How website quality affects online impulse buying: moderating effects of sales promotion and credit card use

Umair Akram, Peng Hui, Muhammad Kaleem Khan, Yasir Tanveer, Khalid Mehmood, Wasim Ahmad

Research output: Contribution to journalArticleResearchpeer-review

61 Citations (Scopus)

Abstract

Purpose: The purpose of this paper is to investigate the impact of website quality on online impulse buying behavior (OIBB) in China, and assess the moderating roles of sales promotion and credit card use. Design/methodology/approach: An online and personal survey from 1,161 online shoppers belonging to three big cities of China – Beijing, Shanghai, and Nanjing – was conducted. A random sampling technique was utilized for data collection. Data were analyzed using validity and reliability tests, confirmatory factor analysis, and structural equation modeling. Findings: Three major findings discovered are: first, the website quality positively affects the OIBB; second, the sales promotion significantly influences OIBB and acts as a strong moderator on the relationship between website quality and online impulse buying; and third, the online impulse purchases are positively influenced by use of credit card, and the use of credit card enhances the relationship between website quality and online impulse buying. Research limitations/implications: First, the website quality positively affects the OIBB; second, the sales promotion significantly influences OIBB and acts as a strong moderator in the relationship between website quality and online impulse buying; and third, online impulse purchases are positively influenced by credit card use. Moreover, credit card use enhances the relationship between website quality and online impulse buying. Originality/value: This research is the first to investigate the relationship between website quality and OIBB in China, with sales promotion and credit card use as moderators.

Original languageEnglish
Pages (from-to)235-256
Number of pages22
JournalAsia Pacific Journal of Marketing and Logistics
Volume30
Issue number1
DOIs
Publication statusPublished - 2018
Externally publishedYes

Keywords

  • China
  • Credit card use
  • Online impulse buying behaviour
  • Sales promotion
  • Website quality

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