Business

Modeling the significance of advertising values on online impulse buying behavior

Z. Feng, A. A. Mamun, et al.

This study by Zhitan Feng, Abdullah Al Mamun, Mohammad Masukujjaman, and Qing Yang delves into how advertising value impacts online impulse buying among Chinese consumers. Highlighting the significance of factors like informativeness, credibility, and entertainment, the research uncovers a fascinating connection to the impulse to buy, providing crucial insights for marketers.

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Playback language: English

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Abstract

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.

Publisher

Humanities and Social Sciences Communications

Published On

Oct 21, 2023

Authors

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

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