Buying impulse triggered by digital media

Pei-Chun Lin, Zhou Hern Lin

研究成果: Article同行評審

8 引文 斯高帕斯(Scopus)

摘要

This study applies Beatty and Elizabeth Ferrell's impulse buying model to investigate consumers' buying impulses after receiving digital media promotions for limited-time-only sale for services. The influences of consumers' positive affect and impulse buying tendency on their felt urge to buy impulsively were explored. Questionnaires were utilized to survey consumers and structural equation modeling was adopted to explore the causal relationship among the constructs. The results indicated that consumers generate more positive affect if they perceive less time pressure or more money available. The results also revealed the direct effect of consumer positive affect and impulse buying tendency on their felt urge to buy impulsively. The study verifies the successful application of the impulse buying model to the promotion of services through digital media.

原文English
頁(從 - 到)892-908
頁數17
期刊Service Industries Journal
33
發行號9-10
DOIs
出版狀態Published - 2013 七月 1

All Science Journal Classification (ASJC) codes

  • 策略與管理
  • 技術與創新管理

指紋

深入研究「Buying impulse triggered by digital media」主題。共同形成了獨特的指紋。

引用此