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- Title
The Impact of Impulse Buying and Network Platforms on Consumer Purchasing Behaviour: A Case Study of a Technical Product.
- Authors
Xuan WEN; Yiran LI; Qihua LIU
- Abstract
This paper investigates the effects of impulse buying and network platforms on the online purchasing behaviour for experience goods using a 2 (low impulse buying tendency vs. high impulse buying tendency) × 2 (mobile platform vs. computer platform) between-subjects factorial experiment.A technical product is a typical type of experience good. To increase the external validity of the conclusions, this study takes software as a technical product and employs an online scenario-simulated experiment to collect data. The results indicate that low impulse consumers tend to spend less money and conduct more stringent budget control when purchasing a technical product. However, no significant difference existed between high and low impulse consumers regarding the purchasing decision. Furthermore, consumers who shop on a mobile platform tend to spend more money, conduct looser budget control and make more careful purchasing decisions. In addition, a remarkable effect also exists between impulse buying and network platforms regarding the average viewing time of the single page and the commodity details page.
- Subjects
IMPULSE buying; MOBILE operating systems; CONSUMPTION (Economics); BEHAVIOR; CASE studies
- Publication
Technical Gazette / Tehnički Vjesnik, 2019, Vol 26, Issue 4, p1119
- ISSN
1330-3651
- Publication type
Article
- DOI
10.17559/TV-20190605082916