A Study on Investigating Affecting Factors of Impulse Buying

• Main Authors: Tsai, Meng-Ru, 蔡孟如
• Other Authors: Liao, Che-chen
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/p8bn7s

碩士 === 國立中正大學 === 資訊管理學系暨研究所 === 103 === In recent years, due to the rise of M-commerce, many industry which have brick-and-mortar, online stores or both of them, would supply customers Mobile Apps to buy their product or service, they use these Apps as a platform to operate their M-store. Operating M-store can be a new path and opportunities to develop their business for industry. For consumers, mobile phone is not only for communication but also for online shopping. The quality of the store, such as the interface, will affect consumers to buy or not. The purpose of this research focuses on the factors which affect consumers to feel urge to buy impulsively. Additionally, according to the results, it can provide advice to the industries who have interest in the systems. Generalizing from previous view of scholars, I classify factors as Atmospheric Cues of M-stores, Characteristic of M-stores, Marketing stimulation and personality traits. The data was collected via internet survey and total 318 available samples had been received. This research was analyzed by Partial Least Squares (PLS) to validate the hypotheses. Statistics analysis result showed that: Design, Mobility, Promotion and Impulsiveness have significant effect on the urge of impulse buying, but Content and Navigation of Atmospheric Cues does not have significant influenced.