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The Influence of Website Characteristics on a Consumer’s Urge to Buy Impulsively

The Influence of Website Characteristics on a Consumer’s Urge to Buy Impulsively. D. Veena Parboteeah Joseph S. Valacich , John D. Wells. Information Systems Research Vol. 20, No. 1, March 2009, pp. 60–78. 林京寬 林睦融. Content. Introduction Theoretical Development

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The Influence of Website Characteristics on a Consumer’s Urge to Buy Impulsively

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  1. The Influence of Website Characteristics on a Consumer’s Urge to Buy Impulsively D. VeenaParboteeah Joseph S. Valacich, John D. Wells Information Systems Research Vol. 20, No. 1, March 2009, pp. 60–78 林京寬 林睦融

  2. Content • Introduction • Theoretical Development • Research Model and Hypothesis Development • Methodology • Study 1: Assessing the Measurement and Structural Models • Study 2: A Controlled Experiment • General Discussion and Implications • Conclusion

  3. Introduction • B2C become common for e-commerce according to information • technology (IT) • Impulse buying is prevalent in an online context and has received more • attention • This paper examines how variations in the human-computer interface • (HCI)influence online impulse buying

  4. Theoretical Development(1/3) • Impulse buying has been defined as “a purchase that is unplanned, the result • of an exposure to a stimulus, and decided on the spot” • There are four types of impulse buying • A pure impulse purchase • A reminder purchase • A suggestive impulse purchase • A planned impulse purchase • Stimulus can influence not only the likelihood of impulse buying but also its • Magnitude

  5. Theoretical Development(2/3) • The environmental psychology orientation stressed in this study for three reasons • Provide a parsimonious and theoretically justified way to include different • website characteristics as environmental stimulus • To examine the role of affective and cognitive reactions to the Web environment • on a user’s likelihood to engage in online impulse buying • Provide a theoretical rationale for studying online impulse buying • Website characteristics as environmental stimulus • High-task-relevant refer as a task-relevant (TR) • Low-task-relevant refer as a mood-relevant (MR) • Information fit-to-task (INFT)

  6. Theoretical Development(3/3) • Online user’s cognitive and affective reactions • Perceived usefulness (USFL) • enjoyment (ENJ) • Urge to buy impulsively (UBI) • UBI is defined as “the state of desire that is experienced upon encountering an • object in the environment”

  7. Research Model and Hypothesis Development

  8. Methodology • Two studies were conducts • Study 1 is an experimental designed to validate the measurement properties of the model and to perform a confirmatory factor analysis of the model constructs (Hypotheses 1-3 and 4A) • Study 2 is a scenario-based, controlled experiment (Hypotheses 1-3 and 4A) and examine the magnitude and likelihood of the urge to buy impulsively online (Hypothesis 4B) • Experimental interfaces • Totebags.Rus.com was established (the design was closely with Timbuk2), however, the web interfaces was low-quality MR cues • Pilot testing • There are two pilot testing

  9. TheEnvironmentof Study

  10. Study 1: Assessing the Measurement and Structural Models(1/3) • Participants • 264 undergraduate students from an introductory IS class (U.S.) • 67% were male • Average age of 20.7 years • Procedures • Eight sessions were conducted with session sizes ranging from 25 to 35 • The participants were provided with a task sheet that outlined a specific shopping goals as well as a set of browsing tasks to ensure that each participant went through the same actions across the different conditions and evaluated every aspect of the interface • The participants completed an online questionnaire

  11. Study 1: Assessing the Measurement and Structural Models(2/3) • Descriptive Statistics • Data Analysis (AMOS version 4.01) ▫ Assessing the measurement model  The fit of the measurement model was acceptable  Convergent validity was acceptable

  12. Study 1: Assessing the Measurement and • Structural Models(3/3)

  13. Study 2: A Controlled Experiment(1/6) • Participants • 216 undergraduate students from am introductory IS class (U.S.) • 50.5% were male • Average age of 19.8 years • 38 sessions were conducted with an average of 5 to 6 participants per session • for better control over the experimental conditions • Participants were randomly assigned to one of the four conditions • Procedures • 45 separate workstations in a computer room • Filled out the questionnaire: age, gender, experience with internet, and experience with Timbuk2 • Read the scenario followed by the website’s assessment • Completed online questionnaire

  14. Study 2: A Controlled Experiment(2/6) • Descriptive Statistics and Manipulation Checks • TR cues – V1 (low) and V3 (high) • MR cues – V1 (low) and V2 (high)

  15. Study 2: A Controlled Experiment(3/6) • • Hypothesis Testing • ▫ Mediation tests for ENJ were administered to test H3 and H4A

  16. Study 2: A Controlled Experiment(4/6) • Hypothesis Testing ▫ To test for H1C and H2C, Z-test and Cohen’s d coefficient were used H1C H2C

  17. Study 2: A Controlled Experiment(5/6) • Additional Hypothesis Testing (H4B): Magnitude of Impulsiveness ▫ Post-hoc comparisons were used to test H4B ▫ A pairwise analysis of the means helps on determining where the differences occurred in these variables ▫ A pairwise analysis demonstrate significant differences across the treatment groups for all dependent variables, particularly for ENJ

  18. Study 2: A Controlled Experiment(6/6) • Additional Hypothesis Testing (H4B): Magnitude of Impulsiveness ▫ A website with cues of higher quality will result in higher levels of UBI than one with fewer cues H4B

  19. General Discussion and Implications(1/2) • General discussion • The quality of TR and MR cues positively influences both the likelihood and • magnitude of urge to buy impulsively • Web designer should increase positive cognitive reactions by providing high • quality TR cues and should maximize the positive affective reactions by • providing high quality MR cues • The provision of high quality TR cues is very important to help the online users • in meeting their goals and MR cues will enhance the website’s usefulness • The provision of high quality MR cues is very important to help the online users • in maximizing enjoyment and TR cues will enhance the enjoyment derived from • interacting with the website

  20. General Discussion and Implications(2/2) • Theoretical implications • The study offers a validated model of online impulse buying and • providing a more enlightened understanding of the behavior • The use of environmental psychology allows for a theoretically • justified inclusion of various Web features • The study provides both theoretical and empirical support for the • Influenceof cognition and affective • Practical implications • Online retailers may be able to design more effective websites for • making consumers more impulsive • Website design are necessary to maintain or increase a company’s • market share

  21. Conclusion • Conclusion • This study provides a foundation for understanding how the IT artifact, specifically, the HCI, influences consumer behavior • High quality of TR and MR cues can significantly influence the likelihood and magnitude of online impulse buying

  22. THE END

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