Title page for etd-0802115-025353


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URN etd-0802115-025353
Author Wan-Ju Chang
Author's Email Address choneverm@gmail.com
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Department Information Management
Year 2014
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The Influence of the EC Platform Service Policy toward a Consumer’s Regret Perception That is Caused by the Impulsive Purchase
Date of Defense 2015-06-18
Page Count 56
Keyword
  • online shopping
  • returns & refunds
  • service recovery
  • impulse buying
  • regret
  • Abstract With the rise of e-commerce, the study of impulse buying began to focus on the online shopping environment. Previous studies have indicate that it does exist in consumer behavior in e-commerce. There are a number of significant research on causes and factors of impulse buying before. Scholars have proposed impulse buying will have to regret after shopping, but does not proceed to explore deeply. Thus, in this article we explore consumer’s feeling after impulse buying and examine impulsive purchasing behavior online with exploratory research and questionnaire.
       Through 435 surveys showed that clothing is on the top list while consumers go for impulse buying. Moreover, promotional discounts and free shipping are the most adopted marketing stimulation that causes consumers to purchase impulsively. Consumers may return or resale because of money shortage after they buy unneeded and unsuitable goods. In addition, the study also confirms that consumer will regret after their impulse buying, and the degree of regret will be moderated by the convenience of returns & refunds. Further, the regret can affect the satisfaction and repurchase intention. The results of this study can provide industry of e-commerce platform as a reference marketing strategy and service remedy to maintain good customer relationship.
    Advisory Committee
  • Hsin-Hui Lin - chair
  • Sha-ron Wang - co-chair
  • Fen-Hui Lin - advisor
  • Files
  • etd-0802115-025353.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2015-09-02

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