手机购物应用中的纯冲动购买和暗示性冲动购买:年轻消费者的购物模式

IF 3.5 Q2 BUSINESS
Priyanka Gupta, Sanjeev Prashar, Chandan Parsad
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引用次数: 0

摘要

目的 本研究区分使用手机购物应用程序(应用程序)时的纯冲动购买行为和暗示冲动购买行为。本研究旨在评估即时折扣和返现促销优惠的调节作用,以及冲动购买意愿(IBI)和用户满意度(US)的中介作用,并使用应用程序刺激因素(性能预期、努力预期、布局、氛围、隐私和安全)。纯冲动购买的 SEM 结果显示,除布局外,其余变量与 IBI 呈正相关。就暗示性冲动购买而言,努力预期和布局与两个中介变量都有显著关系。最后,纯粹冲动购买行为和暗示冲动购买行为显示出显著差异。 原创性/价值以往的研究都是从一般意义上研究冲动购买行为,而不是从冲动购买行为的 "类型 "来衡量。由于冲动购买行为是当今讨论的主要议题,市场营销专业人员和研究人员必须在特定类型的冲动购买行为中理解应用程序刺激的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Pure and suggestive impulse buying in mobile shopping app: shopping pattern of young consumers

Purpose

This study differentiates pure impulse buying behaviour from suggestive impulse buying behaviour in using mobile shopping applications (apps). This study aims to assess the moderating effects of instant discount and cashback promotional offers along with the mediating effects of impulse buying intention (IBI) and user satisfaction (US), using the app stimuli (performance expectancy, effort expectancy, layout, atmosphere, privacy and security).

Design/methodology/approach

The study was done in three stages: analysis of variance, followed by structural equation modelling (SEM) and paired t-tests.

Findings

The results showed that instant discounts and cashback offers are different from each other for the mediating variable IBI. The SEM results for pure impulse buying showed that, except for layout, the remaining variables have a positive relationship with IBI. For suggestive impulse buying, effort expectancy and layout were significantly related to both the mediating variables. Finally, pure and suggestive impulse buying behaviour showed significant differences.

Originality/value

Previous studies have looked into impulse buying in its generic sense and not through the “types” of impulse buying they were measuring. As impulse buying behaviour is a predominant theme for discussion today, marketing professionals and researchers must comprehend the impact of app stimuli in the context of select types of impulse buying behaviour.

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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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