Abstract
In China, shopping festivals such as T-mall Double Eleven, Double Twelve, and JD 618 are the best times for merchants to sell their products. In this paper, to help sellers in shopping festivals, we do an empirical study to identify the main factors that stimulate consumers to make impulsive purchases. Our research results show: (1) logistics services, product praise rate, and product sales volume indirectly affect impulse buying through perceived value as an intermediary; (2) source reliability, pre-sales service, and after-sales service indirectly affect impulse purchase through perceived risk as an intermediary; and (3) commodity prices and product discounts directly affect impulse purchase.
Recommended Citation
Sun, Kaili and Luo, Xudong, "An Empirical Analysis of Consumer Impulse Purchases" (2021). ICEB 2021 Proceedings (Nanjing, China). 55.
https://aisel.aisnet.org/iceb2021/55