Does Product Semantics Matter in Stimulating Impulse Buying Behavior for Internet Products?

Area of Science:

• Consumer Behavior
• Marketing Science
• Design Innovation

Background:

• Design-driven innovation is crucial for technology and market breakthroughs.
• Internet products require exploring innovative product semantics.
• Understanding consumer purchase decisions in the digital space is vital.

Purpose of the Study:

• Define product semantics for Internet products.
• Construct a consumer purchase decision model based on product semantic perception.
• Investigate the role of product semantics in stimulating expected regret and impulse purchases.

Main Methods:

• Developed a consumer purchase decision model.
• Examined product semantic perception as an antecedent variable.
• Analyzed the mediating role of expected inaction regret.
• Assessed the moderating effect of self-control ability.

Main Results:

• Product semantic perception significantly impacts expected inaction regret.
• Expected inaction regret promotes impulse purchase intention for Internet products.
• Expected inaction regret partially mediates the relationship between semantic perception and impulse purchase intention.
• Consumer self-control negatively moderates the link between regret and impulse buying.

Conclusions:

• The "non-use function" design of product semantics meets and leads spiritual and cultural needs in hedonistic online shopping.
• Strategic use of product semantics can drive innovation and influence consumer behavior in the digital marketplace.