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Factors Affecting Online Impulse Buying: Evidence from Chinese Social Commerce Environment

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  • Umair Akram

    (School of Economics and Management, Beijing University of Posts and Telecommunications, 10th Xitucheng Road Haidian District, Beijing 100876, China)

  • Peng Hui

    (School of Economics and Management, Beijing University of Posts and Telecommunications, 10th Xitucheng Road Haidian District, Beijing 100876, China)

  • Muhammad Kaleem Khan

    (School of Economics and Management, Beijing University of Posts and Telecommunications, 10th Xitucheng Road Haidian District, Beijing 100876, China)

  • Chen Yan

    (School of Economics and Management, Beijing University of Posts and Telecommunications, 10th Xitucheng Road Haidian District, Beijing 100876, China)

  • Zubair Akram

    (School of Management and Economics, Beijing Institute of Technology, Beijing 100081, China)

Abstract

First, the purpose of this study is to examine the impact of situational variables, scarcity and serendipity, on online impulse buying (OIB) in Chinese social commerce (SC) environment. Second, the study further assesses the moderating role of five dimensions of hedonic shopping value. Data were gathered from 671 online shoppers who come from two metropolitan cities of China, Beijing, and Shanghai. Structure equation modeling utilized was generated by AMOS 23 version to test the study hypotheses. The results confirm that situational factors positively influence the online impulse buying among Chinese online shoppers in SC environment. Four dimensions of hedonic shopping value (social shopping, relaxation shopping, adventure shopping and idea shopping) positively moderate the relationship between serendipity and OIB; value shopping is insignificant with moderation effect. The finding is helpful to the online retailers and SC web developers by recommending them to take the scarcity and serendipity in their consideration. These factors have the potential to motivate the consumers to initiate the hedonic shopping aptitude to urge to buy impulsively. Unlike the previous work which remained unsuccessful in incorporating all factors into one study, this study has incorporated irrational and unplanned consumption along with rational and planned one in the same research.

Suggested Citation

  • Umair Akram & Peng Hui & Muhammad Kaleem Khan & Chen Yan & Zubair Akram, 2018. "Factors Affecting Online Impulse Buying: Evidence from Chinese Social Commerce Environment," Sustainability, MDPI, vol. 10(2), pages 1-28, January.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:2:p:352-:d:129439
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