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Stimulus on Online Impulse Purchase from Consumers’ Affect Perspective
Soochow journal of economics and business, 2017-12 (95), p.023-056
Copyright Soochow University Dec 2017 ;ISSN: 0259-3769
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Title:
Stimulus on Online Impulse Purchase from Consumers’ Affect Perspective
Author:
陳澤義(Tser-Yieth Chen)
;
陳建榮(Jin-Long Chen)
;
李志剛(Zhi-Gang Li)
Subjects:
Consumer behavior
;
Consumers
;
Electronic commerce
;
Endorsement
;
Impulse buying
;
impulse purchase
;
positive affect
;
sales promotion
;
Sales promotions
;
Sporting goods
;
website quality
;
代言
;
正向情感
;
網站品質
;
衝動性購買
;
銷售促銷
Is Part Of:
Soochow journal of economics and business, 2017-12 (95), p.023-056
Description:
The purpose of this study is to investigate the casual relationship among stimulus, organism and impulse purchase in online sporting goods store. Amongst, we employ positive affect and impulsiveness as the mediating variables, and investigate that stimulus is a useful tool to enhance impulse purchase. Four hundred and fifty valid samples in accordance with the proportion of demographic statistics offered by the Market Intelligence and Consulting Institute (MIC) are collected in our study. Empirical results show that sales promotion is the most effective stimulus to stimulate impulse purchase and endorsement has also a positive causal relationship on impulse purchase.
Publisher:
台灣: 東吳大學商學院
Language:
English;Chinese
Identifier:
ISSN: 0259-3769
Source:
ProQuest Central
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