The impact of instagram "Call-to-action" buttons on customers' impulse buying

Regina C. Handayani, Betty Purwandari, Iis Solichah, Pudy Prima

Research output: Chapter in Book/Report/Conference proceedingConference contribution

4 Citations (Scopus)

Abstract

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.

Original languageEnglish
Title of host publicationICBIM 2018 - 2018 2nd International Conference on Business and Information Management
PublisherAssociation for Computing Machinery
Pages50-56
Number of pages7
ISBN (Electronic)9781450365451
DOIs
Publication statusPublished - 20 Sep 2018
Event2nd International Conference on Business and Information Management, ICBIM 2018 - Barcelona, Spain
Duration: 20 Sep 201822 Sep 2018

Publication series

NameACM International Conference Proceeding Series

Conference

Conference2nd International Conference on Business and Information Management, ICBIM 2018
CountrySpain
CityBarcelona
Period20/09/1822/09/18

Keywords

  • Call-to-action
  • E-commerce
  • Impulse buying
  • Instagram for business
  • Partial least squares
  • Social commerce

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  • Cite this

    Handayani, R. C., Purwandari, B., Solichah, I., & Prima, P. (2018). The impact of instagram "Call-to-action" buttons on customers' impulse buying. In ICBIM 2018 - 2018 2nd International Conference on Business and Information Management (pp. 50-56). (ACM International Conference Proceeding Series). Association for Computing Machinery. https://doi.org/10.1145/3278252.3278276