Title page for etd-0416117-093222


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URN etd-0416117-093222
Author Kuan-min Wang
Author's Email Address No Public.
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Department Information Management
Year 2016
Semester 2
Degree Master
Type of Document
Language English
Title The impact of social cues on the forming of impulse purchase intention:
the interaction between emotion and ration
Date of Defense 2015-06-25
Page Count 97
Keyword
  • S-O-R model
  • Impulse buying
  • Social commerce
  • Social network
  • Social media
  • Value-based model
  • Abstract With the rapid development of social media and social network, there has emerged a new form of electronic commerce. Social commerce is a new mechanism of e-commerce combine with the characteristic of social network. Our study focused in the context of online group activity on Facebook. In this study, we want to explore the effect of social factors on impulse buying intention. Besides, we combined with value-based model and S-O-R model to find out the interaction between ration and emotion during generating impulse buying intention.
    Followings are our research result we found. First, we found out that emotional reactions would be aroused when user see their friend with strong tie operate online group buying on Facebook. Second, the interaction between ration and emotion, we found out that emotion could decrease the effect of perceived cost on perceived value. Also, the emotional reactions would strengthen the effect of perceived value on impulse buying intention.
    Advisory Committee
  • Sheng-Pao Shih - chair
  • Hui-Mei Hsu - co-chair
  • Shih-Chieh Hsu - advisor
  • Files
  • etd-0416117-093222.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2017-05-16

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