Management and Economics Journal (MEC-J)
Vol 3, No 3 (2019)

Online impulse buying: who had suggested you to buy on instagram

Assadam, Elvina (Unknown)



Article Info

Publish Date
01 Jan 2020

Abstract

Since Instagram become phenomenon in this world and become new segment in business called Instagram commerce (Ig-commerce), this study aimed to know how peer communication and usage intensity trigger urge to buy impulsively and online impulse buying by following the stimulus organism response (SOR) paradigm. Data was collected by online survey from 180 customers who ever brought at Instagram more than 3 times and analyzed using partial least square (PLS). The result showed that there is significant effect of usage intensity and urge to buy impulsively of online impulse buying, but interestingly, we found that there is no direct effect of peer communication of online impulse buying; while indirect there is significant effect of online impulse buying.  The research finding can contribute well to bosh the theorist as well as the practice.

Copyrights © 2019






Journal Info

Abbrev

mec

Publisher

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Management and Economics Journal (MEC-J) is a peer-reviewed and open access journal that focuses on management and economics fields. This journal publishes original articles, reviews, and also interesting case reports. Letters and commentaries of our published articles are welcome. Subjects suitable ...