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Development of E-Commerce: Factors Influencing Online Impulse Shopping in China

Development of E-Commerce: Factors Influencing Online Impulse Shopping in China
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Author(s): Umair Akram (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China), Muhammad Kaleem Khan (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China), Peng Hui (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China), Yasir Tanveer (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China) and Zubair Akram (School of Management and Economics, Beijing Institute of Technology, Beijing, China)
Copyright: 2021
Pages: 21
Source title: Research Anthology on E-Commerce Adoption, Models, and Applications for Modern Business
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-7998-8957-1.ch007

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Abstract

This article describes how in the modern era e-commerce is growing exponentially and the consumers are more likely to shop online. The purpose of this article is to assess the relationship between website quality and the online impulse buying behavior (OIBB). This article further explores the moderating role of sales promotion and online impulse purchasing. Data were collected from 704 online shoppers from two cities, Beijing and Tianjin. Structure equation modeling (SEM), reliability, and validity were employed to test the proposed hypotheses. Findings show that all exogenous factors i.e. website quality, urge to buy, positive effect of emotions, significantly influence online impulse buying; whereas the effects of negative emotions have failed. Sales promotions and the use of credit cards positively moderates the relationship between website quality and online impulse buying. Theoretical and practical implications for managers and academic practitioners are discussed.

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