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Alternative TitleThe effect of website characteristics on online impulse buying
刘彤1,2; 陈曦1,2; 陈毅文1,2
First Author刘彤
Source Publication浙江大学学报(理学版)
Correspondent Emailchenyw@ psych, ac, cn.
Contribution Rank1


Other Abstract

Based on the questionnaire survey of 319 o consumers of different professions from different regions and the stimulusvorganisrrrresponse(S-(}R) theory, we investigated the effect of visual attractive and case of use of the website on emotion and impulse buying.  Results show that; 1)丁he visual attractive and case of use positively predict the pleasure and arousal of consumer emotion. 2) Pleasure positively predicts impulse buying and moderates the effect of arousal on impulse buying.  Under high pleasure,  arousal positively predicts impulse buying,  while under low pleasure,  arousal negatively predicts impulse buying. 3) Visual attractive and case of use of the website affect impulse buying through the mediation of pleasure.丁he experimental data of 20} females' online shopping on a fictitious shopping website verify the above results. Our study suggests that the visual attractive and case of use play an important role in impulse buying, which provides useful hints to }rctailcrs.

Keyword冲动购买 在线购物 网站特性 情绪
Subject Area网络心理学
DOI10. 3785/j. issn. 1008-9497. 2017. 03. 019
Indexed ByCSCD
Project Intro.国家自然科学基金资助项目(71171188);
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Document Type期刊论文
Corresponding Author陈毅文
First Author AffilicationInstitute of Psychology, Chinese Academy of Sciences
Corresponding Author AffilicationInstitute of Psychology, Chinese Academy of Sciences
Recommended Citation
GB/T 7714
刘彤,陈曦,陈毅文. 网站特性对消费者在线冲动购买的影响[J]. 浙江大学学报(理学版),2017,44(3):369-378.
APA 刘彤,陈曦,&陈毅文.(2017).网站特性对消费者在线冲动购买的影响.浙江大学学报(理学版),44(3),369-378.
MLA 刘彤,et al."网站特性对消费者在线冲动购买的影响".浙江大学学报(理学版) 44.3(2017):369-378.
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