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ThreeWays to Convert Browsing into Impulse Buying: Website Streamline and Decoration


Author Info

  • Louis Lo

    (Central Taiwan University of Science & Technology, Taiwan)

  • Sheng-Wei Lin

    (Soochow University, Taiwan)

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    Online stores spring up everywhere and their store display changes more agilely than the brick-andmortar ones. The webpage aesthetics in online stores, similar to in-store atmospherics in brick-andmortar stores, are significant to consumer impulse buying, yet has received very limited attention from researchers. This paper reports three empirical studies that examine how webpage aesthetic components affect consumer online impulse buying. The objectives of this research are based on the framework of webpage aesthetics to systematically investigate the influence of webpage aesthetics components on impulse buying, so we design three separate studies to answer the following research questions: Study 1: Does virtual layout influence consumers’ emotions, which in turn affect their online impulse buying behavior? Study 2: Does virtual atmospherics influence consumers’ emotions, which in turn affect their online impulse buying behavior? Study 3: Does virtual theatrics influence consumers’ emotions, which in turn affect their online impulse buying behavior?

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    Bibliographic Info

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    This chapter was published in: Louis Lo & Sheng-Wei Lin , , pages 1177-1186, 2013.

    This item is provided by ToKnowPress in its series Active Citizenship by Knowledge Management & Innovation: Proceedings of the Management, Knowledge and Learning International Conference 2013 with number 1177-1186.

    Handle: RePEc:tkp:mklp13:1177-1186

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    Related research

    Keywords: impulse buying; webpage aesthetics; environment psychology; color contrast; webpage theatrics;


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