Consumer impulse buying behavior: the role of confidence as moderating effect

Many indicators have been proposed that can contribute to impulse buying. However, few studies have examined the role of social comparison in impulse buying, materialism, and negative affect, and even less is known about the underlying processes that may moderate these relationships. The objective of this study was to create a framework that included social comparison, materialism, negative affect, impulse buying, and the moderator variable confidence in Vietnamese e-commerce. A total of 249 completed questionnaires were received from young people who frequently shop online. The study used a structural model and experimentally analyzed the links between materialism, social comparison, impulse buying, and negative affect, and how the moderating variable confidence influenced these interactions. The study finds that social comparison has a significant influence on materialism but has no impact on negative affect. However, negative affect significantly influences impulse buying. Materialism also has an impact on negative affect and impulse buying. Additionally, confidence has a beneficial moderating effect on the relationship between social comparison and impulse buying as well as social comparison and materialism. The limitations and implications of both the scientific and managerial aspects of the study were also addressed. The results will improve marketers’ understanding of impulse buying behaviors by evaluating the connection between materialism and negative affect, which will allow them to plan effective marketing strategies to increase future impulse buying and profits.