The Effect of Design Quality on Hedonic Search, Utilitarian Search and Impulse Buying in Distribution Market

• 발행기관: 한국유통과학회
• 저자명: Santi BUDIMAN Majang PALUPI Tulus HARYONO Udin UDIN
• 간행물 정보: 『유통과학연구(JDS)』제20권 제5호, 49~64쪽, 전체 16쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.05.30

영문 초록

Purpose: This research aims to determine the quality of online store designs that make consumers who use online market board applications have the urge to make impulse buying. This research was conducted because impulse buying is the most common buying behavior. Research design, data and methodology: This research used non-probability sampling. The sample size was 195 respondents from the distribution and service industries by applying a purposive sampling technique. The data collection technique employed a questionnaire distributed online according to predetermined criteria: mobile device users who accessed the online market board application and made at least one purchase in the last six months. The data analysis method utilized was structural equation modeling (SEM). Results: The findings revealed that usability, functionality, and sociability factors affected hedonic and utilitarian search. Furthermore, these findings proved that hedonic search affected impulse buying drives. In contrast, the utilitarian search did not affect impulse buying drives. Conclusions: The usability, functionality, and sociability factors supported hedonic and utilitarian searches. Consumer information security increased consumer confidence in an online store because it was considered to protect matters related to their privacy. The hedonic search also increased impulse buying drives. Consumers prefer to use their spare time to search through online market board applications, which provide many attractive promos.

목차

1. Introduction

2. Literature Review and Hypotheses Development

3. Research Methods and Materials

4. Results and Discussion

5. Conclusions

키워드

Design Quality Impulse Buying Hedonic Search Utilitarian Search Distribution Market