Affecting of Online Comments on Impulse Buying in E-Distribution

Purpose: This study's purpose is to conduct empirical research on online comments affect Vietnamese consumers' impulsive buying in e-distribution. This study also considers affecting of browsing toward the urge to buy, and the urge to buy toward impulse buying in edistribution. Research design, data and methodology: This study used the non-probability method to assemble data from 273 customers' online buying experiences via a Google Forms online survey. By using SmartPLS, the data were examined for reliability, convergent validity, discriminant validity of the variables, and proposed hypothesis testing. Results: The empirical study discovered that internet comments with utilitarian and hedonistic values had a positive effect on browsing, the urge to buy, and impulse purchases in e-distribution. Additionally, the result revealed that browsing had a positive influence on the urge to purchase. Likewise, the findings also disclosed that the urge to buy had a favorable effect on impulse buying. Conclusions: This study offered a thorough conceptual model of internet feedback influencing browsing, urge to buy, and impulsive purchases in e-distribution. Also, to increase impulsive buying, this study will assist e-distribution managers in concentrating on developing innovative marketing strategies and action plans that take into consideration consumers' internet reviews, browsing, and urge to buy.

keywords: Online Comments, E-Distribution, Utilitarian Value, Hedonic Value, Browsing, Ugre to Buy, Impulse Buying

Reference

Baber, A., Thurasamy, R., Malik, M. I., Sadiq, B., Islam, S., & Sajjad, M. (2016). Online word-of-mouth antecedents, attitude and intention-to-purchase electronic products in Pakistan. Telematics and Informatics, 33(2), 388–400. https://doi.org/10.1016/j.tele.2015.09.004

Badgaiyan, A. J., & Verma, A. (2015). Does urge to buy impulsively differ from impulsive buying behaviour? Assessing the impact of situational factors. Journal of Retailing and Consumer Services, 22, 145–157. https://doi.org/10.1016/j.jretconser.2014.10.002

Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 161–167. https://doi.org/10.1016/s0022-4359(98)90009-4

Bloch, P. H., Ridgway, N. M., & Sherrell, D. L. (1989). Extending the concept of shopping: An investigation of browsing activity. Journal of the Academy of Marketing Science, 17(1), 13–21. https://doi.org/10.1007/BF02726349

Chauhan, S., Banerjee, R., & Mittal, M. (2020). An Analytical Study on Impulse Buying for Online Shopping During Covid19. Journal of Content, Community and Communication, 12, 198–209. https://doi.org/10.31620/JCCC.12.20/18

Chen, C. Der, & Ku, E. C. S. (2021). Diversified Online Review Websites as Accelerators for Online Impulsive Buying: The Moderating Effect of Price Dispersion. Journal of Internet Commerce, 20(1), 113–135. https://doi.org/10.1080/15332861.2020.1868227

Chen, Y., Liu, D., Liu, Y., Zheng, Y., Wang, B., & Zhou, Y. (2022). Research on user generated content in Q&A system and online comments based on text mining. Alexandria Engineering Journal, 61(10), 7659–7668. https://doi.org/10.1016/j.aej.2022.01.020

Chin, W. W. (1998). The partial least squares approach to structural equation modeling. In G. A. Macoulides (Ed.), Modern Methods for Business Research (pp. 295–336). Lawrence Erlbaum Associates.

Cui, Y., Zhu, J., & Liu, Y. (2022). Exploring the Social and Systemic Influencing Factors of Mobile Short Video Applications on the Consumer Urge to Buy Impulsively. Journal of Global Information Management, 30(1), 1–23. https://doi.org/10.4018/jgim.301201

10.

Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management Science, 49(10), 1407–1424. https://doi.org/10.1287/mnsc.49.10.1407.17308

11.

Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of Convenience Sampling and Purposive Sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1. https://doi.org/10.11648/j.ajtas.20160501.11

12.

Fan, Y., Chen, J., Shirkey, G., John, R., Wu, S. R., Park, H., & Shao, C. (2016). Applications of structural equation modeling (SEM) in ecological studies: an updated review. Ecological Processes, 5(1), 5–19. https://doi.org/10.1186/s13717-016-0063-3

13.

