach, the study combines real-time pop-up text mining and questionnaires, analyzed via Latent Dirichlet Allocation (LDA) topic modeling and a research framework integrating the stimulus–organism–response (SOR) model with pleasure–arousal–dominance (PAD) theory. Results indicate that KOL characteristics—namely professionalism, popularity, attractiveness, and entertainment—enhance users’ pleasure, arousal, and trust. These emotions boost impulse buying intentions but not planned ones. Planned purchase intention acts as a partial mediator, whereas impulse purchase intention serves as a full mediator. This research uncovers the intricate mechanism linking KOL traits to user emotions and purchase intentions. By integrating PAD theory and the SOR model, it examines emotional mediators, addresses prior theoretical gaps, offers vital insights for refining live-streaming marketing strategies, and holds substantial theoretical and practical significance for the sustainable growth of live-streaming e-commerce. Full article

Based on para-social interaction (PSI) theory and social identity perspective, this study explores the mechanisms driving consumers’ impulse buying in social live shopping. It examines how live content design, namely information comprehensiveness (INFCOM) and interactivity (INT), affects consumer cognition and affective experiences, namely perceived usefulness (PU), PSI, and sense of belonging (SOB), to generate the influence of the urge to buy impulsively (UBI), and further explores the moderating role of the consumer–broadcaster para-social relationship (PSR) between live content design and consumer experience. Findings indicate that in an accumulative social live shopping environment, comprehensive information and strong interactivity enhance consumer social identity, reduce shopping hesitations and obstacles, and encourage UBI. Forming a close consumer–broadcaster relationship is crucial for promoting social identity and increasing UBI. Even without interactive engagement, consumers who feel a close connection with the broadcaster still experience interaction and SOB. PSR influences impulse buying by enhancing consumer perceptions and thereby promoting UBI. This study advances the understanding of impulse buying from a social identity perspective and suggests that merchants and livestream designers can improve quality and sales by providing comprehensive product information and incorporating diverse interactive elements in live broadcasts. Full article

Background/Objectives: Recently, interest in studying food addiction (FA) in the context of behavioral addictions (BAs) has increased. However, research remains limited to determine the FA prevalence among various BAs. The current study aimed to investigate FA in a clinical sample of patients seeking treatment for gaming disorder, compulsive buying-shopping disorder (CBSD), compulsive sexual behavior disorder, and the comorbid presence of multiple BAs, as well as to determine the sociodemographic characteristics, personality traits, and general psychopathology of this clinical population. In addition, we analyzed whether FA is linked to a higher mean body mass index (BMI). Methods: The sample included 209 patients (135 men and 74 women) attending a specialized behavioral addiction unit. The assessment included a semi-structured clinical interview for the diagnosis of the abovementioned BAs, in addition to self-reported psychometric assessments for FA (using the Yale Food Addiction Scale 2. 0, YFAS-2), CBSD (using the Pathological Buying Screener, PBS), general psychopathology (using the Symptom Checklist-Revised, SCL-90-R), personality traits (using the Temperament and Character Inventory-Revised, TCI-R), emotional regulation (using Difficulties in Emotion Regulation Strategies, DERS), and impulsivity (using Impulsive Behavior Scale, UPPS-P). The comparison between the groups for the clinical profile was performed using logistic regression (categorical variables) and analysis of covariance (ANCOVA), adjusted based on the patients’ gender. The sociodemographic profile was based on chi-square tests for categorical variables and analysis of variance (ANOVA) for quantitative measures. Results: The prevalence of FA in the total sample was 22.49%. The highest prevalence of FA was observed in CBSD (31.3%), followed by gaming disorder (24.7%), and the comorbid presence of multiple BAs (14.3%). No group differences (FA+/−) were found in relation to sociodemographic variables, but the comorbidity between FA and any BA was associated more with females as well as having greater general psychopathology, greater emotional dysregulation, higher levels of impulsivity, and a higher mean BMI. Conclusions: The comorbidity between FA and BA is high compared to previous studies (22.49%), and it is also associated with greater severity and dysfunctionality. Emotional distress levels were high, which suggests that the group with this comorbidity may be employing FA behaviors to cope with psychological distress. However, a better understanding of the latent mechanisms that contribute to the progression of this multifaceted comorbid clinical disorder is needed. One aspect that future studies could consider is to explore the existence of FA symptoms early and routinely in patients with BAs. Full article

