Antecedents Of Consumer's E-Impulse Buying Behavior

Rebellious environmental effects like global warming,depletion of natural resources and acid rain has been linked to the current abrupt economic growth.The professionals and academicians have taken this escalating ecologic dilemma into account globally and clinched sustainable development procedures that curb the hostile consequences of this haphazardly developed environment and society.Eco innovation and organic buying are the key footings of sustainable development.Buying of healthy,certified and eco-protective products produced from non-synthetic chemicals like genetically modified organisms,fertilizers and antibiotics,studied to be an organic buying.Huge consumer base is following a motto "You are what you eat",resulting in augmented demand of organic products nowadays.This massive demand of organic products is allied with health consciousness and environmental protection.Recently,social commerce has gained more admiration deriving from e-commerce,which characterizes online social networking aiding business activities,a novel way of online shopping labeled as social shopping.The social interface encourages user interactions and user-generated content are offering various applications linking product recommendations to a friend,customer reviews,public discussions,and review ratings that impulses and filters other customers'online buying purpose empowering them for more informed and accurate buying decisions supported by the social knowledge and experiences.In china,consumers' attitude towards organic consumption through social commerce has been less addressed,even though she leads the fastest growing organic market of the world.Considering the massive social commerce usage and its significance,there appears to be a huge market for organic food if mainstream consumers can be reached.This dissertation is an investigative research effort that studied different factors of consumer attitude and examines the impulse buying of organic food through indirect effect of social appeal and media richness of website on relationship amongst consumer attitude and online impulse buying behavior.An online questionnaire were placed on frequently used social media platform like WeChat,QQ and Sina Weibo for data collection of latent variables which is filled by 1523 respondents living in Beijing,China.A random sampling and convenience sampling techniques of data collection were utilized.Validity and reliability tests,exploratory factor analysis,confirmatory factor analysis and structure equation modeling were used for data analysis.To test and verify latent hypotheses,SPSS 23 and PROCESS macros were applied.The results revealed that organic food consumerism is shifting from e-commerce to social commerce,carrying a significant potential.Consumer knowledge is found to be a key barrier in organic consumption which builds suspicions and restricts impulsive decisions established on performance and economic value,time and service risks of organic consumption.Scarce and irrelevant information further escalates perceived risk.Rich product description can significantly reduce such risks plus facilitating consumers to buy more organic products.The advent of social commerce has helped consumers to make more informed and accurate buying decisions.A customer centricity and sustainability approach of social commerce has been widely subjugating e-commerce.Product-oriented approach of consumers has made them more aware and curious about what to eat.This dissertation enlightened the awareness of online impulse buying decisions,as social media has rationalized organic consumption patterns,thus forcing manufacturers to adopt green practices.The augmented production of organic food in China has bound vendors to create more informational and captivating websites as well versed web pages can drive more impulsive decisions.Hence,a firm affiliation amongst consumers'attitudes and organic impulse buying behavior has been established in social commerce environment.