Buy now or regret later! How does peer influence, reviews, and viral marketing affect online impulse buying behaviour? A study of gender differences

DOI

10.2991/978-2-38476-204-0_17How to use a DOI?

Keywords

Peer influence; Online review; Viral marketing; Impulse buying; Online shopping

Abstract

Over the last few of decades, technology improvements have sped dramatically, particularly in the domain of social media. Social media has altered consumer behaviour and the ways in which companies conduct their business. Though previous evidence from practical and academic literature shows that peer influence, online reviews, and viral marketing may lead impulse buying, very little is used social media e-commerce marketplace as an object of the study. Hence, this study makes a novel attempt to explore whether these factors influence consumers to buy impulsively within social media e-commerce marketplace context namely TikTok Shop with the regards of gender differences. The study used a two-step sampling procedure which is purposive and snowball sampling. Thus, a five-point Likert scale survey employed as a data collection method. The study was conducted with 217 participants. The study used regression modelling analysis to validate the proposed hypothetical model. The findings suggest that peer influence, reviews, and viral marketing affect online impulse buying simultaneously for both gender segmentations within study. However, the role of viral marketing failed to influence impulse buying for both gender segmentations within study. Even though viral marketing is faster than traditional marketing campaign as well as less expensive but not preeminent way for creating effective marketing campaign. In sum, this study is thought an additional stage in understanding consumer attitudes and behaviour in social media e-commerce marketplace in the age of new media with multidirectional, linked, and unpredictable flow of information.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Rahmawati Rahmawati
AU  - Alfian Budi Primanto
PY  - 2024
DA  - 2024/03/25
TI  - Buy now or regret later! How does peer influence, reviews, and viral marketing affect online impulse buying behaviour? A study of gender differences
BT  - Proceedings of the 2nd International Conference on Multidisciplinary Sciences for Humanity in Society 5.0 Era (ICOMSH 2022)
PB  - Atlantis Press
SP  - 204
EP  - 214
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-204-0_17
DO  - 10.2991/978-2-38476-204-0_17
ID  - Rahmawati2024
ER  -