Online Buying Impulsiveness and Word-of-Mouth Online in the E-Marketing Age: A Theoretical Model Approach

Impulse buying represents consumers' basic psychological trait and habit. Online buying impulsiveness is the tendency of consumers' reaction toward stimuli in the Internet environment. In the Internet environment, Word-of-Mouth online is one stimuli from which consumers have an alternative to obtain opinion leaders' information and advice on the products. Previously, some studies have demonstrated that there is impulse buying in the Internet environment, and some other studies have demonstrated that Word-of-Mouth online is the most important influential source on consumers' purchasing decisions. However, neither theoretical research nor imperial study has revealed the relationships between online buying impulsiveness and Word-of-Mouth online. This paper focuses on online buying impulsiveness and Word-of-Mouth online. The paper investigates the characteristics of Word-of-Mouth online, and proposes a theoretical model on the relationships between online buying impulsiveness and Word-of-Mouth online via the length of time on web browsing. The finding of the paper converts novel and important messages to managers and scholars by showing the value of exploratory study as well as empirical study on Word-of-Mouth online and its consequences on online buying impulsiveness.