Online reviews and impulse buying: comparison analysis between Lazada and Shopee

This is due to limited study applied impulsiveness as moderating role for research study especially in Malaysia context. This study aims to identify the relationship between online reviews and purchase behavior by analyzing the comparison between Lazada and Shopee. Then, this study also want to examine the mediating effect of browsing towards the relationship between online reviews towards online impulse buying behavior as well as the moderating effect of impulsiveness towards urge to buy impulsively and impulse buying behavior. Through this study, efforts have been made to find out the difference in websites that affect consumer purchasing behavior of online reviews. An online survey has been conducted against 100 shoppers who have used the site by reading online reviews such as Lazada and Shopee in Malaysia that directly affect their urge to buy impulsively by running Statistical Package of Social Science (SPSS) version 22.0 and SmartPLS 3.0. The findings found that all websites include Lazada and Shopee have significant relationship between hedonic values and urged to buy impulsively. Additionally, the study also found that browsing the website will influence buying behaviour among online shoppers. Besides, this study indicated impulsiveness does not have moderate effect between urge to buy impulsively and impulse buying behaviour. Furthermore, all websites have a positive relationship with the urge to buy impulsively with the impulse buying behavior among online shoppers. Hence, this study can provide the significant insights and knowledge on the influence of online reviews and browsing towards behavior of impulse buying as online encouragement.