THE IMPACT OF ONLINE PROMOTIONS ON ONLINE IMPULSIVE BUYING BEHAVIOR: MEDIATING EFFECTS OF PERCEIVED VALUE, POSITIVE EMOTION, AND MODERATING EFFECTS OF ONLINE REVIEWS
Journal Title: Topics in Economics, Business and Management (EBM) - Year 2017, Vol 1, Issue 1
Abstract
The expansion of China’s online shopping market has built a new business online promotion model and changed the online shoppers’ consumption behavior. There was little research done concerning the impact of promotions on impulsive buying behavior and exploring the mediating effects of perceived value and positive emotion and the moderating effect of online reviews, in the context of online promotions of China. The data were collected from 330 individuals in China, providing their online shopping experience for the proposed research model. The conclusions showed that online promotions positively impacted on online impulsive buying behavior. Perceived value and positive emotion played a mediating role between online promotions and online impulsive buying behavior respectively, but online reviews didn’t play a moderating role. These findings are expected to help online shopping enterprises design their online promotions programs.
Authors and Affiliations
Chiang-Kuo Tu, Kuan-Wei Wu, Chii-Huei Jean, Yue Huang
Keywords
Related Articles
- EP ID EP412977
- DOI 10.26480/icemi.01.2017.280.282
- Views 91
- Downloads 0
OPTIMAL CAPITAL STRUCTURE AND CORPORATE PERFORMANCE:THE CASE OF INFORMATION TECHNOLOGY INDUSTRIAL COMPANIES IN CHINA
To research the optimal capital structure for corporate performance of information technology industry, the paper used three aspects to represent the capital structure, chose the information technology companies as sampl...
STUDY ON THE INNOVATIVE TALENTS TRAINING MODE OF COLLEGE STUDENTS BASED ON VBSE TRAINING PLATFORM- A CASE STUDY OF WUHAN DONGHU UNIVERSITY
Through the investigation of the employment situation of contemporary college students to Wuhan Donghu University nearly two graduates as a example,”whether to use VBSE training platform” and “the training platform is co...
KEY COMPETENCIES FOR INDUSTRY 4.0
Dynamic development of manufacturing Industry 4.0 is a result of some processes, for example: internationalization, information technology development and also hyper competition. The demand for special skills will drive...
FROM LOCAL IT SUPPORT TO FEDERATED MISSION NETWORKING – EVOLUTION OF NATO APPROACH TO IT PROVISION/DELIVERY
Differences in approach to IT support within one of the most important organization is astonishing. Within less than two decades it had transformed from local support based on a local IT components and local policies of...
RESEARCH ON THE PRESENT SITUATION AND PROBLEMS OF PERFORMANCE EVALUATION SYSTEM IN SIHONG RURAL COMMERCIAL BANK
Traditional system of performance evaluation of enterprise already couldn’t satisfy the needs of the strategic management of contemporary society, which makes the enterprise have to undergo a profound change. The perform...