Final published version
Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
}
TY - JOUR
T1 - How website quality affects online impulse buying
T2 - Moderating effects of sales promotion and credit card use
AU - Akram, Umair
AU - Peng, Hui
AU - Khan, Muhammad Kaleem
AU - Tanveen, Yasir
AU - Mehmood, Khalid
AU - Ahmad, Wasim
PY - 2018/1/8
Y1 - 2018/1/8
N2 - PurposeThe purpose of this paper is to investigate the impact of website quality on online impulse buying behavior (OIBB) in China, and assess the moderating roles of sales promotion and credit card use.Design/methodology/approachAn online and personal survey from 1,161 online shoppers belonging to three big cities of China – Beijing, Shanghai, and Nanjing – was conducted. A random sampling technique was utilized for data collection. Data were analyzed using validity and reliability tests, confirmatory factor analysis, and structural equation modeling.FindingsThree major findings discovered are: first, the website quality positively affects the OIBB; second, the sales promotion significantly influences OIBB and acts as a strong moderator on the relationship between website quality and online impulse buying; and third, the online impulse purchases are positively influenced by use of credit card, and the use of credit card enhances the relationship between website quality and online impulse buying.Research limitations/implicationsFirst, the website quality positively affects the OIBB; second, the sales promotion significantly influences OIBB and acts as a strong moderator in the relationship between website quality and online impulse buying; and third, online impulse purchases are positively influenced by credit card use. Moreover, credit card use enhances the relationship between website quality and online impulse buying.Originality/valueThis research is the first to investigate the relationship between website quality and OIBB in China, with sales promotion and credit card use as moderators.
AB - PurposeThe purpose of this paper is to investigate the impact of website quality on online impulse buying behavior (OIBB) in China, and assess the moderating roles of sales promotion and credit card use.Design/methodology/approachAn online and personal survey from 1,161 online shoppers belonging to three big cities of China – Beijing, Shanghai, and Nanjing – was conducted. A random sampling technique was utilized for data collection. Data were analyzed using validity and reliability tests, confirmatory factor analysis, and structural equation modeling.FindingsThree major findings discovered are: first, the website quality positively affects the OIBB; second, the sales promotion significantly influences OIBB and acts as a strong moderator on the relationship between website quality and online impulse buying; and third, the online impulse purchases are positively influenced by use of credit card, and the use of credit card enhances the relationship between website quality and online impulse buying.Research limitations/implicationsFirst, the website quality positively affects the OIBB; second, the sales promotion significantly influences OIBB and acts as a strong moderator in the relationship between website quality and online impulse buying; and third, online impulse purchases are positively influenced by credit card use. Moreover, credit card use enhances the relationship between website quality and online impulse buying.Originality/valueThis research is the first to investigate the relationship between website quality and OIBB in China, with sales promotion and credit card use as moderators.
U2 - 10.1108/apjml-04-2017-0073
DO - 10.1108/apjml-04-2017-0073
M3 - Journal article
VL - 30
SP - 235
EP - 256
JO - Asia Pacific Journal of Marketing and Logistics
JF - Asia Pacific Journal of Marketing and Logistics
SN - 1355-5855
IS - 1
ER -