Influence of attitude on online impulse buying: perspective on marketing communication
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Keywords:
government policy, marketing communication, website quality, online impulsive buying
Abstract
The purpose of this study is to investigate the impact of government policy, marketing communication, and website quality on online impulse purchases. The effect of attitude mediation on government policy relations, marketing communications, and the quality of website and online impulse buying is also analysed in this research. This research is survey research with a sample of respondents as many as 250 active students in West Java. Data analysis in this research is path analysis using PLS-SEM. The findings of this study show that government legislation, marketing messaging, and website quality all have a direct impact on online impulse purchase. The attitude examined in this study is unable to counteract the impact of government legislation and commercial communications on online impulse purchases. However, attitude can mitigate the impact of website quality on online impulse purchases.
References
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Bavarsad, B., Rahimi, F., & Mennatyan, M. (2013). A Study of the Effects of Website’s Perceived Features on the Intention to Use E-shopping. World Applied Programming, 3(6), 252–263.
Bressolles, G., Durrieu, F., & Giraud, M. (2007). The impact of electronic service quality’s dimensions on customer satisfaction and buying impulse. Journal of Customer Behaviour, 6(1), 37–56.
Childers, T., Carr, C., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511–535.
Cho, S. (2020). Business ethics in marketing communication. International Journal of Entrepreneurship, 24(1), 1–8.
Choudrie, J., & Papazafeiropoulou, A. (2006). Lessons learnt from the broadband diffusion in South Korea and the UK: implications for future government intervention in technology diffusion. Electronic Government, an International Journal, 3(4), 373–385.
Cocker, H., Mardon, R., & Daunt, K. L. (2021). Social media influencers and transgressive celebrity endorsement in consumption community contexts. European Journal of Marketing, ahead-of-p(ahead-of-print). https://doi.org/10.1108/EJM-07-2019-0567
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Davis, F. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly: Management Information Systems. https://doi.org/10.2307/249008
Dawson, S., & Kim, M. (2010). Cues on apparel web sites that trigger impulse purchases. Journal of Fashion Marketing and Management: An International Journal, 14(2), 230–246.
De Leon, M. V., Atienza, R. P., & Susilo, D. (2020). Influence of self-service technology (SST) service quality dimensions as a second-order factor on perceived value and customer satisfaction in a mobile banking application. Cogent Business & Management, 7(1). https://doi.org/10.1080/23311975.2020.1794241
De Leon, M. V. (2019). Factors influencing behavioural intention to use mobile banking among retail banking clients. Jurnal Studi Komunikasi, 3(2), 118–137.
Donthu, N., & Garcia, A. (1999). The internet shopper. Journal of Advertising Research, 39(3), 52.
Fitri, F. (2018). The influence of web quality and sales promotion toward impulse buying behavior with openness personality as moderating variable. Jurnal Akuntansi, Manajemen Dan Ekonomi, 20(1), 48–55.
Gesualdi, M. (2019). Revisiting the relationship between public relations and marketing: Encroachment and social media. Public Relations Review. https://doi.org/10.1016/j.pubrev.2018.12.002
Greenleaf, G., Lindsay, D., Arnold, B., Clarke, R., Lane, K., Waters, N., & Coombs, E. (2019). Regulation of Digital Platforms as Part of Economy-Wide Reforms to Australia’s Failed Privacy Laws (Australian Privacy Foundation Submission to the Australian Government on Implementation of the ACCC’s Digital Platforms Inquiry—Final Report).
Hai, L., & Kazmi, S. (2015). Dynamic support of government in online shopping. Asian Social Science, 11(22).
Himawari, R., Prayoga, T., Fajrianti, S., & Abraham, J. (2018). Online Impulse Buying: The Role of Self-Construction and Online Shop Aesthetics. International Journal on Advanced Science, Engineering and Information Technology, 8(5), 1926–1933.
