The Influences of Web Quality and Enjoyment on Impulse Buying

• Main Authors: Sheng-Yi Liu, 劉昇益
• Other Authors: Mei-Chun Wu
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/93018764774350391924

碩士 === 南華大學 === 資訊管理學系 === 104 === 　　According to the study of institute of information industry, e-commerce market has become the trillion-dollar industry in Taiwan. In e-commerce, online shoppers first contact the quality of websites. Studies showed that web quality affected enjoyment and impulse buying and almost 90% shoppers had experiences of impulsive shopping. Increasing the quality of websites and shopping desires of online shoppers’ will promote the benefit. 　　In this study, web quality, enjoyment and impulse buying were selected to set the model and questionnaire survey was used as the method. Participants were those who had used the shopping center of Yahoo website during three months studied period. 270 effective questionnaires were analyzed by the SPSS22.0 statistical software to compute the descriptive and related statistics. The reliability, validity and hypothesis were calculated by Smart PLS statistic software. 　　The results are as follows. (1)The web quality and enjoyment has noticeable positive effect on impulsive shopping. (2) The enjoyment is affected obviously by web quality. (3) The average score of innovation facet is lower but the path coefficients number is the highest. It reveals that participants consider innovation as the most effect on web quality. 　　The suggestion for shopping websites is to promote the web quality by strengthening innovation of websites to increase the enjoyment of shoppers and desires of impulsive shopping.