文献类型：会议论文

英文题名：The Impact of Atmospherics in Virtual Community on Online Impulse Buying Intention : The Moderating Effect of Product Types

作者：Li, Wei[1];Cui, Huayu[1];Cheng, Yan[1]

机构：[1]East China Univ Sci & Technol, Dept Management Sci & Engn, Shanghai, Peoples R China

会议论文集：13th International Conference on Service Systems and Service Management (ICSSSM)

会议日期：JUN 24-26, 2016

会议地点：Kunming Univ Sci & Technol, Sch Management & Econ, Kumming, PEOPLES R CHINA

主办单位：Kunming Univ Sci & Technol, Sch Management & Econ

语种：英文

外文关键词：virtual community; online impulse buying; atmospherics; product types

摘要：With the rapid development of technology, Internet has changed people's lives and online community has become a comprehensive platform for exchanging ideas and shopping. This study develops and tests an environmental psychology model of online impulse purchase. The model captures the moderating effect of search and experience product type on the relationship between the online impulse buying intention and atmospherics in virtual community. 264 valid participants do online survey and the research used partial least squares (PLS) analysis to test the model. The results reveal that atmospherics (navigational characteristics, informativeness, and entertainment) in virtual community have positive effects on online impulse buying intention. In addition, product type was found to moderate the effect of atmospherics on online impulse buying intention. Last, the study provides available suggestions for online community content providers.