|
|
|
| The Relationship between Online Merchandise Displaying, Online Interaction and
Impulsive Buying Based on Virtual Tactility |
| ZHAO Hongxia，CAI Zhihui，HE Shan |
| 1. Bohai University, Jinzhou, Liaoning, China;
2. Liaoning Technical University, Huludao, Liaoning, China |
|
|
|
|
Abstract In this paper, the influence of online merchandise displaying and online interaction on consumers’ impulsive buying behavior is discussed from the virtual tactile perspective. In the beginning, a theoretical model is established based on the design of measurement scale for variables such as merchandise displaying and virtual tactility. Then the validity and reliability of the statistics in the scale obtained through market research is analyzed, and the theoretical model is tested through structural equation model. Results show that online merchandise displaying and online interaction have both direct and indirect effects on consumers’ impulsive buying, and the virtual tactility acts as an incomplete intermediary variable in the indirect effect. At last, some suggestions for enterprise’s network marketing are put forward.
|
|
Received: 06 September 2012
|
|
|
|
|
|
|
2014, Vol. 11 
