The Impact of Advertising Visibility on Consumers' Online Impulse Buying Behavior

• Published in: Frontiers in Artificial Intelligence and Applications
• Main Author: Chen Z.; Tajuddin R.B.M.; Deng J.; Ren B.
• Format: Conference paper
• Language: English
• Published: IOS Press BV 2023
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85171451486&doi=10.3233%2fFAIA230174&partnerID=40&md5=e432c964bb12b186630b2ce6bdf91872

With the popularization of online shopping, more and more advertisements are being placed on online shopping platforms. The impact of advertisements on consumers' online impulsive buying behavior has attracted much attention, and the phenomenon of consumers making online impulsive purchases is becoming more and more common. This field has become a hot research topic for scholars. This article aims to summarize the connotation of visible advertising, summarize indicators of consumer online impulse buying behavior, compare and analyze the impact of visible advertising on consumer online impulse buying behavior, and provide management decision-making reference for advertisers and e-commerce platforms. © 2023 The authors and IOS Press.