||Online Impulse Buying: Enticement and Engagement of Advertisement Content with Joint Consumption Effect on Facebook
||Online Impulse Buying: Enticement and Engagement of Advertisement Content with Joint Consumption Effect on Facebook
||Institute of International Management (IIMBA--Master)(on the job class)
||CHAO YU LIN
Impulse buying has been a phenomenon appeared and happened in our life, this research try to understand more in impulse buying context. The present research implies mix method to investigate the application of enticement and engagement on social network site advertisement and joint consumption effect to people’s impulse buying intention. There are three studies in this research including (1) understand the joint consumption effect in impulse buying intention (interview) (2) understand the influence of different level of enticement and joint consumption effect in social network site advertisement toward impulse buying intention (experiment) (3) understand the influence of different level of enticement and engagement in social network site advertisement toward impulse buying intention (experiment).
Academically, this paper helps researchers to have a new direction, consider the influence of social factors (joint consumption) in impulse buying and social network sites advertisement context. Practically, it suggests social network site’s advertiser may consider the design of advertisement by different format of post that may entice users to understand more and engage them to involve in more about the product. This research gives a big picture about the application of design and creation of sharing experience in advertisement for experience goods.
TABLE OF CONTENTS
TABLE OF CONTENTS III
LIST OF TABLES VII
LIST OF FIGURES I
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Research Gap and Motivation. 8
1.3 Research Objectives and Contribution. 10
1.4 Research Procedure. 12
CHAPTER TWO LITERATURE REVIEW 14
2.1 Theoretical Background. 14
2.1.1 Latent State Trait Theory. 14
2.1.2 Impulse Buying. 17
2.1.3 Urge to Buy Impulsively. 20
2.1.4 Impulsiveness. 21
2.1.5 Enticement of Advertisement Content. 22
2.1.6 Engagement of Advertisement Content. 25
2.1.7 Joint Consumption. 27
2.2 Hypothesis Development. 29
2.2.1 The Enticement toward Urge to Buy Impulsively. 29
2.2.2 The Engagement toward Urge to Buy Impulsively. 31
2.2.3 Joint Consumption toward Urge to Buy Impulsively. 33
2.2.4 Impulsiveness and Interaction Effect toward Urge to Buy Impulsively. 36
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 39
3.1 Conceptual Framework. 39
3.2 Research Design. 40
3.3 Definition of Variables. 43
3.4 Summary of Hypotheses. 44
3.5 Manipulation Check. 44
3.5.1 Manipulation Check for Enticement. 44
3.5.2 Manipulation Check for Engagement. 45
3.5.3 Manipulation Check for Joint Consumption. 46
3.6 Construct Measurement. 47
3.6.1 Enticement. 47
3.6.2 Engagement. 47
3.6.3 Joint Consumption. 47
3.6.4 Impulsiveness. 47
3.6.5 Urge to Buy Impulsively. 48
3.7 Stimuli development and Procedures. 48
3.7.1 Study 2- Qualitative Interview. 48
3.7.2 Study 1 and Study3- Experiment. 49
3.8 Sampling Plan. 50
3.8.1 Study 2. 50
3.8.2 Study 1 and Study 3. 50
3.9 Control Variables. 51
3.10 Data Analysis Procedure. 51
3.10.1 MAXQDA. 51
3.10.2 Factor Analysis. 52
3.10.3 Analysis of Variance (ANOVA). 52
3.10.4 Descriptive Statistical Analysis. 52
3.10.5 Analysis of Covariance (ANCOVA) 52
3.10.6 Regression Analysis. 52
CHAPTER FOUR RESEARCH RESULTS 54
4.1 Quantitative Research Result (Study 1) 54
4.1.1 Data Collection and Characteristic of the Respondents. 54
4.1.2 Descriptive Statistics. 56
4.1.3 Manipulation check, Factor analysis and Control Variables. 57
4.1.4 Main effects, interaction effects and findings 59
4.2 Qualitative Research Result (Study 2) 62
4.2.1 Interview Procedure and Characteristics of Respondents. 62
4.2.2 Interview Finding. 63
4.3 Quantitative Research Result (Study 3) 66
4.3.1 Data Collection and Characteristic of the Respondents. 66
4.3.2 Descriptive Statistics 68
4.3.3 Manipulation check, Factor analysis and Control Variables. 69
4.2.3 Main effects, interaction effects and findings 71
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 74
5.1 Research Discussion and Conclusions. 74
5.2 Theoretical contributions. 75
5.3 Managerial Implications. 76
5.4 Research Limitation and Suggestion for Future Research. 78
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