Exploring the effects of branding, online factors and motivational factors on online impulse buying of beauty products :An application of Stimulus-Organism- Response model

Abstract

The objectives of this research were 1) to identify the products and brand factors influencing the online impulse buying; 2) to study the products and brand factors affecting the motivational factors; 3) to investigate the influence of online factors on online impulse buying; 4) to explore the impact of online factors on motivational factors; 5) to examine the effect of motivational factors on impulse buying. All data were collected from 400 consumer in Thailand that the sampling method on this empirical research was purposive sampling method to identify sample target with the consumers aged 18 years and over who have experience in purchasing both international and local brands of beauty products through online channels. This research analysis method was analyzed by using descriptive statistical analysis (frequency, percentage, mean, standard deviation) and inferential statistics (Structural Equation Modeling (SEM) Amos).

The research’s findings described that the motivation factors have positively associate with online impulse buying. Motivation factors consist of five variables: self-satisfaction, self-presentation, self-congruence, hedonic and utilitarian. Products and brand factors positively associate with motivation factors. Products and brand factors consist of four variables: product quality, brand personality, brand image and brand emotion attachment. Online factors positively associate with motivation factors. Online factors consist of four variables: online review (eWOM), web design quality, web experience and web content. For the mediation effect, the mediation effect of motivation factors between product and brand factors and online impulse buying is supported, the mediation effect of motivation factors between online factors and online impulse buying is supported.

Based on the research findings, the theoretical contribution offers a comprehensive framework and provides the product and brand factors, online factors and motivational factors on online impulsive purchase of beauty items based on S-O-R theory. Meanwhile, the practical contribution is offered to the online businesses may consider utilizing these evaluations as marketing strategies to influence customers' impulsive purchasing behavior by acting as effective environmental and motivational influences.

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