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Does Product Semantics Matter in Stimulating Impulse Buying Behavior for Internet Products?

ABSTRACT: Design-driven innovation has become the source of the third-dimensional innovation driving force behind technology and outside the market, aiming to explore breakthrough innovation in product semantics for Internet products. This research tries to define the concept of product semantics and construct a consumer purchase decision model for Internet products with product semantic perception as the antecedent variable. In addition, how product semantics could stimulate consumers' expected regret and impulse purchase for Internet products is explained. The research finds that product semantic perception significantly affects consumers' expected inaction regret, which promotes their impulse purchase intention for Internet products; and expected inaction regret partially mediates between product semantic perception and impulse purchase intention. Self-control ability of consumers negatively moderates the relationship between their expected inaction regret and impulsive purchase intention for Internet products. Thus, the "non-use function" design of product semantics can effectively meet and lead the spiritual and cultural needs in hedonistic Internet shopping for consumers.

SUBMITTER: Huang X

PROVIDER: S-EPMC8419358 | biostudies-literature | 2021

REPOSITORIES: biostudies-literature

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Does Product Semantics Matter in Stimulating Impulse Buying Behavior for Internet Products?

Huang Xiangmeng X Cai Ruilin R

Frontiers in psychology 20210823

Design-driven innovation has become the source of the third-dimensional innovation driving force behind technology and outside the market, aiming to explore breakthrough innovation in product semantics for Internet products. This research tries to define the concept of product semantics and construct a consumer purchase decision model for Internet products with product semantic perception as the antecedent variable. In addition, how product semantics could stimulate consumers' expected regret an ...[more]

PMID: 34497555

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Project description:The rapid expansion of online commerce has significantly altered consumer behavior, particularly among digitally-savvy Generation Z individuals. This research analyzes the influence of product presentation videos on online impulsive buying behaviors in this demographic, using the Shopee video platform as a case study. The study aims to investigate how various external factors, including time pressure (TP), quantity pressure (QP), economic benefits (EB), social influence (SI), visual (VS), and sound (SO), affect online impulse buying by mediating emotions of arousal (AR) and pleasure (PL). This study employed a quantitative approach, and data was collected through a Likert scale questionnaire using a non-probability sampling technique. PLS-SEM statistical analysis was utilized to assess the research model, exploring the interplay of these stimuli in shaping impulsive buying behavior on the Shopee platform, among 438 Vietnamese Generation Z. The study's results indicate significant impacts of all factors on arousal, while time pressure, quantity pressure, and economic benefits did not significantly influence pleasure. Notably, arousal and pleasure emerged as mediators shaping impulsive buying decisions among Generation Z. These findings indicate that strategic use of external factors can effectively trigger emotions, leading to impulsive buying among digital natives. This also offers valuable insights for marketers looking to enhance e-commerce strategies on platforms such as Shopee video. Marketers can trigger customers' impulsive buying by creating a sense of urgency (e.g. flash sales, limited quantities), useful online reviewing, and personalizing discounts. Additionally, using visual and sound strategies in a positive online experience can further enhance this behavior and shape preferences. This study's findings contribute to a deeper understanding of consumer behavior theories in the digital era, highlighting the intricate roles of arousal and pleasure in online impulse buying.

Project description:The study aimed to investigate different factors of vulnerability for pathological buying in the online context and to determine whether online pathological buying has parallels to a specific Internet addiction. According to a model of specific Internet addiction by Brand and colleagues, potential vulnerability factors may consist of a predisposing excitability from shopping and as mediating variable, specific Internet use expectancies. Additionally, in line with models on addiction behavior, cue-induced craving should also constitute an important factor for online pathological buying. The theoretical model was tested in this study by investigating 240 female participants with a cue-reactivity paradigm, which was composed of online shopping pictures, to assess excitability from shopping. Craving (before and after the cue-reactivity paradigm) and online shopping expectancies were measured. The tendency for pathological buying and online pathological buying were screened with the Compulsive Buying Scale (CBS) and the Short Internet Addiction Test modified for shopping (s-IATshopping). The results demonstrated that the relationship between individual's excitability from shopping and online pathological buying tendency was partially mediated by specific Internet use expectancies for online shopping (model's R² = .742, p < .001). Furthermore, craving and online pathological buying tendencies were correlated (r = .556, p < .001), and an increase in craving after the cue presentation was observed solely in individuals scoring high for online pathological buying (t(28) = 2.98, p < .01, d = 0.44). Both screening instruments were correlated (r = .517, p < .001), and diagnostic concordances as well as divergences were indicated by applying the proposed cut-off criteria. In line with the model for specific Internet addiction, the study identified potential vulnerability factors for online pathological buying and suggests potential parallels. The presence of craving in individuals with a propensity for online pathological buying emphasizes that this behavior merits potential consideration within the non-substance/behavioral addictions.

Dataset Information

Does Product Semantics Matter in Stimulating Impulse Buying Behavior for Internet Products?

Publications

Does Product Semantics Matter in Stimulating Impulse Buying Behavior for Internet Products?

Similar Datasets

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