ONLINE FEEDBACK IMPACT ONLINE SHOPPERS' IMPULSE PURCHASES IN MALAYSIA
:
https://doi.org/10.9744/jmk.23.2.197-203Keywords:
Browsing, hedonic value online review, online impulse buying behavior, utilitarian value online review, urge to buy impulsivelyAbstract
Online shopping has risen to the third position among Malaysians who use the Internet. Typically, past customer online reviews are deciding factors for an online business's success or failure because online consumers encounter online reviews while visiting a website, and it has a direct effect on their ability to purchase impulsively and online impulse buying conduct. The majority of previous research on market-generated context as a factor in online impulse buying behaviour has concentrated on the market-generated background. As a result, this research identified two types of online reviews as independent variables: hedonic and utilitarian value online reviews, browsing, and willingness to buy impulsively as mediating and moderating variables. While online impulse buying behaviour a dependent variable. This study only involves online shoppers who have made at least one purchase on both Lazada Malaysia and Shopee Malaysia websites. This study took a quantitative approach, with 100 responses collected from online shoppers who had made at least one purchase on Shopee Malaysia and Lazada Malaysia through an online questionnaire. Due to the deletion of one straight-lining response, 99 responses were subjected to data analysis using SmartPLS software. According to the results, hedonic value online reviews influence browsing, and browsing influences the urge to buy impulsively and directly to online impulse purchasing.
References
Aragoncillo, L., & Orus, C. (2018). Impulse buying behavior: An online-offline comparative and the impact of social media. Spanish Journal of Marketing-ESIC, 22(1), 42–62. https://doi.org/ 10.1108/SJME-03-2018-007
Baber, A., Thurasamy, R., Malik, M. I., Sadiq, B., Islam, S., & Sajjad, M. (2016). Online word-of-mouth antecedents, attitude and intention-to-purchase electronic products in Pakistan. Telematics and Informatics, 33, 388–400. http://dx. doi.org/10.1016/j.tele.2015.09.004
Badgaiyan, A. J., & Verma, A. (2015). Does urge to buy impulsively differ from impulsive buying behavior? Assessing the impact of situational factors. Journal of Retailing and Consumer Services, 22(C), 145–157. https://doi.org/10. 1016/ j.jretcons er.2014.10.002
Chen, C. D., & Ku, E. C. S. (2021). Diversified online review websites as accelerators for online impulsive buying: The moderating effect of price dispersion. Journal of Internet Commerce, 1–22. https://doi.org/10.1080/15332861.2020. 1868227
Engler, T. H., Winter, P., & Schulz, M. (2015). Understanding online product ratings: A customer satisfaction model. Journal of Retailing and Consumer Services, 27, 113–120. http://dx.doi. org/10.1016/j.jretconser.2015.07.010.
Finstad, K. (2010). Response interpolation and scale sensitivity: Evidence against 5-point scales. Journal of Usability Studies, 5(3), 104–110.
Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.
Hussain, S., Guangju, W., Jafar, R. M. S., Ilyas, Z., Mustafa, G., & Jianzhou, Y. (2018). Consumers' online information adoption behavior: Motives and antecedents of electronic word of mouth communications. Computers in Human Behavior, 80, 22–32. https://doi.org/10.1016/ j.chb .2017.09.019
Kazempour, Y., & Lotfizadeh, F. (2017). The impact of situational factors (store, personal) on urge to buy impulsively and impulse buying behavior. European Journal of Buisness and Innovation Research, 5(4), 12–27.
Ladhari, R., & Michaud, M. (2015). eWOM effects on hotel booking intentions, attitudes, trust, and website perceptions. International Journal of Hospitality Management, 46, 36–45.
Lo, L. Y.-S., Lin, S.-W., & Hsu, L.-Y. (2016). Mo¬ti-vation for online impulse buying: A two-factor theory perspective. International Journal of Information Management, 36(5), 759–772. https://psycnet.apa.org/doi/10.1016/j.ijinfomgt. 2016.04.012
Maslowska, E., Malthouse, E. C., & Bernritter, S. F. (2017). Too good to be true: The role of online reviews’ features in probability to buy. International Journal of Advertising, 36(1), 142–163. https://doi.org/10.1080/02650487.2016.1195622
Matute, J., Polo-Redondo, Y., & Utrillas, A. (2016). The influence of EWOM characteristics on online repurchase intention: Mediating roles of trust and perceived usefulness. Online Information Review, 40(7), 1090–1110. https://doi.org/ 10.1108/OIR-11-2015-0373
Reimer, T., & Benkenstein, M. (2016). When good WOM hurts and bad WOM gains: The effect of untrustworthy online reviews. Journal of Business research, 69(12), 5993–6001. https://doi.org/10.1016/j.jbusres.2016.05.014
Rezaei, S., Ali, F., Amin, M., & Jayashree, S. (2016). Online impulse buying of tourism products. Journal of Hospitality and Tourism Technology, 7(1), 60–83. http://dx.doi.org/10.1108/JH TT-03-2015-0018
Wadera, D., & Sharma, V. (2018). Impulsive buying behavior in online fashion apparel shopping: An investigation of the influence of the internal and external factors among Indian shoppers. South Asian Journal of Management, 25(3), 55–82.
Xi, H., Hong, Z., Sun, J., Li, X., Wei, J., & Davison, R. M. (2016). Impulsive purchase behavior in Social Commerce: The role of social influence. Paper presented at the PACIS.
Yang, J., Sarathy, R., & Lee, J. (2016). The effect of product review balance and volume on online Shoppers' risk perception and purchase intention. Decision Support Systems, 89(C), 66–76. https://doi.org/10.1016/j.dss.2016.06.009.
Zhang, X., Prybutok, V. R., & Koh, C. E. (2006). The role of impulsiveness in a TAM-based online purchasing behavior. Information Resources Management Journal, 19(2), 54–68. http://dx. doi. org/10.4018/irmj.2006040104.
Zhang, K. Z., Xu, H., Zhao, S., & Yu, Y. (2018). Online reviews and impulse buying behavior: The role of browsing and impulsiveness. Internet Research, 28(3), 522–543. https://doi.org/10.1 108/IntR-12-2016-0377.
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish on this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).