Horton, J. J., & Zeckhauser, R. J. (2016). Owning, Using and Renting: Some Simple Economics of the “Sharing Economy.” SSRN Electronic Journal, 1–42. https://doi.org/10.2139/ssrn.2746197
Ikonen, P., Luoma-Aho, V., & Bowen, S. A. (2017). Transparency for sponsored content: Analysing codes of ethics in public relations, marketing, advertising and journalism. International Journal of Strategic Communication, 11(2), 165–178.
Ilmi, M., Liyundira, F., Rachmawati, A., Juliasari, D., & Habsari, P. (2020). Perkembangan Dan Penerapan Theory Of Acceptance Model (TAM) Di Indonesia. Relasi: Jurnal Ekonomi, 16(2), 436–458.
Jauhari, M., Kusumawati, A., & Nuralam, I. (2019). The impact of website quality on consumer satisfaction and purchase intention (study case of e-commerce Lazada Indonesia in Malang city). Jurnal Administrasi Bisnis, 67(1), 54–61.
Jeffrey, S., & Hodge, R. (2007). Factors influencing impulse buying during an online purchase. Electronic Commerce Research, 7(3), 367–379.
Kacen, J., & Lee, J. (2002). The influence of culture on consumer impulsive buying behavior. Journal of Consumer Psychology, 12(2), 163–176.
Kazmi, S. (2015). Developments in promotion strategies: review on psychological streams of consumers. International Journal of Marketing Studies, 7(3).
Kim, H. (2019). Globalization and regulatory change: The interplay of laws and technologies in E-commerce in Southeast Asia. Computer Law and Security Review, 35(5), 1–20. https://doi.org/10.1016/j.clsr.2019.03.009
Kiran, V., Majumdar, M., & Kishore, K. (2012). Innovation in in-store promotions: effects on consumer purchase decision. European Journal of Business and Management, 4(9).
Latukolan, J. J., Marta, R. F., & Engliana, E. (2021). When Words Matter: Language Choices and Brand Building on Two Global Coffee Shop Retail Brands in Indonesia. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(2), 2899–2906. https://doi.org/10.33258/birci.v4i2.1974
Nagadeepa, C., Selvi, T., & Pushpa, A. (2015). Impact of sale promotıon technıques on consumers’ impulse buyıng behavıour towards apparels at Bangalore. Asian Journal of Management Sciences & Education, 4(1), 116–124.
Octaviana, V., & Susilo, D. (2021). Impact of@ RaikuBeauty instagram campaign content on brand image. Jurnal Komunikasi Profesional, 5(3), 270–284.
Panda, R., & Swar, B. (2013). Online Shopping: An Exploratory Study to Identify the Determinants of Shopper Buying Behaviour. International Journal of Business Insights & Transformation, 7(1).
Parboteeah, D., Valacich, J., & Wells, J. (2009). The influence of website characteristics on a consumer’s urge to buy impulsively. Information Systems Research, 20(1), 60–78.
Piron, F. (1991). Defining impulse purchasing. ACR North American Advances, 18, 509–514.
Rohlinger, D. A., & DeLucchi, C. (2021). Digital Media and Social Movements: Obstacles to Building a Global Media Ethic. In Handbook of Global Media Ethics (pp. 535–553). Springer.
Rook, D. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189–199.
Rook, D., & Fisher, R. (1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22(3), 305–313.
Rook, D., & Gardner, M. (1993). In the mood: Impulse buying’s affective antecedents. Research in Consumer Behavior, 6(7), 1–28.
Seeman, E., O’Hara, M., Holloway, J., & Forst, A. (2007). The impact of government intervention on technology adoption and diffusion: the example of wireless location technology. Electronic Government, an International Journal, 4(1), 1–19.
Sekaran, U., & Bougie, R. (2003). Research method for business: A skill building approach, 5th edition. In United States: John Wiley & Sons Inc.
Sharma, P., Sivakumaran, B., & Marshall, R. (2010). Impulse buying and variety seeking: A trait-correlates perspective. Journal of Business Research, 63(3), 276–283.
