The Role of e-Store Content, e-Store Design, e-Store Navigation of Instagram as an Online Shop toward Online Impulse Buying Behavior
| Main Author: | Siti, Ramadhani |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2016
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| Subjects: | |
| Online Access: |
http://scholar.unand.ac.id/16689/1/abstract.pdf http://scholar.unand.ac.id/16689/2/chapter%205.pdf http://scholar.unand.ac.id/16689/3/chapter%201.pdf http://scholar.unand.ac.id/16689/5/List%20of%20References.pdf http://scholar.unand.ac.id/16689/6/Thesis-Full%20Text.pdf http://scholar.unand.ac.id/16689/ |
Daftar Isi:
- This research investigated about the role of e-store content, e-store design, and e-store navigation of Instagram as an online shop toward online impulse buying behavior. The data obtained through online questionnaire. The samples were drawn from 160 people who had already bought product impulsively on online shop in Instagram. The data analyzed by using SmartPLS 2.0. In this research there are 7 variables; those are independent variable which are e-store content, e-store design, and e-store navigation; mediating variables which are shopping enjoyment, impulsiveness, and browsing; and the dependent variable which is online impulse buying behavior. The findings indicated that e-store design and e-store navigation can directly influence consumers to online impulse buying behavior while e-store content doesn’t have significant impact on online impulse buying behavior.