학술논문
Antecedents of Online Impulse Buying Behavior: An Empirical Study in Indonesia
이용수 2
- 영문명
- 발행기관
- 한국유통과학회
- 저자명
- Natasha A. PRAWIRA Sabrina O. SIHOMBING
- 간행물 정보
- 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.2, 533~543쪽, 전체 11쪽
- 주제분류
- 경제경영 > 경제학
- 파일형태
- 발행일자
- 2021.02.28
무료
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국문 초록
영문 초록
This study aims to determine and analyze the effect of social shopping, adventure shopping, value shopping, relaxation shopping, and idea shopping in influencing impulsive online buying behavior moderated by scarcity and serendipity information. The research method used is the quantitative research paradigm using surveys as a medium to obtain primary data. The paper examines the theoretical research model and tested fifteen hypotheses. The questionnaire was developed based on indicators from previous research. A non-probability sampling framework is used in this study. The data collection method uses electronic and online questionnaires to collect primary data with a total sample of 330 taken with the criteria of having made transactions in e-commerce Shopee in the last three months. Data analysis tools using Structural Equation Modelling (SEM) approach. The results showed that 8 out of 15 hypotheses were accepted and supported. The results show that there is a relationship between the value of hedonic shopping, scarcity, and serendipity information on impulsive online buying behavior. Therefore, analyzing the needs of customers, optimizing customer satisfaction, service excellence, website quality, and the ease of use of e-shopping itself especially in the e-commerce industry should be taken seriously nowadays.
목차
1. Introduction
2. Literature Review
3. Methods
4. Results and Discussions
5. Conclusion
키워드
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