Sharma, S. K., Govindaluri, S. M., Muharrami, S. M., & Tarhini, A. (2017). A multi-analytical model for mobile banking adoption: a developing country perspective. Review of International Business and Strategy. https://doi.org/10.1108/RIBS-11-2016-0074
Shergill, G., & Chen, Z. (2005). Web-based Shopping: Consumers’ Attitude towards Online Shopping in New Zealand. Journal of Electronic Commerce Research, 6(2), 78.
Shin, E. (2019). A study on the perceptions and consumption values of ethical consumption. Yonsei University.
Sørum, H. (2014). Dressed for Web Success?: An Empirical Study of Website Quality in the Public Sector. Frederiksberg: Copenhagen Business School (CBS).
Sugandini, D., Purwoko, P., Pambudi, A., Resmi, S., Reniati, R., Muafi, M., & Kusumawati, R. (2018). The role of uncertainty, perceived ease of use, and perceived usefulness towards the technology adoption. International Journal of Civil Engineering and Technology (IJCIET), 9(4), 660–669.
Tarsani. (2017). Strategi Komunikasi Pemasaran Dompet Dhuafa Dalam Meningkatkan Kepercayaan Muzakki. Jurnal Bricolage, 2(1), 56.
Utomo, H., & Dodgson, M. (2001). Contributing factors to the diffusion of IT within small and medium-sized firms in Indonesia. Journal of Global Information Technology Management, 4(2), 22–37.
Verhagen, T., & Van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information & Management, 48(8), 320–327.
Verma, P., & Jain, S. (2015). Skills augmenting online shopping behavior: A study of need for cognition positive segment. Business Perspectives and Research, 3(2), 126–145.
Verplanken, B., & Herabadi, A. (2001). Individual differences in impulse buying tendency: Feeling and no thinking. European Journal of Personality, 15(1_suppl), S71–S83.
Wahyudi, B., & Yanthi, M. (2021). Penerimaan Teori TAM Terhadap Penggunaan Mobile Payment Dengan Kompatibilitas Sebagai Variabel Eksternal. AKUNTABILITAS, 15(1), 55–72.
Wahyuningsih, R. (2018). 5 Alasan Kenapa Banyak Orang Beralih ke Belanja Online.
Wells, J., Parboteeah, V., & Valacich, J. (2011). Online impulse buying: understanding the interplay between consumer impulsiveness and website quality. Journal of the Association for Information Systems, 12(1), 3.
Wong, J. (2013). Internet marketing for beginners. Elex Media Komputindo.
Wu, W.-Y., & Ke, C.-C. (2015). An online shopping behavior model integrating personality traits, perceived risk, and technology acceptance. Social Behavior and Personality: An International Journal, 43(1), 85–97.
Xu, Y., & Huang, J. (2014). Effects of price discounts and bonus packs on online impulse buying. Social Behavior and Personality: An International Journal, 4(8), 1293–1302.
Yera, A., Arbelaitz, O., Jauregui, O., & Muguerza, J. (2020). Characterization of e-Government adoption in Europe. PloS One, 15(4), e0231585.
Youn, S., & Faber, R. (2000). Impulse buying: its relation to personality traits and cues. ACR North American Advances, 27, 179–185.
Zhang, L., Shao, Z., Li, X., & Feng, Y. (2021). Gamification and online impulse buying: The moderating effect of gender and age. International Journal of Information Management, 61, 102267.
Zhou, L., & Wong, A. (2004). Consumer impulse buying and in-store stimuli in Chinese supermarkets. Journal of International Consumer Marketing, 16(2), 37–53.
Zou, T. (2018). Online impulse buying behavior amongst undergraduate students in Tianjin, The People’s Republic of China. ABAC Journal, 38(2), 94–113.
Akram, U., Hui, P., Khan, M., Tanveer, Y., Mehmood, K., & Ahmad, W. (2018). How website quality affects online impulse buying: Moderating effects of sales promotion and credit card use. Asia Pacific Journal of Marketing and Logistics, 30(1), 235–256. https://doi.org/https://doi.org/10.1108/APJML-04-2017-0073
Ananda, A. S., Hernández-García, Á., Acquila-Natale, E., & Lamberti, L. (2019). What makes fashion consumers “click”? Generation of eWoM engagement in social media. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-03-2018-0115
Aryanto, A. (2018). Shopee Jadi e-commerce Paling Populer Versi Snapcart.
