社交媒体上年轻消费者的冲动购买倾向:从 LST 理论视角对越南的实证分析

IF 3.5 Q2 BUSINESS
Anh D. Pham, Huyen N. Nguyen, Tra T.H. Le, Huyen K. Nguyen, Hang T. Khuat, Huyen T.T. Phan, Hanh T. Vu
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引用次数: 0

摘要

目的由于各种因素的影响,社交商务给消费者体验带来了重大转变。因此,用户在这种环境下往往容易产生冲动性购买行为。之前的研究仅限于证明名人在社交媒体上的影响力不断扩大,以及社交参与和冲动购买之间的联系。此外,消费者在社交媒体上的冲动性购买倾向在名人发帖的背景下也有待验证。本文旨在评估消费者意识、消费者信任和观察学习对有关名人帖子对冲动购买倾向的潜在状态-特征(LST)理论的影响。研究结果作者发现,消费者对名人帖子的信任和观察学习会对冲动购买倾向产生积极影响。然而,名人影响意识直接影响对名人帖子的信任,而不是直接影响冲动购买倾向。实践意义认识到名人的互动性和真实性帖子在影响消费者在社交媒体上的购买行为方面的重要性,本研究为数字名人传播和营销领域的利益相关者提供了宝贵的见解。其次,本研究为有关社交媒体名人这一新兴现象的文献做出了贡献,因为现有文献并未阐明他们对冲动购买行为的影响。第三,本研究通过社交媒体平台的关键特征,即点赞、分享和评论,将观察学习的概念应用于网络购物,研究它们对消费者冲动购买倾向的影响。关于管理意义,作者为从业人员,尤其是参与或关注商业服务业和社交媒体营销的人员(即名人和合作公司)提出了实用建议。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Young consumers’ impulse buying tendency on social media: an empirical analysis in Vietnam in light of the LST theoretical perspective

Purpose

Social commerce has brought about a significant transformation in consumer experience due to diverse factors. As a result, users often find themselves prone to impulsive buying behaviour when exposed to such an environment. Prior research was limited to demonstrating the expanding influence of celebrities on social media and the linkage between social engagement and impulse buying context. Furthermore, the impulse buying tendency of consumers on social media in the context of celebrity posts has yet to be validated. This paper aims to assess the influence of consumer awareness, consumer trust and observational learning on the latent state-trait (LST) theory regarding celebrity posts on impulse buying tendencies.

Design/methodology/approach

The empirical research builds on a sample survey involving 750 students from the “Big Four” economics universities in Hanoi. The proposed model was analysed using a partial least squares structural equation modelling technique.

Findings

The authors find that consumer trust and observational learning from celebrity’ posts positively affect impulse buying tendency. Yet celebrity influence awareness directly impacts trust in celebrity’ posts rather than directly impacting impulse buying tendency. Perceiving the importance of interactive and authentic posts by a celebrity in influencing consumers’ purchase behaviour on social media, this research offers valuable insights for stakeholders in the digital celebrity sphere of communication and marketing.

Practical implications

Perceiving the importance of interactive and authentic posts by a celebrity in influencing consumers’ purchase behaviour on social media, this research offers valuable insights for stakeholders in the digital celebrity sphere of communication and marketing.

Originality/value

From a theoretical perspective, this expands the applicability of the LST theory in social commerce to promote impulse buying tendencies. Second, this contributes to the literature on the emerging phenomenon of social media celebrities, as existing literature does not clarify their influence on impulse buying behaviour. Third, this research applies the concept of observational learning in online shopping through key features of social media platforms, namely, likes, shares and comments, to investigate their influence on the impulse buying tendency of consumers. Concerning managerial implications, the authors propose practical recommendations for practitioners, particularly those involved or interested in the commercial services industry and social media marketing (namely, celebrities and partner companies).

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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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