Article2021

Impulsive purchasing and luxury brand loyalty in WeChat Mini Program

55 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

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Consumer Retail Behavior Studies Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

Purpose This study aims to explore the impact of the use of the WeChat Mini Program by luxury brands on consumers' fashion impulsive purchasing and brand loyalty. Design/methodology/approach The stimulus–organism–response (S–O–R) model is adapted to construct a model (i.e. stimulus: patron status, informativeness and entertainment; organism: perceived enjoyment and perceived usefulness; responses: impulse buying behavior and luxury brand loyalty). An online survey was conducted by 200 Chinese participants who experienced WeChat Mini Program and luxury brand purchase. Findings The results indicate that luxury consumption related factors, task-related factors and mood-related factors in WeChat Mini Program have positive effects on consumers' impulsive purchasing behavior through perceived enjoyment and perceived usefulness. Research limitations/implications This study provides a new understanding about factors influencing consumers' behaviors and brand loyalty in WeChat Mini Program. Originality/value The mobile social platform has been considered as an advanced tool for advertising. As the most popular mobile social media used by over 1 bn monthly active Chinese users—WeChat, little research attention has been attracted by researchers. To stress the WeChat Mini Program's role in the S-commerce background can fill the gap between the literature of the utilization of new marketing tools in retailing, marketing and the whole fashion industry. In terms of marketing management, the paper conducted research that participated by new generation consumers and offers some practical managerial implications for brands, retailers and marketers to generate new business models and marketing strategies.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 2005The Social Influence of Brand Community: Evidence from European Car Clubs 1988Communication and Control Processes in the Delivery of Service Quality 2003Predicting Intention to Adopt Interorganizational Linkages: An Institutional Perspective1 1975A Bayesian analysis of attribution processes.2000The Darker and Brighter Sides of Human Existence: Basic Psychological Needs as a Unifying Concept 2001Brand trust in the context of consumer loyalty

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