How do product recommendations affect impulse buying? An empirical study on WeChat social commerce
By Yanhong Chen, Yao-bin Lu, Zhao Pan. Information Manager (The), 2019
331 citations recorded by the source corpus.
Abstract Social commerce is creating increasing opportunities for consumers to access product recommendations. Evidence from practical and academic literature shows that product recommendations may lead to impulse buying, yet relatively limited research exists on this topic. Based on the signaling theory, this research proposes a model to examine how product recommendations on social media affect a user’s urge to buy impulsively. Our results indicate that urge to buy impulsively is determined by affective trust in the recommender and affection toward the recommended product, which are influenced by both recommender-related signals (information quality and similarity) and product-related signals (vicarious expression and aesthetic appeal).
Subfields: Information Systems and Management, Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/7cb651db7d15ae94da161ad60938f9796c288ff5
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In Information Systems and Management
In Marketing
In Sociology and Political Science
Citations in the corpus
- Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework (2021, background): “[68], Chen and Yao [50], and Xiang et al.”
- Social Support, Source Credibility, Social Influence, and Impulsive Purchase Behavior in Social Commerce (2019, background): “In an s-commerce context, consumers are particularly susceptible to credible information sources [1, 20].”