Abstract

Impulsive online buying is receiving more attention. This study finds that certain characteristics of online reviews lead consumers to buy impulsively online. Three constructs are used to investigate the inducements to engage in impulsive online buying, namely perceived enjoyableness of online reviews, reviewer reputation, and vividness of product presentation. We also examine the moderating effect of perceived price dispersion (PPD) on impulsive online buying using stratified sampling, with 419 respondents participating. Reputable reviewers in diversified online review websites increase consumer attraction to similar products through vivid product reviews that comprehensively inform consumers about products. Moreover, the effectiveness of PPD to trigger impulsive purchases depends on consumer trust in product reviews (for products of the same value).

摘要

冲动的在线购买越来越受到关注。这项研究发现，在线评论的某些特征导致消费者在网上冲动购买。使用三种结构来调查进行冲动性在线购买的诱因，即感知的在线评论的愉快程度，评论者的声誉和产品展示的生动性。我们还使用分层抽样研究了感知价格分散（PPD）对冲动式在线购买的调节作用，共有419名受访者参加。多元化的在线评论网站中的知名评论者通过生动的产品评论将消费者全面了解产品，从而增加了消费者对类似产品的吸引力。而且，