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Key Factors In Impulse Buying: Evidence From Taiwan

Author

Listed:
  • Chin-Hung Liu
  • Kuan-Tai Hsu

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-ofmouth, perceived value, buying emotion and impulse buying

Suggested Citation

  • Chin-Hung Liu & Kuan-Tai Hsu, 2017. "Key Factors In Impulse Buying: Evidence From Taiwan," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 11(3), pages 73-86.
    • Handle: RePEc:ibf:gjbres:v:11:y:2017:i:3:p:73-86
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    References listed on IDEAS

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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Website Design; Electronic Word-of-Mouth; Perceived Value; Buying Emotion; Impulse Buying;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

    Statistics

    Access and download statistics

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