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A Meta-Analysis of Online Impulsive Buying and the Moderating Effect of Economic Development Level

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Abstract

Online impulsive buying has become increasingly prevalent in e-commerce and social commerce research, yet there is a paucity of systematically examining this particular phenomenon in the paradigm of information systems. To advance this line of research, this study aims to gain insight into online impulsive buying through a meta-analysis of relevant research. Derived from 54 articles, this meta-analysis categorized the critical factors that influence online impulsive buying into the website, marketing, and affective stimuli. This study further explores the moderating effect of economic development level. The empirical results reveal that the chosen 13 main factors are significantly and positively related to online impulsive buying except for website security, price, novelty, and negative emotion. Moreover, economic development level moderates the relationship between several factors (i.e., website visual appeal, ease of use, price, promotion, pleasure, and positive emotion) and online impulsive buying. This study contributes to both theory and practice. It not only extends the impulsive buying literature to the online context by emphasizing the IT-supported website stimuli, but also provides implications for future research on online impulsive buying behavior across different economic development levels. Moreover, it provides guidelines for practitioners on how to leverage information technology to induce online impulsive buying.

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Notes

  1. In the process of meta-analysis, factors that have been studied three times or above in selected research were extracted according to the guidance of Rana et al. (2015). Therefore, constructs with few empirical studies and insufficient research were not included in this meta-analysis.

  2. It is worth noting that there has been no consensus on the definition of developing and developed countries and regions. The reference standard we used is the data published by The World Bank (2015). Please refer to Appendix 2 for the specific classification of the countries or regions of the selected article samples.

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Authors and Affiliations

  1. School of Information Management, Wuhan University, Wuhan, 430072, China

    Yang Zhao, Yixuan Li & Ning Wang

  2. School of Information Technology & Management, University of International Business and Economics, Beijing, 100029, China

    Ruoxin Zhou

  3. Anderson School of Management, The University of New Mexico, Albuquerque, NM, USA

    Xin (Robert) Luo

Authors
  1. Yang Zhao
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  2. Yixuan Li
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  3. Ning Wang
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  4. Ruoxin Zhou
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  5. Xin (Robert) Luo
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Correspondence to Xin (Robert) Luo.

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Appendices

Appendix 1

Table 6 The factors formed by preliminary screening
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Appendix 2

Table 7 Articles involved in the meta-analysis
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Zhao, Y., Li, Y., Wang, N. et al. A Meta-Analysis of Online Impulsive Buying and the Moderating Effect of Economic Development Level. Inf Syst Front 24, 1667–1688 (2022). https://doi.org/10.1007/s10796-021-10170-4

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