Serendipia, Escasez, Atractivo Visual, Interacción Parasocial y Disfrute Percibido con relación a Compra Impulsiva en tiendas de Instagram

• Bazan Quispe Luz Vanessa ^[1] ; Diaz Saavedra Ruth Jazmin ^[1] ; Mendoza Cuellar Hector Jose ^[1]
  1. [1] Universidad Peruana de Ciencias Aplicadas

     Universidad Peruana de Ciencias Aplicadas

     Perú

     
• Localización: RISTI: Revista Ibérica de Sistemas e Tecnologias de Informação, ISSN-e 1646-9895, Nº. Extra 76, 2024, págs. 268-285
• Idioma: español
• Títulos paralelos:
  • Serendipity, Scarcity, Visual Appeal, Parasocial Interaction, and Perceived Enjoyment in Relation to Impulse Buying in Instagram stores
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    La compra impulsiva, frecuente en plataformas de comercio social como Instagram y Facebook, ha incentivado a las empresas a incrementar su presencia en estos espacios para interactuar con consumidores y aumentar ventas. Este estudio analiza la influencia de variables como serendipia, escasez, atractivo visual, interacción parasocial y disfrute percibido sobre la compra impulsiva en tiendas de Instagram, basándose en el modelo SOR. Se recolectaron datos mediante una encuesta a 325 compradores en Instagram, utilizando un muestreo no probabilístico por conveniencia. El análisis se realizó con PLS-SEM y el software Smart PLS. Los resultados muestran que la interacción parasocial influye en el disfrute percibido, que a su vez afecta la compra impulsiva. Aunque la serendipia y la escasez tienen un impacto positivo, su influencia es débil. Esta investigación ofrece pautas para retailers interesados en el comercio social, buscando optimizar la experiencia del consumidor para aumentar ventas.

  • English

    Impulse buying, commonly observed on social commerce platforms such as Instagram and Facebook, has encouraged businesses to strengthen their presence in these digital spaces to engage consumers and boost sales. This study examines the impact of variables such as serendipity, scarcity, visual appeal, parasocial interaction, and perceived enjoyment on impulsive purchases in Instagram stores, employing the SOR model. Data were collected through an online survey of 325 Instagram shoppers using non-probability convenience sampling. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with Smart PLS software. Results indicate that parasocial interaction significantly influences perceived enjoyment, which in turn affects impulse buying. Although serendipity and scarcity have a positive impact, their influence is relatively weak.

    This research provides guidelines for retailers seeking to leverage social commerce platforms, aiming to optimize consumer experience and ultimately enhance sales.

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