The Impact of Advertising Values on Impulsive and Compulsive Buying

IF 4.1 Q2 BUSINESS Journal of Internet Commerce Pub Date : 2022-04-13 DOI:10.1080/15332861.2022.2057122
Neda Sharifi Asadi Malafe, Shahrbano Gholipour Fereydoni, Seyed Ali Nabavi Chashmi
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引用次数: 3

Abstract

Abstract The current study sought to fill a gap in the literature by examining how advertising’s affective and cognitive values influence compulsive purchasing on Instagram. To do so, we considered the roles of hedonic and utilitarian browsing and customer anxiety. To achieve the stated purpose of this study, an applied research method was utilized, and the data were collected through an online survey. To analyze the data, the structural equation modeling using partial least squares was applied. The results showed that advertising’s affective and cognitive values have an effect on hedonic and utilitarian browsing and, consequently, the urge to buy impulsively and compulsively. The findings also revealed that the customer anxiety was an influential variable for compulsive buying and an impressible variable for the urge to buy impulsively. This study may benefit entrepreneurs in the realm of transitional economies to attract customers by controlling environmental stimuli that influence customers’ Instagram searches and, ultimately, their buying behavior.
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广告价值观对冲动性和强迫性购买的影响
当前的研究试图通过研究广告的情感和认知价值如何影响Instagram上的强迫性购买来填补文献中的空白。为此,我们考虑了享乐主义和功利主义浏览以及客户焦虑的作用。为了达到本研究的既定目的,采用了应用研究的方法,并通过在线调查收集数据。采用偏最小二乘结构方程模型对数据进行分析。结果表明,广告的情感价值和认知价值对享乐主义和功利主义的浏览产生影响,从而影响冲动和强迫性的购买冲动。研究还发现,顾客焦虑是强迫性购买的影响变量,是冲动购买的易影响变量。这项研究可能有利于转型经济领域的企业家通过控制影响客户Instagram搜索并最终影响其购买行为的环境刺激来吸引客户。
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来源期刊
CiteScore
10.50
自引率
7.00%
发文量
18
期刊介绍: The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.
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