Assessing the drivers of online impulse buying

Chang, Shing-Wan and Loukides, Grigorios and Ahmed, Safia (2016) Assessing the drivers of online impulse buying. In: 4th International Conference on Contemporary Marketing Issues (ICCMI 2016), 22-24 June 2016, Heraklion, Greece.

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Given the rapidly growing popularity of online impulse buying using digital and social media platforms, it has raised important interests about the antecedents of such consumer behaviour. Data analysis was conducted using confirmatory factor analysis and structural equation modelling. The results from a survey of 310 online buyers suggest that trust holds the strongest correlation with the experiential value. This study provides new insights for marketing literature and online retailers.

Item Type: Conference or Workshop Item (Paper)
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 22798
Notes on copyright: This is the author accepted manuscript, included in this Repository with permission.
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Depositing User: Shing-Wan Chang
Date Deposited: 01 Nov 2017 16:01
Last Modified: 14 Mar 2018 08:24

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