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Impulsive Purchase, Approach–Avoidance Effect, Emotional Account Influence in Online-to- Offline Services

Jyh-Jeng Wu1 and Shu-Hua Chien2
1. Department of Business Management, National United University, Miaoli City, Taiwan
2. Department of Insurance and Finance, National Taichung University of Science and Technology, Taichung City, Taiwan
Abstract—Taiwanese retailers and E-commerce have been actively promoting O2O (online-to-offline) services. Consumers compare specifications, functions, prices, and discounts when using the online service to shop at a physical store. O2O has successfully transformed into a consumer shopping experience. This study mainly investigates the effect of impulsive purchase, approach–avoidance effect, emotional account, as well as brand image, on sales in O2O services. The results of evidence-based analysis show that impulsive purchase positively affects emotional account and trust. The approach–avoidance effect has a positive effect on emotional account, which is mediator between trust and the approach–avoidance effect. This positively affects a customer’s recommendation intention. However, brand image affects the results by moderating emotional account and trust.
 
Index Terms—impulsive purchase, approach–avoidance related effect, emotional account, brand image, emotional accounts, trust

Cite: Jyh-Jeng Wu and Shu-Hua Chien, "Impulsive Purchase, Approach–Avoidance Effect, Emotional Account Influence in Online-to- Offline Services," Vol. 10, No. 2, pp. 35-40, May 2019. doi: 10.12720/jait.10.2.35-40
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