F. Sarah, Chai-Lee Goi, Fayrere Chieng, Khan M.R. Taufique
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引用次数: 21
Abstract
Abstract The rapid emergence of the online retail platform has captured a significant share of the overall retail market around the globe. Furthermore, many consumers now indulge in online impulse buying via E-commerce and other digital technologies. This study has aimed to understand such online impulse buying behavior among millennials across various product categories. Data were collected from a convenience sample of 335 of these younger consumers in an emerging South Asian market. Confirmatory factor analysis and structural models were used to analyze the data. The findings indicate that the level of influence of atmospheric cues on online impulse buying differs among product categories, which could be applied in target marketing for internet commerce. Limitations of this study are also acknowledged, along with a discussion on potential avenues for future research.
期刊介绍：
The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.
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