Impulse control during the online shopping frenzy in China: the role of consumer inertia

This study examined impulse control during an online shopping festival in China. The research model integrated the flow theory into a Stimulus-Organism-Response (S-O-R) framework to explore the direct and indirect impacts of positive eWOM on impulse buying; the mediating role of consumer inertia was assessed as a risk-reduction strategy in impulse-control intervention. The proposed model reasonably well fits the data; all hypotheses are supported. The structural equation modeling results (n=497) show that positive eWOM contributes to impulse buying because of the online shopping frenzy. Simultaneously, the rise of these stimuli also leads to reflective impulse control, and the three types of consumer inertia can explain the transition from positive eWOM to impulse buying. Furthermore, the affective and cognitive inertia enhance the dependence on the behavioral type after continuous stimulation with positive reinforcement. The findings imply consumer inertia helps secure decision quality and alleviates impulse behavior. In addition, the behavioral inertia generated by sustained affective and cognitive stimulation is essential to subsequent impulse purchases associated with evolving brand loyalty. The study consequently offers some suggestions for marketers to promote repeat purchases as well as potential lines of inquiry for further research.