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Impulse control during the online shopping frenzy in China: the role of consumer inertia - Humanities and Social Sciences Communications

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Impulse control during the online shopping frenzy in China: the role of consumer inertia - Humanities and Social Sciences Communications

This study examined impulse control during an online shopping festival in China. The research model integrated the flow theory into a Stimulus-Organism-Response (S-O-R) framework to explore the direct and indirect impacts of positive eWOM on impulse buying; the mediating role of consumer inertia was assessed as a risk-reduction strategy in impulse-control intervention. The proposed model reasonably well fits the data; all hypotheses are supported.

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Impulse control during the online shopping frenzy in China: the role of consumer inertia - Humanities and Social Sciences Communications

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Impulse control during the online shopping frenzy in China: the role of consumer inertia - Humanities and Social Sciences Communications

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