System design effects on online impulse buying.
Abstract
Purpose Integrating the two‐system (reflective vs. impulsive) model and the “stimulus‐organism‐response” framework, the purpose of this paper is to construct and empirically test a model that examines online impulse buying as a phenomenon triggered by system design factors. Design/methodology/approach A laboratory experimental design with a 2×2 full factorial design involving 151 undergraduate students was used to validate the effects of system design stimuli on online impulse buying. Interactivity and vividness, two design factors, were manipulated and a fictitious VCD movie store was created, with four storefronts representing each combination of treatments. Findings A compelling and sociable virtual experience as conceptualized with telepresence and social presence has a significant effect on buying impulses over and above traditional marketing/product stimuli. Such virtual experience can be created through the usage of interactive and vivid website features. Furthermore, cognition positively moderates the relationship between buying impulse and the actual purchasing behavior. Practical implications The findings provide valuable guidance in website design that can stimulate online impulse buying. The results also indicate the importance of providing cognitive intervention at the purchasing stage. Originality/value A significant extension of the “stimulus‐organism‐response” framework is to introduce presence as the system stimulus that captures the overall virtual experienc…
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Fluency and simplicity can be achieved by one-click or minimal checkout procedures.
“This can be achieved by one-click or minimal checkout procedures (Dutta et al., 2003; Park and Kim, 2010; Shen and Khalifa, 2012).”
From Motivational and Affective Factors Underlying Consumer Dropout and Transactional Success in eCommerce: An Overview (2020) · cites this paper as Shen and Khalifa, 2012
The vividness and social presence of a website were significant experiential factors in enhancing impulsive purchase motivations.
“The vividness and social presence of a website were found to be significant experiential factors in enhancing impulsive purchase motivations.”
From Motivational and Affective Factors Underlying Consumer Dropout and Transactional Success in eCommerce: An Overview (2020) · cites this paper as Shen and Khalifa, 2012
Value perception was an important factor in converting purchase motivation into an actual purchase.
“Value perception was then found to be an important factor in converting this purchase motivation into an actual purchase.”
From Motivational and Affective Factors Underlying Consumer Dropout and Transactional Success in eCommerce: An Overview (2020) · cites this paper as Shen and Khalifa, 2012
A shortened payment procedure was reported to further facilitate an impulsive purchase.
“A shortened payment procedure was also reported to further facilitate an impulsive purchase.”
From Motivational and Affective Factors Underlying Consumer Dropout and Transactional Success in eCommerce: An Overview (2020) · cites this paper as Shen and Khalifa, 2012
Reaffirmation of product value at the checkout, for example by making ratings and recommendations available, improved the likelihood of impulse purchasing.
“Shen and Khalifa (2012) found that reaffirmation of product value at the checkout, for example by making ratings and recommendations available, improved the likelihood of impulse purchasing.”
From Motivational and Affective Factors Underlying Consumer Dropout and Transactional Success in eCommerce: An Overview (2020) · cites this paper as Shen and Khalifa, 2012
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- Authors
- Ning Shen, K., & Khalifa, M.
- Affiliations
- Al Ghurair University (AE)
- ORCID
- Khalifa, Mohamed
- Venue
- Internet Research
- Publisher
- Emerald
- Published
- 2012-08-10
- Volume
- 22
- Issue
- 4
- Pages
- 396-425
- ISSN
- 1066-2243 (ISSN-L)
- OpenAlex
- W2019199906
- Cited by
- 226
- References
- 106
- Citations by year
- 2026: 14 · 2025: 19 · 2024: 39 · 2023: 26 · 2022: 26 · 2021: 24 · 2020: 18 · 2019: 7 · 2018: 13 · 2017: 9 · 2016: 12 · 2015: 5 · 2014: 6 · 2013: 6
- FWCI
- 15.51
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Internet Research (publishedVersion)
- Research Online (University of Wollongong) (submittedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
- Keywords
- online impulse buying, system design, two-system model, stimulus-organism-response model, interactivity, vividness, telepresence, social presence, virtual experience, cognitive processes, web design, e-commerce
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