The Impact of Website Attributes on Browsing Orientation and Impulse Buying – Comprehensive Shopping Website as An Example

• Main Authors: Hsu Chih Chun, 許智鈞
• Other Authors: Hui-Chen Chang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/5337yf

碩士 === 國立臺北大學 === 企業管理學系 === 103 === The main purpose of this study is to understand the mutual influence relationships of website attributes, browsing orientation (utilitarian / hedonic), perceived susceptibility and impulse buying, we also hope that through the results of this study can provide a reference for enterprises construct and operate shopping site, therefore, this study is to understand: (1) Understand the impact of website attributes to browsing orientation (utilitarian / hedonic); (2) Understand the impact of website attributes to consumer impulse buying; (3) Understand the impact of browsing orientation (utilitarian / hedonic) to consumers perceived susceptibility (usefulness / enjoyment); (4) Understand the impact of consumer perceived susceptibility (usefulness / enjoyment) to consumer impulse buying. Data collection through the Internet questionnaires, once at the "comprehensive shopping websites (such as: momoshop / PChome Online Shopping / YAHOO shopping ... etc)" on consumers shopping over as respondents, were collected 426 valid questionnaires. Using confirmatory factor analysis (CFA) reliability and validity, and to test the hypothesis of this study through structural equation modeling (Structural Equation Model, SEM). The study results showed that: (1) The website attributes "Price Attribute" for“Hedonic of Browsing” has a positive impact; (2) The website attributes "Sensory Attribute" for "Utilitarian of Browsing" has a positive impact; (3) Browse guide in both "Utilitarian of Browsing" or "Hedonic of Browsing" to "Perceived Usefulness, Perceived Enjoyment" are having a positive impact; (4) "Utilitarian of Browsing" to "Impulse Buying" have a negative effect; "Hedonic of Browsing" to "Impulse Buying" has a positive impact; (5) Whether it is "Perceived Usefulness, Perceived Enjoyment" all on "Impulse Buying" no significant impact; (6) Whether the website attributes "Variety of Selection, Price Attribute, Sensory Attribute" are on the "Impulse Buying" no significant impact.