The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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A Study on Customers' Impulsive Buying in Social Commerce Environment: The Role of Flow and Emotion

소셜커머스 환경에서 소비자들의 충동구매에 관한 연구: 플로우와 감정의 역할

  • 이보경 (서울여자대학교 경영학과) ;
  • 김병수 (서울여자대학교 경영학과)
  • Received : 2012.07.06
  • Accepted : 2012.08.20
  • Published : 2012.09.30
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Abstract

Given to the prevalence of social commerce such as Groupon, Ticketmonster, and Coupang, it has become critical to understand customer purchasing behavior in social commerce environments. When consumers make purchasing decisions in social commerce, they often act impulsively. This is because social commerce is a deal-of-the-day website that features discounted gift certificates usable at local companies. However, the vast majority of social commerce research has viewed consumer decision-making as a rational process. This study develops a theoretical framework to investigate key drivers of customer's impulsive purchasing in social commerce. This study identifies flow, positive emotion, negative emotion, social commerce attractiveness, and discounted price as the key antecedents of impulsive purchasing. Data collected from 164 users who had prior purchasing experiences with social commerce were empirically tested against the research model using partial least squares analysis. The analysis results indicate that flow plays an important role in facilitating customers' impulsive purchasing in social commerce environments. Moreover, the findings show the exact roles of positive emotion, negative emotion, social commerce attractiveness, and discounted price on consumer's impulsive purchasing.

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References

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