Fan, Z., & Zhang, P. (2015). Impact of online reviews on impulsive buying intention based on regulatory focus theory. International Conference on Education Technology, Management and Humanities Science, 364–367. https://doi.org/10.2991/etmhs-15.2015.27

14.

Fang, X., Wang, J., Seng, D., Li, B., Lai, C., & Chen, X. (2021). Recommendation algorithm combining ratings and comments. Alexandria Engineering Journal, 60(6), 5009–5018. https://doi.org/10.1016/j.aej.2021.04.056

15.

Gallaugher, J. M. (2002). E-Commerce and the Undulating Distribution Channel. Communications of the Association for Computing Machinery (CACM), 45(7), 89–95. https://doi.org/https://doi.org/10.1145/514236.514240

16.

Hair, J. F., Black, W. c., Babin, B, J., & Anderson, R. E. (2014). Multivariate Data Analysis (7th ed.). Pearson Education Limited.

17.

Hair, J., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). SAGE Publications, Inc.

18.

Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38– 52. https://doi.org/10.1002/dir.10073

19.

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014- 0403-8

20.

Hewei, T. (2022). Influence of online comments on clothing impulse buying behavior in mobile short video app live broadcast. Frontiers in Psychology, 13(August), 1–11. https://doi.org/10.3389/fpsyg.2022.913073

21.

Hong, L. M., Wan Zulkiffli, W. F., & Che Amran, C. A. (2021). Online Feedback Impact Online Shoppers’ Impulse Purchases in Malaysia. Jurnal Manajemen Dan Kewirausahaan, 23(2), 197–203. https://doi.org/10.9744/jmk.23.2.197-203

22.

Hsu, S.-H. (2017). E-Commerce in the Distribution Management. International Journal of Business, 7(3), 25–32. www.ijbhtnet.com

23.

Hu, F. (2019). The relationship analysis between online reviews and online shopping based on B2C platform technology. Cluster Computing, 22, 3365–3373. https://doi.org/10.1007/s10586-018-2182-3

24.

Hussain, S., Guangju, W., Jafar, R. M. S., Ilyas, Z., Mustafa, G., & Jianzhou, Y. (2018). Consumers’ online information adoption behavior: Motives and antecedents of electronic word of mouth communications. Computers in Human Behavior, 80, 22–32. https://doi.org/10.1016/j.chb.2017.09.019

25.

Iftikhar, M., & Iqbal, J. (2021). Investigating Online Impulse Buying Behavior In South Asian Context. Journal of Contemporary Issues in Business and Government, 27(02). https://doi.org/10.47750/cibg.2021.27.02.194

26.

Indrawati, I., Ramantoko, G., Widarmanti, T., Aziz, I. A., & Khan, F. U. (2022). Utilitarian, hedonic, and self-esteem motives in online shopping. Spanish Journal of Marketing - ESIC, 26(2), 231–246. https://doi.org/10.1108/SJME-06-2021-0113

27.

Kalla, S. M., & Arora, A. P. (2011). Impulse buying: A literature review. Global Business Review, 12(1), 145–157. https://doi.org/10.1177/097215091001200109

28.

Lim, H., & Shiode, N. (2011). The impact of online shopping demand on physical distribution networks: A simulation approach. International Journal of Physical Distribution & Logistics Management, 41(8), 732–749. https://doi.org/10.1108/09600031111166401

29.

Lo, P. S., Dwivedi, Y. K., Wei-Han Tan, G., Ooi, K. B., Cheng-Xi Aw, E., & Metri, B. (2022). Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis. Journal of Business Research, 147(April), 325–337. https://doi.org/10.1016/j.jbusres.2022.04.013

30.

Mehta, K. T. (2008). E-commerce: on-line retail distribution strategies and global challenges. The Business Review, 9(2), 31–36.

31.

Melacini, M., Perotti, S., Rasini, M., & Tappia, E. (2018). Efulfilment and distribution in omni-channel retailing: a systematic literature review. International Journal of Physical Distribution & Logistics Management, 48(4), 391–414.