Babenko, V., Kulczyk, Z., Perevosova, I., Syniavska, O., & Davydova, O. (2019). Factors of the development of international e-commerce under the conditions of globalization. SHS Web of Conferences, 65, 4016.
Baumeister, R. (2002). Yielding to temptation: Self-control failure, impulsive purchasing, and consumer behavior. Journal of Consumer Research, 28(4), 670–676.
Bavarsad, B., Rahimi, F., & Mennatyan, M. (2013). A Study of the Effects of Website’s Perceived Features on the Intention to Use E-shopping. World Applied Programming, 3(6), 252–263.
Bressolles, G., Durrieu, F., & Giraud, M. (2007). The impact of electronic service quality’s dimensions on customer satisfaction and buying impulse. Journal of Customer Behaviour, 6(1), 37–56.
Childers, T., Carr, C., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511–535.
Cho, S. (2020). Business ethics in marketing communication. International Journal of Entrepreneurship, 24(1), 1–8.
Choudrie, J., & Papazafeiropoulou, A. (2006). Lessons learnt from the broadband diffusion in South Korea and the UK: implications for future government intervention in technology diffusion. Electronic Government, an International Journal, 3(4), 373–385.
Cocker, H., Mardon, R., & Daunt, K. L. (2021). Social media influencers and transgressive celebrity endorsement in consumption community contexts. European Journal of Marketing, ahead-of-p(ahead-of-print). https://doi.org/10.1108/EJM-07-2019-0567
Dahuri, D. (2019). Pengguna E-Commerce di Tanah Air akan Capai 168,3 Juta.
Davis, F. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly: Management Information Systems. https://doi.org/10.2307/249008
Dawson, S., & Kim, M. (2010). Cues on apparel web sites that trigger impulse purchases. Journal of Fashion Marketing and Management: An International Journal, 14(2), 230–246.
De Leon, M. V., Atienza, R. P., & Susilo, D. (2020). Influence of self-service technology (SST) service quality dimensions as a second-order factor on perceived value and customer satisfaction in a mobile banking application. Cogent Business & Management, 7(1). https://doi.org/10.1080/23311975.2020.1794241
De Leon, M. V. (2019). Factors influencing behavioural intention to use mobile banking among retail banking clients. Jurnal Studi Komunikasi, 3(2), 118–137.
Donthu, N., & Garcia, A. (1999). The internet shopper. Journal of Advertising Research, 39(3), 52.
Fitri, F. (2018). The influence of web quality and sales promotion toward impulse buying behavior with openness personality as moderating variable. Jurnal Akuntansi, Manajemen Dan Ekonomi, 20(1), 48–55.
Gesualdi, M. (2019). Revisiting the relationship between public relations and marketing: Encroachment and social media. Public Relations Review. https://doi.org/10.1016/j.pubrev.2018.12.002
Greenleaf, G., Lindsay, D., Arnold, B., Clarke, R., Lane, K., Waters, N., & Coombs, E. (2019). Regulation of Digital Platforms as Part of Economy-Wide Reforms to Australia’s Failed Privacy Laws (Australian Privacy Foundation Submission to the Australian Government on Implementation of the ACCC’s Digital Platforms Inquiry—Final Report).
Hai, L., & Kazmi, S. (2015). Dynamic support of government in online shopping. Asian Social Science, 11(22).
Himawari, R., Prayoga, T., Fajrianti, S., & Abraham, J. (2018). Online Impulse Buying: The Role of Self-Construction and Online Shop Aesthetics. International Journal on Advanced Science, Engineering and Information Technology, 8(5), 1926–1933.
