This study investigates the relationship between advertising value and online impulse buying behavior among Chinese consumers, considering the mediating role of the urge to buy impulsively and the moderating role of customer anxiety. Data from 1422 online consumers were analyzed using structural equation modeling. Results show that informativeness, credibility, creativity, entertainment, and integration significantly influence the urge to buy impulsively, which in turn positively affects online impulse buying. Customer anxiety showed no moderating effect. These findings offer valuable insights for marketers and advertisers targeting Chinese consumers.

Zhitan Feng, Abdullah Al Mamun, Mohammad Masukujjaman, Qing Yang