...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Technical Gazette >The Impact of Impulse Buying and Network Platforms on Consumer Purchasing Behaviour: A Case Study of a Technical Product
【24h】

The Impact of Impulse Buying and Network Platforms on Consumer Purchasing Behaviour: A Case Study of a Technical Product

机译：冲动购买和网络平台对消费者购买行为的影响：以技术产品为例

获取原文
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

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.
机译：本文使用2（低冲动购买倾向与高冲动购买倾向）×2（移动平台与计算机平台）主体间析因实验研究了冲动购买和网络平台对体验商品的在线购买行为的影响。技术产品是一种典型的体验好的类型。为了提高结论的外部有效性，本研究将软件作为技术产品，并采用了在线模拟情景的实验来收集数据。结果表明，低冲动的消费者在购买技术产品时倾向于花费更少的钱，并进行更严格的预算控制。然而，在冲动决定上，高冲动消费者与低冲动消费者之间没有显着差异。此外，在移动平台上购物的消费者倾向于花更多的钱，进行更宽松的预算控制，并做出更谨慎的购买决定。另外，在冲动购买和网络平台之间，关于单个页面和商品详细信息页面的平均观看时间也存在显着效果。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号