Author(s)

Gu Shengyu, Wu Yingwei

Corresponding Author

Gu Shengyu

Abstract

Studies have demonstrated that impulse buying drives many sales online and in physical retail stores. The tourism industry has embraced this trend, through various e-commerce stores. The current study investigates the behavior of impulse buying in tourism e-commerce. Marketing and website quality have the greatest influence on impulse buying tendencies while personality and social values appear to have a weak relationship, statistically speaking. However, qualitative analysis reveals that they are still pertinent factors in driving impulse buying behaviors. It appears that their weakened influence is attributable to the increased personalization of marketing, which targets different people based on different traits.

Keywords

Impulsive Buying Behavior, Tourism and Travel Products, E-commerce