网络冲动购买行为的影响因素

International Conference on Economics Education Business and Accounting Pub Date : 2019-09-01 DOI:10.2991/piceeba-19.2019.79

Vidyarini Dwita, Retsi

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引用次数: 0

摘要

本研究的目的是探讨享乐购物动机、网上商店信念、促销与冲动购买时尚产品之间的关系。共收集问卷151份，采用多元回归分析进行检验。研究样本包括巴东大学经济学院的学生，他们通过社交媒体经历过冲动购物。结果表明，享乐性购物动机、网上商店信念和促销对网上冲动购买有显著影响。

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The Influence Factors of Impulse Buying Online Behavior

The purpose of this study is to examine the relationship between between hedonic shopping motivation, online store beliefs, sales promotion and impulse buying online of fashion products. A total of 151 questionnaires were collected to test with multiple regression analysis. The study sample includes students of Economic Faculty at Universitas Negeri Padang who have experienced impulse buying online via social media. The results imply that hedonic shopping motivation, online store beliefs, and sales promotion significant influence on impulse buying online.

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来源期刊

International Conference on Economics Education Business and Accounting

自引率

0.00%

发文量

审稿时长

24 weeks