The Relationship Between Information Encountering and Impulsive Purchase of Mobile Social Media Users: A Case Study of Douyin
Ph.D. Candidate, Faculty of Arts and Social Science, Universiti Malaya, Kuala Lumpur, Malaysia, 50603.
Professor, Faculty of Arts and Social Science, Universiti Malaya, Kuala Lumpur, Malaysia, 50603.
Abstract
This research explores the relationship between information encountering and impulsive purchase behaviour on Douyin, a leading short-video platform in China. By integrating the information encountering framework with the Stimulus-Organism-Response (S-O-R) model, this research aims to examine how exposure to merchandise-focused short-video content affects users' impulsive purchase decisions. More specifically, it identifies the key factors that guide users from initially noticing product information to engaging with it, ultimately culminating in impulsive purchases. Data were gathered via a survey of 468 eligible participants using convenience sampling, and the responses were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM), a statistical technique suitable for complex models involving latent variables. The results indicate that the quality, credibility, usefulness, and visual appeal of merchandise short-video content significantly influence the initial noticing phase of information encountering, which, in turn, affects impulsive purchasing behaviour. The study confirms the relevance of the information encountering framework within the context of Douyin, demonstrating that users are more likely to make impulsive purchases during the noticing, stopping, and examining stages of information encountering. These findings highlight the critical role of video content characteristics in capturing and maintaining consumer attention, thereby enhancing the likelihood of purchases. The research concludes that the integration of the information encountering framework with the S-O-R model provides a firm theoretical basis for understanding consumer behaviour on social media platforms like Douyin. It advances consumer behaviour theory by extending it into the digital era and enriching the information encountering framework. From a practical perspective, the study suggests that improving video content attributes can optimise marketing strategies and encourage consumer purchases. These insights offer valuable guidance for both academics and marketing professionals, assisting in the development of more effective digital marketing campaigns that align with consumers' impulsive buying tendencies.