Abstract
As e-commerce shifts toward socialization and intelligence, consumer trust and behavior have changed profoundly. Similarity and the emotional connections it creates have become key factors. Based on similarity-attraction theory and the SOR model, this study explores how buyer-seller similarity influences consumer trust and impulsive consumption in online shopping. Through grounded theory interviews, questionnaire surveys, and empirical analysis, the results show that buyer-seller similarity (i.e., interaction style similarity, brand personality similarity, and conflict handling style similarity) significantly and positively affects consumer trust, which in turn drives impulsive consumption. The study expands the theoretical framework of consumer trust formation from a similarity perspective, reveals the impact paths of similarity on consumption behavior, and provides a theoretical basis and practical reference for e-commerce merchants to optimize user experience and formulate precise marketing strategies.
Recommended Citation
Huo, Pengxi and Deng, Xiuquan, "A Study on the Formation Mechanism of Consumers’ Impulsive Consumption Behavior on E-commerce Platforms Based on the Similarity-Attraction Theory" (2026). ICEB 2026 Proceedings (Beijing, China). 3.
https://aisel.aisnet.org/iceb2026/3