Factors Affecting E-Impulse Purchase Among Generation Y : The Moderating Impact Of Hedonic Shopping
This research was conducted to investigate the relationship between five elements of website characteristics and e-impulse purchase with hedonic shopping as moderator'. Questionnaires were distributed to 183 respondents in generation Y cohort throughout Kuching. Confirmatory factor analysis...
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| Main Author: | |
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| Format: | Final Year Project Report |
| Language: | English |
| Published: |
Universiti Malaysia Sarawak, (UNIMAS)
2019
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/34669/2/Phui%20Wang%20Lee.pdf http://ir.unimas.my/id/eprint/34669/ |
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| Summary: | This research was conducted to investigate the relationship between five elements of
website characteristics and e-impulse purchase with hedonic shopping as moderator'.
Questionnaires were distributed to 183 respondents in generation Y cohort throughout
Kuching. Confirmatory factor analysis and Partial-Least-Square regression have been
used to analyze data through SmartPLS2. According to present study, the results
revealed that only one of the website characteristics, which is perceived usefulness was
significantly and positively related to e-irnpulse purchase. The other four elements of
website characteristics was founded have no significant relationship with e-impulse
purchase. Moreover, the result also indicated that hedonic shopping do not moderate the
relationship between website characteristics and e-impulse purchase. Through this
research, new insights regarding the relationship between website characteristics and eimpulse purchase were gained. |
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