Chang, S-W, Loukides, Grigorios ![]() |
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Abstract
Given the rapidly growing popularity of online impulse buying using digital and social media platforms, it has raised important interests about the antecedents of such consumer behaviour. Data analysis was conducted using confirmatory factor analysis and structural equation modeling. The results from a survey of 310 online buyers suggest that trust holds the strongest correlation with the experiential value. This study provides new insights for marketing literature and online retailers.
Item Type: | Conference or Workshop Item (Paper) |
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Date Type: | Completion |
Status: | Unpublished |
Schools: | Computer Science & Informatics |
Subjects: | H Social Sciences > HF Commerce Q Science > QA Mathematics > QA76 Computer software |
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Date of First Compliant Deposit: | 15 July 2016 |
Last Modified: | 01 Nov 2022 10:42 |
URI: | https://orca.cardiff.ac.uk/id/eprint/92612 |
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