Horton, J. J., & Zeckhauser, R. J. (2016). Owning, Using and Renting: Some Simple Economics of the “Sharing Economy.” SSRN Electronic Journal, 1–42. https://doi.org/10.2139/ssrn.2746197
Ikonen, P., Luoma-Aho, V., & Bowen, S. A. (2017). Transparency for sponsored content: Analysing codes of ethics in public relations, marketing, advertising and journalism. International Journal of Strategic Communication, 11(2), 165–178.
Ilmi, M., Liyundira, F., Rachmawati, A., Juliasari, D., & Habsari, P. (2020). Perkembangan Dan Penerapan Theory Of Acceptance Model (TAM) Di Indonesia. Relasi: Jurnal Ekonomi, 16(2), 436–458.
Jauhari, M., Kusumawati, A., & Nuralam, I. (2019). The impact of website quality on consumer satisfaction and purchase intention (study case of e-commerce Lazada Indonesia in Malang city). Jurnal Administrasi Bisnis, 67(1), 54–61.
Jeffrey, S., & Hodge, R. (2007). Factors influencing impulse buying during an online purchase. Electronic Commerce Research, 7(3), 367–379.
Kacen, J., & Lee, J. (2002). The influence of culture on consumer impulsive buying behavior. Journal of Consumer Psychology, 12(2), 163–176.
Kazmi, S. (2015). Developments in promotion strategies: review on psychological streams of consumers. International Journal of Marketing Studies, 7(3).
Kim, H. (2019). Globalization and regulatory change: The interplay of laws and technologies in E-commerce in Southeast Asia. Computer Law and Security Review, 35(5), 1–20. https://doi.org/10.1016/j.clsr.2019.03.009
Kiran, V., Majumdar, M., & Kishore, K. (2012). Innovation in in-store promotions: effects on consumer purchase decision. European Journal of Business and Management, 4(9).
Latukolan, J. J., Marta, R. F., & Engliana, E. (2021). When Words Matter: Language Choices and Brand Building on Two Global Coffee Shop Retail Brands in Indonesia. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(2), 2899–2906. https://doi.org/10.33258/birci.v4i2.1974
Nagadeepa, C., Selvi, T., & Pushpa, A. (2015). Impact of sale promotıon technıques on consumers’ impulse buyıng behavıour towards apparels at Bangalore. Asian Journal of Management Sciences & Education, 4(1), 116–124.
Octaviana, V., & Susilo, D. (2021). Impact of@ RaikuBeauty instagram campaign content on brand image. Jurnal Komunikasi Profesional, 5(3), 270–284.
Panda, R., & Swar, B. (2013). Online Shopping: An Exploratory Study to Identify the Determinants of Shopper Buying Behaviour. International Journal of Business Insights & Transformation, 7(1).
Parboteeah, D., Valacich, J., & Wells, J. (2009). The influence of website characteristics on a consumer’s urge to buy impulsively. Information Systems Research, 20(1), 60–78.
Piron, F. (1991). Defining impulse purchasing. ACR North American Advances, 18, 509–514.
Rohlinger, D. A., & DeLucchi, C. (2021). Digital Media and Social Movements: Obstacles to Building a Global Media Ethic. In Handbook of Global Media Ethics (pp. 535–553). Springer.
Rook, D. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189–199.
Rook, D., & Fisher, R. (1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22(3), 305–313.
Rook, D., & Gardner, M. (1993). In the mood: Impulse buying’s affective antecedents. Research in Consumer Behavior, 6(7), 1–28.
Seeman, E., O’Hara, M., Holloway, J., & Forst, A. (2007). The impact of government intervention on technology adoption and diffusion: the example of wireless location technology. Electronic Government, an International Journal, 4(1), 1–19.
Sekaran, U., & Bougie, R. (2003). Research method for business: A skill building approach, 5th edition. In United States: John Wiley & Sons Inc.
Sharma, P., Sivakumaran, B., & Marshall, R. (2010). Impulse buying and variety seeking: A trait-correlates perspective. Journal of Business Research, 63(3), 276–283.