Within the global wave of manufacturing intelligence, AI technologies are revolutionizing industrial frameworks through deep integration. As a resource-intensive sector, fashion has become a pivotal arena for assessing AI’s role in sustainable development. China, the world’s largest apparel producer, faces unique AI integration challenges, highlighting the intersection of innovation and sustainability. To further explore the impact of AI-powered try-on technology on the impulsive buying intentions of young Chinese consumers, this research utilizes a modified version of the stimulus–organism–response (SOR) model. From the lens of online shopping, the research investigates how key features of AI-powered try-on technology, such as visual vividness, interactive control, personalized configuration, and ease of use, affect impulsive buying intentions. Additionally, the study examines the mediating roles of perceived utilitarian value, perceived hedonic value, and perceived immersion, alongside the moderating role of brand trust. A structured online survey was conducted with 366 participants, and the data were analyzed using the partial least squares (PLS) method. The findings reveal that the four core attributes of AI-powered try-on technology have a positive effect on impulsive buying intentions. Furthermore, the mediating roles of perceived utilitarian value, perceived hedonic value, and perceived immersion, along with the moderating influence of brand trust, were substantiated. In the realm of online apparel shopping, AI-powered try-on technology effectively stimulates impulsive buying behavior and drives online purchases. These results offer valuable theoretical insights for enhancing AI-powered try-on applications, while also providing strategic guidance for fashion brands and e-commerce platforms in developing AI-driven sustainable marketing approaches. Full article

This study introduces a novel construct, Spendception, which conceptualizes the psychological impact of digital payment systems on consumer behavior, marking a significant contribution to the field of consumer psychology and behavioral economics. Spendception reflects the reduced psychological resistance to spending when using digital payment methods, as compared to cash, due to the diminished visibility of transactions and the perceived ease of payments. This research aims to explore the role of Spendception in increasing consumer purchase behavior, whereas the role of impulse buying has been observed as a mediator. To test the proposed model, an extensive survey was performed by collecting 1162 respondents from all walks of life to get the real picture. We employed exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) to validate the measurement of key constructs. To test the hypothetical relations among all the variables, we employed structural equation modeling (SEM). Furthermore, a machine learning technique was used to test the robustness of the model. Results showed that Spendception greatly boosted the consumer purchase behavior, with impulse buying partially mediating the relation. Gender was found to moderate the relationship, with female consumers being more susceptible to impulse buying caused by Spendception. The study showed that digital payment systems made buying feel less noticeable, which led to people spending more without realizing the financial impact. This study introduces Spendception, a novel construct that extends existing consumer behavior theories by explaining how digital payment systems reduce psychological barriers to spending. It bridges the gap between Spendception and the pain of paying, demonstrating that the lack of immediate visibility and physicality in digital payments alters consumers’ perceptions of spending, leading to impulse buying and higher purchase behavior. The findings also offer actionable insights for marketers in designing targeted campaigns that leverage the psychological effects of Spendception. The findings provide actionable insights for marketers to design targeted campaigns and for policymakers to promote financial literacy, ensuring ethical use of digital payment systems. Full article

Food waste poses a substantial global challenge, with intricate environmental, economic, and ethical ramifications. This study examines household food waste behaviors, emphasizing the interplay of personal responsibility, awareness of consequences, personal norms, and systemic barriers. Employing a thematic analysis of in-depth interviews with 60 households across Hungary’s Central and Western Transdanubian regions, this research explores factors influencing waste-reduction strategies across the pre-, mid-, and post-consumption phases. The thematic analysis of the interview data yielded key themes, including ascription of responsibility (AR), awareness of consequences (AC), personal norms (PN), demographic characteristics (DC), behavioral intentions (FWBI), and barriers (B). Participants identified barriers to waste reduction, such as impulse buying, poor storage practices, and limited knowledge of food rescue initiatives. Incorporating these barriers as a core variable deepens the understanding of systemic challenges, while stage-specific analysis illuminates the evolution of waste-reduction behaviors. These insights will inform targeted interventions, such as community programs, educational campaigns, and technology-driven solutions, including food rescue apps, to foster sustainable consumption. This study’s integration of behavioral theories with actionable strategies provides valuable guidance for policymakers and stakeholders seeking to reduce household food waste on a global scale. Full article

This study examines the application of discount strategies to reduce consumer food waste in Indonesia, focusing on the interplay between bundling discounts as short-term interventions and loyalty member discounts as long-term interventions. Indonesia is a country facing serious environmental and economic challenges due to its position among the largest generators of food waste in the world. This research investigates the impact of bundling discounts, moderated by impulsive buying, and loyalty member discounts, moderated by value-seeking behavior, on reducing food waste. In a quantitative approach, SEM was employed, with data sampled through questionnaires distributed across major Indonesian cities renowned for their large restaurant industries, including Bali, Jakarta, Yogyakarta, and Malang. A total of 350 questionnaires distributed resulted in 312 being eligible for further analysis. The findings indicate that bundling discounts have certain positive effects, which are usually weakened by impulsive buying, leading to over-purchasing. However, loyalty member discounts have stronger and more sustainable impacts, mediated by value-seeking behavior that encourages planned and responsible consumption. These findings highlight that tailored discount strategies have a critical role in food waste reduction, while loyalty programs provide an effective framework for sustainability. Insights from this study put restaurant managers and policymakers in a better position to align Indonesia’s discount strategies with its sustainability goals and to advance responsible consumption practices in the restaurant sector. Full article

