Abstract

RODRIGUEZ-OREJUELA, Augusto; PENA-GARCIA, Nathalie  and  CASANAS-CHAVEZ, Maria Isabel. Factors in urging impulse purchase in the context of online group buying. Rev. esc.adm.neg [online]. 2020, n.89, pp.177-196.  Epub Sep 17, 2021. ISSN 0120-8160.  https://doi.org/10.21158/01208160.n89.2020.2846.

The purpose of this study is to understand the factors that promote impulse purchase in group buying websites, through the theory of environmental psychological approach, Stimulus-Organism-Response (S-O-R). We analyzed the stimuli perceived availability of the product and visual appeal, besides the cognitive reaction and the telepresence as organisms, and the urge to buy impulsively as a response. A quantitative research was conducted by means of a personal interview with a structured questionnaire applied to 403 consumers of online group-buying stores. In order to test the hypotheses, the data were processed with EQS 6.3, based on a confirmatory factor analysis and structural equations. The results show, on the one hand, that a positive perception of the consumer regarding product availability and visual appeal in the online group buying website influences telepresence in a positive way, and in turn, this positively influences the consumer's online impulse purchase sensation; on the other hand, it shows that the cognitive reaction goes against the urge to buy impulsively. Thus, it can be established that stores can manage the urgency to buy impulsively when a promotional activity is required; but it cannot be managed as a regular promotional activity in a company that expects to last in the market.

Keywords : online shopping; internet shopping; impulse purchase; online group buying; S-O-R theory; consumer behavior.

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