题名

Exploring Consumers' Impulse Buying Behavior on Online Apparel Websites: An Empirical Investigation on Consumer Perceptions

DOI

10.7903/ijecs.1971

作者

Chao-Hsing Lee；Chien-Wen Chen；Shu-Fen Huang；Yen-Ting Chang；Serhan Demirci

关键词

Urge to buy impulsively ； S-O-R framework ； TR cues ； MR cues ； impulse buying tendency

期刊名称

International Journal of Electronic Commerce Studies

卷期/出版年月

12卷1期（2021 / 06 / 01）

页次

119 - 142

内容语文

英文
中文摘要

In the information age, more and more people are buying products on the Internet. Impulsive buying within the online shopping research is gradually receiving more attention, as it contributes significantly to online retail profit. This study proposed a research model based on the Stimulus Organism Response (S-O-R) framework to finding the antecedents of consumer reaction and behavior, specifically to distinguish task-relevant stimuli (price attribute and convenience; i.e. TR cues) and mood-relevant stimuli (visual appeal, social influence, vendor creativity; i.e. MR cues), perceived usefulness and perceived enjoyment to explore which factors affect online impulse buying behavior. Data from 446 customers who bought apparel products online were collected to evaluate the research model. The results indicate that convenience, visual appeal, social influence, and the vendor's creativity have a positive impact on perceived usefulness; price attribute, visual appeal, social influence, and the vendor's creativity have a positive impact on perceived enjoyment. The results also indicate that convenience and social influence are the two strongest predictors of perceived usefulness and perceived enjoyment respectively. Also, it was observed that impulse buying tendency and perceived enjoyment both significantly affect consumers' urge to buy impulsively, whereas perceived usefulness indirectly influences consumers' urge to buy impulsively through perceived enjoyment.
主题分类 基礎與應用科學 > 資訊科學
社會科學 > 經濟學
社會科學 > 財金及會計學
社會科學 > 管理學
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