Impact of online convenience on generation Z online impulsive buying behavior: The moderating role of social media celebrity.

Autor: Lina Y; Graduate Business School, UCSI University, Kuala Lumpur, Malaysia., Hou D; School of Accounting, Capital University of Economics and Business, Beijing, China., Ali S; Department of Management Sciences, COMSATS University Islamabad, Sahiwal, Pakistan.
Jazyk: angličtina
Zdroj: Frontiers in psychology [Front Psychol] 2022 Aug 03; Vol. 13, pp. 951249. Date of Electronic Publication: 2022 Aug 03 (Print Publication: 2022).
DOI: 10.3389/fpsyg.2022.951249
Abstrakt: This research aims to determine which dimensions of online convenience influence generation z consumers' cognitive and affective attitudes and online impulsive buying behavior. The moderating effect of social media celebrity is also investigated to examine the attitude-behavior gap. A total of 348 responses from Chinese users who followed digital celebrities were received using purposive sampling. Data analysis and hypothesis testing were carried out using SmartPLS, version 3 (partial least squares). The results indicated that relationship convenience, possession convenience, post possession conveniences, transaction convenience, and evaluation convenience have a crucial impact on cognitive and affective attitudes. Similarly, cognitive and affective attitudes are significant and positive predictors of generation z consumers' online impulsive buying behavior. Moreover, empirical results supported the moderating role of social media celebrities that aid marketers in selecting a product endorser. The implications for marketers and policymakers are discussed based on the above research findings. Moreover, future research directions are suggested.
Competing Interests: The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.
(Copyright © 2022 Lina, Hou and Ali.)
Databáze: MEDLINE
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