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

Tehnički Vjesnik

卷:26

Qihua Liu¹  Yiran Li²  Xuan Wen² 

[1] School of Economics and Management, Hainan University, No. 58 RenminRoad, Haikou City, Hainan Province, China / School of Information Management, Jiangxi University of Finance and Economics, Yuping Avenue, Changbei Economic and Technological Development Z;

[2] School of Information Management, Wuhan University, No. 299 Bayi Road, Wuchang District, Wuhan City, Hubei Province, China;

关键词: experience good;    impulse buying;    network platforms;    purchasing behaviour;    technical product;   

DOI  :  

来源: DOAJ

【 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.

【 授权许可】

Unknown