Modeling the significance of advertising values on online impulse buying behavior

The rapid growth of online shopping and digital advertising, particularly in China, necessitates a deeper understanding of the factors driving online impulse buying behavior. While research exists in developed countries, a comprehensive understanding of the relationship between advertising value and impulse buying among diverse Chinese age groups is lacking. This study addresses this gap by examining how various advertising values – informativeness, credibility, creativity, entertainment, interaction, and integration – influence online impulse buying behavior. The study also explores the mediating role of the "urge to buy impulsively" and the moderating role of customer anxiety. The burgeoning e-commerce market in China, projected to become the world's largest, makes this research particularly timely and relevant. Understanding the motivational factors behind impulse buying is crucial for marketers and advertisers seeking to effectively reach and influence Chinese consumers. The significant proportion of online transactions attributed to impulse purchases (~40%) highlights the economic importance of this research, while the potential negative consequences of impulsive buying (debt, low self-worth) underscore its social relevance. Existing research on impulse buying, while plentiful, often focuses on specific demographics or lacks a holistic view of the interplay between advertising and consumer behavior within the Chinese context. This study aims to provide a comprehensive framework, accounting for various advertising values and the psychological influences of anxiety and the urge to buy impulsively.

Existing literature highlights the influence of various factors on impulse buying behavior. The Stimulus-Organism-Response (S-O-R) model serves as a suitable framework for this study, given its application in understanding online consumer behavior in contexts such as social commerce and e-commerce. Previous studies have examined the dimensions of advertising value, including informativeness, entertainment (Ducoffe, 1995; Zha et al., 2015), credibility, and creativity (Malafe et al., 2023). However, a comprehensive analysis incorporating all these aspects within the Chinese context is still limited. Furthermore, research on the motivational factors behind impulsive purchases has considered aspects like self-esteem, risk preference, social isolation (Luo et al., 2021), and hedonic dimensions (Akram et al., 2018). However, empirical evidence linking advertising values and online impulsive buying in China remains scarce. The role of customer anxiety has been explored in previous studies as a mediating or moderating variable in online shopping adoption and brand loyalty, but its moderating effect on the relationship between the urge to buy impulsively and online impulse buying behavior in the Chinese context is largely unknown. Finally, research on the relationship between social integration in advertising and impulsive buying shows mixed results, highlighting the need for further investigation.

This study employed a quantitative methodology using a cross-sectional survey design. A sample of 1422 adult Chinese online consumers (aged 18 and above) was recruited using convenience sampling via social media platforms. Data were collected using an online questionnaire incorporating measurement scales adapted from previous studies. The questionnaire used a seven-point Likert scale to assess nine constructs: informativeness, credibility, creativity, entertainment, interaction, integration, urge to buy impulsively, customer anxiety, and online impulse buying behavior. The questionnaire was translated into Mandarin and back-translated to ensure accuracy. To address common method bias (CMB), procedural measures were implemented, including clear definitions, concise instructions, anonymity assurance, and question randomization. Harman’s single factor test and Kock’s full collinearity test were used to statistically assess CMB. Partial least squares-structural equation modeling (PLS-SEM) was employed for data analysis due to the presence of multivariate non-normality. PLS-SEM involves two stages: assessment of the measurement model (reliability and validity) and evaluation of the structural model (relationships between constructs). The demographic characteristics of the respondents, including gender, age, employment, location, advertising viewing frequency, online product search frequency, and online purchase frequency were also collected and analyzed.

The study's findings reveal several key relationships: 1. **Advertising Value and Urge to Buy Impulsively:** Informativeness (β = 0.144, p < 0.01), credibility (β = 0.155, p < 0.01), creativity (β = 0.170, p < 0.01), entertainment (β = 0.104, p < 0.01), and integration (β = 0.172, p < 0.01) significantly and positively influenced the urge to buy impulsively. Interaction did not show a significant relationship. The R² value of 0.289 indicates a substantial explanatory power of these advertising value factors in predicting the urge to buy impulsively. 2. **Urge to Buy Impulsively and Online Impulse Buying Behavior:** The urge to buy impulsively significantly and positively predicted online impulse buying behavior (β = 0.401, p < 0.01), with an R² of 0.186 suggesting moderate explanatory power. 3. **Moderating Role of Customer Anxiety:** Customer anxiety did not significantly moderate the relationship between the urge to buy impulsively and online impulse buying behavior (β = 0.025, p > 0.05). 4. **Mediating Role of Urge to Buy Impulsively:** The urge to buy impulsively significantly mediated the relationship between informativeness, credibility, creativity, entertainment, and integration and online impulse buying behavior. Interaction did not show significant mediation. Table 4 summarizes the hypothesis testing, while Table 5 details the specific indirect effects of advertising values on online impulse buying behavior via the mediating role of the urge to buy impulsively. The measurement model, including factor loadings, is shown in Figure 3. Figure 4 displays the lack of a significant moderating effect of customer anxiety. Reliability and validity analyses were conducted, and results suggest high reliability (Cronbach's alpha and composite reliability values exceeding 0.70) and convergent validity (AVE values greater than 0.50) for all constructs. Discriminant validity was also confirmed using the Fornell-Larcker criterion and HTMT tests (values below 0.85).

This study's findings demonstrate that several advertising values significantly influence online impulse buying behavior among Chinese consumers, primarily through their effect on the urge to buy impulsively. The significant positive relationships between informativeness, credibility, creativity, entertainment, and integration and the urge to buy impulsively suggest that marketers should prioritize these aspects in their advertising strategies. The significant mediating role of the urge to buy impulsively highlights the importance of understanding the psychological processes involved in impulse buying. The lack of a moderating effect of customer anxiety contrasts with some existing research, suggesting that anxiety may not play a significant role in influencing the translation of the urge to buy into actual online purchases among this consumer group in China. These results have important implications for how marketers design and deliver online advertising campaigns in China. The significant indirect effects indicate that the influence of advertising values on online impulse buying is largely mediated through the internal psychological state of the consumer.

This study contributes to the understanding of online impulse buying behavior among Chinese consumers by demonstrating the significant influence of several advertising values on the urge to buy impulsively and ultimately on online purchasing decisions. The mediating role of the urge to buy impulsively highlights the importance of focusing on stimulating this psychological state through effective advertising. The lack of a significant moderating role for customer anxiety adds to the existing literature. Future research could explore the influence of other moderating variables (e.g., social influence, cultural norms) and utilize longitudinal studies to further understand the causal relationships between advertising, psychological states, and buying behavior. Expanding the research to different cultural contexts would enhance the generalizability of the findings.

Several limitations should be considered when interpreting the results. The cross-sectional study design limits the ability to establish definitive causal relationships. The convenience sampling method may not fully represent the broader population of Chinese online consumers. The reliance on self-reported data introduces the possibility of response biases. Furthermore, other factors not considered in this study, such as social influence or individual differences, may also play a role in online impulse buying behavior. Future research could address these limitations by employing longitudinal or experimental designs, using more diverse sampling methods, and incorporating objective measures of behavior.