dc.description.abstract | In the past, in the field of marketing, scholars have made extensive researches on consumers′ impulse shopping, while in online shopping, the influence of consumer website design, consumer environment or promotional messages are the main reasons (Erogiu, 2003; Hung, 2008; Dawson & Kim, 2010). But with the rise of influencers, celebrities, youtubers and KOLs, many brands have proved that using influencers as spokesmen can influence consumers′ purchase intentions (Diena et. Al, 2020), and in addition to the above mentioned like website design, consumer environment and so on, celebrities also may be the reason for consumers′ impulsive shopping. Therefore, this study aims to explore the influence of Internet celebrities as spokesmen on consumer behavior. In addition, in this study, SOR model is integrated with RIM model to explore impulsive shopping. In this study, consumers′ impulse shopping is regarded as a process, including receiving environmental stimuli, arousing emotions and functions, and finally making a purchase decision. This process is represented by SOR model, which is also an element of the impulse system in RIM model. In addition to the impulse system, the reflective system also plays an important role when consumers make decisions. Therefore, self-control is added to the reflective system in this study to further explore the impact of consumers′ rational thinking process on impulse shopping.
In this study, structural equation model was used for analysis and data was collected by Internet questionnaire. A total of 387 questionnaires were sent out, among which 370 were valid with a recovery rate of 95.6%. The data were analyzed by SPSS 20 and AMOS 21 to test the model and hypotheses.
The contribution of this study is divided into four parts: first, this study integrates SOR and RIM models, combines the process of consumers′ impulse shopping with their rational thinking, and only two previous studies integrated these models. Second, this paper uses the endorsement of Internet celebrities as stimulation to explore what characteristics of Internet celebrities can lead to consumers′ emotional arousal and cause impulse shopping. Thirdly, this study added positive emotions to the functional part, and believed that both pleasure and arousal can cause positive emotions, filling the gap of previous studies that only pleasure and arousal directly affect buying impulse. Finally, consumer self-control is added to the reflective system to explore the role of rational processes in impulsive shopping behavior. | en_US |