Abstract
This research aims to examine the relationship between shopping environment, website quality, promotion, and perceived enjoyment toward online impulse buying of apparel among consumers in Kota Kinabalu. This paper is focused on secondary data sources of references and analyses of publications in selected papers on online impulse buying. This paper highlights past studies on the relationship between the antecedents and the application of-OR the on in explaining the relationship. The work of the researcher is a genuine reference to published literature and seeks to contribute to the development of knowledge by adapting and testing the mediating effect of perceived enjoyment in the relationship between shopping environment, website quality, and promotion toward online impulse buying.
Metadata
| Item Type: | Article |
|---|---|
| Creators: | Creators Email / ID Num. Abd Samat, Norhafizah UNSPECIFIED Albert Gisip, Imelda imeldag@uitm.edu.my |
| Subjects: | H Social Sciences > HF Commerce > Marketing > Market segmentation. Target marketing H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling > Malaysia H Social Sciences > HF Commerce > Consumer satisfaction > Malaysia H Social Sciences > HF Commerce > Electronic commerce > Malaysia |
| Divisions: | Universiti Teknologi MARA, Johor > Segamat Campus > Faculty of Business and Management Universiti Teknologi MARA, Johor > Segamat Campus |
| Journal or Publication Title: | Insight Journal (IJ) |
| UiTM Journal Collections: | UiTM Journals > INSIGHT Journal (IJ) |
| ISSN: | 2600-8564 |
| Volume: | 9 |
| Number: | 2 |
| Page Range: | pp. 1-9 |
| Keywords: | Shopping environment, Website quality, Promotion, Perceived enjoyment, Online impulse buying |
| Date: | 2022 |
| URI: | https://ir.uitm.edu.my/id/eprint/109496 |
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