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|Title: ||I see it, I click it : a model of online consumption impulse development|
|Other Titles: ||Yi ge wang shang chong dong xiao fei mo xing de jian li|
|Authors: ||Ho, Alan Po Lun (何寶麟)|
|Department: ||Department of Information Systems|
|Degree: ||Master of Philosophy|
|Issue Date: ||2004|
|Publisher: ||City University of Hong Kong|
|Notes: ||ix, 114 leaves : ill. ; 30 cm.|
Thesis (M.Phil.)--City University of Hong Kong, 2004
Includes bibliographical references (leaves 103-107)
CityU Call Number: TX335.H6 2004
|Abstract: ||Past research on Internet retailing mostly focused on rational purchasing decision
process. Little research has been done to study impulse purchase behavior in online
environment, in particular the formation process of this fast-acting decisions.
Understanding such an unexplored area about Internet retailing has the potential to
further pushing the sales volume in e-shopping. This study investigates the process of
online consumption impulse development by examining two general IT strategies -
real-time push advertising and multimedia. It seeks to answer the following research
1. Is browsing enjoyment an important determinant of online consumption impulse?
2. How do different IT strategies (e.g., real time push advertising and multimedia)
induce browsing enjoyment?
3. How does real-time push advertising tactic impact the online consumption
4. Are there any moderating effects of Impulse buying tendency on the development
of online consumption impulse?
Marketing literature on impulse buying and IT literature on website designs were
reviewed. The marketing literature provides a thorough psychological background
of impulse purchase behaviors, while IT literature proposes how IT could be applied
accordingly to generate mood-relevant emotions. Based the literature reviewed, a
causal model is developed for studying the impact of IT stimuli on inducing online
consumption impulse through elevating positive mood state.
Based on the model developed, an experiment was designed and conducted. A
virtual online store was built, applying two commonly used IT strategies: real-time
push advertising and multimedia. A 2x2 experimental design was employed, with four
different versions of an online store. Subjects were randomly assigned to different
versions of the experimental store. The data collection included web-based data
monitoring and a self-reported survey.
The main findings of this study are:
1. Browsing enjoyment is an important predictor of online consumption impulse.
2. Both real-time push advertising and multimedia have significant impact on the
3. Impulse buying tendency - a personality trait, moderates the relationship between
real-time push advertising and online consumption impulse.
Being a pioneer study in bringing the idea of consumption impulse from offline
marketing study to online environment, this study have not only built a strong
theoretical foundation for future research, but also created a new avenue for research
in online buying behaviors. This study has also contributed to the practice by
providing specific design guidelines to practitioners. We believe that this study
could act as a key to unlock the uncovered area of online impulse purchase in the ever
going Internet environment.|
|Online Catalog Link: ||http://lib.cityu.edu.hk/record=b1871256|
|Appears in Collections:||IS - Master of Philosophy |
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