THE IMPACT OF PRESENTATION MODE AND PRODUCT TYPE ON ONLINE IMPULSE BUYING DECISIONS

摘要

As the online shopping industry grows, more and more consumers are engaging in online impulse purchases. However, very few studies have explored the underlying causes behind this phenomenon. Based on the Stimulus Organism- Response framework, this research proposes two factors: presentation mode and product type which affect consumer's emotional states (pleasure and arousal), and lead to impulse buying decisions. We also investigate the moderating effects of product involvement and impulse buying tendency. A 2x2 laboratory experiment is conducted that includes product presentation mode (virtual product experience and static image) and product type (hedonic and utilitarian) to test several hypotheses. Our study indicates that online retailers need to take special care when marketing utilitarian products. For utilitarian products, offering a high quality web design interface and taking steps to enhance consumers' product involvement are important for eliciting positive emotions and ultimately inducing an impulse buying decision.