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ENTER 2015 Research Track Slide Number 1
A Theoretical Model of Impulsive Buying Behaviour in
Tourism Social Commerce
Hyo Geun Songa, Namho Chungb, and Chulmo Kooc
College of Hotel and Tourism ManagementKyung Hee University, Republic of Korea
[email protected] [email protected]; [email protected]
http://strc.khu.ac.kr
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Index
1. Introduction
2. Theoretical Backgrounds2.1 Impulsive buying Behaviour
2.2 Social Commerce and Scarcity Messsage
1. Proposed Impulsive Buying Behaviour Conceptual Model
2. Concluding Remarks
3. Reference
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1. IntroductionSocial commerce has been a crucial and recurrent theme in e-commerce after the appearance of Groupon in 2008.
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1. Introduction
It has been proven that many of the consumers who has impulsive buying style purchase not only they need products but also they want joy coming from the action of buying.
Unlike the customers in the past, consumers nowadays tends to pursue hedonic style of shopping through impulsive buying experience (Novak et al., 2003) which can be easily seen in social commerce purchasing behavior.
Planned buying and impulsive buying differs since later is affected by emotion from rather than reasonable thinking.
Existing studies that are based on rational thinking purchasing process is not suitable to explain the impulsive buying behaviours that can be seen online (Verplanken & Herabadi, 2001).
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1. IntroductionFood & Drink
ClothesThings to do
GroceriesCosmetics
Amusement ParkBeauty & Spa
Electronics
Specific store coupons
Domestic travel Products for health
Fitness & yogaInternational travel
Education
Etc.
To understand impulsive buying behaviour, studies based on emotional patterns on impulsive buyers are necessary to be investigated.
we focused on the emotional aspect of the consumers (i.e., travellers).
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2. Theoretical Background
2.1 Impulsive Buying Behaviour
Urge to BuyImpulsively
Impulsive Buy
Behaviour
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Urge to buy impulsively is a type of spontaneous emotion. This means, when buying a product one will not think thoroughly about the need of the product. Rather, it will result in immediate purchase to satisfy the buying duty which naturally leads to impulse purchase behaviour (Verhagen & Van Dolen, 2011).
These spontaneous emotions will hinder the customers to plan constructively on alternatives and attract people to impulse purchasing behaviour (Lee et al, 2009).
Author Investigation
Weinberg & Gottwald (1982)
Consumers' emotion plays a vital role in impulsive buying behaviour.
Verhagen & Van Dolen (2011)
How convenience and representational delight go through urge to buy impulsively eventually leads to impulsive buy.
Parboteeah et al. (2009)
How website characteristics influence consumers’ urge to buy impulsively
Prior Researches
2. Theoretical Background2.1 Impulsive Buying Behaviour
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2.2 Scarcity Message in Social commerce
In the Wekipedia, it shows elements of social commerce which provides effective explanations on social commerce. There are already many studies on other elements except scarcity message, especially social features (Stephen & Toubia, 2010; Huang & Benyoucef, 2014). But, study that is performed on scarcity message is hard to be found.
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2.2 Scarcity Message in Social commerce
So, Scarcity message is a method of expressing messages to customers by limiting the products quantity and time which will increase the value and attractiveness of certain product or service (Cialdini, 1985)
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2.2 Scarcity Message in Social commerce
Unlike other product in social commerce, tourism items are limited in production. That is because a space where service of tourism items can be provided is limited (i.e., hotel room).
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Therefore, there are limited varieties of products in small quantity. When products are provided in small quantity, sensitivity on limited quantity is inevitable. Since tourism products are provided in small quantity to start with, consumers easily recognize the scarcity of the quantity which leads to impulsive buying behaviour.
Because of perishability in tourism products, consumers (i.e., travellers) feel easily pressured.
This study will give us an understanding how the scarcity by limiting the quantity and time can affect customers' impulsive buying behaviour.
2.2 Scarcity Message in Social commerce
Recognized scarcity message was measured as impulsive buying behaviour's external cognition elements.
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3. Proposed Impulsive Buying Behaviour Conceptual Model
Attitude of consumer toward buying is formed generally as following steps:
Therefore, this study suggests a conceptual model on how cognition affects emotion and how emotion affects the behaviour.
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3. Proposed Impulsive Buying Behaviour Conceptual Model
Attitude of consumer toward buying is formed generally as following steps:
Based on study of Hong and Tam (2006), this study separates cognition into two types of perception.
Therefore, this study suggests a conceptual model on how cognition affects emotion and how emotion affects the behaviour.
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3. Proposed Impulsive Buying Behaviour Conceptual Model
Urge to buy impulsively
General perception of websites
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3. Proposed Impulsive Buying Behaviour Conceptual Model
Urge to buy impulsively
General perception of websites
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3. Proposed Impulsive Buying Behaviour Conceptual Model
Urge to buy impulsively
Specific perception
of social commerce
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3. Proposed Impulsive Buying Behaviour Conceptual Model
Urge to buy impulsively
Specific perception
of social commerce
the effect of this path will be much more stronger because, this kinds of stimulation is much closer with products. That’s the why we focused on specific perception.
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3. Proposed Impulsive Buying Behaviour Conceptual Model
Figure. 1 Tourism Social Commerce Conceptual Model
Therefore, this study suggest conceptual model such as Figure. 1.
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4. Concluding remark
Recently, social commerce in mobile market is rapidly expanding to diverse industries, specially tourism.
Although there are excessive exchange volume of tourism products such as restaurant, travel items, and lodging coupons at social commerce, tourism research about social commerce are rare. So, we think that research about tourism social commerce should be conducted.
This study elaborates the theoretical understanding of the tourism social commerce within the context of impulsive buying. Also, for marketer of tourism, this research shows how scarcity message would be effective and crucial.
Actually, I prepare the empirical paper which use this conceptual model and add another variable which is very important but secret. Please attention my work
