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International Journal of Information Systems and Change Management


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International Journal of Information Systems and Change Management (1 paper in press)


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  • Online impulse buying of organic food: a moderated (website personality) mediation (social appeal) process   Order a copy of this article
    by Anum Tariq, Changfeng Wang, Yasir Tanveer, Umair Akram, Muhammad Bilal 
    Abstract: While existing literature has addressed the antecedents of impulsive buying behavior, this research study investigates the impulse buying of organic food through mediating effect of social appeal on the relationship between consumer attitude and online impulse buying behavior and whether this mediated relationship is moderated by website personality. In total, 600 respondents were asked to fill online survey questionnaire, however 423 valid responses were collected in Beijing, China. Data were collected in a period of three months from October-December 2017 by survey questionnaire place on frequently used social media platform like Wechat, QQ and Sina Weibo. Results revealed a significant full mediation in a positive relationship between customer attitude and online impulse buying of organic food. This mediating effect of social appeal is further moderated by website personality that advocates that the mediating effect of social appeal is stronger for online browsers inducing more impulsive buying decisions. Results instigate online marketing professionals to review their tactics to deal with modern consumers by developing websites with social learning mechanism, user-friendlier and visually appealing to push organic intake. Results propose actions to enhance organic consumption among modern consumers and contribute to the literature on social factor adoption resulting in a more nuanced deliberation on the online impulse buying of organic food.rn
    Keywords: social appeal; website personality; online impulse buying behaviour; organic food rn.