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Assessing the drivers of online impulse buying

Chang, S-W, Loukides, Grigorios ORCID: and Ahmed, S. 2016. Assessing the drivers of online impulse buying. Presented at: 4th International Conference on Contemporary Marketing Issues, Heraklion, Greece, 22-24 June 2016.

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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)
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Status: Unpublished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

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