Assessing the drivers of online impulse buying

Conference paper

Chang, S., Loukides, G. and Ahmed, S. 2016. Assessing the drivers of online impulse buying. 4th International Conference on Contemporary Marketing Issues (ICCMI 2016). Heraklion, Greece 22 - 24 Jun 2016
TypeConference paper
TitleAssessing the drivers of online impulse buying
AuthorsChang, S., Loukides, G. and Ahmed, S.
Abstract

Given the rapidly growing popularity of online impulse buying using digital and social media platforms, it has raised important interests about the antecedents of such consumer behaviour. Data analysis was conducted using confirmatory factor analysis and structural equation modelling. The results from a survey of 310 online buyers suggest that trust holds the strongest correlation with the experiential value. This study provides new insights for marketing literature and online retailers.

Conference4th International Conference on Contemporary Marketing Issues (ICCMI 2016)
Publication dates
Print24 Jun 2016
Publication process dates
Deposited01 Nov 2017
Accepted28 Apr 2016
Output statusPublished
Accepted author manuscript
Copyright Statement

This is the author accepted manuscript, included in this Repository with permission.

LanguageEnglish
Book titleProceedings of 4th International Conference on Contemporary Marketing Issues (ICCMI 2016)
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