Vlogging: Trigger to impulse buying behaviors

Arviansyah, Adhika Pradipta Dhaneswara, Achmad Nizar Hidayanto, Yu Qian Zhu

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

5 Citations (Scopus)

Abstract

The vlogging popularity provides a prospective channel for marketers and vloggers to influence viewers' buying decision. A vlog presents various stimulus that may affect viewers to impulse purchase. However, studies examining the stimulus in the vlog context and how their effects on impulse buying behaviors are still limited. Three aspects, namely vlogger-related factors, task-related factors, and mood-related factors, are identified as the stimulus. These aspects are psychologically processed by perceived enjoyment, perceived usefulness, and parasocial interaction leading to the urgency to buy impulsively. The Stimulus Organism Response (SOR) model is adapted to construct a model in explaining impulse buying behavior in the vlog context. Analysis of 1084 responses shows the urgency to buy impulsively is affected by parasocial interaction and perceived usefulness. Attitude homophily of the vloggers strongly influences parasocial interaction and informativeness strongly influences perceived usefulness.

Original languageEnglish
Title of host publicationProceedings of the 22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society
Subtitle of host publicationAre We Ready?, PACIS 2018
EditorsMotonari Tanabu, Dai Senoo
PublisherAssociation for Information Systems
ISBN (Electronic)9784902590838
Publication statusPublished - 2018
Event22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?, PACIS 2018 - Yokohama, Japan
Duration: 26 Jun 201830 Jun 2018

Publication series

NameProceedings of the 22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?, PACIS 2018

Conference

Conference22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?, PACIS 2018
CountryJapan
CityYokohama
Period26/06/1830/06/18

Keywords

  • Impulse buying behavior
  • Stimulus organism response model
  • Vloggers
  • Vlogs

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