A study on investigating the impact of website features on online impulse buying behaviour
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Copyright (c) 2021 Sara Narimanfar- Peyman Ghafari Ashtiani
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
E-commerce has led to many deliveries in business relationships specially used for online shopping. Given the growth of e-commerce to increase e-shopping, researchers can be investigated in this area in recent years. This paper aims to investigate the effect of website features on online impulse buying behaviour (OIBB). A questionnaire survey was conducted on the users of the Digi Kala website. They have made an impulsive online purchase at least once from the DigiKala website in Arak city, Iran. A relative stratified sampling technique was utilized for data collection. The data were analyzed statistically. The results show that: All research hypotheses have been confirmed. Among the research variables for the research's statistical sample, service quality and visual attraction affect online impulsive shopping behaviour.
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