Impulsive buying is a growing problem in modern society with significant financial and psychological consequences, and it is necessary to examine the mechanisms underlying it. Understanding the mechanisms driving this behavior is crucial. Impulsive buying consists of two key aspects: a cognitive aspect, characterized by a lack of planning and reflection, and an affective aspect, involving emotional responses that can occur before, during, or after a purchase. This study aims to explore the relationship between personality traits, as measured by the HEXACO model, and tendencies toward impulsive buying. Specifically, it examines how the HEXACO traits differentially predict the cognitive and affective components of impulsive buying tendencies. Data were collected from a sample of 420 students, with 32 excluded due to incomplete responses, resulting in a final sample of 388 students (155 men, 233 women) with an average age of 22.8. Hierarchical regression analyses revealed that HEXACO personality domains significantly predicted overall impulsive buying tendencies. As expected, Honesty–Humility and Conscientiousness were negatively associated with impulsive buying, while Emotionality and Extraversion positively predicted impulsive buying tendencies. Moreover, Honesty–Humility, Conscientiousness, and Extraversion significantly predicted the cognitive component of impulsive buying, while Honesty–Humility and Emotionality were significant predictors of the affective component. These findings suggest the importance of educating individuals, from an early age, on the negative consequences of impulsive buying, effective money-saving strategies, and the principles of mental accounting. Full article

We explored impulsive buying behavior regarding mobile games and the factors influencing it. Data were collected from 389 participants. The results presented differences between different types of impulse buying. The findings contribute to the future study of consumer behavior and provide implications for commercial providers. Full article

Serendipity-oriented recommendation systems have been widely applied in major e-commerce and social platforms. Platform managers aim to enhance user satisfaction and increase platform sales by creating serendipitous encounters with information. Previous research has shown that the unexpectedness of encountering product information in serendipity-oriented recommendation systems can effectively stimulate positive emotions in customers, resulting in unplanned purchases, such as impulse buying. However, little research has focused on another critical aspect of encountering product information: perceived value. Our study suggests that encountering product information can positively affect the intention to purchase planned products (focal products) based on their perceived value. To explore this, we conducted three experiments and found that: (1) encountering product information positively influences planned product purchase intention (e.g., reduced decision-making time, improved focal product purchase intention), compared to the absence of encountering product information (precision-oriented recommendation systems); (2) this effect is mediated by customer inspiration; and (3) the characteristics of recommendation system strategies can moderate this effect. Specifically, when the strategy features exhibit a low level of explainability, the impact of encountering product information on customer inspiration and purchase intention is more significant than when a high level of explainability is presented. Full article

The consumption of games has received increasing attention due to their high profits and addiction issues. However, previous studies have focused mainly on players’ in-game purchases, neglecting the purchase of game derivative products. This article provides the first exploration of the differences and similarities between in-game purchases and derivative product purchases with a mixed-method approach. A quantitative survey collected data from 9864 game players, and the results suggested that there were differences between in-game purchases and derivative product consumption in terms of consumption amount and number of participants, and that derivative product purchases had a stronger relationship with character attachment and game loyalty. Subsequent interviews were conducted with 22 players. The findings supported the quantitative results and revealed that players exhibited a distinct understanding of each type of purchase in terms of ownership. Overall, these findings contribute to the understanding of game derivative product purchases and explore the factors influencing in-game purchases and derivative product purchases. We strongly argue that the pattern of spending on game derivative products is very different from that of spending on in-game purchases and is, thus, worthy of dedicated research. Full article

Given the widespread adoption of fresh food e-commerce, this study aimed to explore the service quality attributes influencing utilitarian value, hedonic value, and impulsive buying behavior. A survey was conducted with 263 participants who had experience in purchasing fresh food online. Their responses were analyzed to test hypotheses using structural equation modeling. The findings reveal significant influences of information quality, ease of use, and problem resolution on utilitarian value. Additionally, ease of use, problem resolution, and trendiness were found to impact hedonic value. Problem resolution was a quality factor that affected both practical value and hedonic value, and its influence was found to be greater than that of other service quality factors. Hedonic value was also found to significantly affect impulsive buying behavior; however, utilitarian value did not exhibit a significant impact on impulsive buying behavior. The results provide useful theoretical and managerial implications in the field of fresh food e-commerce business. Full article