Online Impulse Buying Behavior Amongst Undergraduate Students in Tianjin, The People’s Republic of China
Keywords:
Impulse Buying Behavior, Online Shopping, Taobao.com, Internet, Chinese Market, Hedonic Shopping Value, Product Knowledge, Website Quality.Abstract
The aim of this study is to understand online business, regarding impulse buying behavior
amongst undergraduate students in Tianjin, China. This study concentrated on the Taobao.com
platform, and considered variables of website quality (security, navigability, and visual appeal),
hedonic shopping value (product novelty, fun and escapism), and product knowledge (word
of mouth and social norms), to learn how online shop owners increase their profits by
encouraging impulse buying behavior. The results suggest that Taobao.com online shop owners
manage their websites to be physically attractive; consider changing their products; and even
improve shopping through word of mouth regarding the products they offer.
