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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

Puni tekst: engleski, pdf (850 KB) str. 1119-1127 preuzimanja: 484* citiraj
APA 6th Edition
Wen, X., Li, Y. i Liu, Q. (2019). The Impact of Impulse Buying and Network Platforms on Consumer Purchasing Behaviour: A Case Study of a Technical Product. Tehnički vjesnik, 26 (4), 1119-1127. https://doi.org/10.17559/TV-20190605082916
MLA 8th Edition
Wen, Xuan, et al. "The Impact of Impulse Buying and Network Platforms on Consumer Purchasing Behaviour: A Case Study of a Technical Product." Tehnički vjesnik, vol. 26, br. 4, 2019, str. 1119-1127. https://doi.org/10.17559/TV-20190605082916. Citirano 12.05.2021.
Chicago 17th Edition
Wen, Xuan, Yiran Li i Qihua Liu. "The Impact of Impulse Buying and Network Platforms on Consumer Purchasing Behaviour: A Case Study of a Technical Product." Tehnički vjesnik 26, br. 4 (2019): 1119-1127. https://doi.org/10.17559/TV-20190605082916
Harvard
Wen, X., Li, Y., i Liu, Q. (2019). 'The Impact of Impulse Buying and Network Platforms on Consumer Purchasing Behaviour: A Case Study of a Technical Product', Tehnički vjesnik, 26(4), str. 1119-1127. https://doi.org/10.17559/TV-20190605082916
Vancouver
Wen X, Li Y, Liu Q. The Impact of Impulse Buying and Network Platforms on Consumer Purchasing Behaviour: A Case Study of a Technical Product. Tehnički vjesnik [Internet]. 2019 [pristupljeno 12.05.2021.];26(4):1119-1127. https://doi.org/10.17559/TV-20190605082916
IEEE
X. Wen, Y. Li i Q. Liu, "The Impact of Impulse Buying and Network Platforms on Consumer Purchasing Behaviour: A Case Study of a Technical Product", Tehnički vjesnik, vol.26, br. 4, str. 1119-1127, 2019. [Online]. https://doi.org/10.17559/TV-20190605082916

Sažetak
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.

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

Hrčak ID: 223314

URI
https://hrcak.srce.hr/223314

Posjeta: 809 *