Evoking online consumer impulse buying through virtual layout schemes. Issue 1 (2nd January 2016)

• Record Type: Journal Article
• Authors: Lin, Sheng-Wei; Lo, Louis Yi-Shih
• Is Part Of: Behaviour & information technology. Volume 35:Issue 1(2016)
• Page Start: 38
• Page End: 56
• Publication Date: 2016-01-02
• Subjects: impulse buying -- ease of navigation -- virtual layout design -- stimulus-organism-response model; Electronic data processing -- Periodicals; Human engineering -- Periodicals; Information technology -- Periodicals; 303.4833
• DOI: 10.1080/0144929X.2015.1056546
• Languages: English
• ISSNs: 0144-929X

Abstract

Abstract : Drawing upon the 'stimulus-organism-response' framework, this paper examines how the ease of navigation (EON) of a website affects consumers' online impulse buying. We also compared the effects of various virtual layouts (i.e. grid, freeform, racetrack, and mix grid–freeform) on consumers' perceptions of EON, emotional responses, and the urge to buy impulsively. Based on questionnaire responses from 216 participants in a stratified survey, we found that EON significantly influences consumers' emotional responses, pleasantness, and arousal, which subsequently affects their urge to buy impulsively. We also found that compared with the other three layouts, manifestations of navigability, freeform is the easiest to navigate, and is able to elicit the highest level of pleasantness and the strongest urge to buy impulsively. The findings of this study provide important implications for impulse buying research and practice.