A Meta-analysis of Online Impulse Buying and The Moderating Effect of Economic Development Level
With the prosperity of e-commerce and the increase in per capita disposable income of consumers, online impulse buying has become an epidemic. Various researchers explored what factors influenced consumers’ online impulse buying behaviors and the strength of each factor, but the conclusions were usually different. Therefore, this study constructed a comprehensive framework by using a meta-analysis to derive a unified conclusion. The meta-analysis was conducted according to 54 previous empirical studies about online impulse buying. The results show that website security, price, novelty, and negative emotion have no significant impact on online impulse buying. Meanwhile, the economic development level can moderate relationships between website visual appeal, ease of use, price, promotion, pleasure, positive emotion, and online impulse buying.
Zhao, Yang; Yang, Bin; and Wang, Ning, "A Meta-analysis of Online Impulse Buying and The Moderating Effect of Economic Development Level" (2021). WHICEB 2021 Proceedings. 4.