Impulsive Buying Behavior
The Impact of Celebrity Endorsement on Impulsive Buying Behavior in the E-Business.
Vrije Universiteit van Amsterdam, Karen Bies (1927361)
Table of Contents
Chapter 1 Introduction .................................................................................................................... 3 1.2 Problem Statement ........................................................................................................ 7 1.2.1 Sub-questions .................................................................................................................. 7 1.2.2 First draft of Conceptual Model ...................................................................................... 7 1.3 Relevance ....................................................................................................................... 8 1.3.1 Scientific Relevance ......................................................................................................... 8 1.3.2 Managerial Relevance ..................................................................................................... 9 1.4 Limitations .............................................................................................................................. 9 1.5 Structure ............................................................................................................................... 10 Chapter 2: Theoretical Framework ............................................................................................... 11 2.1 Impulsive buying behavior ................................................................................................... 11 2.2 The antecedents of online impulsive buying behavior ........................................................ 14 2.2.1 The Mediating role of Perceived Enjoyment................................................................. 17 2.2.2 The role of Perceived Usefulness
Vrije Universiteit van Amsterdam, Karen Bies (1927361)
Table of Contents
Chapter 1 Introduction .................................................................................................................... 3 1.2 Problem Statement ........................................................................................................ 7 1.2.1 Sub-questions .................................................................................................................. 7 1.2.2 First draft of Conceptual Model ...................................................................................... 7 1.3 Relevance ....................................................................................................................... 8 1.3.1 Scientific Relevance ......................................................................................................... 8 1.3.2 Managerial Relevance ..................................................................................................... 9 1.4 Limitations .............................................................................................................................. 9 1.5 Structure ............................................................................................................................... 10 Chapter 2: Theoretical Framework ............................................................................................... 11 2.1 Impulsive buying behavior ................................................................................................... 11 2.2 The antecedents of online impulsive buying behavior ........................................................ 14 2.2.1 The Mediating role of Perceived Enjoyment................................................................. 17 2.2.2 The role of Perceived Usefulness
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