Tehnički vjesnik, Vol. 26 No. 4, 2019.
Izvorni znanstveni članak
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
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
Datum izdavanja:
25.7.2019.
Posjeta: 1.851 *