Sharma, S. K., Govindaluri, S. M., Muharrami, S. M., & Tarhini, A. (2017). A multi-analytical model for mobile banking adoption: a developing country perspective. Review of International Business and Strategy. https://doi.org/10.1108/RIBS-11-2016-0074
Shergill, G., & Chen, Z. (2005). Web-based Shopping: Consumers’ Attitude towards Online Shopping in New Zealand. Journal of Electronic Commerce Research, 6(2), 78.
Shin, E. (2019). A study on the perceptions and consumption values of ethical consumption. Yonsei University.
Sørum, H. (2014). Dressed for Web Success?: An Empirical Study of Website Quality in the Public Sector. Frederiksberg: Copenhagen Business School (CBS).
Sugandini, D., Purwoko, P., Pambudi, A., Resmi, S., Reniati, R., Muafi, M., & Kusumawati, R. (2018). The role of uncertainty, perceived ease of use, and perceived usefulness towards the technology adoption. International Journal of Civil Engineering and Technology (IJCIET), 9(4), 660–669.
Tarsani. (2017). Strategi Komunikasi Pemasaran Dompet Dhuafa Dalam Meningkatkan Kepercayaan Muzakki. Jurnal Bricolage, 2(1), 56.
Utomo, H., & Dodgson, M. (2001). Contributing factors to the diffusion of IT within small and medium-sized firms in Indonesia. Journal of Global Information Technology Management, 4(2), 22–37.
Verhagen, T., & Van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information & Management, 48(8), 320–327.
Verma, P., & Jain, S. (2015). Skills augmenting online shopping behavior: A study of need for cognition positive segment. Business Perspectives and Research, 3(2), 126–145.
Verplanken, B., & Herabadi, A. (2001). Individual differences in impulse buying tendency: Feeling and no thinking. European Journal of Personality, 15(1_suppl), S71–S83.
Wahyudi, B., & Yanthi, M. (2021). Penerimaan Teori TAM Terhadap Penggunaan Mobile Payment Dengan Kompatibilitas Sebagai Variabel Eksternal. AKUNTABILITAS, 15(1), 55–72.
Wahyuningsih, R. (2018). 5 Alasan Kenapa Banyak Orang Beralih ke Belanja Online.
Wells, J., Parboteeah, V., & Valacich, J. (2011). Online impulse buying: understanding the interplay between consumer impulsiveness and website quality. Journal of the Association for Information Systems, 12(1), 3.
Wong, J. (2013). Internet marketing for beginners. Elex Media Komputindo.
Wu, W.-Y., & Ke, C.-C. (2015). An online shopping behavior model integrating personality traits, perceived risk, and technology acceptance. Social Behavior and Personality: An International Journal, 43(1), 85–97.
Xu, Y., & Huang, J. (2014). Effects of price discounts and bonus packs on online impulse buying. Social Behavior and Personality: An International Journal, 4(8), 1293–1302.
Yera, A., Arbelaitz, O., Jauregui, O., & Muguerza, J. (2020). Characterization of e-Government adoption in Europe. PloS One, 15(4), e0231585.
Youn, S., & Faber, R. (2000). Impulse buying: its relation to personality traits and cues. ACR North American Advances, 27, 179–185.
Zhang, L., Shao, Z., Li, X., & Feng, Y. (2021). Gamification and online impulse buying: The moderating effect of gender and age. International Journal of Information Management, 61, 102267.
Zhou, L., & Wong, A. (2004). Consumer impulse buying and in-store stimuli in Chinese supermarkets. Journal of International Consumer Marketing, 16(2), 37–53.
Zou, T. (2018). Online impulse buying behavior amongst undergraduate students in Tianjin, The People’s Republic of China. ABAC Journal, 38(2), 94–113.
Published
2021-11-20
How to Cite
Dharta, F. Y., Prasetyo, H., & Dema, Y. (2021). Influence of attitude on online impulse buying: perspective on marketing communication. Jurnal Studi Komunikasi, 5(3), 729-745. Retrieved from https://ejournal.unitomo.ac.id/index.php/jsk/article/view/4421
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