Understanding impulse buying in interest-based e-commerce: the role of content creativity

Purpose The popularisation of user-generated content has boosted the integration of social media with online retail, especially in the emerging context of interest-based e-commerce (IBEC). As the content brings new incentives for consumers’ impulsivity in consumption, it remains unclear understanding of the mechanism of impulse buying in IBEC from the current literature. This study aims to examine how content creativity encourages impulse buying intention though attitude, and whether the effect is moderated by consumers’ online shopping experience. Design/methodology/approach This study administered a two-wave online survey to a purposive sample of 286 consumers with shopping experience in Douyin. The hypotheses and a moderated-mediation effect were tested using structural equation modelling in Mplus8.3. Findings The empirical results revealed that content creativity, including dual dimensions of relevance and divergence, can drive positive attitude towards platforms through the direct effect of subjective norm and mediation effect through perceived usefulness, which induces an urge to buy impulsively. The mediation effect is further moderated by consumers’ online shopping experience in IBEC. Originality/value This study expands the stream of impulse buying research in retailing by proposing a context of IBEC and bringing empirical evidence of the relationship between content and consumers’ urge to buy. The study provides strategic insights for retailers to achieve marketing value by managing consumers’ impulse purchases in IBEC.