https://orcid.org/0000-0002-2840-984X
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Abstract
Impulsive online buying is receiving more attention. This study finds that certain characteristics of online reviews lead consumers to buy impulsively online. Three constructs are used to investigate the inducements to engage in impulsive online buying, namely perceived enjoyableness of online reviews, reviewer reputation, and vividness of product presentation. We also examine the moderating effect of perceived price dispersion (PPD) on impulsive online buying using stratified sampling, with 419 respondents participating. Reputable reviewers in diversified online review websites increase consumer attraction to similar products through vivid product reviews that comprehensively inform consumers about products. Moreover, the effectiveness of PPD to trigger impulsive purchases depends on consumer trust in product reviews (for products of the same value).