衝動性購買

JBR-07176; No of Pages 7

Journal of Business Research xxx (2011) xxx–xxx

Contents lists available at ScienceDirect

Journal of Business Research

Apparel product attributes, web browsing, and e-impulse buying on shopping websites

Eun Joo Park a,1, Eun Young Kim b,⁎, Venessa Martin Funches c,2, William Foxx d,3

a

Department of Fashion Design, Dong-A University, 840 Hadan-dong, Saha-gu, Busan 604–714, Republic of Korea Department of Fashion Design Information, Chungbuk National University, 410 SungBongRo, CheongJu 361-763, Republic of Korea Department of Marketing, Auburn University Montgomery, P.O. Box 244023, Montgomery, AL 36124, United States d Sorrell College of Business, Troy University Montgomery,136 Catoma Street, Suite 210, Montgomery, AL 36014, United States

b c

a r t i c l e

i n f o

a b s t r a c t

This study explores the relationship among product attributes, web browsing, and impulse buying for apparel products in the Internet context. University students completed a total of 356 usable questionnaires. Data analysis was conducted using confirmatory factor analysis and structural equation modeling via LISREL 8.8. Findings confirm that apparel product attributes consist of three factors: variety of selection, price, and sensory attributes. The study confirms that two types of web browsing occur: utilitarian and hedonic. In an estimated structural model, the variety of selection has a positive effect on utilitarian web browsing, whereas price has a positive effect on hedonic web browsing. Additionally, utilitarian web browsing has a negative effect on impulse buying, whereas hedonic web browsing has a positive effect on impulse buying for apparel on shopping websites. In particular, the factors of variety of selection and sensory attributes have direct effects on e-impulse buying for apparel. Managerial implications for more effectively managing the process of securing online customers through the use of utilitarian and hedonic product...