Abstract:
E-commerce had been a window of consumer-retailer and business-to-business relationship. It had changed supply chain
design in last four decades. A Website display, as one of strategic decision of an e-commerce, has been a competitive advantage to
win the market. Moreover, impulsive buying had recognized as cognitive natural flaw which had given an advantage for both
retailer and consumer. Sometimes, the tremendous increment of the number of internet access on an e-commerce site is not
accompanied by increment of buying. Meanwhile, the study about the influences of a web display to impulse buying behaviors had
been written so little. In this paper, a preliminary research about the influences of a web display to impulse buying behaviors is
conducted. The study is conducted on online fashion stores in Indonesia. This paper depicts the development of sixteen display
attributes for accessing impulse buying on online fashion stores. Twenty (20) attributes has been developed from literature survey
and interview. Then, a survey has been given to 150 respondents to determine the display’s attributes that influenced to impulsive
buying. A factor analysis has been run to fifteen (15) attributes that have significant influence to Impulse Buying and four factors
have been developed. Structural Equation Model is performed to understand the impact of each factor and attributes toward
impulsive buying respond. Based on the model, Service Factor (0.89) and Supporting Factors are the most influencing factors.
Meanwhile, Model Appearance, and Pop Up Voucher are the most influencing attributes toward impulsive buying.
Description:
Makalah dipresentasikan pada 2016 International Conference on Industrial Engineering and Operations Management. IEOM Society. Kuala Lumpur, Malaysia, March 8-10, 2016