理解市场中的冲动购买行为

Didit Darmawan, John Gatheru
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引用次数: 21

摘要

在世界范围内,特别是在印度尼西亚,电子商务作为一种利用网络媒体的交易系统得到了迅速发展。Shopee、Blibli、Lazada、Tokopedia、Bukalapak等市场为改善印尼的在线购物行为做出了贡献。网上交易也越来越多,成为社会的一种趋势。冲动购买行为的产生是由于一个简单实用的网上购物系统的存在。本研究旨在确定安全性、易用性和信任感对冲动购买行为的影响。本研究的人群是在Shopee网上购物的消费者,样本是有目的的抽样100人。分析工具采用多元线性分析。结果表明:安全感对冲动性购买行为有显著的显性正向影响;(2)易用性对冲动性购买行为有显著影响;(3)信任对冲动性购买行为有显著影响。此外,这三个自变量同时对店内冲动购买行为也有显著影响。
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Understanding Impulsive Buying Behavior in Marketplace
In the world, especially in Indonesia, e-commerce as a trading system using internet media has developed rapidly. Marketplaces such as Shopee, Blibli, Lazada, Tokopedia, Bukalapak, and others have contributed to improving online shopping behavior in Indonesia. Online trading transactions are also increasing and becoming a trend in society. Impulsive buying behavior arises as a result of the existence of an easy and practical online shopping system. This study aims to determine the effect of security, ease of use and trust on impulsive buying behavior. The population in this study were consumers who had made online purchases at Shopee and the sample was taken by purposive sampling of 100 people. The analysis tool uses multiple linear analysis. The results showed that the security variable had a significant and dominant positive effect on impulsive buying behavior; (2) ease of use has a significant effect on impulsive buying behavior; (3) trust has a significant effect on impulsive buying behavior. In addition, simultaneously, the three independent variables also have a significant influence on impulsive buying behavior at shopees.
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