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Technical gazette, Vol. 26 No. 4, 2019.

Original scientific paper

https://doi.org/10.17559/TV-20190605082916

The Impact of Impulse Buying and Network Platforms on Consumer Purchasing Behaviour: A Case Study of a Technical Product

Xuan Wen ; School of Information Management, Wuhan University, No. 299 Bayi Road, Wuchang District, Wuhan City, Hubei Province, China
Yiran Li ; School of Information Management, Wuhan University, No. 299 Bayi Road, Wuchang District, Wuhan City, Hubei Province, China
Qihua Liu ; School of Economics and Management, Hainan University, No. 58 RenminRoad, Haikou City, Hainan Province, China / School of Information Management, Jiangxi University of Finance and Economics, Yuping Avenue, Changbei Economic and Technological Development Z

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Abstract

This paper investigates the effects of impulse buying and network platforms on the online purchasing behaviour for experience goods using a 2 (low impulse buying tendency vs. high impulse buying tendency) × 2 (mobile platform vs. computer platform) between-subjects factorial experiment.A technical product is a typical type of experience good. To increase the external validity of the conclusions, this study takes software as a technical product and employs an online scenario-simulated experiment to collect data. The results indicate that low impulse consumers tend to spend less money and conduct more stringent budget control when purchasing a technical product. However, no significant difference existed between high and low impulse consumers regarding the purchasing decision. Furthermore, consumers who shop on a mobile platform tend to spend more money, conduct looser budget control and make more careful purchasing decisions. In addition, a remarkable effect also exists between impulse buying and network platforms regarding the average viewing time of the single page and the commodity details page.

Keywords

experience good; impulse buying; network platforms; purchasing behaviour; technical product

Hrčak ID:

223314

URI

https://hrcak.srce.hr/223314

Publication date:

25.7.2019.

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