How website quality affects online impulse buying

Abstract

Purpose The purpose of this paper is to investigate the impact of website quality on online impulse buying behavior (OIBB) in China, and assess the moderating roles of sales promotion and credit card use. Design/methodology/approach An online and personal survey from 1,161 online shoppers belonging to three big cities of China – Beijing, Shanghai, and Nanjing – was conducted. A random sampling technique was utilized for data collection. Data were analyzed using validity and reliability tests, confirmatory factor analysis, and structural equation modeling. Findings Three major findings discovered are: first, the website quality positively affects the OIBB; second, the sales promotion significantly influences OIBB and acts as a strong moderator on the relationship between website quality and online impulse buying; and third, the online impulse purchases are positively influenced by use of credit card, and the use of credit card enhances the relationship between website quality and online impulse buying. Research limitations/implications First, the website quality positively affects the OIBB; second, the sales promotion significantly influences OIBB and acts as a strong moderator in the relationship between website quality and online impulse buying; and third, online impulse purchases are positively influenced by credit card use. Moreover, credit card use enhances the relationship between website quality and online impulse buying. Originality/value This research is the first to investigate the relationship between website quality and OIBB in China, with sales promotion and credit card use as moderators.

Do Website Quality, Fashion Consciousness, and Sales Promotion Increase Impulse Buying Behavior of E-Commerce Buyers?

“…In line with Akram et al (2018) and Badgaiyan and Verma (2015), sales promotion affected impulse buying as a moderating variable. From Table 4, the regression coefficient of interaction between website quality and sales promotion (standardized β = 0.141, t =2.818, p<0.01) was found significant with a positive slope.…”

“…Types of sales promotion employed in e-commerce sites/platforms can be distinguished based on the types of customers (new and returning customers). Akram et al (2018) suggested using monetary sales promotion to lure new customers, while returning customers may be enticed with non-monetary sales promotion (gifts, bonus, or contests and sweepstakes).…”

Online Consumer Analysis of Indonesian Traditional Batik Products

“…The high level of security of a website will affect consumer buying behavior (Wells, Parboteeah, & Valacich, 2011). A website is considered safe if the user feels safe when making transactions, administrators do not misuse consumers' personal data, and the security and privacy policies are clearly displayed (Akram et al, 2018).…”

“…Navigabilty is very closely related to the ease of using websites. Some researchers such as (Akram et al, 2018;Turkyilmaz, Erdem, & Uslu, 2015;Wells et al, 2011) state that navigabilty or ease to use has a positive and significant effect on consumer buying behavior. Navigabilty has a positive relationship with intention to use (Semuel, Wijaya, & Devie, 2019).…”

“…Navigabilty has a positive relationship with intention to use (Semuel, Wijaya, & Devie, 2019). Indicators for measuring navigabilty include: the attracttive display and easy-to-see website pages, texts on websites is easy to read, website usage is not difficult for new users, and the ease to master the website operational (Akram et al, 2018;Wells et al, 2011).…”