Entrepreneurial selling actions impact on ompulsive buying through interactions as mediator: a study in post-pandemic

Abstract

This study, within the scope of entrepreneurship, explores the impact of entrepreneurial selling actions on impulsive buying, emphasizing creative selling and sales innovativeness essential for business growth in the post-pandemic era. The research conducts a literature review to identify gaps, develops a conceptual framework focusing on direct and mediated effects of creative selling, sales innovativeness, and customer interactions on impulsive buying, and employs Structural Equation Modeling (SEM) to test and validate the framework. The findings reveal that sales innovativeness has both a direct and indirect positive impact on impulsive buying, while creative selling influences impulsive buying indirectly through enhanced impulsive buying. Both creative selling and sales innovativeness show an indirect relationship with impulsive buying. By integrating Cognitive Emotion Theory (CET) and the S-O-R model. This research contributes to understanding entrepreneurial selling actions in post-pandemic Thailand, offering insights for practitioners on adapting sales strategies with creative and innovative approaches to boost impulsive buying and enhance sales performance.