Flow and social capital theory in online impulse buying

This study examines the influence of affective and reactive factors, as well as two mediators of consumers' online impulse buying behavior in social commerce, by following the stimulus-organism-response (SOR) paradigm, social capital theory, and flow theory. Social interactions and content are...

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Published in	Journal of business research Vol. 69; no. 6; pp. 2277 - 2283
Main Author	Huang, Li-Ting
Format	Journal Article
Language	English
Published	New York Elsevier Inc 01.06.2016 Elsevier Sequoia S.A
Subjects	Browsing activity Comparative analysis Content attractiveness Electronic commerce Impulse buying Online impulse buying Peer communication Social capital Social commerce Social interaction Social networks Studies Social commerce Peer communication Online impulse buying Content attractiveness Social capital Browsing activity
Online Access	Get full text
ISSN	0148-2963 1873-7978
DOI	10.1016/j.jbusres.2015.12.042

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Abstract	This study examines the influence of affective and reactive factors, as well as two mediators of consumers' online impulse buying behavior in social commerce, by following the stimulus-organism-response (SOR) paradigm, social capital theory, and flow theory. Social interactions and content are important stimuli on social networking websites. This study conducts structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) to analyze data from an online questionnaire. Four main findings emerge. First, the urge to buy differs from impulse buying, and significantly predicts impulse buying behavior. Second, internal processing exists between the stimuli and responses, per the SOR paradigm. Third, peers' opinions on social networking websites exert considerable influence on consumers' impulsive desire to purchase. Fourth, the fsQCA results show ways to increase consumers' desire to purchase impulsively, including reactive and affective factors. The method for impulse buying only includes social capital, peer communication, urge to buy, and vividness.
AbstractList	This study examines the influence of affective and reactive factors, as well as two mediators of consumers' online impulse buying behavior in social commerce, by following the stimulus-organism-response (SOR) paradigm, social capital theory, and flow theory. Social interactions and content are important stimuli on social networking websites. This study conducts structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) to analyze data from an online questionnaire. Four main findings emerge. First, the urge to buy differs from impulse buying, and significantly predicts impulse buying behavior. Second, internal processing exists between the stimuli and responses, per the SOR paradigm. Third, peers' opinions on social networking websites exert considerable influence on consumers' impulsive desire to purchase. Fourth, the fsQCA results show ways to increase consumers' desire to purchase impulsively, including reactive and affective factors. The method for impulse buying only includes social capital, peer communication, urge to buy, and vividness. This study examines the influence of affective and reactive factors, as well as two mediators of consumers' online impulse buying behavior in social commerce, by following the stimulus-organism-response (SOR) paradigm, social capital theory, and flow theory. Social interactions and content are important stimuli on social networking websites. This study conducts structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) to analyze data from an online questionnaire. Four main findings emerge. First, the urge to buy differs from impulse buying, and significantly predicts impulse buying behavior. Second, internal processing exists between the stimuli and responses, per the SOR paradigm. Third, peers' opinions on social networking websites exert considerable influence on consumers' impulsive desire to purchase. Fourth, the fsQCA results show ways to increase consumers' desire to purchase impulsively, including reactive and affective factors. The method for impulse buying only includes social capital, peer communication, urge to buy, and vividness. [web URL: http://www.sciencedirect.com/science/article/pii/S0148296315006670]
Author	Huang, Li-Ting
Author_xml	– sequence: 1 givenname: Li-Ting surname: Huang fullname: Huang, Li-Ting email: lthuang@mail.cgu.edu.tw organization: Department of Information Management, Chang Gung University, 259, Wenhua 1st Rd., Guishan Dist., Taoyuan City 33302, Taiwan
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Copyright	2015 Elsevier Inc. Copyright Elsevier Sequoia S.A. Jun 2016
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10.1016/j.intmar.2011.11.004
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Snippet	This study examines the influence of affective and reactive factors, as well as two mediators of consumers' online impulse buying behavior in social commerce,...
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SubjectTerms	Browsing activity Comparative analysis Content attractiveness Electronic commerce Impulse buying Online impulse buying Peer communication Social capital Social commerce Social interaction Social networks Studies
Title	Flow and social capital theory in online impulse buying
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