Research on Influence of Shopping APP’s Characteristic on Consumer’s Impulse Buying

摘要

Based on the SOR theory, this study examined the influence of the knowledge, convenience and entertainment of APP on the consumer’s intention to buy, with 624 consumers who had APP style="font-family:""> style="font-family:Verdana;">shopping experience. The mediating variable of this study was the sense of pleasure and arousal of psychological emotion. The study findings showed style="font-family:Verdana;"> that: style="font-family:Verdana;">1) shopping APP style="font-family:Verdana;">’ style="font-family:Verdana;">s knowledge, convenience and entertainment represented the most obvious features of shopping APP style="font-family:Verdana;">; style="font-family:Verdana;">2) pleasure was completely mediated by the shopping APP’s knowledge and entertainment on impulse buying intention, partly mediated by the convenience on impulse buying intention style="font-family:Verdana;">; style="font-family:Verdana;"> 3) arousal was completely mediated by the shopping APP’s knowledge and convenience on impulse buying intention, partly mediated by the entertainment on impulse buying intention.