About this document
Impact of Website Quality on Impulse Buying by Octavia is a document available to read on EtoBox.
This research examines how website quality, specifically functional convenience and representational delight, influences online impulse buying among Indonesian consumers, with positive emotions as a mediating factor. A survey of 388 respondents revealed that both website quality elements significantly affect impulse buying, either directly or through positive emotional responses. The study highlights the importance of enhancing website features to stimulate consumer emotions and encourage impulsive purchase
- Author
- Octavia
- Language
- EN