Factors Affecting Arousal and Impulse Buying: The Moderating Effect of Online Campaigns in the Clothing Industry
DOI:
https://doi.org/10.70670/sra.v4i1.1857Keywords:
Online Campaign, Product Recommendation, Arousal, Limited Time Scarcity, Limited Quantity Scarcity, Impulse BuyingAbstract
Drawing on the Stimulus Organism Response model, this research investigates the primary factors affecting the impulse purchasing of clothing among the Generation Z in the clothing shops across Pakistan. Primary data was collected from 255 respondents and analysed using Partial Least Squares Structural Equation Modelling to thoroughly evaluate the measurement and the structural models. The results reveal that time limitations and quantity limitations have considerable knowledge effect on the emotional arousal of consumers. On the other hand, the product recommendation has a negative and reinforcing statistically significant effect on the excitation. Furthermore, arousal is one of the key determinants of impulse buying and online campaigns are a perfect tool to moderate this relationship by increasing the role of arousal on the spontaneous buying behavior. Demonstrating good explanatory power, this research gives important theoretical and managerial insights for optimizing digital commerce strategies in emerging markets.
References
Alamer, A. (2025). Structural equation modeling in L2 writing research: Simple tutorial and useful recommendations. Research Methods in Applied Linguistics, 4(2), Article 100202. https://doi.org/10.1016/j.rmal.2025.100202
Bandyopadhyay, N., Sivakumaran, B., Patro, S., & Kumar, R. S. (2021). Immediate or delayed! Whether various types of consumer sales promotions drive impulse buying? An empirical investigation. Journal of Retailing and Consumer Services, 61, Article 102532. https://doi.org/10.1016/j.jretconser.2021.102532
Baran, M. L. (2022). Mixed methods research design. In Research anthology on innovative research methodologies and utilization across multiple disciplines (pp. 312 to 333). IGI Global.
Broeder, P., & Wentink, E. (2022). Limited time scarcity and competitive arousal in e commerce. The International Review of Retail, Distribution and Consumer Research, 32(5), 549 to 567. https://doi.org/10.1080/09593969.2022.2098360
Catriana, E. (2020, May 1). Selama Ramadhan ini promo dari Shopee, Tokopedia, hingga Lazada. Kompas. https://money.kompas.com/read/2020/05/01/161100126/selama-ramadhan-ini-promo-dari-shopee-tokopedia-hingga-lazada?page=all
Cheung, G. W., Cooper Thomas, H. D., Lau, R. S., & Wang, L. C. (2024). Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best practice recommendations. Asia Pacific Journal of Management, 41(2), 745 to 783.
Chin, C. L., & Yao, G. (2024). Convergent validity. In Encyclopedia of quality of life and well being research (pp. 1398 to 1399). Springer.
Chopdar, P. K., & Balakrishnan, J. (2020). Consumers response towards mobile commerce applications: S O R approach. International Journal of Information Management, 53, Article 102106. https://doi.org/10.1016/j.ijinfomgt.2020.102106
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297 to 334.
Dietrichsteiner, S., Lindgren, K., & Okanovic, I. (2022). A quantitative study on the effect LQS and LTS has on purchase intention in an online context. Unpublished manuscript.
Fathia, N., & Vania, A. (2023). Impulsive buying behavior: Scarcity impact of flash sale through arousal as mediating variable. Jurnal Mantik, 7(3), 1766 to 1776. https://doi.org/10.35335/mantik.v7i3.4189
Febrilia, I., & Warokka, A. (2021). Consumer traits and situational factors: Exploring the consumer online impulse buying in the pandemic time. Social Sciences & Humanities Open, 4(1), Article 100182. https://doi.org/10.1016/j.ssaho.2021.100182
Feng, Z., Al Mamun, A., Masukujjaman, M., Wu, M., & Yang, Q. (2024). Impulse buying behavior during livestreaming: Moderating effects of scarcity persuasion and price perception. Heliyon, 10(7), Article e28347. https://doi.org/10.1016/j.heliyon.2024.e28347
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39 to 50. https://doi.org/10.1177/002224378101800104
Ghanad, A. (2023). An overview of quantitative research methods. International Journal of Multidisciplinary Research and Analysis, 6(8), 3794 to 3803.
Guo, J., Xin, L., & Wu, Y. (2017). Arousal or not? The effects of scarcity messages on online impulsive purchase. In HCI in business, government and organizations. Supporting business: 4th international conference, HCIBGO 2017 (pp. 29 to 40). Springer. https://doi.org/10.1007/978-3-319-58484-3_3
Hair, J. F., Jr., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS SEM using confirmatory composite analysis. Journal of Business Research, 109, 101 to 110.
Hair, J. F., Jr., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling using R: A workbook. Springer.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115 to 135.
Kamdjoug, J. R. K. (2025). Placeholder: Please update with the correct publication details for Kamdjoug 2025.
Kathuria, A., & Bakshi, A. (2024). Influence of promotional factors on online impulse buying: Exploring the mediating role of impulse buying tendency. Current Psychology, 1 to 17. https://doi.org/10.1007/s12144-024-06911-8
Kircher, R., & Zipp, L. (2022). Questionnaires to elicit quantitative data. In Research methods in language attitudes (pp. 129 to 144). Cambridge University Press.
