This study investigated impulse control during China's online shopping festival using a Stimulus-Organism-Response (S-O-R) framework integrated with flow theory. It examined the direct and indirect effects of positive electronic word-of-mouth (eWOM) on impulse buying, focusing on the mediating role of consumer inertia as a risk-reduction strategy. Structural equation modeling (n=497) supported all hypotheses, showing that positive eWOM contributes to impulse buying, but also triggers reflective impulse control. Three types of consumer inertia (affective, cognitive, and behavioral) explained the transition from positive eWOM to impulse buying, with affective and cognitive inertia enhancing behavioral inertia and subsequent impulse purchases. The findings suggest consumer inertia improves decision quality and mitigates impulsive behavior, offering marketers insights for promoting repeat purchases.

Jerry Yuwen Shiu, Guohang Wei, Hsiu-Hua Chang