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Buying impulse triggered by digital media

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  • Pei-Chun Lin
  • Zhou-Hern Lin

Abstract

This study applies Beatty and Elizabeth Ferrell's impulse buying model to investigate consumers' buying impulses after receiving digital media promotions for limited-time-only sale for services. The influences of consumers' positive affect and impulse buying tendency on their felt urge to buy impulsively were explored. Questionnaires were utilized to survey consumers and structural equation modeling was adopted to explore the causal relationship among the constructs. The results indicated that consumers generate more positive affect if they perceive less time pressure or more money available. The results also revealed the direct effect of consumer positive affect and impulse buying tendency on their felt urge to buy impulsively. The study verifies the successful application of the impulse buying model to the promotion of services through digital media.

Suggested Citation

  • Pei-Chun Lin & Zhou-Hern Lin, 2013. "Buying impulse triggered by digital media," The Service Industries Journal, Taylor & Francis Journals, vol. 33(9-10), pages 892-908, July.
    • Handle: RePEc:taf:servic:v:33:y:2013:i:9-10:p:892-908
    DOI: 10.1080/02642069.2013.719887
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    Cited by:

    1. Yi Yong Lee & Chin Lay Gan, 2020. "Applications of SOR and para-social interactions (PSI) towards impulse buying: the Malaysian perspective," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(2), pages 85-98, June.
    2. Yi Yong Lee & Chin Lay Gan, 0. "Applications of SOR and para-social interactions (PSI) towards impulse buying: the Malaysian perspective," Journal of Marketing Analytics, Palgrave Macmillan, vol. 0, pages 1-14.
    3. Mittal, Sheetal & Chawla, Deepak & Sondhi, Neena, 2016. "Segmentation of impulse buyers in an emerging market – An exploratory study," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 53-61.

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