Investigating the Impulse Buying of Young Online Shoppers

被引：2
作者：
Suhud, Usep [1 ]
Herstanti, Ghassani [2 ]
机构：
[1] Univ Negeri Jakarta, Fac Econ, Jakarta 13220, Indonesia
[2] London Sch Publ Relat, Jakarta 10220, Indonesia
来源：
ADVANCED SCIENCE LETTERS | 2017年 / 23卷 / 01期
关键词：
Shopping Online; Discount; Visual Merchandising; Positive Emotion; Hedonic Consumption; Impulse Buying; Structural Equation Model; RESPONSE MODEL; BEHAVIOR; STIMULUS;
D O I：
10.1166/asl.2017.7290
中图分类号：
O [数理科学和化学]; P [天文学、地球科学]; Q [生物科学]; N [自然科学总论];
学科分类号：
07 ; 0710 ; 09 ;
摘要：
In Indonesia, shopping online is a trend involving young shoppers. This study is aimed to examine the impact of discount, hedonic consumption, positive emotion, and visual merchandising towards online impulse buying. Discount and visual merchandising are considered as input or stimulus for the customers whereas hedonic consumption and positive emotion are to represent process or organism. In total there were seen hypotheses to be tested. An online instrument was attached on an e-commerce website where participants who were repeater buyers self-selected filling in the instrument. In total there were 322 participants completed it. This study found that discount, hedonic consumption, and positive emotion had a direct positive and significant impact on impulse buying. This study offers an alternative model showing similar findings.
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收藏
页码：660 / 664
页数：5
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