| Summary: | 博士 === 國立中正大學 === 資訊管理學系暨研究所 === 102 === Consumer’s shopping behavior has been greatly influenced by the popularity and convenience of electronic commerce. A large part of online shopping is attributed to impulse buying. Previous researches often focus on the technical aspects or shopping enjoyment, however, impulse buying is a complex and hard to understand psychological decision-making process. Besides, the decision-making style of a consumer can be broadly categorized as cognitive and affective aspects which influence purchasing decisions. There is a particular necessity to understand the context of online impulse buying. Hence, this study proposes a model that tried to explain the antecedents of impulse buying according to the above two aspects. Expectation-confirmation paradigm predicts the consumers’ behavior based on satisfaction and perceived usefulness while flow is as optimal experience that people feel when they act with total involvement, represent the cognitive and affective respectively. This study proposes the behaviors of online impulse buying in a complete view. The study results indicate that both cognitive and affective would lead to impulse buying. Moreover, affective aspect not only brings a strong influence, but also would affect the cognitive decision-making. The description of the behavior of impulse buying is emotion-oriented. In addition, the younger consumer is the highly impulse buying group, and the 82% of the respondents think they are impulsive shoppers, thus being consistent with the existing research results. This research provides a succinct way to explain antecedents of online impulse buying, and hope to contribute to the future academic and practical development.
|
|---|
