Examining the Influence of Atmospheric Cues on Online Impulse Buying Behavior across Product Categories: Insights from an Emerging E-Market

被引：27

作者：

Sarah, Farah Hasan ^{[1
]}

Goi, Chai Lee ^{[1
]}

Chieng, Fayrere ^{[1
]}

Taufique, Khan Md Raziuddin ^{[1
]}

机构：

[1] Curtin Univ Malaysia, Dept Mkt, Fac Business, Miri, Malaysia

来源：

JOURNAL OF INTERNET COMMERCE | 2021年 / 20卷 / 01期

关键词：

Atmospheric cues; consumer behavior; impulse buying; internet marketing; millennial; online retail; E-COMMERCE; SOCIAL COMMERCE; WEBSITE CHARACTERISTICS; PURCHASE INTENTIONS; WEB SITES; DESIGN; CONSUMERS; EXPERIENCE; CULTURE; QUALITY;

D O I：

10.1080/15332861.2020.1836593

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The rapid emergence of the online retail platform has captured a significant share of the overall retail market around the globe. Furthermore, many consumers now indulge in online impulse buying via E-commerce and other digital technologies. This study has aimed to understand such online impulse buying behavior among millennials across various product categories. Data were collected from a convenience sample of 335 of these younger consumers in an emerging South Asian market. Confirmatory factor analysis and structural models were used to analyze the data. The findings indicate that the level of influence of atmospheric cues on online impulse buying differs among product categories, which could be applied in target marketing for internet commerce. Limitations of this study are also acknowledged, along with a discussion on potential avenues for future research.

引用

页码：25 / 45

页数：21

共 92 条

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