| Autor: |
Zhen Shao, Lin Zhang, Rui Zhang, ZhengYuan Pan |
| Předmět: |
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| Zdroj: |
Proceedings of the Pacific Asia Conference on Information Systems (PACIS); 2019, p1-14, 14p |
| Abstrakt: |
Drawing upon the stimulus-organism-response (S-O-R) framework, this study developed a theoretical model to examine the impact mechanism of two gamification features on individuals’ impulse purchase in the context of Double Eleven. An empirical survey was conducted and 716 valid questionnaires were collected from consumers using Taobao and Tmall platforms in China. Structural equation modelling method was used to examine the research model. The empirical results suggested that rewards giving and badges upgrading gamification features were positively associated with perceived enjoyment and social interaction reactions, which in turn had strong influences on consumers’ impulse purchase. This study provides new insights in understanding online impulsive buying behaviors by incorporating the mechanism of gamification in the new research context of Double Eleven. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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