The Impact of Impulsivity Traits and Network Platforms on Consumer Purchasing Behavior: a Case Study of Experience Goods
This paper investigates the effects of impulsivity traits and network platforms on online purchasing behavior of experience goods by a 2 (low impulsivity traits vs.high impulsivity traits) × 2 (mobile platform vs.computer platform) between-subjects factorial experiment.In order to increase the external validity of the findings and conclusions, this study adopts the nine-item scale of Rook and Fisher (1995) to measure impulsivity traits and employs an experimental method to collect data.The results indicate that, when purchasing experience goods, low impulsivity traits consumers tend to spend less money and conduct more stringent budget control.But there has no significant difference between high and low impulsivity traits consumers on purchasing decision.Furthermore, consumers who shop on mobile platforms tend to spend more money, conduct looser budget control, and make purchasing decision more carefully.In addition, there is also a remarkable effect between impulsivity traits and network platforms on the average viewing time of the single page and commodity details page.
Impulsivity traits Mobile terminal Computer terminal Experience goods Purchasing behavior
Xuan Wen Liyi Zhang
School of information management Wuhan University Wuhan,China
国际会议
郑州
英文
16-27
2018-09-21（万方平台首次上网日期，不代表论文的发表时间）