Online impulse buying behavior model for social commerce in Malaysian context

The rapid development in Web 2.0 technologies and social media has given rise to a new business model—social commerce (S-commerce)—that emphasizes social aspects. Consequently, the consumer‘s online impulse buying behavior (IBB) increases and contributes significantly to S-commerce revenues. In line...

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Main Author:	Abdalla Gubara, Samah Abdelsalam
Format:	Thesis
Language:	English
Published:	2021
Subjects:	QA75 Electronic computers Computer science
Online Access:	http://eprints.utm.my/id/eprint/101499/1/SamahAbdelsalamAbdallaGubaraPSC2021.pdf.pdf
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id	my-utm-ep.101499
record_format	uketd_dc
spelling	my-utm-ep.1014992023-06-21T10:22:59Z Online impulse buying behavior model for social commerce in Malaysian context 2021 Abdalla Gubara, Samah Abdelsalam QA75 Electronic computers. Computer science The rapid development in Web 2.0 technologies and social media has given rise to a new business model—social commerce (S-commerce)—that emphasizes social aspects. Consequently, the consumer‘s online impulse buying behavior (IBB) increases and contributes significantly to S-commerce revenues. In line with this, an understanding of such behavior is critical for E-retailers to strengthen competitiveness, enhance revenue, and ensure business sustainability in today‘s challenging business environment. Most of the previous studies have utilized urge to buy impulsively (UBI) as a proxy to examine the consumer‘s online IBB instead of the actual IBB. As a result, the number of research that distinguishes between UBI and IBB is minimal. These limited studies have only focused on the impact of consumer characteristics, websites-related factors, and marketing factors. However, they neglected the important role of social-related factors on IBB. Furthermore, because the majority of the previous studies adopted the stimulus-organism-response (S-O-R) framework, building a model based on a theoretical foundation to investigate online IBB in the context of S-commerce is another challenge. The main aim of this study is to examine the impact of social-related factors on triggering online IBB in S-commerce websites. To investigate the social elements influencing online IBB, this study integrated the Social Influence Theory (SIT) and the Uses and Gratifications Theory (UGT). A quantitative approach was applied to test fifteen hypotheses of the proposed model by surveying 365 consumers from four Malaysian S-commerce websites. The Partial Least Squares-Structural Equation modeling (PLS-SEM) technique was employed to analyze the survey data. The findings indicate that compliance, identification, internalization, entertainment, purposive value, and maintaining interpersonal connectivity significantly influence IBB. It was also discovered that UBI has significant moderating effects on the relationships between compliance, identification, internalization, and IBB. Moreover, it was also identified that impulsiveness has served as a moderator in the relationships between compliance, internalization, and UBI. Theoretically, this study has enriched the understanding of online IBB in S-commerce. It also has practical implications on S-commerce designers, marketers, and managers in terms of regulating online IBB. 2021 Thesis http://eprints.utm.my/id/eprint/101499/ http://eprints.utm.my/id/eprint/101499/1/SamahAbdelsalamAbdallaGubaraPSC2021.pdf.pdf application/pdf en public http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:150791 phd doctoral Universiti Teknologi Malaysia Faculty of Engineering - School of Computing
institution	Universiti Teknologi Malaysia
collection	UTM Institutional Repository
language	English
topic	QA75 Electronic computers Computer science
spellingShingle	QA75 Electronic computers Computer science Abdalla Gubara, Samah Abdelsalam Online impulse buying behavior model for social commerce in Malaysian context
description	The rapid development in Web 2.0 technologies and social media has given rise to a new business model—social commerce (S-commerce)—that emphasizes social aspects. Consequently, the consumer‘s online impulse buying behavior (IBB) increases and contributes significantly to S-commerce revenues. In line with this, an understanding of such behavior is critical for E-retailers to strengthen competitiveness, enhance revenue, and ensure business sustainability in today‘s challenging business environment. Most of the previous studies have utilized urge to buy impulsively (UBI) as a proxy to examine the consumer‘s online IBB instead of the actual IBB. As a result, the number of research that distinguishes between UBI and IBB is minimal. These limited studies have only focused on the impact of consumer characteristics, websites-related factors, and marketing factors. However, they neglected the important role of social-related factors on IBB. Furthermore, because the majority of the previous studies adopted the stimulus-organism-response (S-O-R) framework, building a model based on a theoretical foundation to investigate online IBB in the context of S-commerce is another challenge. The main aim of this study is to examine the impact of social-related factors on triggering online IBB in S-commerce websites. To investigate the social elements influencing online IBB, this study integrated the Social Influence Theory (SIT) and the Uses and Gratifications Theory (UGT). A quantitative approach was applied to test fifteen hypotheses of the proposed model by surveying 365 consumers from four Malaysian S-commerce websites. The Partial Least Squares-Structural Equation modeling (PLS-SEM) technique was employed to analyze the survey data. The findings indicate that compliance, identification, internalization, entertainment, purposive value, and maintaining interpersonal connectivity significantly influence IBB. It was also discovered that UBI has significant moderating effects on the relationships between compliance, identification, internalization, and IBB. Moreover, it was also identified that impulsiveness has served as a moderator in the relationships between compliance, internalization, and UBI. Theoretically, this study has enriched the understanding of online IBB in S-commerce. It also has practical implications on S-commerce designers, marketers, and managers in terms of regulating online IBB.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Abdalla Gubara, Samah Abdelsalam
author_facet	Abdalla Gubara, Samah Abdelsalam
author_sort	Abdalla Gubara, Samah Abdelsalam
title	Online impulse buying behavior model for social commerce in Malaysian context
title_short	Online impulse buying behavior model for social commerce in Malaysian context
title_full	Online impulse buying behavior model for social commerce in Malaysian context
title_fullStr	Online impulse buying behavior model for social commerce in Malaysian context
title_full_unstemmed	Online impulse buying behavior model for social commerce in Malaysian context
title_sort	online impulse buying behavior model for social commerce in malaysian context
granting_institution	Universiti Teknologi Malaysia
granting_department	Faculty of Engineering - School of Computing
publishDate	2021
url	http://eprints.utm.my/id/eprint/101499/1/SamahAbdelsalamAbdallaGubaraPSC2021.pdf.pdf
_version_	1776100712532410368

Online impulse buying behavior model for social commerce in Malaysian context

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