doi: 10.18178/ijimt.2024.15.2.960
Impact of Website Stimuli on Online Impulse Buying: A Quantitative Analysis
S. W. Phoong1,*
,
G. S. Hoo2
- 1Department of Decision Science, Faculty of Business and Economics, Universiti Malaya, Kuala Lumpur, Malaysia
- 2Faculty of Business and Economics, Universiti Malaya, Kuala Lumpur, Malaysia
- Manuscript receivedOctober 17, 2023
- revisedNovember 29, 2023
- acceptedDecember 15, 2023
- publishedMay 24, 2024
Abstract
Understanding the factors that influenceconsumers to buy impulsively in an online context has becomeincreasingly important to businesses nowadays in order to helpthem stay competitive in the intensively competitive e-commercemarket. Though existing literature has demonstrated how awebsite can improve the shopping experience and influenceonline shoppers to buy impulsively, the focus is more on designand quality dimensions such as visual appeal, websitenavigability, ease of use, etc. A more detailed analysis of how theadvanced technology-supported website stimuli likerecommender system, information search, customer services,and privacy & data security influence the consumer shoppingexperience and impulse buying behavior is still needed. Based ona Stimulus-Organism-Response model’s conceptual frameworkand 403 valid respondents collected via an online questionnaire,this study aims to identify and explore the influence of advancedtechnology-supported website stimuli on customer satisfactionand online impulse buying behavior in the Malaysian context.The results showed that the recommender system, informationsearch, and customer service had a significant influence oncustomer satisfaction, and the latter significantly impactedonline impulse buying behavior.
Keywords
- customer satisfaction
- online impulse buying
- website stimuli
How to Cite
S. W. Phoong and G. S. Hoo, "Impact of Website Stimuli on Online Impulse Buying: A Quantitative Analysis," International Journal of Innovation, Management and Technology, vol. 15, no. 2, pp. 35-42, 2024. https://doi.org/10.18178/ijimt.2024.15.2.960
Copyright & License
Copyright © 2024 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).