الملخص الإنجليزي
Abstract :
Key details from online reviews have been demonstrated to affect customers' online purchase behaviors. Little research, nevertheless, examined how they can impact users' online impulsive purchase behaviors. This work seeks to link theoretical and empirical viewpoints. On two well-known in Bahrain online group buying websites, (AliExpress and Amazon) the study's structure was tested. To determine consumer perceptions of value from internet evaluations and their influence on impulse purchase behaviour, an online survey was conducted with 285 respondents.
The empirical results demonstrate that customers' perceptions of the hedonic and utilitarian value of online reviews influence their impulsive buying behaviour. Hedonic value has a favourable effect on customers' impulse purchase, whilst utilitarian value has a negative impact. According to this study's findings, customers who are more impulsive place more significance on the hedonic worth of internet reviews, which is correlated with impulsive purchasing favourably. whereas consumers with low levels of impulsiveness place a greater emphasis on the utilitarian value, which is negatively related to impulse buying.
This is one of the earliest types of research to look into the connection between social influence (such as the influence of online reviews) and impulsive buying. It makes use of consumer perceptions of the value of the literature from the perspectives of browsing and reading. In this study, consumer differences in impulsiveness are also considered.
Keywords: Impulse Purchasing Behaviors, Online Reviews, Perceived Value
