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• W3204135380 abstract "In recent years, the topical specificity of Facebook buy and sell groups has made it easier to attract consumers with a common need or interest in a particular topic to come together. With this feature, Facebook buy and sell groups have also become one of the most important online marketing channels for businesses and brands. However, little research has been conducted to explore how the characteristics of this kind of transaction group may affect consumers’ buying decisions. Based on the topical specificity of Facebook transaction groups, this study argues that consumers’ motivations to browse the content of transaction groups include an entertainment-seeking hedonic motivation and an information-seeking utilitarian motivation. Besides, the topical specificity of this kind of transaction group is likely to induce in consumers with a purchase plan an urge to buy impulsively as they experience enjoyment and information usefulness of the group. This study was conducted by using the online survey method. The empirical results verified that both utilitarian and hedonic motivations can improve consumers’ perception of information usefulness of a transaction group. However, only hedonic browsing can directly lead to a higher enjoyment perception, and utilitarian browsing indirectly affects it through the mediation of information usefulness. The results further unveil that both information usefulness and enjoyment are factors that can boost the urge to buy impulsively. The results highlight the importance of satisfying consumers’ utilitarian motivations and increasing their perception of information usefulness for topic-specific transaction groups in evoking consumers’ urge to buy impulsively. Finally, this study provides several suggestions that can be a reference for transaction group administrators, sellers, and companies when selling or marketing products in a transaction group." @default.
• W3204135380 created "2021-10-11" @default.
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• W3204135380 date "2021-06-09" @default.
• W3204135380 modified "2023-09-24" @default.
• W3204135380 title "Exploring the Effects of Browsing Motivations on Planned Impulse Buying in Facebook Transaction Groups" @default.
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• W3204135380 doi "https://doi.org/10.1145/3471988.3471994" @default.
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