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Research on Influence of Shopping APP’s Characteristic on Consumer’s Impulse Buying

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DOI: 10.4236/me.2017.812099    721 Downloads   2,225 Views
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ABSTRACT

Based on the SOR theory, this study examined the influence of the knowledge, convenience and entertainment of APP on the consumer’s intention to buy, with 624 consumers who had APP shopping experience. The mediating variable of this study was the sense of pleasure and arousal of psychological emotion. The study findings showed that: 1) shopping APPs knowledge, convenience and entertainment represented the most obvious features of shopping APP; 2) pleasure was completely mediated by the shopping APP’s knowledge and entertainment on impulse buying intention, partly mediated by the convenience on impulse buying intention; 3) arousal was completely mediated by the shopping APP’s knowledge and convenience on impulse buying intention, partly mediated by the entertainment on impulse buying intention.

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Liu, Z. and Lu, Z. (2017) Research on Influence of Shopping APP’s Characteristic on Consumer’s Impulse Buying. Modern Economy, 8, 1484-1498. doi: 10.4236/me.2017.812099.

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