Lamis, S. F., Handayani, P. W., & Fitriani, W. R. (2022). Impulse buying during flash sales in the online marketplace. Cogent Business & Management, 9(1), Article 2068402. https://doi.org/10.1080/23311975.2022.2068402
Lee, J., Yi, M., Song, W., Dwyer, J., Williams, B., & Moskal, B. (2025). Revised calculus concept inventory: Measuring the learning gains of students in a first calculus course. International Journal of Research in Undergraduate Mathematics Education, 1 to 22.
Lee, Y. Y., & Gan, C. L. (2020). Applications of SOR and para social interactions towards impulse buying: The Malaysian perspective. Journal of Marketing Analytics, 8, 85 to 98. https://doi.org/10.1057/s41270-020-00077-5
Lee, Y. Y., Gan, C. L., & Liew, T. W. (2023). Rationality and impulse buying: Is your emotion a part of the equation? Computers in Human Behavior Reports, 12, Article 100337. https://doi.org/10.1016/j.chbr.2023.100337
Li, B., Hu, M., Chen, X., & Lei, Y. (2021). The moderating role of anticipated regret and product involvement on online impulsive buying behavior. Frontiers in Psychology, 12, Article 732459. https://doi.org/10.3389/fpsyg.2021.732459
Lianjie, C., Ahmad, A., & Kassim, A. A. M. (2023). Impact of scarcity on panic buying: Assessing the mediating role of anxiety and the moderating role of event perception. International Journal of Professional Business Review, 8(6), Article e02377. https://doi.org/10.26668/businessreview/2023.v8i6.2377
Liu, X., Zhou, Y. W., Shen, Y., Ge, C., & Jiang, J. (2021). Zooming in the impacts of merchants participation in transformation from online flash sale to mixed sale e commerce platform. Information & Management, 58(2), Article 103409. https://doi.org/10.1016/j.im.2020.103409
Luo, H., Cheng, S., Zhou, W., Song, W., Yu, S., & Lin, X. (2021). Research on the impact of online promotions on consumers impulsive online shopping intentions. Journal of Theoretical and Applied Electronic Commerce Research, 16(6), 2386 to 2404. https://doi.org/10.3390/jtaer16060131
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Nigam, A., Dewani, P. P., & Behl, A. (2020). Exploring deal of the day: An e commerce strategy. Benchmarking: An International Journal, 27(10), 2807 to 2830. https://doi.org/10.1108/BIJ-03-2020-0129
Qu, Y., Khan, J., Su, Y., Tong, J., & Zhao, S. (2023). Impulse buying tendency in live stream commerce: The role of viewing frequency and anticipated emotions influencing scarcity induced purchase decision. Journal of Retailing and Consumer Services, 75, Article 103534. https://doi.org/10.1016/j.jretconser.2023.103534
Ramlan, A. F., Ridzuan, A. R., Hassan, M. S., & Ismail, S. N. (2025). A pilot study of self determination, online media credibility and non communicable disease prevention behavior. e Journal of Media and Society, 8(2), 106 to 121.
Shamsudin, M. F., Hassim, A. A., & Abd Manaf, S. (2024). Mastering probability and non probability methods for accurate research insights. Journal of Postgraduate Current Business Research, 9(1), 38 to 53.
Sugla, R., & Sen, S. (2023). Influence of social and economic factors on impulse buying: A research framework. BIMTECH Business Perspectives, 4(1). https://doi.org/10.1177/25819542231185603
Sun, B., Zhang, Y., & Zheng, L. (2023). Relationship between time pressure and consumers impulsive buying: Role of perceived value and emotions. Heliyon, 9(12), Article e23185. https://doi.org/10.1016/j.heliyon.2023.e23185
Tan, L., Li, H., Chang, Y. W., Chen, J., & Liou, J. W. (2023). How to motivate consumers impulse buying and repeat buying? The role of marketing stimuli, situational factors and personality. Current Psychology, 1 to 16. https://doi.org/10.1007/s12144-022-04230-4
Ullah, R., Cavaliere, P. L., Hussain, B., Khan, A., & Gogosh, M. (2021). Does Human Resource Management Practices Increased Employees Performance?(An Analytical Study of Pakistan Telecom Corporation). Elementary Education Online, 20(3), 2259-2259.
Wu, Y., Xin, L., Li, D., Yu, J., & Guo, J. (2021). How does scarcity promotion lead to impulse purchase in the online market? A field experiment. Information & Management, 58(1), Article 103283. https://doi.org/10.1016/j.im.2020.103283
Xu, Y., & Chen, Z. (2024). Placeholder: Please update with the correct publication details for Xu and Chen 2024.
Yang, K., Kim, H. J. M., & Zimmerman, J. (2020). Emotional branding on fashion brand websites: Harnessing the pleasure arousal dominance model. Journal of Fashion Marketing and Management, 24(4), 555 to 570. https://doi.org/10.1108/JFMM-03-2019-0055
Zhang, J., Jiang, N., Turner, J. J., & Pahlevan Sharif, S. (2022a). The impact of scarcity on consumers impulse buying based on the SOR theory. Frontiers in Psychology, 13, Article 792419. https://doi.org/10.3389/fpsyg.2022.792419
Zhang, Z., Zhang, N., & Wang, J. (2022b). The influencing factors on impulse buying behavior of consumers under the mode of hunger marketing in live commerce. Sustainability, 14(4), Article 2122. https://doi.org/10.3390/su14042122
