Online impulse buying behavior amongst undergraduate students in Tianjin, the people's republic of China

Published date
2018
Resource type
Publisher
Assumption University Press
ISBN
ISSN
DOI
Call no.
Other identifier(s)
Edition
Copyrighted date
Language
eng
File type
application/pdf
Extent
20 pages
Other title(s)
Authors
Advisor
Other Contributor(s)
Citation
ABAC Journal Vol. 38 No.2 (July-December 2018), 94-113
Degree name
Degree level
Degree discipline
Degree department
Degree grantor
Abstract
The aim of this study is to understand online business, regarding impulse buying behavior amongst undergraduate students in Tianjin, China. This study concentrated on the Taobao.com platform, and considered variables of website quality (security, navigability, and visual appeal), hedonic shopping value (product novelty, fun and escapism), and product knowledge (word of mouth and social norms), to learn how online shop owners increase their profits by encouraging impulse buying behavior. The results suggest that Taobao.com online shop owners manage their websites to be physically attractive; consider changing their products; and even improve shopping through word of mouth regarding the products they offer.
Table of contents
Description
punsarn.dc.description.sponsorship
Spatial Coverage
Rights
This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.
Access rights
Rights holder(s)
Location
View External Resources