Abstract

The current study sought to fill a gap in the literature by examining how advertising’s affective and cognitive values influence compulsive purchasing on Instagram. To do so, we considered the roles of hedonic and utilitarian browsing and customer anxiety. To achieve the stated purpose of this study, an applied research method was utilized, and the data were collected through an online survey. To analyze the data, the structural equation modeling using partial least squares was applied. The results showed that advertising’s affective and cognitive values have an effect on hedonic and utilitarian browsing and, consequently, the urge to buy impulsively and compulsively. The findings also revealed that the customer anxiety was an influential variable for compulsive buying and an impressible variable for the urge to buy impulsively. This study may benefit entrepreneurs in the realm of transitional economies to attract customers by controlling environmental stimuli that influence customers’ Instagram searches and, ultimately, their buying behavior.

摘要

目前的研究试图通过研究广告的情感和认知价值如何​​影响 Instagram 上的强迫性购买来填补文献空白。为此，我们考虑了享乐主义和功利主义浏览以及客户焦虑的作用。为了实现本研究的既定目的，采用了应用研究方法，并通过在线调查收集了数据。为了分析数据，应用了使用偏最小二乘法的结构方程建模。结果表明，广告的情感和认知价值会影响享乐和功利性浏览，从而影响冲动和强迫性购买的冲动。研究结果还显示，顾客焦虑是强迫性购买的一个影响变量，也是冲动购买冲动的一个重要变量。