Presentation done by Hyo Geun Song, Namho Chung, and Chulmo Koo, during "Marketing/Consumer behavior" workshop, of the ENTER2015 eTourism conference.

1. ENTER 2015 Research Track Slide Number 1
A Theoretical Model of Impulsive
Buying Behaviour in
Tourism Social Commerce
Hyo Geun Songa
, Namho Chungb
, and Chulmo Kooc
College of Hotel and Tourism Management
Kyung Hee University, Republic of Korea
a
dawn0105@khu.ac.kr
b
nhchung@khu.ac.kr; c
helmetgu@khu.ac.kr
http://strc.khu.ac.kr

2. ENTER 2015 Research Track Slide Number 2
Index
1. Introduction
2. Theoretical Backgrounds
2.1 Impulsive buying Behaviour
2.2 Social Commerce and Scarcity Messsage
1. Proposed Impulsive Buying Behaviour Conceptual
Model
2. Concluding Remarks
3. Reference

3. ENTER 2015 Research Track Slide Number 3
1. Introduction
Social commerce has been a crucial and recurrent theme in e-commerce after the appearance of Groupon in 2008.

4. ENTER 2015 Research Track Slide Number 4
1. Introduction

5. ENTER 2015 Research Track Slide Number 5
1. Introduction

6. ENTER 2015 Research Track Slide Number 6
1. Introduction

7. ENTER 2015 Research Track Slide Number 7
1. Introduction
It has been proven that many of the consumers who has impulsive buying style purchase not only they need
products but also they want joy coming from the action of buying.
Unlike the customers in the past, consumers nowadays tends to pursue hedonic style of shopping through
impulsive buying experience (Novak et al., 2003) which can be easily seen in social commerce purchasing
behavior.
Planned buying and impulsive buying differs since later is affected by emotion from rather than reasonable thinking.
Existing studies that are based on rational thinking purchasing process is not suitable to explain the
impulsive buying behaviours that can be seen online (Verplanken & Herabadi, 2001).

8. ENTER 2015 Research Track Slide Number 8
1. Introduction
Food & Drink
Clothes
Things to do
Groceries
Cosmetics
Amusement Park
Beauty & Spa
Electronics
Specific store coupons
Domestic travel
Products for health
Fitness & yoga
International travel
Education
Etc.
To understand impulsive buying
behaviour, studies based on
emotional patterns on impulsive
buyers are necessary to be
investigated.
we focused on the emotional
aspect of the consumers (i.e.,
travellers).

9. ENTER 2015 Research Track Slide Number 9
1. Introduction

10. ENTER 2015 Research Track Slide Number 10
2. Theoretical Background
2.1 Impulsive Buying Behaviour
Urge to Buy
Impulsively
Impulsive
Buy
Behaviour

11. ENTER 2015 Research Track Slide Number 11
Urge to buy impulsively is a type of spontaneous emotion. This means, when buying a
product one will not think thoroughly about the need of the product. Rather, it will result
in immediate purchase to satisfy the buying duty which naturally leads to impulse
purchase behaviour (Verhagen & Van Dolen, 2011).
These spontaneous emotions will hinder the customers to plan constructively on
alternatives and attract people to impulse purchasing behaviour (Lee et al, 2009).
Author Investigation
Weinberg &
Gottwald (1982)
Consumers' emotion plays a vital role in impulsive buying
behaviour.
Verhagen & Van
Dolen (2011)
How convenience and representational delight go through urge to
buy impulsively eventually leads to impulsive buy.
Parboteeah et al.
(2009)
How website characteristics influence consumers’ urge to buy
impulsively
Prior Researches
2. Theoretical Background
2.1 Impulsive Buying Behaviour

12. ENTER 2015 Research Track Slide Number 12
2.2 Scarcity Message in Social
commerce
In the Wekipedia, it shows elements of social commerce which provides effective
explanations on social commerce. There are already many studies on other elements
except scarcity message, especially social features (Stephen & Toubia, 2010; Huang &
Benyoucef, 2014). But, study that is performed on scarcity message is hard to be found.

13. ENTER 2015 Research Track Slide Number 13
2.2 Scarcity Message in Social
commerce
So, Scarcity message is a method of expressing messages to customers by limiting the
products quantity and time which will increase the value and attractiveness of certain
product or service (Cialdini, 1985)

14. ENTER 2015 Research Track Slide Number 14
2.2 Scarcity Message in Social
commerce
Unlike other product in social commerce, tourism items are limited in production. That is because a space
where service of tourism items can be provided is limited (i.e., hotel room).

15. ENTER 2015 Research Track Slide Number 15
Therefore, there are limited varieties of products in small quantity. When
products are provided in small quantity, sensitivity on limited quantity is
inevitable. Since tourism products are provided in small quantity to start with,
consumers easily recognize the scarcity of the quantity which leads to impulsive
buying behaviour.
Because of perishability in tourism products, consumers (i.e., travellers)
feel easily pressured.
This study will give us an understanding how the scarcity by limiting the
quantity and time can affect customers' impulsive buying behaviour.
2.2 Scarcity Message in Social
commerce
Recognized scarcity message was measured as impulsive
buying behaviour's external cognition elements.

16. ENTER 2015 Research Track Slide Number 16
3. Proposed Impulsive Buying
Behaviour Conceptual Model
Attitude of consumer toward buying is formed generally as following steps:
Therefore, this study suggests a conceptual model on how cognition
affects emotion and how emotion affects the behaviour.

17. ENTER 2015 Research Track Slide Number 17
3. Proposed Impulsive Buying
Behaviour Conceptual Model
Attitude of consumer toward buying is formed generally as following steps:
Based on study of Hong and Tam (2006), this study separates cognition
into two types of perception.
Therefore, this study suggests a conceptual model on how cognition
affects emotion and how emotion affects the behaviour.

18. ENTER 2015 Research Track Slide Number 18
3. Proposed Impulsive Buying
Behaviour Conceptual Model
Urge to buy
impulsively
General
perception
of websites

19. ENTER 2015 Research Track Slide Number 19
3. Proposed Impulsive Buying
Behaviour Conceptual Model
Urge to buy
impulsively
General
perception
of websites

20. ENTER 2015 Research Track Slide Number 20
3. Proposed Impulsive Buying
Behaviour Conceptual Model
Urge to buy
impulsively
Specific
perception
of social
commerce

21. ENTER 2015 Research Track Slide Number 21
3. Proposed Impulsive Buying
Behaviour Conceptual Model
Urge to buy
impulsively
Specific
perception
of social
commerce
the effect of this path will be much more stronger
because, this kinds of stimulation is much closer
with products. That’s the why we focused on
specific perception.

22. ENTER 2015 Research Track Slide Number 22
3. Proposed Impulsive Buying
Behaviour Conceptual Model
Figure. 1 Tourism Social Commerce Conceptual Model
Therefore, this study suggest conceptual model such as Figure. 1.

23. ENTER 2015 Research Track Slide Number 23
4. Concluding remark
Recently, social commerce in mobile market is rapidly expanding to diverse industries, specially tourism.
Although there are excessive exchange volume of tourism products such as restaurant, travel items, and lodging coupons at
social commerce, tourism research about social commerce are rare. So, we think that research about tourism social
commerce should be conducted.
This study elaborates the theoretical understanding of the tourism social commerce within the context of impulsive buying.
Also, for marketer of tourism, this research shows how scarcity message would be effective and crucial.
Actually, I prepare the empirical paper which use this conceptual model and add another variable which is very
important but secret. Please attention my work

24. ENTER 2015 Research Track Slide Number 24
Thank you.