Abstract
The major purposes of the present research are to develop a scale to measure unplanned purchase behavior on the Internet, and investigate the antecedents of the Internet unplanned purchase behavior. An empirical study modeled with SEM showed that shopping enjoyment and browsing activities would influence unplanned purchase behavior, while product aesthetics, price promotions, and experienced search would indirectly influence unplanned purchase behavior via shopping enjoyment and browsing activities. The academic and managerial implications of the research were discussed.
| Translated title of the contribution | Exploring the Personal and Situational Antecedents of the Internet Unplanned Purchase Behavior |
|---|---|
| Original language | Chinese (Traditional) |
| Pages (from-to) | 457-482 |
| Number of pages | 26 |
| Journal | 電子商務學報 |
| Issue number | 3 |
| Publication status | Published - 2010 |
Keywords
- Unplanned purchase
- Shopping enjoyment
- Browsing activity
- Personal antecedent
- Situational antecedent