Electronic Word of Mouth and Impulsive Buying Behaviour in Online Shopping: A Heuristic-Systematic Model Perspective
DOI:
https://doi.org/10.31305/rrijm.2026.v11.n05.020Keywords:
electronic word-of-mouth, heuristic-systematic model, impulsive buying behaviour, online shopping, consumer decision-making, purchase intentionAbstract
The increase in the number of digital platforms has changed consumer information systems. Electronic word-of-mouth (eWOM) has emerged as one of the most influential factors shaping online purchasing decisions and impulsive buying behaviour among digital consumers. Academic interest in eWOM and impulsive buying behaviour (IBB) has increased. However, a theoretical explanation of the cognitive processes connecting these two constructs has yet to be developed. In this study, we examine the Heuristic-Systematic Model (HSM) as a theoretical framework for explaining how eWOM characteristics trigger distinct cognitive processing paths. Consequently, it mediates impulsive buying behaviour in general e-commerce settings. We propose a conceptual model grounded in the fundamental theory of consumer behaviour, information processing theory and the latest empirical research. eWOM stimuli trigger either heuristic or systematic processing. Heuristic activation is the more likely antecedent of impulsive purchase decisions. Six theoretical propositions were made along with a discussion of the moderating variables. This study contributes to the development of theory and practical knowledge of digital consumer behaviour and offers avenues for future empirical research.
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