首页    期刊浏览 2024年12月05日 星期四
登录注册

文章基本信息

  • 标题:Antecedents of Online Impulse Buying Behavior: An Empirical Study in Indonesia
  • 本地全文:下载
  • 作者:Natasha A. PRAWIRA ; Sabrina O. SIHOMBING
  • 期刊名称:Journal of Asian Finance, Economics and Business
  • 印刷版ISSN:2288-4637
  • 电子版ISSN:2288-4645
  • 出版年度:2021
  • 卷号:8
  • 期号:2
  • 页码:533-543
  • DOI:10.13106/jafeb.2021.vol8.no2.0533
  • 语种:English
  • 出版社:Korean Distribution Science Association
  • 摘要:This study aims to determine and analyze the effect of social shopping, adventure shopping, value shopping, relaxation shopping, and idea shopping in influencing impulsive online buying behavior moderated by scarcity and serendipity information. The research method used is the quantitative research paradigm using surveys as a medium to obtain primary data. The paper examines the theoretical research model and tested fifteen hypotheses. The questionnaire was developed based on indicators from previous research. A non-probability sampling framework is used in this study. The data collection method uses electronic and online questionnaires to collect primary data with a total sample of 330 taken with the criteria of having made transactions in e-commerce Shopee in the last three months. Data analysis tools using Structural Equation Modelling (SEM) approach. The results showed that 8 out of 15 hypotheses were accepted and supported. The results show that there is a relationship between the value of hedonic shopping, scarcity, and serendipity information on impulsive online buying behavior. Therefore, analyzing the needs of customers, optimizing customer satisfaction, service excellence, website quality, and the ease of use of e-shopping itself especially in the e-commerce industry should be taken seriously nowadays.
  • 关键词:Scarcity;Serendipity Information;Online Shopping;Impulse Buying Behavior;Structural Equation Modelling
国家哲学社会科学文献中心版权所有