Key Factors in Impulse Buying: Evidence from Taiwan

Global Journal of Business Research, v. 11, (3) p. 73-86 (2017)

14 Pages Posted: 5 Mar 2018

See all articles by Chin-Hung Liu

Chin-Hung Liu

National Chin-Yi University of Technology

Kuan-Tai Hsu

Nowfood Biochemical Technology Company

Date Written: 2017

Abstract

This study aims to explore the influence of website design, electronic word-of-mouth, perceived value, buying emotion on impulse buying-using 7Net as an example. A questionnaire survey was conducted on the users of the 7Net websites in north, central, and south/east of Taiwan and offshore island. The data were analyzed statistically.

The results show that:

(1) Website design has a significant positive and direct impact on electronic word-of-mouth, perceived value, and buying emotion; electronic word-of-mouth, perceived value, and buying emotion has a significant positive and direct impact on impulse buying.

(2) The demographic variables of the 7Net users including educational attainment, current residence, average monthly income, experience in using/browsing online shopping and the frequency to use/browse online shopping each month have a significantly different perception on the website design, electronic word-of-mouth, perceived value, buying emotion and impulse buying.

Keywords: Website Design, Electronic Word-of-Mouth, Perceived Value, Buying Emotion, Impulse Buying

JEL Classification: M1, M10

Suggested Citation

Liu, Chin-Hung and Hsu, Kuan-Tai, Key Factors in Impulse Buying: Evidence from Taiwan (2017). Global Journal of Business Research, v. 11, (3) p. 73-86 (2017), Available at SSRN: https://ssrn.com/abstract=3071139

Chin-Hung Liu (Contact Author)

National Chin-Yi University of Technology ( email )

China

Kuan-Tai Hsu

Nowfood Biochemical Technology Company ( email )

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