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How website quality affects online impulse buying: Moderating effects of sales promotion and credit card use

Umair Akram (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China)
Peng Hui (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China)
Muhammad Kaleem Khan (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China)
Yasir Tanveer (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China)
Khalid Mehmood (School of Management and Economics, Beijing Institute of Technology, Beijing, China)
Wasim Ahmad (Business School, University of International Business and Economics, Beijing, China)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 8 January 2018

9980

Abstract

Purpose

The purpose of this paper is to investigate the impact of website quality on online impulse buying behavior (OIBB) in China, and assess the moderating roles of sales promotion and credit card use.

Design/methodology/approach

An online and personal survey from 1,161 online shoppers belonging to three big cities of China – Beijing, Shanghai, and Nanjing – was conducted. A random sampling technique was utilized for data collection. Data were analyzed using validity and reliability tests, confirmatory factor analysis, and structural equation modeling.

Findings

Three major findings discovered are: first, the website quality positively affects the OIBB; second, the sales promotion significantly influences OIBB and acts as a strong moderator on the relationship between website quality and online impulse buying; and third, the online impulse purchases are positively influenced by use of credit card, and the use of credit card enhances the relationship between website quality and online impulse buying.

Research limitations/implications

First, the website quality positively affects the OIBB; second, the sales promotion significantly influences OIBB and acts as a strong moderator in the relationship between website quality and online impulse buying; and third, online impulse purchases are positively influenced by credit card use. Moreover, credit card use enhances the relationship between website quality and online impulse buying.

Originality/value

This research is the first to investigate the relationship between website quality and OIBB in China, with sales promotion and credit card use as moderators.

Keywords

Acknowledgements

The authors want to extend their gratitude toward the editor and the anonymous reviewers for their indispensable and valuable suggestions and comments that improved the quality of the paper significantly. Furthermore, the authors thank Professor Song QingQing in helping the translation of the survey questionnaire and Dr Hassan Rasool for his valuable suggestions.

Citation

Akram, U., Hui, P., Kaleem Khan, M., Tanveer, Y., Mehmood, K. and Ahmad, W. (2018), "How website quality affects online impulse buying: Moderating effects of sales promotion and credit card use", Asia Pacific Journal of Marketing and Logistics, Vol. 30 No. 1, pp. 235-256. https://doi.org/10.1108/APJML-04-2017-0073

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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