Online Impulse Buying in Business to Consumer (B2C) Social Commerce: An Experiment Study of Facebook Users in Thailand

  • 林 玉蘭

Student thesis: Master's Thesis

Abstract

This experiment study provides understanding the interplay between environmental characteristics and individual inherent trait on urge to buy impulsively in term of online social network site context By following the Latent state trait theory (LST) the study applies people like information quality and picture of product presentation as environment characteristic impulsiveness as an individual inherent trait and link to urge to buy impulsively Our finding indicated that impulsiveness information quality and picture of product presentation have direct effect on urge to buy impulsively In addition this study also found the interplay between information quality and picture of product presentation on urge to buy impulsively Our findings not only help researcher understanding what is the most important factors that can induce consumer to do impulse buying in social network site context but also help social commerce practitioner in developing better in their strategy
Date of Award2014 Aug 15
Original languageEnglish
SupervisorJeng-Chung Chen (Supervisor)

Cite this

Online Impulse Buying in Business to Consumer (B2C) Social Commerce: An Experiment Study of Facebook Users in Thailand
玉蘭, 林. (Author). 2014 Aug 15

Student thesis: Master's Thesis