1. Customer’s Impulsive Buying Behavior: An on-line shopping perspective
Instructor: Kate Chen
Presenter: Ken Wang

2. I. Introduction II. Literature Review III. Methodology
Contents
I. Introduction II. Literature Review III. Methodology

3. Introduction

4. Background
Customers’ purchasing behavior are always be investigated by many researchers in the whole world, the understanding of customers’ decision strategy not only benefit for the detailer but also for the customers themselves.

5. In the past research found that it is common that customers are always have the impulsive buying behavior while purchasing, however, many of them didn’t find the truth. Therefore, in this study, we are tried to find the relationship between impulsive buying and customers.

6. Statement of the Problem
In the recent years, there are many researches of impulsive buying behavior. However; most of these researches are all divided into two types, the first type is aim at the relationship between product and impulsive buying, and the other type is aim at the customers’ purchasing characteristics

7. Many investigators have suggestion to the further study is to investigate impulsive buying behavior in internet shopping in the future.

8. Purpose of the Study
In the past researches are always aimed at the products and customers’ purchasing characteristic. However; in this study, the main purpose is to examine the relationship between impulsive buying and online shoppers, furthermore, we will sort out the customers by internet addiction scale.

9. Research Question
The relationship between the level of internet addiction and impulsive buying.
The relationship between online shopper and impulsive buying.

10. Literature Review

11. Definition of Impulse Buying
Rook(1987) indicated when customers feel sudden, intense and rapid motivation of purchasing, it is impulse buying.

12. Classification of Impulse Buying
Stern(1962) indicated the classification of impulse buying including:
Pure Impulse Buying
Reminder Impulse Buying
Suggestion Impulse Buying
Planned Impulse Buying

13. Stern(1962) indicated that there are nine factors that may affect impulsive buying behavior, that is lower price, marginal need for item, mass distribution, self-service, mass advertising, prominent store display, short product life, small size or light weight and ease of storage.

14. Definition of Internet Addiction
Young (2005) indicated that internet addiction is a new and often unrecognized clinical disorder that impact a user’s ability to control online use to the extent that is can cause relational, occupational, and social problems.

15. Methodology

16. Impulsive Buying Behavior
Research Framework
Impulsive Buying Behavior
Online Shopping
Internet Addiction

17. Hypotheses
The level of internet addiction have positive affect to impulsive buying.

18. Participants
Students at Chaoyang University of Technology in Wufeng Township, in Taichung County, Taiwan.

19. Instrument Questionnaire Impulsive buying scale Rook & Fisher (1995)
Internet addiction scale Young (1996)

20. Data Analysis Reliability analysis Validity analysis SPSS 10.0
Descriptive statistic analysis