From Website Traits,Buying Impulsiveness,to Impulse Buying Online

摘要：

Marketing on and shopping from the Internet has been widespread.Sellers have directed much more their efforts than ever before toward marketing on the Internet.Consumers,on the other, spend more time and money on the Intemet browsing and shopping online.The website traits represent the extemal stimuli to consumers.These stimuli lead to the consumersbasic reaction:buying impulsiveness,and one step forward,impulse buying online.Previously,some studies have demonstrated that there is impulse buying in the Intemet environment.However,neither theoretical research nor imperial study has revealed the relationships among website traits,buying impulsiveness, and impulse buying online.This paper focuses on emarketing.and investigates the website traits, buying impulsiveness,and impulse buying online.The paper proposes a theoretical model which suggests that website traits stimulate buying impulsiveness and increase the likelihood of buying impulse online via increasing the length of time on web browsing.

关键词： website traits buying impulsiveness impulse buying online e-Marketing Model

作者: ZENG Kaisheng

作者单位: Sun Yat-sen University,Guangzhou,P.R.China,510275

会议类型: 国际会议

会议名称: 2010 Summit International Marketing Science and Management Technology Conference(2010年国际营销科学与管理技术大会)

会议地点: 浙江绍兴

会议语种:英文

页码: 469-472

在线出版日期: 2010-08-07（万方平台首次上网日期，不代表论文的发表时间）