The Influence of Website Characteristics on Online Impulse Buying Toward Fashion Product
Abstract
One of the issues that become concern in marketing department is online
impulse buying. This research aimed at examining the empirical mode of website
characteristics that influence customers‘ cognitive and affective response in online
impulse buying especially for fashion products in Yogyakarta.
This research was conducted in Yogyakarta with 290 respondents from
people who have an experience of buying fashion products through website in the
age range of 16-30 years old. The data was collected by using questionnaire
enclosed with the statement based on Linkert scale. Data analysis of this research
usesStructural Equation Modeling (SEM) Amos.
The research findings revealed that perceived usefulness will have positive
effecton enjoyment and those will have a positive effect on online impulse buying.
Moreover, the characteristics of website both Task Relevant and Mood Relevant
cues give positive impact on online buying impulsively.
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