Work

From Screen to Cart: Unpacking the Moderating Role of Sale Proneness in Product Placement-Driven Impulse Buying

Year: 2025

Type: article

Abstract: This study examines how product placement in short-form videos influences impulsive buying by integrating the Stimulus-Organism-Response (SOR) model with Trait Activation Theory (TAT). It investigates how product relevance, emotional appeal, and product-influencer fit enhance perceived enjoyment, which drives impulsive purchases. Sale proneness is introduced as a moderating trait that strengthens this relationship. Using survey data from 458 social media users and Structural Equation Modeling (SEM), the findings highlight the interaction between situational cues and individual traits. This research provides strategic insights for marketers on leveraging emotional content, influencer alignment, and trait-based targeting to drive engagement and impulsive buying behavior.

Source: Services Marketing Quarterly

DOI: 10.1080/15332969.2025.2517003

Authors: Anh Dao Kim, Phi Hung Truong, Michal Pilík, Duc Sinh Hoang

Institutions: Tomas Bata University in Zlín, Ho Chi Minh City International University

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

Funders: Tomas Bata University in Zlin, Univerzita Tomáše Bati ve Zlíně

Award: G6683406361