英文摘要 |
Previous studies on marketing have investigated the issues of consumers' impulse purchasing behavior. However, current knowledge on the procedure of consumer's antecedent psychology from reading e-WoM and producing information conformity to result in impulse purchasing behavior and the influence of moderating variables on impulse purchasing behavior remain unclear. In this context, this study proposes a conceptual model in which information conformity is regarded as a key factor determining e-WoM's effectiveness in forming the emotional states that eventually lead to impulse purchases. Meanwhile, this study also exams the moderating effects of perceived product need and purchasing constraints. A total of 528 valid responses from participants who have browsed product reviews in past are collected to test the research model. The results show that the degree of consumer's information conformity is mainly critical influencer and information conformity positively influences the desire for the product, which in turn raises the impulse purchase intention, resulting in a possible impulse purchase. Moreover, this study finds that purchasing constraints have moderating effects. This means that whether impulse purchase intention leads to an actual impulse purchase depends on the strength of the purchasing constraints. The contribution of this study is to systematically describe consumer's sequential procedure of mental development from information conformity after reading e-WoM to impulse purchasing behavior. Meanwhile, this study posits that the purchasing constraints are critical moderating factors to decline impulse purchasing behavior. |