32.

Moreno, D. E., Fabre, E., & Pasco, M. (2022). Atmospheric Cues Roles: Customer’s Online Trust, Perceived Enjoyment, and Impulse Buying Behavior. Open Journal of Business and Management, 10, 223–244. https://doi.org/10.4236/ojbm.2022.101014

33.

Moses, M., Nkoyi, A., & Walt, F. Van Der. (2021). Determinants of Impulsive Buying Behaviour in Social Commerce : A Stimulus – Organism – Response Framework Perspective. The Retail and Marketing Review, 17(2), 119–130.

34.

Mumuni, A. G., O’Reilly, K., MacMillan, A., Cowley, S., & Kelley, B. (2020). Online Product Review Impact: The Relative Effects of Review Credibility and Review Relevance. Journal of Internet Commerce, 19(2), 153–191. https://doi.org/10.1080/15332861.2019.1700740

35.

Nagar, K. (2016). Drivers of E-store Patronage Intentions: Choice Overload, Internet Shopping Anxiety, and Impulse Purchase Tendency. Journal of Internet Commerce, 15(2), 97–124. https://doi.org/10.1080/15332861.2016.1148971

36.

Overby, J. W., & Lee, E. J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 59(10–11), 1160– 1166. https://doi.org/10.1016/j.jbusres.2006.03.008

37.

Park, E. J., Kim, E. Y., Funches, V. M., & Foxx, W. (2012). Apparel product attributes, web browsing, and e-impulse buying on shopping websites. Journal of Business Research, 65(11), 1583–1589. https://doi.org/10.1016/j.jbusres.2011.02.043

38.

Pöyry, E., Parvinen, P., & Malmivaara, T. (2013). Can we get from liking to buying? Behavioral differences in hedonic and utilitarian Facebook usage. Electronic Commerce Research and Applications, 12(4), 224–235. https://doi.org/10.1016/j.elerap.2013.01.003

39.

Reimer, T., & Benkenstein, M. (2016). When good WOM hurts and bad WOM gains: The effect of untrustworthy online reviews. Journal of Business Research, 69(12), 5993–6001. https://doi.org/10.1016/j.jbusres.2016.05.014

40.

Rook, D. W. (1987). The Buying Impulse. Journal of Consumer Research, 14(2), 189. https://doi.org/10.1086/209105

41.

Sarstedt, M., Hair, J. F., Pick, M., Liengaard, B. D., Radomir, L., & Ringle, C. M. (2022). Progress in partial least squares structural equation modeling use in marketing research in the last decade. Psychology and Marketing, 39(5), 1035–1064. https://doi.org/10.1002/mar.21640

42.

Verhagen, T., & Van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information and Management, 48(8), 320–327. https://doi.org/10.1016/j.im.2011.08.001

43.

Wang, E. S. T. (2010). Internet usage purposes and gender differences in the effects of perceived utilitarian and hedonic value. Cyberpsychology, Behavior, and Social Networking, 13(2), 179–183. https://doi.org/10.1089/cyber.2009.0200

44.

Widagdo, B., & Roz, K. (2021). Hedonic Shopping Motivation and Impulse Buying: The Effect of Website Quality on Customer Satisfaction. Journal of Asian Finance, Economics and Business, 8(1), 395–405. https://doi.org/10.13106/jafeb.2021.vol8.no1.395

45.

Wu, X., Jin, L., & Xu, Q. (2021). Expertise Makes Perfect: How the Variance of a Reviewer’s Historical Ratings Influences the Persuasiveness of Online Reviews. Journal of Retailing, 97(2), 238–250. https://doi.org/10.1016/j.jretai.2020.05.006

46.

Zhang, K. Z. K., Xu, H., Zhao, S., & Yu, Y. (2018). Online reviews and impulse buying behavior: the role of browsing and impulsiveness. Internet Research, 28(3), 522–543. https://doi.org/10.1108/IntR-12-2016-0377

바로가기메뉴

Article Contents

Vol.21 No.3

Affecting of Online Comments on Impulse Buying in E-Distribution

Abstract

Reference

The Journal of Distribution Science