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International Conference on Management Science and Engineering Management

ICMSEM 2018: Proceedings of the Twelfth International Conference on Management Science and Engineering Management pp 15–28Cite as

Shopping Online Without Thinking: Myth or Reality

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Part of the book series: Lecture Notes on Multidisciplinary Industrial Engineering ((LNMUINEN))

Abstract

The purposefulness of this study is to assess the relationship between website personality and online impulse buying behavior in Chinese social commerce setting. Further, this paper examines the moderating role of sales promotion between website personality and online impulse buying. Data were collected from three cities of China—Beijing, Shanghai, and Guangzhou. Structure equation modeling was utilized to analyze the measurement model and to test the study hypotheses. Additionally, reliability and validity tests were employed to validate the measurement scale. The findings of this study indicate that website personality is a strong predictor of online impulse buying. Sales promotion and positive affect of emotion, positively and significantly influence on online impulse buying; whereas negative affect of emotion influences negatively. The results suggest that e-tail managers and social application developer of Chinese social commerce should focus on web personality related attributes to induce the consumers to buy impulsively. To the best of authors’ knowledge, this study has not been profoundly conducted in previous literature. This study also strengthens the knowledge of online impulse buying and website features in Chinese social commerce environment. Implications for social commerce marketing and e-tail managers are discussed.

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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

    Umair Akram, Peng Hui, Muhammad Kaleem Khan, Chen Yan & Yasir Tanveer

  2. Faculty of Management Sciences, National Textile University, Faisalabad, 37610, Pakistan

    Muhammad Hashim

Authors
  1. Umair Akram
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  2. Peng Hui
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  3. Muhammad Kaleem Khan
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  4. Chen Yan
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  5. Yasir Tanveer
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  6. Muhammad Hashim
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Corresponding author

Correspondence to Umair Akram .

Editor information

Editors and Affiliations

  1. Sichuan University, Chengdu, China

    Jiuping Xu

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

    Fang Lee Cooke

  3. Fuzzy Logic Systems Institute, Tokyo University of Science, Tokyo, Japan

    Mitsuo Gen

  4. Department of Mathematics and Statistics, McMaster University, Hamilton, ON, Canada

    Syed Ejaz Ahmed

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© 2019 Springer International Publishing AG, part of Springer Nature

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Cite this paper

Akram, U., Hui, P., Khan, M.K., Yan, C., Tanveer, Y., Hashim, M. (2019). Shopping Online Without Thinking: Myth or Reality. In: Xu, J., Cooke, F., Gen, M., Ahmed, S. (eds) Proceedings of the Twelfth International Conference on Management Science and Engineering Management. ICMSEM 2018. Lecture Notes on Multidisciplinary Industrial Engineering. Springer, Cham. https://doi.org/10.1007/978-3-319-93351-1_2

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