结构方程建模
脉冲(物理)
砖混砂浆
刺激(心理学)
营销
消费者行为
业务
心理学
广告
互联网
偏最小二乘回归
计算机科学
数学
统计
认知心理学
万维网
物理
量子力学
作者
Wasiul Karim,Mohammad Abdul Matin Chowdhury,Abdullah Al Masud,Md. Arifuzzaman
出处
期刊:Contemporary Management Research
[Academy of Taiwan Information Systems Research]
日期:2021-06-30
卷期号:17 (2): 97-126
被引量:25
摘要
Impulse buying behavior among consumers was previously examined within the brick-and-mortar stores. The internet revolution is the shift from a traditional retail environment to electronic commerce where products and services are offered online and consumers benefit from buying impulse towards e-tailing sites. By applying the S-O-R model, this study seeks to evidently identify the influencing factors of impulse buying behavior towards e-tailing sites. The survey data were analyzed using partial least squares structural equation modeling (PLS-SEM). The result indicates that website stimulus has no significant positive relationship with online impulsive buying behavior, but an indirect relationship is found to be associated with impulse buying behavior. Results also highlighted that website stimulus, marketing stimulus, and product variety positively influence perceived enjoyment, where perceived enjoyment was a strong predictor of online impulse buying behavior. The study contributes to the existing literature by employing external stimuli of the research framework. It was thus recommended to the online e-tailers to maximize their relationship with consumers by providing valuable products and services through online platforms.
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