Applications of SOR and para-social interactions (PSI) towards impulse buying: the Malaysian perspective

Yi Yong Lee () and Chin Lay Gan ()
Additional contact information
Yi Yong Lee: Multimedia University
Chin Lay Gan: Multimedia University

Journal of Marketing Analytics, 2020, vol. 8, issue 2, No 5, 85-98

Abstract: Abstract Nowadays, sellers and buyers are utilizing social platforms, such as mobile instant messaging (WhatsApp, Facebook Messenger, 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.

Keywords: Generation-Y; Malaysia; Impulse buying; Para-social interaction; Instant messaging; Normative evaluation; Positive affect (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://link.springer.com/10.1057/s41270-020-00077-5 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jmarka:v:8:y:2020:i:2:d:10.1057_s41270-020-00077-5

Ordering information: This journal article can be ordered from
http://www.springer. ... gement/journal/41270

DOI: 10.1057/s41270-020-00077-5

Access Statistics for this article

Journal of Marketing Analytics is currently edited by Maria Petrescu and Anjala Krishnen

More articles in Journal of Marketing Analytics from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().