Open AccessA study on investigating the impact of website features on online impulse buying behaviour
Author(s) -
Sara Narimanfar,
Peyman Ghafari Ashtiani
Publication year - 2021
Publication title -
turkish journal of marketing
Language(s) - English
Resource type - Journals
ISSN - 2458-9748
DOI - 10.30685/tujom.v6i3.130
Subject(s) - impulse (physics) , sample (material) , data collection , stratified sampling , advertising , service quality , computer science , service (business) , statistics , psychology , marketing , business , mathematics , chromatography , quantum mechanics , physics , chemistry
E-commerce has led to many deliveries in business relationships specially used for online shopping. Given the growth of e-commerce to increase e-shopping, researchers can be investigated in this area in recent years. This paper aims to investigate the effect of website features on online impulse buying behaviour (OIBB). A questionnaire survey was conducted on the users of the Digi Kala website. They have made an impulsive online purchase at least once from the DigiKala website in Arak city, Iran. A relative stratified sampling technique was utilized for data collection. The data were analyzed statistically. The results show that: All research hypotheses have been confirmed. Among the research variables for the research's statistical sample, service quality and visual attraction affect online impulsive shopping behaviour.