Citation

Lee, Yi Yong and Gan, Chin Lay (2020) Applications of SOR and para-social interactions (PSI) towards impulse buying: the Malaysian perspective. Journal of Marketing Analytics, 8 (2). pp. 85-98. ISSN 2050-3318

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Abstract

Nowadays, sellers and buyers are utilizing social platforms, such as mobile instant messaging (WhatsApp, Facebook Mes-senger, etc.) for online trading/purchase interaction. The present study is conducted to empirically examine the relationship of the intrinsic factors: para-social interaction (PSI), impulse buying tendency (IBT), normative evaluation (NE), positive affect (PA) with the urge to buy impulsively (UB) during the purchase interaction with the sellers on mobile instant messaging. The current study integrates S–O–R and PSI theory to develop the research model. A cross-sectional study was applied by utilizing an online survey with 183 responses that have been collected. The findings indicate that IBT, NE, and PA positively related to Gen-Y consumers’ urge to buy impulsively during the purchase interaction with the sellers on mobile instant messaging. Surprisingly, PSI is not significantly related to UB. However, PSI significantly associated with IBT and PA, respectively.

Item Type:	Article
Uncontrolled Keywords:	Consumer behavior, Generation-Y, Malaysia, Impulse buying, Para-social interaction, Instant messaging, Normative evaluation, Positive affect
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	13 Dec 2020 12:32
Last Modified:	13 Dec 2020 12:32
URII:	http://shdl.mmu.edu.my/id/eprint/7829

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