Titre : |
What factors affect online impulse buyibg during the shopping festivals |
Type de document : |
Mémoire |
Auteurs : |
Ze WANG, Auteur |
Année de publication : |
2020 |
Importance : |
25 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management ACHAT ; INTERNET ; COMPORTEMENT
|
Résumé : |
Since the 21st century, online impulse buying has attracted more and more scholars' attention.
The present research aims to examine what factors affect online impulse buying during the
shopping festivals. Building on prior literature, this study adopted the most appropriate
research method for the research problem which is the semi-structured interview. Hence, the
research is qualitative, enabling researchers to obtain more detailed and profound responses.
Thirteen interviews were conducted. Respondents contain both male and female, age from 20
to 50. The findings demonstrated that four types of factors have strong effect on online
impulse purchasing during shopping festivals, which are marketing factors, website factors,
situational and product related factors and emotional factors. Within marketing factors, there
are sales promotion, discount and network marketing; within website factors, there are visual
appeal, payment convenience and ease of use of website; within situational and product
related factors, there are presence of peers, social influence, festive atmosphere, delivery time
and product category; within emotional factors, there are impulse buying tendency, instant
gratification and variety seeking. The study also discussed in detail how these factors affect
consumers' online buying behavior during shopping festivals. Implications for companies are
also presented in this paper. |
Programme : |
PGE-Rouen |
Spécialisation : |
Digital Marketing |
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