Exploring customer perceived value and impulsive buying behavior of LINE stickers: Moderated by interpersonal influence
Keywords:LINE sticker, Stimulus-organism-response (S-O-R) model, Environmental stimuli, Perceived value, Impulsive buying behavior, Interpersonal influence
The prevalence of mobile communication software has made the communication between each other more diversified and gradually integrated into each other's life. Among them, LINE's vivid and funny stickers are generally loved by the public, and the business opportunities it can bring are huge. Whether consumers may be affected by sticker advertisements or price promotions in the process of purchasing LINE stickers, which may lead to impulsive buying behavior, is a topic worthy of study. Therefore, the purpose of this study is to use the stimulus-organism-response (S-O-R) model as the framework to explore how the perceived value (utilitarian and hedonic value) of users of the LINE affects their impulse buying behavior in the context of LINE community interaction. In addition, this study also uses interpersonal influence as a moderator and examines its impact on the correlation between consumers' perceived value and their impulsive buying behavior. This study collected a total of 354 valid samples through various social media, suchas FB and LINE. The analysis results show that the portability and visual appeal of LINE stickers will positively and significantly affect consumers' feelings of hedonic value and utilitarian value at the inner psychological level, and then significantly affect consumers' impulse buying behavior. Stickers have a personal preference problem and are less able to be controlled by others, so the interpersonal influence has no mediating effect between perceived value and impulsive buying behavior.
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