How website quality affects online impulse buying

CITATION

Akram, U., Hui, P., Kaleem Khan, M., Tanveer, Y., Mehmood, K. & Ahmad, W. (2018) How website quality affects online impulse buying, Asia Pacific Journal of Marketing and Logistics, 30(1), 235-256

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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.


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