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The Role of Website Characteristics on Impulse Buying  

Rhee, Young-Ju (Department of Clothing and Textiles, Ewha Womans University)
Publication Information
Journal of the Korean Home Economics Association / v.45, no.6, 2007 , pp. 113-122 More about this Journal
Abstract
The purpose of this study was to examine the relationship between online apparel impulse buying behavior and apparel website characteristics. The data were collected using an online survey with a structured questionnaire. To recruit participants, online surveys were collected and a total of 236 college students were used in the study. The results of factor analysis showed that website characteristics consisted of two factors (i.e., promotion, product/policy information). The results of MANOVA and multiple regression showed that the impulse purchase group evaluated the website where they bought the last apparel item significantly better in promotion and product/policy information than the non-impulse purchase group. Based on the results, H1, H2, and H3 were supported. The evaluations of the characteristics of websites where impulse purchases and non-impulse purchases of apparel products were made were significantly different.
Keywords
impulse buying; evaluation of website characteristics; promotion; product/policy information;
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Times Cited By KSCI : 1  (Citation Analysis)
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