The mediation effect of the urge to buy impulsively on grocery online impulse buying decisions

Abstract

Impulse buying decisions are influenced by external stimuli, which give rise to internal stimuli to encourage impulsive buying decisions. Previous research has revealed that external stimuli such as popularity and scarcity claims encourage impulse buying decisions. However, the influence of popularity and scarcity on impulsive buying decisions should involve the influence mechanism of the urge to buy impulsively as a mediator. Validating the role of the urge to buy impulsively as a mediator on the influence of popularity and scarcity claims on impulsive buying decisions is the primary motivation for this research. This motivation is based on the consideration that impulse buying decisions provide economic benefits for sellers, so exploring what external and internal factors can influence impulse buying decisions is essential. The results of testing and analyzing using Partial Least Squares (PLS) for a more robust model on 310 respondents validate that the urge to buy impulsively mediates the influence of both popularity and scarcity claims on online grocery impulse buying decisions.