IDEAS home Printed from https://ideas.repec.org/a/ids/ijiscm/v11y2019i1p3-24.html
   My bibliography  Save this article

Online impulse buying of organic food: a moderated (website personality) mediation (social appeal) process

Author

Listed:
  • Anum Tariq
  • Changfeng Wang
  • Yasir Tanveer
  • Umair Akram
  • Muhammad Bilal

Abstract

While existing literature has addressed the antecedents of impulsive buying behaviour, this research study investigates the impulse buying of organic food through mediating effect of social appeal on the relationship between consumer attitude and online impulse buying behaviour and whether this mediated relationship is moderated by website personality. In total, 600 respondents were asked to fill online survey questionnaire, however, 423 valid responses were collected in Beijing, China. Data were collected in a period of three months from October-December 2017 by survey questionnaire placed on frequently used social media platform like Wechat, QQ and Sina Weibo. Results revealed a significant full mediation in a positive relationship. This mediating effect of social appeal is further moderated by website personality. Results instigate online marketing professionals to review their tactics to deal with modern consumers by developing websites with social learning mechanism, user-friendlier and visually appealing to push organic intake.

Suggested Citation

  • Anum Tariq & Changfeng Wang & Yasir Tanveer & Umair Akram & Muhammad Bilal, 2019. "Online impulse buying of organic food: a moderated (website personality) mediation (social appeal) process," International Journal of Information Systems and Change Management, Inderscience Enterprises Ltd, vol. 11(1), pages 3-24.
    • Handle: RePEc:ids:ijiscm:v:11:y:2019:i:1:p:3-24
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=101646
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Zailin Zainal Ariffin & Siti Norazlin Anuar & Noor Farhana Mangadi & Azizul Yadi Yaakop & Zaini Sakawi & Sufian Jusoh & Mohd Adib Ibrahim, 2023. "Household Food Waste Behavior in Klang Valley, Malaysia, and Its Potential in the Circular Economy," Sustainability, MDPI, vol. 15(12), pages 1-15, June.
    2. Alaa M. S. Azazz & Ibrahim A. Elshaer, 2022. "Amid the COVID-19 Pandemic, Social Media Usage and Food Waste Intention: The Role of Excessive Buying Behavior and Religiosity," Sustainability, MDPI, vol. 14(11), pages 1-14, June.
    3. Uhm, Jun-Phil & Kim, Sanghoon & Do, Chanwook & Lee, Hyun-Woo, 2022. "How augmented reality (AR) experience affects purchase intention in sport E-commerce: Roles of perceived diagnosticity, psychological distance, and perceived risks," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijiscm:v:11:y:2019:i:1:p:3-24. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=79 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.