KEY FACTORS IN IMPULSE BUYING: EVIDENCE FROM TAIWAN

Chin-Hung Liu and Kuan-Tai Hsu

Global Journal of Business Research, 2017, vol. 11, issue 3, 73-86

Abstract: This study aims to explore the influence of website design, electronic word-of-mouth, perceived value, buying emotion on impulse buying-using 7Net as an example. A questionnaire survey was conducted on the users of the 7Net websites in north, central, and south/east of Taiwan and offshore island. The data were analyzed statistically. The results show that: (1) Website design has a significant positive and direct impact on electronic word-of-mouth, perceived value, and buying emotion; electronic word-of-mouth, perceived value, and buying emotion has a significant positive and direct impact on impulse buying. (2)The demographic variables of the 7Net users including educational attainment, current residence, average monthly income, experience in using/browsing online shopping and the frequency to use/browse online shopping each month have a significantly different perception on the website design, electronic word-ofmouth, perceived value, buying emotion and impulse buying

Keywords: Website Design; Electronic Word-of-Mouth; Perceived Value; Buying Emotion; Impulse Buying (search for similar items in EconPapers)
JEL-codes: M1 M10 (search for similar items in EconPapers)
Date: 2017
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