The Effect of Sales Promotion and Knowledge on Impulsive Buying of Online Platform Consumers

IF 0.9 Q4 COMPUTER SCIENCE, INFORMATION SYSTEMS

Journal of Computer Security Pub Date : 2021-02-28 DOI:10.29244/JCS.6.1.77-91

Tasneem Al Mutanafisa, Retnaningsih

引用次数: 9

Abstract

Impulsive buying is an unplanned purchase decision due to stimulation from the shopping environment. This study aims to analyze the consumer characteristics and sales promotion, knowledge, and impulsive buying and the influence of consumer characteristics, sales promotion, and knowledge on impulsive buying. The study used a cross-sectional study design, which was conducted from December 2019 to January 2020. In this study, respondents were 145 Shopee users who made purchases in the last three months selected purposively. Data were collected by filling out an online questionnaire. The results showed that the length of education was related to sales promotion and knowledge, while income and promotion were related to impulsive buying. Meanwhile, a factor that has a positive effect on impulsive buying is sales promotion. Unplanned online purchases are most often made in the middle of the month, and promotions are the most influential in purchasing decisions.

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促销与知识对网络平台消费者冲动购买的影响

冲动性购买是由于购物环境的刺激而做出的一种计划外的购买决定。本研究旨在分析消费者特征与促销、知识、冲动性购买以及消费者特征、促销、知识对冲动性购买的影响。该研究采用了横断面研究设计，于2019年12月至2020年1月进行。在这项研究中，受访者是145名在过去三个月内有目的地购物的Shopee用户。数据是通过填写在线问卷收集的。结果显示，教育程度与促销和知识相关，而收入和促销与冲动购买相关。同时，对冲动购买有积极影响的因素是促销。计划外的网上购物通常是在月中进行的，而促销活动对购买决定的影响最大。

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 Computer Security COMPUTER SCIENCE, INFORMATION SYSTEMS-

CiteScore

1.70

自引率

0.00%

发文量

期刊介绍： The Journal of Computer Security presents research and development results of lasting significance in the theory, design, implementation, analysis, and application of secure computer systems and networks. It will also provide a forum for ideas about the meaning and implications of security and privacy, particularly those with important consequences for the technical community. The Journal provides an opportunity to publish articles of greater depth and length than is possible in the proceedings of various existing conferences, while addressing an audience of researchers in computer security who can be assumed to have a more specialized background than the readership of other archival publications.