How website quality affects online impulse buying: Moderating effects of sales promotion and credit card use

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...

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Bibliographic Details
Published in:Asia Pacific journal of marketing and logistics 2018-01, Vol.30 (1), p.235-256
Main Authors: Akram, Umair, Hui, Peng, Kaleem Khan, Muhammad, Tanveer, Yasir, Mehmood, Khalid, Ahmad, Wasim
Format: Article
Language:English
Subjects:
Consumer behavior
Consumer goods
Consumers
Credit cards
Decision making
Electronic commerce
Impulse buying
Information management
Internet
Quality of service
Retail sales
Retail stores
Sales promotions
Shopping
Structural equation modeling
Studies
Trends
Websites
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Summary: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.
ISSN:1355-5855
1758-4248
DOI:10.1108/APJML-04-2017-0073