Buying impulse triggered by digital media
Abstract
This study applies Beatty and Elizabeth Ferrell's impulse buying model to investigate consumers' buying impulses after receiving digital media promotions for limited-time-only sale for services. The influences of consumers' positive affect and impulse buying tendency on their felt urge to buy impulsively were explored. Questionnaires were utilized to survey consumers and structural equation modeling was adopted to explore the causal relationship...
Paper Details
Title
Buying impulse triggered by digital media
Published Date
Jul 1, 2013
Journal
Volume
33
Issue
9-10
Pages
892 - 908
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Notes
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