||Based on the development of the Internet, the increasing popularity of smartphones, and the rise of social media networks, consumers have ever increasing access to information and opportunities to purchase merchandise. According to this result, companies should be marketing through through both the Internet and retail stores. To understand and familiar with mentality and behavior of consumers, companies could maximize their profits. |
It is the less survey from the perspective of parenting websites to discuss the behavior of consumer in the past research of the purchase intention. Indeed, it is the less to research that the willing of purchasing affected by the subjective well-being. To reach the objectives, this research employed the questionnaire as research method to collect data from 314 sampling.
According to the result, it is positive that the parenting website’s atmospheric affected by the subjective well-being. Moreover, the subjective well-being has a positive impact on purchase intentions and product attributes, and it has a mediating effect on the atmospheric of the relationship between parenting website and purchase intention. The research proposed and discussed a few managerial implications based on these findings.