Centre for Economic Transformation | CET

Role of local presence in online impulse buying


This paper proposes and tests a model to explain how consumers’ perceptions of product presentation technologies may affect online impulse buying.

Data from a laboratory experiment (N = 212), which were analyzed using a structural equation modeling approach, showed that vividness and interactivity of online product presentations increased the participants’ perceptions of local presence, which refers to the sense of a product being present with a consumer in his or her own environment. Local presence, in turn, influenced the urge to buy impulsively by generating both cognitive (perceived risk) and affective (product affect) product responses. The implications of these results are discussed.

Reference Vonkeman, C., Verhagen, T., & Van Dolen, W. (2017). Role of local presence in online impulse buying. Information & Management, 54, 1038-1048. https://doi.org/10.1016/j.im.2017.02.008
Published by  CAREM 1 January 2017

Publication date

Jan 2017


Charlotte Vonkeman
Willemijn Van Dolen

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