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首页> 外文期刊>European Journal of Business and Management >Investigating and prioritizing the effective factors on online impulse buying in electronic commerce (case study: discount group sites in Iran)
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Investigating and prioritizing the effective factors on online impulse buying in electronic commerce (case study: discount group sites in Iran)

机译：在电子商务中调查和优先考虑在线冲动购买的有效因素（案例研究：伊朗折扣集团网站）

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This paper explores the concept of online impulse purchasing behavior. Drawing upon cognitive emotion theory, we developed a model and showed how beliefs about functional convenience (online store merchandise attractiveness and ease of use) and about representational delight (enjoyment and website communication style) related to online impulse buying. The model was tested using survey data from 410 customers of discount group websites in IRAN. Our results showed significant effects of merchandise attractiveness, enjoyment, and online store communication style, ease of use mediated by consumers’ emotions. And all of hypothesis accepted in this article. And according to Freidman test the most important factors that effect on emotion then in impulse buying is merchandise attractiveness then enjoyment, after these two factors that are important in order are, website communication style and ease of use, so the designers of discount group websites should attention to these factors that cause impulse buying.
机译：本文探讨了在线脉冲采购行为的概念。在认知情感理论上，我们开发了一种模型，并显示了如何对功能方便的信念（在线商店商品吸引力和易用性）以及与在线冲动购买相关的代表喜悦（享受和网站通信风格）。使用来自伊朗的410个折扣组网站的410个客户来测试该模型。我们的结果表明，商品吸引力，享受和在线商店通信风格的显着影响，易于使用的消费者情绪。和本文所接受的所有假设。根据Freidman测试最重要的因素，这些因素对情感影响然后冲动购买是商品的吸引力随后享受，经过这两个因素，这两个因素是重要的，网站通信风格和易用性，所以折扣集团网站的设计者应该注意导致冲动购买的因素。

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