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Online Impulse Buying of Organic Food: Moderating Role of Social Appeal and Media Richness

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Proceedings of the Thirteenth International Conference on Management Science and Engineering Management (ICMSEM 2019)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 1002))

Abstract

While antecedents of impulsive buying behavior have been addressed by  existing literature, the current study investigates the impulse buying of organic food through indirect effect of social appeal and media richness of website on relationship between consumer attitude and online impulse buying behavior. In total, 270 individuals from Beijing, China were approached and in response 197 valid responses were collected. Data were collected in the span of two months (September and October, 2018) through online questioannaire placed on Wechat, a famous social media platform. Results revealed a significant moderation of social appeal as social communities and forums influence consumer attitude in both cognitive and affective extents. A websites with highly media richness can increase impulsive decisions and can convert intentions into buying. Results instigate professionals of virtual marketing to review schemes to deal modern consumers by developing websites with social learning mechanism, user-friendlier and visually appealing to push organic intake.

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Author information

Authors and Affiliations

  1. School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, 100876, People’s Republic of China

    Anum Tariq, Changfeng Wang, Yasir Tanveer & Muhammad Sohaib

  2. Guanghua School of Management, Peking University, Beijing, 100871, People’s Republic of China

    Umair Akram

Authors
  1. Anum Tariq
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  2. Changfeng Wang
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  3. Umair Akram
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  4. Yasir Tanveer
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  5. Muhammad Sohaib
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Corresponding author

Correspondence to Umair Akram .

Editor information

Editors and Affiliations

  1. Business School, Sichuan University, Chengdu, China

    Jiuping Xu

  2. Department of Mathematics and Statistics, Brock University on McMaster, Hamilton, ON, Canada

    Syed Ejaz Ahmed

  3. Department of Management, Monash University, Melbourne, VIC, Australia

    Fang Lee Cooke

  4. Academy of Sciences of Moldova, Chisinau, Moldova

    Gheorghe Duca

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Tariq, A., Wang, C., Akram, U., Tanveer, Y., Sohaib, M. (2020). Online Impulse Buying of Organic Food: Moderating Role of Social Appeal and Media Richness. In: Xu, J., Ahmed, S., Cooke, F., Duca, G. (eds) Proceedings of the Thirteenth International Conference on Management Science and Engineering Management. ICMSEM 2019. Advances in Intelligent Systems and Computing, vol 1002. Springer, Cham. https://doi.org/10.1007/978-3-030-21255-1_45

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