Search Results (48)

Social media influencers have made materialism more accessible and desirable, shaping how followers view success, self-worth, and consumption. This study investigates the influence of materialistic messages promoted by lifestyle influencers on their followers’ emotions, self-concept, and consumer behavior, using Symbolic Interactionism as the theoretical framework. The research addresses three key questions: motivations for follower engagement, emotional effects of materialistic content, and how such messages appear to influence purchasing decisions. Using a qualitative approach, the study focuses on 15 Malaysian young adults who actively engage with lifestyle influencers. Data were analyzed using Braun and Clarke’s thematic analysis framework. Six key themes emerged: (1) admiration and aspiration; (2) feelings of inadequacy and envy; (3) rationalization of impulsive purchases; (4) symbolic consumption and self-identity; (5) emotional ambivalence; and (6) distancing and self-regulation. The findings suggest that influencers serve not only as marketing agents but as symbolic figures whose lifestyles become templates for success and self-worth. Participants engaged with this content in emotionally complex ways, simultaneously admiring and resisting the ideals presented. Their consumption behaviors appeared to be shaped by perceived social meanings attached to material goods. The study provides implications for media literacy programs, influencer marketing practices, and platform-level interventions that consider the emotional and identity-based dimensions of materialistic consumption. 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

As the online shopping user base continues to grow rapidly, livestream e-commerce has emerged as a pivotal commercial phenomenon. However, consumers’ impulse purchase intentions in this environment are influenced by numerous interrelated factors, and the underlying mechanisms remain complex. To address the limitations of traditional approaches in modeling nonlinear relationships and hierarchical structures, this study introduces an integrated DEMATEL-AISM approach tailored for the livestream e-commerce context. The $\lambda$-intercept method is applied to simplify the system structure and highlight key influencing factors. Based on prior literature, we designed and distributed structured questionnaires to 558 consumers and industry experts, followed by in-depth interviews with five domain experts. Through this process, an indicator system was developed encompassing 15 factors across three dimensions: product, consumer, and livestream room. Using DEMATEL-AISM, we conducted a causal analysis of these factors. The results reveal that: (1) discount intensity, livestream promotional frameworks, and time pressure are the three most critical factors influencing impulse purchase intentions; (2) product monetary value and design features act as fundamental drivers; and (3) consumer upward and downward anticipated regret, perceived product quality, perceived product scarcity, and perceived streamer’s product knowledge have direct impacts on impulse purchase. By identifying these key factors and revealing their interconnections, this study offers strategic, evidence-based recommendations for enhancing consumer engagement and profitability in livestream e-commerce. The proposed DEMATEL-AISM also provides a novel and effective methodological contribution for analyzing the complex influencing factors of impulse purchase intentions in the e-commerce environment. 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

This study explores how visual merchandising and store layout influence customer shopping decisions. This research aims to identify the key factors that shape consumer behavior and provide useful insights for retailers by using interactive marketing factors. Data were collected from 488 respondents in the South Muntenia region of Romania, a key economic hub with significant retail activity. Given its economic diversity and proximity to Bucharest, this region serves as a representative microcosm of consumer behavior trends in Romania. The survey was distributed physically and virtually through social media platforms (Facebook and WhatsApp groups, and email networks) to ensure a diverse and representative sample. To analyze the data, this study utilized SmartPLS, a powerful tool for structural equation modeling (SEM). This approach allowed for an in-depth examination of the relationships between visual merchandising, store layout, and customer shopping behavior, providing a more comprehensive view of the conceptual model. This study’s theoretical contributions stem from its holistic approach, which combines different aspects of visual merchandising and store layout into a unified conceptual model. By analyzing how these elements work together, this study offers a deeper understanding of customer shopping behavior. Retailers are encouraged to prioritize product arrangement, make effective use of exterior lighting, and maintain engaging window displays. These strategies can attract more customers, encourage impulse purchases, and improve the overall store profitability. This study underscores the critical role that visual merchandising and store layout play in shaping customer shopping decisions. By optimizing product layout, enhancing exterior lighting, and creating captivating window displays, retailers can design a more engaging shopping experience that boosts customer satisfaction, increases sales, and builds customer loyalty. 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

As a booming branch of online retailing, live-streaming e-commerce can present abundant information dimensions and diverse forms of expression. Live-streaming e-commerce has enabled online retailers to interact with customers face-to-face, resulting in widespread instances of emotional and impulse buying behavior. Prior research in live-streaming e-commerce has suggested that live streamers’ characteristics, especially the live streamer’s face, can affect customers’ purchase intentions. The present research used questionnaire surveys and an eye tracking experiment to investigate the impact of live streamer’s facial attractiveness on consumer purchase intention for search-based and experience-based products. The questionnaire survey analyzed 309 valid questionnaires and revealed that attractive faces are the key influencing factor driving consumers’ impulse purchase intentions. Moreover, consumers’ emotional experience plays a partial mediating role in the process of live streamers’ faces influencing purchase intention. The eye tracking experiment further explored the mechanism of a live streamer’s facial attractiveness on consumers’ purchase intentions of search-based products and experience-based products from the perspective of visual attention by analyzing 64 valid sets of data. The results showed that attractive faces attract more consumers’ attention and, therefore, increase their purchase intention. Furthermore, there is a significant interaction between product type, the live streamer’s facial attractiveness, and consumers’ purchase intentions. In the case of unattractive live streamers, consumers are more likely to buy search-based products than experience-based products, while the purchase intention does not vary between search-based products and experience-based products in the case of attractive live streamers. The present study provides evidence for ‘beauty premium’ in live-streaming e-commerce and sheds light on the design of the match between live streamers and different types of products. Full article

In recent years, headphones have become increasingly popular worldwide. There are numerous models on the market today, varying in technical characteristics and offering different listening experiences. This article presents an application for simulating the sound response of specific headphone models by physically wearing others. In the future, for example, this application could help to guide people who already own a pair of headphones during the decision-making process of purchasing a new headphone model. However, the potential fields of application are much broader. An in-depth study of digital signal processing was carried out with the implementation of a computational model. Prior to this, an analysis was performed on impulse response measurements of specific headphones, which allowed for a better understanding of the behavior of each set of headphones. Finally, an evaluation of the entire system was conducted through a listening test. The analysis of the results showed that the software works reasonably well in replicating the target headphones. We hope that this work will stimulate further efforts in the same direction. Full article