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
Date Written: 2017
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: Suggested Citation