| 書目名稱 | Online Impulse Buying and Cognitive Dissonance |
| 副標題 | Examining the Effect |
| 編輯 | Giovanni Mattia,Alessio Di Leo,Ludovica Principato |
| 視頻video | http://file.papertrans.cn/702/701541/701541.mp4 |
| 概述 | Explore the drivers for on-line impulse buying.Explain the effect of mood on cognitive dissonance after an on-line impulse buying.Provides implications for practitioners as well as academics |
| 圖書封面 |  |
| 描述 | .Consumers’ beliefs and attitudes towards online sales significantly influence buying behavior on the internet. However, the impact of these thoughts and beliefs on the decision to make an online purchase is not direct. It can be moderated by the emotions experienced while browsing an e-commerce website. Impulse buying in particular is influenced by a number of factors, for example how stimulating the e-shopping platform is, and how easy it is to click on the cart a certain product, for instance a smartphone. But what happens after an online impulse buy is made? Often the customer can regret the purchase and in the throes of anxiety, look for reasons to justify the choices made. Consumer behaviour scholars and pyschologists call this phenomenon cognitive dissonance, and certain individuals are more sensitive than others in developing this than others..This book offers a deep investigation around online impulse buying and subsequent cognitive dissonance. Specifically, the authors present a research case study of a?group of millenials who are shopping for smartphones to study whether an initial positive state can reduce the onset of cognitive dissonance in consumers. Based on substan |
| 出版日期 | Book 2021 |
| 關(guān)鍵詞 | Online shopping; online consumer behaviour; millenials; marketing; marketing management |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-030-65923-3 |
| isbn_softcover | 978-3-030-65925-7 |
| isbn_ebook | 978-3-030-65923-3 |
| copyright | The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerl |
|Archiver|手機版|小黑屋|
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