1. How to submit my research paper? What’s the process of publication of my paper?
The journal receives submitted manuscripts via email only. Please submit your research paper in .doc or .pdf format to the submission email: jait@etpub.com.
2.Can I submit an abstract?
The journal publishes full research papers. So only full paper submission should be considered for possible publication. Papers with insufficient content may be rejected as well, make sure your paper is sufficient enough to be published...[Read More]

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," Journal of Advances in Information Technology, Vol. 10, No. 2, pp. 35-40, May 2019. doi: 10.12720/jait.10.2.35-40
Copyright © 2013-2020. JAIT. All Rights Reserved
Creative Commons LicenseThis work is licensed under the Creative Commons Attribution License (CC BY-NC-ND 4.0)