EconPapers    
Economics at your fingertips  
 

ThreeWays to Convert Browsing into Impulse Buying: Website Streamline and Decoration

Louis Lo () and Sheng-Wei Lin
Additional contact information
Sheng-Wei Lin: Soochow University, Taiwan

from ToKnowPress

Abstract: Online stores spring up everywhere and their store display changes more agilely than the brick-andmortar ones. The webpage aesthetics in online stores, similar to in-store atmospherics in brick-andmortar stores, are significant to consumer impulse buying, yet has received very limited attention from researchers. This paper reports three empirical studies that examine how webpage aesthetic components affect consumer online impulse buying. The objectives of this research are based on the framework of webpage aesthetics to systematically investigate the influence of webpage aesthetics components on impulse buying, so we design three separate studies to answer the following research questions: Study 1: Does virtual layout influence consumers’ emotions, which in turn affect their online impulse buying behavior? Study 2: Does virtual atmospherics influence consumers’ emotions, which in turn affect their online impulse buying behavior? Study 3: Does virtual theatrics influence consumers’ emotions, which in turn affect their online impulse buying behavior?

Keywords: impulse buying; webpage aesthetics; environment psychology; color contrast; webpage theatrics (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations: Track citations by RSS feed

Downloads: (external link)
http://www.toknowpress.net/ISBN/978-961-6914-02-4/papers/ML13-383.pdf full text (application/pdf)
http://www.toknowpress.net/ISBN/978-961-6914-02-4/MakeLearn2013.pdf Conference Programme (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:tkp:mklp13:1177-1186

Access Statistics for this chapter

More chapters in Active Citizenship by Knowledge Management & Innovation: Proceedings of the Management, Knowledge and Learning International Conference 2013 from ToKnowPress
Bibliographic data for series maintained by Alen Jezovnik ().

 
Page updated 2020-07-06
Handle: RePEc:tkp:mklp13:1177-1186