A1 Journal article (refereed)
Online antecedents for young consumers’ impulse buying behavior (2024)

Nyrhinen, J., Sirola, A., Koskelainen, T., Munnukka, J., & Wilska, T.-A. (2024). Online antecedents for young consumers’ impulse buying behavior. Computers in Human Behavior, 153, Article 108129. https://doi.org/10.1016/j.chb.2023.108129

The research was funded by Strategic Research Council at the Research Council of Finland.

JYU authors or editors

Publication details

All authors or editors: Nyrhinen, Jussi; Sirola, Anu; Koskelainen, Tiina; Munnukka, Juha; Wilska, Terhi-Anna

Journal or series: Computers in Human Behavior

ISSN: 0747-5632

eISSN: 1873-7692

Publication year: 2024

Publication date: 28/12/2023

Volume: 153

Article number: 108129

Publisher: Elsevier

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.1016/j.chb.2023.108129

Publication open access: Openly available

Publication channel open access: Partially open access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/92890

Abstract

Acting on a sudden urge to purchase something without a prior intention or plan to do so and without considering its long-term effects is regarded as impulse buying behavior. The convenience and automatization of online and mobile shopping have made impulsive purchases increasingly easier. In addition, targeted online advertisements, and presence of brands on social media networks may tempt consumers to make hasty purchase decisions. Thus, there is a call for more research on how consumer-related factors and digital environment facilitate impulsive purchases. Based on a survey of 2318 respondents from 18- to 29-year-olds in Finland, we examined young adults’ impulse buying behavior from the perspective of self-control and persuasion in online environments. The findings suggest that low self-control not only directly enables impulsive purchasing, but also does so by fostering positive attitude toward targeted advertisements and the impulsiveness within social networks. Furthermore, a positive disposition towards targeted advertisements renders consumers more susceptible to the impulsiveness of social networks, encompassing the impact of recommendations and product displays on social media. Finally, we offer guidance on how the teaching of self-control and online media literacy can strengthen the resistance to persuasion in online environments and decrease the tendency to engage in impulse buying behavior.

Keywords: consumer behaviour; consumers; young adults; purchasing; impulsivity; advertising; allocation (active); self-control; social media; electronic commerce

Free keywords: impulse buying; targeted advertising; self-control; social media; structural equation modeling

Contributing organizations

Related projects

Ministry reporting: Yes

Reporting Year: 2024

Preliminary JUFO rating: 3