Affecting of Online Comments on Impulse Buying in E-Distribution

• 영문명: Affecting of Online Comments on Impulse Buying in E-Distribution
• 발행기관: 한국유통과학회
• 저자명: Tri Cuong DAM
• 간행물 정보: 『유통과학연구(JDS)』제21권 제3호, 61~69쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.03.30

영문 초록

Purpose: This study's purpose is to conduct empirical research on online comments affect Vietnamese consumers' impulsive buying in e-distribution. This study also considers affecting of browsing toward the urge to buy, and the urge to buy toward impulse buying in edistribution. Research design, data and methodology: This study used the non-probability method to assemble data from 273 customers' online buying experiences via a Google Forms online survey. By using SmartPLS, the data were examined for reliability, convergent validity, discriminant validity of the variables, and proposed hypothesis testing. Results: The empirical study discovered that internet comments with utilitarian and hedonistic values had a positive effect on browsing, the urge to buy, and impulse purchases in e-distribution. Additionally, the result revealed that browsing had a positive influence on the urge to purchase. Likewise, the findings also disclosed that the urge to buy had a favorable effect on impulse buying. Conclusions: This study offered a thorough conceptual model of internet feedback influencing browsing, urge to buy, and impulsive purchases in e-distribution. Also, to increase impulsive buying, this study will assist e-distribution managers in concentrating on developing innovative marketing strategies and action plans that take into consideration consumers' internet reviews, browsing, and urge to buy.

목차

1. Introduction

2. Literature Review

3. Methodology

4. Results and Discussion

5. Conclusions, Implications, and Limitations

Reference

키워드

Online Comments E-Distribution Utilitarian Value Hedonic Value Browsing Ugre to Buy Impulse Buying