Online Impulse Buying: Enticement and Engagement of Advertisement Content with Joint Consumption Effect on Facebook

  • 林 昭妤

Student thesis: Master's Thesis

Abstract

Impulse buying has been a phenomenon appeared and happened in our life this research try to understand more in impulse buying context The present research implies mix method to investigate the application of enticement and engagement on social network site advertisement and joint consumption effect to people’s impulse buying intention There are three studies in this research including (1) understand the joint consumption effect in impulse buying intention (interview) (2) understand the influence of different level of enticement and joint consumption effect in social network site advertisement toward impulse buying intention (experiment) (3) understand the influence of different level of enticement and engagement in social network site advertisement toward impulse buying intention (experiment) Academically this paper helps researchers to have a new direction consider the influence of social factors (joint consumption) in impulse buying and social network sites advertisement context Practically it suggests social network site’s advertiser may consider the design of advertisement by different format of post that may entice users to understand more and engage them to involve in more about the product This research gives a big picture about the application of design and creation of sharing experience in advertisement for experience goods
Date of Award2018 Aug 9
Original languageEnglish
SupervisorJeng-Chung Chen (Supervisor)

Cite this

Online Impulse Buying: Enticement and Engagement of Advertisement Content with Joint Consumption Effect on Facebook
昭妤, 林. (Author). 2018 Aug 9

Student thesis: Master's Thesis