Research on the impact of impulsive buying behavior of the virtual community members' trust and impulse buying trait - A Case Study of LINE App
| Autor: | Liang, Cheng-Wei, 梁震威 |
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| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 This research is designed to discuss whether the technological upgrading handheld mobile devices, the rapid development on related communication software, the real-time community interaction among people who utilize mobile phone APP will have an impact on impulse buying behavior because of the trust among virtual community members and the characteristics of impulse buying behavior. The main purpose is to discuss, after the rise of the mobile device APP communications software, the changes on the internet using behavior. Because of the communication APP, the internet using and buying behavior change from shopping directly from the websites to referring the discussion and recommendation among the non- commercialized friends in the virtual community. In addition, the trust on the virtual community increases gradually after the large amount message receiving of relevant information and mouth promotion. Based on these factors, the buying decision is made to purchase products from the virtual or physical channels. To discuss if the trust among the virtual community members have an influence on the impulse buying behavior, in addition to the related literature, this study mainly focus on and choose the most widely used mobile phone APP “LINE” as subject of paper questionnaire basis. LINE is an APP that not only being used on mobile device, but also extending to personal PC and laptop. The study is conducted by using paper questionnaires. The result shows that the trust among virtual community members has a significant impact on the impulsive buying behavior, especially for the teenagers who’s under his/her twenties have two outstanding traits which are the driving force on purchasing behavior and the negligence to the future. As a result, it can be concluded that the younger the customer and the lower the customer’s education level, the more frequent the impulse buying behavior will show up. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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