Examining the Influence of Atmospheric Cues on Online Impulse Buying Behavior across Product Categories: Insights from an Emerging E-Market

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2020-10-27 DOI:10.1080/15332861.2020.1836593

F. Sarah, Chai-Lee Goi, Fayrere Chieng, Khan M.R. Taufique

引用次数: 21

Abstract

Abstract The rapid emergence of the online retail platform has captured a significant share of the overall retail market around the globe. Furthermore, many consumers now indulge in online impulse buying via E-commerce and other digital technologies. This study has aimed to understand such online impulse buying behavior among millennials across various product categories. Data were collected from a convenience sample of 335 of these younger consumers in an emerging South Asian market. Confirmatory factor analysis and structural models were used to analyze the data. The findings indicate that the level of influence of atmospheric cues on online impulse buying differs among product categories, which could be applied in target marketing for internet commerce. Limitations of this study are also acknowledged, along with a discussion on potential avenues for future research.

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考察气氛线索对跨产品类别在线冲动购买行为的影响:来自新兴电子市场的见解

网络零售平台的迅速崛起，在全球零售市场中占据了相当大的份额。此外，许多消费者现在沉迷于通过电子商务和其他数字技术在线冲动购物。这项研究旨在了解千禧一代在不同产品类别中的在线冲动购买行为。数据是从新兴南亚市场的335名年轻消费者中收集的方便样本。采用验证性因子分析和结构模型对数据进行分析。研究结果表明，不同产品类别的环境线索对在线冲动购买的影响程度不同，这可以应用于网络商务的目标营销。本研究的局限性也得到了承认，并对未来研究的潜在途径进行了讨论。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.