Affiliation:
1. Huashang College Guangdong University of Finance and Economic, Guangdong, CHINA
2. Department of International Business Management, Tainan University of Technology, Tainan, TAIWAN
Abstract
Single’s Daywas first promoted by Alibaba's shopping website on November 11, 2009. Ten years later, Taobao successfully developed this day into a global carnival shopping festival. This research focuses on undergraduate business school students through online questionnaires across the Taiwan Strait. This study is based on five impact factors, including impulse buying tendencies, herd behavior, website features, promotional techniques and impulse buying behavior. No evidence showed that gender, age and monthly disposable income affect students’ buying behavior. This study also found that herd behavior, website features and promotional techniques are moderator effects between impulse buying tendency and impulse buying behavior. We also proved that website design and the opinions of their peers affect consumers' decision aking. According to the analysis, in the current online shopping environment, operators should pay more attention to herd behavior, website features and promotional techniques. This study suggests that the industry should provide sufficient information to reduce emotional conflict, and use these important factors to attract consumers' future purchases.
Publisher
World Scientific and Engineering Academy and Society (WSEAS)
Subject
Economics and Econometrics,Finance,Business and International Management
Cited by
1 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献