نقش حضور محلی در خرید آنی آنلاین Role of local presence in online impulse buying

1. Introduction Following the increasing number of consumers who buy online impulsively [43], the academic community has started to adopt online impulse buying as a research topic. To date, most studies on this phenomenon have explored how online store elements presented to and perceived by visitors (e.g., website quality, variety of products selection, and recommender systems) influence impulse buying, thereby providing retailers with insight into how impulse buying may be stimulated at the online store level [22, 42, 43, 64, 70]. While the contributions of these studies are clear, they barely pay attention to how the presentation of products in e-commerce environments contributes to online impulse buying. A consideration at the product presentation level is of interest for two reasons. First, impulse buying literature indicates that the presentation of and confrontation with products within a shopping environment often triggers impulsive purchases [22, 52]. Remarkably, previous empirical studies into the influence of online product presentations have mainly centered on rational buying processes [9, 12, 27], leaving their assumed effects on impulsive buying unaddressed. Second, the emergence of product presentation formats that emulate direct, unmediated product trial calls for attention to product presentation. Presentation formats such as 360 spin rotation applications, which permit consumers to rotate products and view them from different angles, and virtual mirrors, which allow consumers to try on products in a manner that closely resembles offline shopping settings, may give consumers the impression that a product is locally present with them.