TY - GEN
T1 - The impact of instagram "Call-to-action" buttons on customers' impulse buying
AU - Handayani, Regina C.
AU - Purwandari, Betty
AU - Solichah, Iis
AU - Prima, Pudy
N1 - Publisher Copyright:
© 2018 Association for Computing Machinery.
PY - 2018/9/20
Y1 - 2018/9/20
N2 - High penetration of social media in Indonesia gives more opportunities for sellers to promote their products, as well as for consumers to buy. Instagram is a popular social media for ecommerce in Indonesia. In 2016 Instagram introduced the Call-to-Action (CTA) buttons to trigger more e-commerce transactions on Instagram. On the other hand, impulse buying of social commerce consumers can be explained by the Stimulus-Organism-Response (S-O-R) model. Therefore, the objective of this study is to investigate the impact of the CTA buttons on consumers' impulse buying using the S-O-R model. A questionnaire was administered to collect data from 163 consumers. The data were analyzed and tested using Partial Least Squares (PLS). The results were validated by interviews with 3 sellers and 3 consumers. It shows that the CTA buttons have a positive impact on consumers' impulsive purchase, but less effective to improve consumers' perceived enjoyment. The main contribution of this study is the understanding of consumers' impulse buying response on promotional ads feature, which is related to the CTA buttons.
AB - High penetration of social media in Indonesia gives more opportunities for sellers to promote their products, as well as for consumers to buy. Instagram is a popular social media for ecommerce in Indonesia. In 2016 Instagram introduced the Call-to-Action (CTA) buttons to trigger more e-commerce transactions on Instagram. On the other hand, impulse buying of social commerce consumers can be explained by the Stimulus-Organism-Response (S-O-R) model. Therefore, the objective of this study is to investigate the impact of the CTA buttons on consumers' impulse buying using the S-O-R model. A questionnaire was administered to collect data from 163 consumers. The data were analyzed and tested using Partial Least Squares (PLS). The results were validated by interviews with 3 sellers and 3 consumers. It shows that the CTA buttons have a positive impact on consumers' impulsive purchase, but less effective to improve consumers' perceived enjoyment. The main contribution of this study is the understanding of consumers' impulse buying response on promotional ads feature, which is related to the CTA buttons.
KW - Call-to-action
KW - E-commerce
KW - Impulse buying
KW - Instagram for business
KW - Partial least squares
KW - Social commerce
UR - http://www.scopus.com/inward/record.url?scp=85058650177&partnerID=8YFLogxK
U2 - 10.1145/3278252.3278276
DO - 10.1145/3278252.3278276
M3 - Conference contribution
AN - SCOPUS:85058650177
T3 - ACM International Conference Proceeding Series
SP - 50
EP - 56
BT - ICBIM 2018 - 2018 2nd International Conference on Business and Information Management
PB - Association for Computing Machinery
T2 - 2nd International Conference on Business and Information Management, ICBIM 2018
Y2 - 20 September 2018 through 22 September 2018
ER -