Research on Online Impulsive Buying and Post-Purchase dissonance

• Main Authors: LIN, YEN-LING, 林彥伶
• Other Authors: CHEN, WEN-KUO
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/hqs7q5

碩士 === 朝陽科技大學 === 行銷與流通管理系 === 107 === Under the popularization of Internet and smart mobile devices, the purchase process can be completed between the fingers. Consumers are increasingly dependent on online shopping. Online shopping is different from physical channels, and consumers have an impulse buying to browse the web are important. On the Internet, consumers have been giving time pressure on shopping, and they emphasize utilitarianism and hedonism, affecting consumers' impulsive buying and cognitive dissonance, and extending the tendency of returns, causing losses to online shoppers and wasted time. Therefore, this study explores the cognitive dissonance of online users after impulsive buying by impulsive buying relevant literature. In addition to adding post-purchase cognitive deficiencies, it also adds the factors that influence impulsive buying, including Utilitarian Browsing and Hedonic Browsing and Time Pressure, to explore post-purchase dissonance for the influence of return tendency. In this study, questionnaires were used to collect data, and online questionnaires were distributed through the Facebook community platform and the LINE communication software group, and the SEM analysis method was used for research and analysis. The results of this study confirm that consumers are indeed subject to impulsive buying due to time pressure and hedonism browsing, which in turn leads to return tendencies. Only utilitarian browsing is not significant, and the remaining results are significant. Website operators and general retailers are provided to use these demographic reports as a basis for evaluation of website management decisions and future operations. Keywords: Impulsive Buying, Time Pressure, Post-Purchase Cognitive Dissonance, Return Tendency