BibTex Citation Data :
@article{DJM33817, author = {Nurfan Galih Yoga Sasmita and Yoestini Yoestini}, title = {PENGARUH DAYA TARIK VISUAL DAN PORTABILITAS TERHADAP IMPULSE BUYING MELALUI HEDONIC BROWSING SEBAGAI VARIABEL INTERVENING (Studi pada Pengguna Aplikasi Shopee di Kota Semarang)}, journal = {Diponegoro Journal of Management}, volume = {11}, number = {1}, year = {2022}, keywords = {Keywords : Visual Appeal, Portability, Hedonic Browsing, Impulse Buying, Technology Acceptance Model, E-commerce}, abstract = { BSTRACT This study examines how electronic commerce ( e - commerce ) will increase consumers impulsive buying behavior. In addition, this study examines how hedonic values influence their impulsive buying behavior in the context of ecommerce. Based on previous literature on browsing and Technology Acceptance Model (TAM), this study views hedonic browsing as the main driver of impulse buying in e - commerce . This study adopts SEM - PLS to analyze the data obtained from an online questionnaire. Two main findings emerge, first visual appeal and por tability affect hedonic browsin g and hedonic browsing affect impulse buying . Second, visual appeal and portability indirectly influence impulse buying through hedonic browsing . These findings provide an important reference for companies and retailers to encourage online impulsive buying behavior }, issn = {2337-3792}, url = {https://ejournal3.undip.ac.id/index.php/djom/article/view/33817} }
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